KEEPGOING STUDIO

Folklore, animation, and historical archetypes, all cut to 1/12.

TL;DR

  • KEEPGOING builds 1/12 action figures around cloth clothing, interchangeable expressions, and scene-specific props.
  • Ghost Stories shares the catalog with licensed Under One Person releases and figures from the Romance of the Three Kingdoms TV anime.
  • Japanese list prices verified here run from ¥5,000 to ¥8,200 before tax (about $33-$55 USD), while export-retailer prices vary by figure and stock status.
  • The product record is substantial, but company history and broad owner consensus are still thin, so release-level research matters more than a brand-wide verdict.

A ghost opened the international door

KEEPGOING reached Japan as an unknown. When the wholesaler Milestone listed the White Ghost in December 2024, the first release in its Ghost Stories line, it described KEEPGOING simply as a new manufacturer. The 16 cm PVC and ABS figure came from a Ghost Stories pairing inspired by traditional Chinese ghost tales, with removable clothing, articulated joints, and accessories. That first documented Japanese offering already contained the studio's basic vocabulary: a compact body, a tailored costume, and enough parts to change the scene.

The same scale now holds very different kinds of characters. Liang and the shrimp soldier Hai Ji belong to The Story of Mountain and Sea, while Lu Bu represents the television anime Romance of the Three Kingdoms. Sengoku G moves to Japanese history, with Sanada Yukimura rendered as an armored female warrior and Date Masamune given the same treatment. The common thread is not one license or one country. It is the decision to make costume, weapons, and poseability do the storytelling.

Everyday props beside mythic weapons

KEEPGOING's licensed Under One Person figures are co-developed with ToysEasy. The verified 玩朝KEEPGOING account described Zhang Chulan and Feng Baobao as authorized products, priced at 288 yuan in China, and listed workwear outfits plus character-specific props. The official post lists four standard and two chibi head sculpts for Zhang Chulan; Milestone's Japanese package separately lists five interchangeable face parts, five pairs of hands, a phone, a work badge, an effect part, and a delivery box. Xia He takes the same idea somewhere else entirely. She comes with alternate clothing, sunglasses, a shopping bag, and bubble tea.

That attention to objects is what gives the catalog its personality. Date Masamune carries swords and two matchlock guns, but also arrives with a fabric banner and a four-step modular base. The Human Muscle Model strips the formula back to anatomy, offering a red or gray articulated body at the same 1/12 scale. KEEPGOING's figures are therefore most interesting as small stages, not simply as isolated character likenesses.

Many products, little company history

Verified Japanese list prices in the sources reviewed run from ¥5,000 for Liang to ¥8,200 for the White Ghost before tax (about $33-$55 USD). Nin-Nin Game's brand page listed 24 products when checked, with several figures available to order and others awaiting stock. North American listings also exist, including Xia He at BigBadToyStore, although price and availability can differ sharply between shops.

The public record says much more about individual figures than it does about the company behind them. The official social account identifies 惠州市玩朝玩具有限公司 and Guangdong, but the sources reviewed stop short of a founding year, leadership, or parent company. There are also too few English-language owner reports to say anything fair about the catalog's quality as a whole. Until that picture fills in, collectors will get better results by comparing the materials, accessory list, retailer terms, and owner photos for the exact release they want.

Sources