We were lucky to catch up with Shiqi Hu recently and have shared our conversation below.
Shiqi, thanks for joining us, excited to have you contributing your stories and insights. Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?
Currently, I am collaborating with my university classmates on IP creation and operations. We develop various IPs and release them on online platforms, continuously refining their content based on audience preferences. We create stickers, illustrate daily comics, and even collaborate with brands, ultimately commercializing our IPs through multiple channels.
Of course, this journey was not smooth from the start. In the beginning, we were just two passionate blind box enthusiasts, deeply inspired by the rise of Pop Mart in China. With a strong interest in character design, we realized that since we loved this so much, why not create our own IP? Fortunately, our major was digital media, which exposed us to character design and graphic design, laying the foundation for our creative endeavors.
Our first IP was Doboo, and in order to bring it to life, we tried handling the entire production process ourselves—3D modeling, finding factories, and even learning how to paint the prototypes. However, reality gave us a harsh lesson: the costs far exceeded the returns, and the revenue was barely enough to cover expenses. That’s when we realized that instead of covering the entire process ourselves, it was more crucial to focus on building a strong IP first—one that could truly gain market recognition—before expanding into production and commercialization.
Had we known this from the start, our journey might have been more efficient. However, this experience has been invaluable, helping us understand the core of IP operations and equipping us with essential industry insights. Today, we are more confident than ever on this path, and we look forward to creating more IPs that people will love in the future!
Shiqi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hello everyone, I’m Kiki, a graduate of the University of Southern California (USC) with a degree in Animation. I specialize in creating and developing IP characters, using animation, stickers, motion design, and other visual formats to bring them to life and create meaningful emotional connections with audiences.
Currently, I am focusing on helping my friend’s IP—Juanjuan Cat—gain more fans on Chinese social media platforms. My role includes designing stickers, animated web posters, adorable GIFs, daily comics, and animated videos for platforms like TikTok. I mainly handle the animation aspects, while my partner focuses on graphic design, and together, we collaborate on creative content. In the future, we plan to develop more original IPs, exploring richer storytelling and commercialization opportunities.
My strength lies in my deep understanding of character development and my ability to tell stories through visual language. I hope my work goes beyond just cute characters—I want them to become “virtual companions” that bring emotional value to their audience. What I’m most proud of is seeing our creations gain recognition and love. Watching Juanjuan Cat’s fans use our stickers in conversations, interact in the comment sections, and even share their appreciation for the character makes all the hard work incredibly rewarding.
If you love fun and engaging IP characters, creative animations, or are interested in potential IP collaborations, feel free to follow me! 🎨✨
How’d you meet your business partner?
My co-founder and I met during our university years. She was my classmate and has become my best creative partner on this journey. Our first collaboration began with our graduation project, M, which gained 1.3 million views on Bilibili—a significant milestone for both of us.
During the creation of our graduation project, we realized that we shared the same passion for character design and visual storytelling. Around the same time, we also became obsessed with blind box collectibles, reaching a stage where we were completely hooked—each unboxing was filled with excitement. Since our project already featured a variety of adorable creature designs, we thoroughly enjoyed the design process. One day, we had a sudden realization: “Why not create an IP that truly belongs to us?” That moment marked the beginning of our entrepreneurial journey.
From Passion to Business—The Importance of the Right Partner
Looking back, our partnership has always been driven by a shared love for creativity. I firmly believe that when your passion becomes your career, you will stay motivated to create, regardless of financial gain. In the design industry, this passion is especially crucial, as creativity demands constant inspiration and enthusiasm. True love for what you do becomes the most powerful driving force, allowing you to immerse yourself in the creative process every day and continuously explore new possibilities.
However, passion alone is not enough—having the right partner is just as important. Throughout our entrepreneurial journey, we have faced numerous challenges, from IP design and audience engagement to commercialization. Every step required trust and seamless collaboration. Her creative mindset and work style complement mine perfectly, allowing us to leverage each other’s strengths while navigating obstacles together.
Many entrepreneurial stories end prematurely due to team conflicts, which is why I feel incredibly fortunate to have found such a like-minded partner. Our work is not just about building an IP; it is a true dream journey that we are bringing to life together. Moving forward, we hope to create even more vibrant and meaningful IPs—ones that accompany people, bring joy, and become beloved “virtual companions” for our audience.
How did you build your audience on social media?
Attracting an audience on social media is not something that happens overnight; it requires continuous exploration, optimization, and patience. My co-founder and I initially posted our graduation project, M, on Bilibili, and to our surprise, it gained 1.3 million views. This experience made us realize that high-quality content with emotional resonance is key to building social media influence. From that moment, we began systematically thinking about how to promote our IP through social media and gradually discovered some effective strategies.
Creating an Emotionally Engaging IP
First and foremost, we believe that developing an IP with emotional connections is essential. Whether it was our graduation project, M, or our later creation, Juanjuan Cat, we always focused on giving our characters “life.” People are drawn not only to cute visuals but also to characters that feel like “virtual friends” who can accompany and resonate with them. That’s why we constantly shape our characters’ personalities and daily habits on social media, making them feel more alive rather than just being static designs.
Diversifying Content Formats to Increase Engagement
We also implement different content strategies across various platforms to enhance engagement. For example, on Bilibili and TikTok, we post animated short videos and daily character interactions to give the audience a more immersive experience. On Weibo and Xiaohongshu (Little Red Book), we share character stickers, illustrations, and behind-the-scenes stories to help fans understand the creative journey behind the IP. Additionally, we engage with our core audience through WeChat groups and official accounts, listening to their feedback and refining our content and development direction accordingly.
Keeping Up with Social Media Trends
Staying updated with social media trends is another key method we use to attract an audience. We keep an eye on viral topics and trends and incorporate them into our IP content. For example, if a certain sticker meme becomes popular, we create our own version using our characters’ unique style. If a trending challenge video goes viral, we participate using animated versions of our IP. This not only increases exposure but also makes our characters feel more relevant and interactive rather than static figures.
Building Genuine Interaction with the Audience
Authentic engagement with the audience is also crucial. Many social media managers focus too much on metrics and growth while neglecting emotional connections with fans. However, I believe that creating a sense of belonging is the true foundation of influence. We actively respond to comments, collect user feedback, and even incorporate fan ideas into our content, making them feel like a part of the IP’s growth. This type of genuine interaction not only strengthens fan loyalty but also helps us improve our work.
Advice for Those Building Social Media Influence
For those just starting to build their presence on social media, I have a few key suggestions:
Find Your Core Niche – Clearly define what kind of content you want to create. Is it illustrations, animations, storytelling, or another creative form? Identify what you are most passionate about and skilled at, and continuously refine your content around it.
Maintain Consistent Updates – Social media algorithms favor creators who post regularly. Establish a stable posting schedule to increase your chances of being recommended and discovered.
Prioritize Value Over Virality – Not every trend is worth chasing. Choose topics that align with your brand identity so that your content remains both engaging and authentic.
Engage with Communities and Fellow Creators – Besides interacting with fans, join relevant creator communities and collaborate with others. Cross-promotion and mutual support can significantly expand your reach.
Don’t Fear Failure, Be Willing to Adapt – Gaining an audience takes time, and it’s normal to face setbacks. Treat every post and every piece of feedback as an opportunity to refine your strategy. Keep experimenting and adjusting until you find what works best for you.
The Long-Term Journey of Social Media Success
Ultimately, success on social media is a long-term process. For me, the most important thing is to create content that genuinely resonates with people—content that makes audiences stop, share, and feel like they are part of the IP’s journey. If you’re just starting out in the social media space, begin with the simplest step: create content that even you would love, and from there, continuously improve. Trust that over time, the right audience will find you.
Contact Info:
- Website: https://kikishiqihu.weebly.com
