Translated with AI
Chinese designer collectible toys are gaining wild popularity overseas – videos of Labubu elf toys from the Chinese brand are getting hundreds of thousands of views on foreign social networks; Western celebrities are taking pictures with these toys, and their fans are eager to buy the same ones, reports People's Daily.
In recent years, Chinese designer toys have gained global recognition. Many brands have opened online sales channels and offline stores overseas. A shining example of such success is POP MART.
In 2024, POP MART opened its first stores in five new countries: Vietnam, Indonesia, the Philippines, Italy and Spain. By the end of 2024, the company's network included more than 500 offline stores and over 2,300 toy vending machines in more than 30 countries and regions around the world, and through various cross-border electronic platforms, POP MART is present in more than 90 countries and regions around the world.
POP MART is just one example of successful global expansion by Chinese designer toy brands. The TOP TOY brand has more than 280 stores worldwide. In 2024, companies associated with the brand carried out 53 export shipments of goods worth a total of about 47 million yuan. Another well-known brand, 52TOYS, showed business growth of more than 300% in Thailand in 2024, and 220% in Southeast Asian markets as a whole. Entering international markets has become a key growth driver for Chinese designer toy brands.
So which countries have the highest demand for Chinese designer toys? This can be judged by POP MART's overseas revenue in 2024. The Southeast Asian market was the largest, with revenue of RMB 2.4 billion and 47.4% of the total overseas turnover, showing a huge growth of 619.1% year-on-year. The North American market showed the fastest growth, with revenue reaching RMB 720 million, an increase of 556.9% year-on-year.
What is the secret behind the global popularity of Chinese toys? As noted by foreign media, the Chinese designer toy industry, thanks to its unique product design, developed distribution system and targeted internationalization, has managed to overcome cultural and geographical barriers, becoming a global consumer product with cross-cultural appeal.
(Editor: Yang Qian, Deng Jie)
