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.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Borneo Post
7 hours ago
- Borneo Post
‘Legend of Zang Hai' adds to surging popularity of C-dramas worldwide
Film and television clothing is displayed at the booth of Hengdian cinematic and cultural industry cluster zone at the Hong Kong International Film and TV Market on March 17, 2025. – Xinhua photo BEIJING (June 21): With its ads displayed on digital billboards in cities such as Tokyo and Bangkok, and its views climbing on video-streaming portals like Disney+, 'Legend of Zang Hai' is the latest example of a Chinese TV series making inroads into the global market. Featuring a star-studded cast led by Chinese mega-popular actor Xiao Zhan and renowned director Zheng Xiaolong, 'Legend of Zang Hai' revolves around the protagonist Zang Hai's pursuit of revenge years after his family was murdered and his quest for justice amid Machiavellian struggles in the fictitious dynasty of Da Yong. Since its release on May 18, 'Legend of Zang Hai' has not only become a domestic hit across the Chinese mainland, Hong Kong, Macao and Taiwan, but has also been aired to audiences in over 190 countries and regions in the world, via online platforms such as Youku and Disney+. During its premiere week, the drama swept popular TV charts of countries such as Singapore and Malaysia, and trended on social media in Thailand, Vietnam, Egypt, Ukraine, India and some other countries. According to data-monitoring platform Beacon, as of June 18, 'Legend of Zang Hai' had garnered more than 2.2 billion views, constantly leading the platform's daily broadcast chart during its month-long run. On the international rating and review platform IMDb, 'Legend of Zang Hai' scored a peak 9.5 out of 10 points in terms of its overall rating and stabilized at the current 8.8 points. 'The show is brilliantly crafted, with stunning visuals and smart storytelling that keeps you hooked. Every episode is packed with twists, suspense and emotional depth,' one of the most-liked reviews on IMDb stated. Besides the appeal of its overarching story and audiovisual techniques, this drama also integrates a series of traditional heritage elements throughout its scenes – presenting these in a seamless and realistic manner. According to a rough tally, the drama features 18 types of traditional cultural heritage, like centuries-old puppetry, mortise and tenon techniques, embroidery, wood carving, lantern shows, Kunqu Opera and more. 'Although 'Legend of Zang Hai' is a drama set in a fictional context, the creative team has always adhered to the principle of realism in its production, and strove to be genuine and credible in every detail,' said the drama's chief director Zheng. In addition, mysterious traditional elements, such as geomancy and astrology featured in the drama, have also intrigued overseas viewers, sparking cross-cultural discussions among both viewers and media commentators. 'It is very rare to come across a script as perfect and engaging as this, with an engaging yet logical and tight storytelling style…Not only that, it also applies the beauty of Eastern culture, such as feng shui, construction, burial, astrology, puppetry, shadow plays, etc,' commented an IMDb reviewer who gave the drama a perfect score. 'For fans of epic historical dramas with soul, this is a must-watch. And for those unfamiliar with Chinese television, 'Legend of Zang Hai' is the perfect gateway – a show that proves great storytelling transcends language and borders,' said another on IMDb. Beyond traditional viewership, the suspense drama has sparked a 'co-creation' phenomenon. Fans actively participate in the narrative through social media analysis, fan fiction, and detailed breakdowns of the plot and symbolism, turning passive audiences into engaged collaborators. A viewer noted: 'I kept discussing with my friends and checking comment sections and social networks while watching the show – every episode became a group investigation.' With ever-improving quality in terms of both content creation and production, China's television dramas, often abbreviated as C-dramas on video platforms, have gained a growing fan base worldwide over recent years. In 2024, Chinese costume drama 'The Double', which focuses on the female protagonist's romance and revenge story, was released on streaming platforms such as Netflix, garnering approximately 200 million views overseas and securing an 8.2-point IMDb rating. Featuring unique eastern aesthetics, another costume drama, 'Love Between Fairy and Devil', has made a splash on overseas platforms like Reddit since its global release back in 2022. Other C-dramas such as 'The Starry Love', 'Till the End of the Moon', and 'The Legend of Shen Li' have also generated waves of social media buzz among overseas audiences, thanks to their cultural and aesthetic depth. Earlier this year, the global reach of C-dramas was again highlighted when American punk-rock icon Patti Smith praised young Chinese actor Wang Xingyue for his performance in costume comedy 'Perfect Match'. 'A great show. You are a wonderful artist,' she wrote, while punctuating her comment with four clapping emojis. – Xinhua C-dramas China movies TV Xinhua
Hype Malaysia
12 hours ago
- Hype Malaysia
2 New Drops From Supreme x Clarks Originals & Aimé Leon Dore x New Balance Are Giving Colour, Comfort & Class!
The year is half over, but that doesn't mean there aren't more exciting shoes to watch out for — quite the opposite. These exciting collaborations are here to shake up the footwear game and level up your look. From supreme comfort and style, to tried-and-tested performance – these pairs have you covered, no matter the assignment! Supreme x Clarks Originals Spring 2025 Collaboration By announcing a partnership with Clarks Originals™ on a personalised version of their iconic Wallabee™ for Spring 2025, Supreme is once again drawing on a foundational icon. This collaboration offers a new interpretation of a well-loved classic by skilfully fusing Clarks' classic design and heritage craftsmanship with Supreme's streetwise aesthetic. A moccasin-like silhouette that was first popularised in 1967, the Wallabee has long been revered in a variety of subcultures, including hip-hop and mod. With its unique materials and understated details, Supreme's intervention elevates this icon and makes it especially appropriate for today's discriminating consumer. The striking leather upper of the custom Wallabee is a daring decision that guarantees the shoe will stand out, especially in low light. The Wallabee's traditional shape is recontextualised by this inventive material, giving it a modern, nearly technical edge. The shoe's soft leather lining, which complements its contemporary exterior, upholds its dedication to providing exceptional comfort and a plush foot experience. The classic profile and signature comfort that Wallabee enthusiasts love are still provided by the timeless natural crepe sole. The collaboration, which was created especially for Supreme, will come in three adaptable colourways: pink, beige, and grey. This will allow for a variety of styling options while preserving the design's essential appeal. The Supreme x Clarks Originals collaboration will soon be available via Supreme's official webstore and physical locations on 19th June for the US, with an Asian release to follow on 21st June. Aimé Leon Dore x New Balance 860v2s The vast selection of trainers offered by New Balance is nothing new to Aimé Leon Dore. After years of close collaboration, ALD recently introduced the RC56, the first New Balance brand partner to create its own silhouette in partnership with the company. ALD has just hinted at what the two will be releasing next as it continues to roll out its Spring/Summer 2025 collection. A first look at two variations of the New Balance 860v2 is part of ALD's most recent lookbook preview. Since 2023, this is the fourth time the pair has put together a variety of joint colourways. A respectable amount of detail is displayed, despite the fact that each shoe can only be seen from one on-foot angle. In the first pair, a pink base is combined with shimmering silver overlays and a hint of white at the midsole's forefoot. The second colourway starts with a black upper that has green and orange accents at the midsole and upper, respectively. Additionally, the upper part of the tongue displays ALD branding. Though there is not an official release date for the pair, the New York-based fashion brand has teased that it is 'coming soon' with its pricing to follow. If you'd like to stay up-to-date, visit Aimé Leon Dore's official website. What's your Reaction? +1 0 +1 0 +1 0 +1 0 +1 0 +1 0
The Star
12 hours ago
- The Star
Kenyan youth stage catwalk to showcase fusion of African, Chinese fashion
NAIROBI, June 20 (Xinhua) -- The fusion of Chinese and African fashion came into the spotlight on Friday when students from Moi University in southern Kenya staged a catwalk during the second edition of the East Africa (Kenya) Fashion Life Show 2025, held in the capital, Nairobi. Models participating in the fashion show wore elegant attire that blended Chinese and African fabrics, patterns, designs, and colors, demonstrating cross-cultural ties between the two sides. Liz Nyakiongora, a part-time model and communications major at Moi University, said she felt honored to participate in the catwalk and demonstrate both Chinese and African fashion. "What we wanted to bring out in this fashion show is the solidarity and prosperity in China-Kenya relations. As an African model, being able to showcase this fusion of fashion from both sides was a great moment. We took the prints from Kenya and China and came up with these final products," Nyakiongora said. Cavince Otieno Ochieng, an arts major at Moi University, said the event emphasized inclusivity, cross-cultural understanding and harmony through the blending of African and Chinese prints. "As a young Kenyan, I look forward to more inclusivity in fashion and having people from different countries come together to form a common thread that unites us," Ochieng said. While acknowledging his appreciation of Chinese fashion, Ochieng said it embodies positive virtues of humanity, including unity, talent, beauty, and a vibrant aura. Biutha Mosomi, dean of students at Moi University's Nairobi Campus, said the fashion show helped spotlight the richness, authenticity, and beauty of African and Chinese fabrics. He stressed that blending Chinese and African fashion will help strengthen bonds of friendship and understanding, in addition to opening up revenue streams for young local designers.
