破圈

圈 here means 'circle / niche / fandom'. 破圈 became a buzzword around 2020 when Bilibili (B站) explicitly aimed to expand beyond its anime-gaming-otaku core audience. Now it applies to any creator, brand, or work that crosses over from a small subculture into mainstream awareness.

usage

Common related terms: 出圈 (very similar - 'go beyond your circle'), 圈内 (inside the niche), 圈外 (outside the niche), 饭圈 (fan circles, especially for celebrities).