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The Star
3 days ago
- Entertainment
- The Star
Feature: Kidults' emotional cravings, not just toys, drive POP MART's popularity
by Xinhua writer Zheng Bofei LONDON, June 1 (Xinhua) -- A crowd of collectors and POP MART fans gathers outside the brand's brightly lit flagship store on Oxford Street, eager to explore its signature blind-box toys, like Skullpanda, Dimoo, and the iconic Labubu, known for its fluffy body and toothy grin. Some had traveled from as far as Southeast Asia and mainland Europe, not just to shop, but to trade art toys, connect with fellow fans, and capture the perfect unboxing moment for TikTok. Once a niche brand in China, POP MART is now one of the fastest-growing cultural phenomena in Europe. Founded in Beijing in 2010, POP MART rose to fame through its original character designs and collaborations with emerging artists. Its IP-driven collectibles, especially the mischievous yet charming Labubu, resonate deeply with fans seeking more than just aesthetic appeal -- they crave emotion, surprise, and connection. "They were never meant to be a money-making madness in a resale market, but a moment in time for adults to become childlike and silly again. Every human deserves to feel that," said Amy-Lee Cowey-Small, a long-time marketing veteran. This emotional pull sets POP MART apart from traditional toy makers. It doesn't merely sell figures -- it sells feelings, rituals, and shared experiences. Central to its appeal is blind-box culture, where buyers don't know which toy they've purchased until they open the box. This "ritualized uncertainty" has resonated strongly with Gen Z and millennial consumers in Europe. On TikTok and Instagram, influencers regularly post unboxing videos, turning these toys into cultural symbols of identity and self-expression. POP MART's design philosophy blends Asian aesthetics with Western art influences, creating figures that feel both familiar and refreshingly new. This multicultural style has drawn attention from celebrities like Madonna Louise Ciccone and British TV personality Olivia Attwood, further embedding POP MART in Europe's creative mainstream. Since opening its first UK store in Soho in 2022, POP MART has rapidly expanded across the country, with stores now in Oxford Street, Manchester, Westfield Stratford, Cambridge, and Birmingham. By the end of 2025, it expects to operate 17 standalone stores in Britain, not including its rapidly growing network of roboshops. According to the company's European retail head, over 90 percent of its customer base in Britain now consists of local Britons and Europeans. "This is no longer a niche brand for the Asian diaspora," said Scarlett Zhao, POP MART's head of marketing, Europe. "We've gone mainstream." As demand continues to rise, Zhao rejected claims that the company is deliberately limiting supply to create hype. "We're often asked whether the limited availability of our plush toys is intentional, but the answer is no -- we do not engage in scarcity marketing. Our production is guided by long-term demand forecasting and brand planning rhythms to provide consumers with high-quality and consistent product experiences," Zhao said. "Plush toys require intricate craftsmanship and a strong attention to detail, which naturally calls for careful planning and production time. We prioritize craftsmanship and customer experience -- not scarcity as a marketing tactic," Zhao added. POP MART is now developing an online lottery system to reduce onsite congestion and deter scalper activity in Britain and France. POP MART isn't alone in riding the wave of China's collectible boom. Brands like TOPTOY launched by MINISO are also expanding across Asia and the Middle East, though TOPTOY focuses on licensed IPs like Disney and Naruto, rather than original characters. As Chinese collectible brands grow in prominence, their appeal is beginning to win over prestigious Western retailers. Zhao said luxury venues like Harrods were initially reluctant to take a chance on an unfamiliar Chinese brand. But that changed quickly. "As our IPs gained international visibility and our customer base expanded across Europe, conversations with prestigious partners naturally evolved into long-term collaborations," said Zhao. "Today, we're proud to be part of a new wave of cultural brands that Harrods and other top-tier retailers are embracing," she added. For consumers like Ma and Serena, both in their twenties, POP MART has become a lifestyle. "Once I got one, I got obsessed," said Ma. "And I told my friend Serena to get one too." "I saw an influencer open a blind box on Instagram. I went to the store the next day," said Serena. "That was it. I'm hooked." This growing community of collectors, many of whom kidults, isn't just chasing rare toys -- they're discovering shared joy, nostalgia, and pocket-sized companions through a distinctly modern cultural language.
Buzz Feed
21-05-2025
- Entertainment
- Buzz Feed
Internet-Famous Doll Makes CEO $1.6B Richer
You see this tiny fanged gremlin-looking doll? Well, it just made someone $1.6 billion richer in a single day. No, it's not AI. It's Labubu —a creepy-cute vinyl figure that looks like it crawled out of a dream you had after bingeing Tim Burton movies. And somehow, it's become the internet's newest obsession. Labubu is part of a designer toy line called The Monsters, made by the Chinese company Pop Mart. The toy has been around for a while, quietly building a cult following. From Rihanna casually strolling through LAX with a pink Labubu swinging from her bag, to fashion icon Bryanboy clipping one onto a rare Hermès platinum tote like it's no big deal—Labubu has officially gone from collectible toy to chaotic fashion accessory. Labubu is part of a designer toy line called The Monsters, made by the Chinese company Pop Mart. The toy has been around for a while, quietly building a cult following. by u/Lindseyszn in labubu But things exploded when Pop Mart went public (again) on the Chinese A-share market on May 15, 2025. The result? A buying frenzy so intense it sent the company's valuation through the roof—enough to make its CEO Wang Ning $1.6 billion richer in just 24 hours. Yes, with a B. Instagram: @nbcchicago So, what's the big deal? Labubu is not just a toy—it is a phenomenon. Think blind boxes you queue for at 6 a.m., limited editions that sell out in seconds, and resale prices that are climbing faster than concert tickets to a Taylor Swift show. TikTok is flooded with unboxings, hauls, and collectors showing off rare Labubu designs like they're vintage Rolexes. People are calling themselves 'Labubu addicts' unironically. We've officially entered the era of designer toy mania. Instagram: @backstitchbruja Pop Mart isn't new to this game—it's had other hits like Molly and Dimoo. But Labubu is different. It's the breakout star. There's something weirdly magnetic about the design—those jagged teeth, that wide-eyed stare, the chaotic energy it brings to your shelf. It taps into the part of your brain that finds ugly things cute and terrifying things comforting. And the internet is eating it up. But it doesn't end here. The toy also has its own cryptocurrency. In the last 24 hours alone, it racked up $9.5 million in trading volume. And since May 14, the number of wallets holding $LABUBU has surged. $LABUBU just keeps printing green candles everyday 📈 — LooksRekt (@Looks_Rekt) May 19, 2025 Twitter: @Looks_Rekt Launched in 2024 on the Ethereum platform, the LABUBU coin is inspired by the chaotic little gremlin, originally created by Hong Kong artist Kasing Lung. What started as a collectible designer toy is now also a full-blown MEME coin. Translation? The internet's obsession has officially gone crypto. What started in niche toy circles has now gone full cultural migration mode, popping up in the front rows of fashion week and on the arms of the stylish and unbothered. Thanks to the star stamp of approval, Labubu didn't just go global—it went viral with a passport. Instagram: @timeoutdubai In a way, it makes sense. We live in a world where niche becomes mainstream in a matter of days, and where emotional attachment to tiny plastic things is a real, bank-breaking phenomenon. Labubu isn't just merch—it's identity, serotonin, and status. And in a plot twist that's peak 2025, that vibe just made someone a billionaire. So if you start seeing a little creature with wild hair and way too many teeth popping up on your feed, now you know: it's Labubu. It's weird. It's wonderful. And it's richer than all of us combined.
