Chinese collectible toys, known as "trendy toys" for their distinctive designs and often sold in mystery blind boxes, are surging in popularity worldwide.
Videos featuring Labubu, an elf-like doll made by Chinese toy maker Pop Mart, have attracted hundreds of thousands of views on international social media, while sightings of Western celebrities with the toys have fueled consumer demand.
The trend is visible both online and offline in major international markets. Chinese trendy toy stores have secured prime locations in cities such as Paris and London, where foreign enthusiasts line up for hours to purchase the most sought-after items.
Meanwhile, Pop Mart's app recently topped Apple’s app store rankings in the United States.
A search for Pop Mart on TikTok returns tens of thousands of unboxing videos, according to an article published by Time magazine. Fans also travel overseas to hunt for sold-out or exclusive items. Groups on Facebook and WeChat share updates about new product lines or restocks, the article said.
The appeal of Chinese trendy toys has even drawn international visitors to China. One woman from Australia planned a trip to Shanghai specifically to shop for trendy toys. She had already visited Pop Mart stores in London, Melbourne, Tokyo and Singapore, but said she was especially drawn to the brand’s flagship store in Shanghai, which spans more than 500 square meters. Before discovering Chinese trendy toys, she never imagined traveling the world for her hobby.
Pop Mart exemplifies the extraordinary global expansion of Chinese trendy toys in recent years. The company has established online sales channels and opened physical stores across the globe, gaining widespread popularity.
In 2024, Pop Mart opened its first physical stores in Vietnam, Indonesia, the Philippines, Italy and Spain. The brand has also launched flagship locations in several landmark destinations worldwide, including Bangkok’s largest shopping center and London's Oxford Street.
A particularly significant milestone came in July 2024, when Pop Mart became the first Chinese toy brand to enter the Louvre in Paris, further cementing its global influence. By the end of last year, Pop Mart operated more than 500 brick-and-mortar stores and over 2,300 "roboshops" — automated vending machines — across more than 30 countries and regions.
The company’s online channels have also proven highly successful. Pop Mart now reaches customers in more than 90 countries and regions through various cross-border e-commerce platforms. Its overseas online revenue reached 1.46 billion yuan ($203 million) in 2024, an extraordinary 834 percent increase from the previous year.
Southeast Asia accounted for the largest share of Pop Mart’s overseas revenue in 2024, representing 47.4 percent and generating 2.4 billion yuan, a year-on-year increase of 619 percent. North America contributed 720 million yuan, or 14.3 percent of the brand’s international revenue, up 556.9 percent from the previous year.
Other Chinese brands have also found international success. Top Toy operates more than 280 stores worldwide, with related companies exporting 53 batches of products valued at about 47 million yuan in 2024. Another brand, 52Toys, reported over 300 percent growth in Thailand last year and a 220 percent overall increase across Southeast Asian markets.
International expansion has clearly become a key growth driver for Chinese toy brands.
Chinese trendy toys have transcended cultural and geographic boundaries through distinctive product design, diverse sales channels and globally focused development strategies, evolving into consumer goods with cross-cultural significance.
The appeal of Chinese trendy toys stems largely from their unique product design, which blends rich cultural heritage with contemporary aesthetic trends. Chinese brands have also strategically developed location-specific limited editions for overseas markets. In France, for example, Labubu fridge magnets featuring the character reimagined as protagonists from famous Louvre paintings are sold exclusively at a Pop Mart store near the museum, with tourists often buying six at a time. In Singapore, Merlion-themed Labubu toys have become must-have souvenirs for visitors.
Innovative marketing has further fueled this success. Chinese trendy toys are often sold in "blind box" formats, allowing buyers to experience the excitement of mystery. Additionally, the use of social media has helped these brands expand beyond geographic borders.
"Through social media platforms, Chinese toy brands establish direct connections with consumers, receive immediate market feedback and adjust their strategies accordingly," said Hong Yong, an associate research fellow at the Chinese Academy of International Trade and Economic Cooperation under the Ministry of Commerce.
Hong added that this interactivity and immediacy have greatly accelerated the global popularity of Chinese trendy toys.
Chinese trendy toy brands have shown a keen understanding of the psychology of young consumers. Trendy toys carry greater emotional value than traditional toys, reflecting a broader shift toward emotional consumption among young people globally.
A consumer from Thailand shared her story: "I first discovered Pop Mart through its IP character Crybaby on social media. I was immediately moved when I saw it. It feels like Crybaby mirrors my inner feelings. When I'm sad and look at it, instead of crying together, I want to smile and comfort it."
China's trendy toy industry still holds significant growth potential in global markets. The sector’s total value is projected to reach 110.1 billion yuan by 2026, with an average annual growth rate of more than 20 percent, according to a 2024 report led by the National Academy of Economic Strategy at the Chinese Academy of Social Sciences.
This confidence in growth is largely driven by independent research and development capabilities. For example, Pop Mart has significantly increased its R&D investment, focusing on designing and developing its own intellectual property. The company now has four IP products with annual revenue exceeding 1 billion yuan each, and 13 that generate over 100 million yuan annually.
Strong industrial supply chains continue to drive the industry's growth. As a major toy manufacturer, China has built comprehensive production networks that give robust support to trendy toy exports.
"As China's economy grows and its cultural influence expands, trendy toys have become a vehicle for sharing Chinese culture, blending traditional elements with modern trends to highlight their unique appeal," Hong said.
He added that the worldwide popularity of Chinese trendy toys reflects strong growth in the pop culture industry and evolving consumer preferences. Chinese trendy toys are poised to play an increasingly prominent role in global markets and become a leading force in pop culture.
