Labubu Takes the World by Storm: The Global Rise of Chinese Designer Toys

The vibrant world of designer toys has a new, undeniable superstar: Labubu. This enchanting character, originating from China, has transcended geographical boundaries to become a global sensation. From fans queueing overnight to secure their cherished pieces to the emergence of rental services for rare editions, Labubu's popularity is a testament to a burgeoning cultural phenomenon.

Flagship stores and themed outlets are popping up in iconic locations worldwide, signaling a major shift in global pop culture.

In recent years, Chinese designer toys, or 'Chao Wan', have captivated audiences globally. Brands are rapidly expanding their online sales channels and establishing physical stores overseas, igniting immense interest. Take the company behind Labubu, for instance: after strategically expanding its global footprint, its business now spans nearly a hundred countries and regions.

From hidden collections displayed at Beijing's POP MART City Park to vibrant exhibitions in Macau, Chinese designer toys are undoubtedly making their mark.

So, what's fueling this unprecedented global appeal of Chinese designer toys? Three key characteristics stand out, illustrating why they've successfully 'charmed' countless fans worldwide.

Feature 1: Cross-Cultural Global Consumer Appeal

Labubu is arguably one of the hottest designer toy consumer products globally this year. In 2024, sales of Labubu series products soared past the 3-billion-yuan mark. Research reports indicate that in April of this year, Labubu series sales in the American and European markets skyrocketed by 8 and 5 times, respectively, leading to scenes of eager customers queuing outside stores in multiple locations.

Photos from May 20th show queues stretching outside POP MART stores in Seoul's Myeongdong district, eager to snag the latest Labubu releases.

Forbes magazine’s website, citing a Deutsche Bank analysis report, highlighted a crucial point: “Few IPs can break cultural barriers, being accepted by Asian culture while simultaneously embraced by Western pop music and sports stars.” Chinese designer toys are achieving precisely this.

Through unique product designs, diverse sales channels, and a strong focus on internationalization, the industry is breaking down cultural and geographical barriers, transforming into a truly cross-cultural global consumer product. This represents an unprecedented speed and breadth with which Chinese creativity is entering the world stage.

Feature 2: The Power of Patience and Innovation

The journey to product stardom is rarely instantaneous, and Chinese designer toys are no exception. A POP MART representative recounted a fascinating anecdote: in the company's early days, without much renown, collaborating with established IP was a struggle. They devised an ingenious method: at exhibitions, they observed which artist's booth had the longest queue.

This indicated popular demand, leading them to approach those artists for IP partnerships. This strategy quickly brought together excellent resources, enabling an unknown company to establish a strong reputation.

Beyond identifying popular artists, meticulous design and continuous innovation are the lifeblood of Chinese designer toy brands. Wang Ning, founder of POP MART, once shared intricate details about their approach, such as optimizing the flow of customers in physical stores to enhance the shopping rhythm, designing display cabinets to maximize attraction, and streamlining renovation and maintenance processes to improve the overall customer experience.

From the global success of 'Nezha 2' to the frenzy over the elusive Labubu, these phenomenal cases are essentially a dual victory for the cultural industry, rooted in patient accumulation and innovative breakthroughs. 'Nezha 2' took five years to complete, involving over 4,000 staff and conquering more than 1,900 special effects shots.

Similarly, Labubu's journey from its creation in 2019 to its explosive popularity in 2025 involved extensive cultivation. POP MART and artist Kasing Lung continuously iterated on the design, evolving Labubu's 'ugly-cute' cultural symbol status from the initial 'Forest Concert' series to the 3.

0 series. This long-term refinement and technological breakthroughs are integral to its success.

Feature 3: A Mature and Robust Industrial Chain

The success of Labubu is intrinsically linked to the robust support of “Made in China.” Wang Ning himself noted that as a global manufacturing powerhouse, China possesses a comprehensive industrial chain and a mature industrial ecosystem, offering significant comparative advantages.

It is this powerful manufacturing foundation that empowers Chinese designer toy brands to secure strong product support in overseas markets, with the supply chain's capacity continuously fueling their growth.

A representative from a London-based marketing agency specializing in the Chinese market observed that the Labubu consumption phenomenon is not only a milestone for Chinese brands but also heralds a significant transformation. In the future, Chinese brands will not only leverage technological innovation for market advantage but will also integrate technological prowess into products that resonate more deeply on an emotional level.

The Future is Bright, with Challenges Ahead

Looking ahead, the Chinese designer toy industry still boasts considerable growth potential in the global market. According to the 'China Designer Toys and Animation Industry Development Report (2024),' the total value of China's designer toy industry is projected to climb to 110.

1 billion yuan by 2026, with an average annual growth rate exceeding 20%.

These three features unequivocally demonstrate that Chinese designer toy brands have indeed emerged on the international stage, achieving remarkable success. However, there remains ample room for enhancing the international recognition and influence of Chinese brands and IP. Issues such as counterfeiting, market speculation, and intellectual property infringement occasionally arise, underscoring the need for continuous improvement.

For Chinese cultural IP to sustain its 'long-term popularity' and continuously break into new markets, it requires ongoing innovation and patience, along with the unwavering support of China's manufacturing might. The industry must further cultivate emotional connections with consumers through shared lifestyles and cultural identity, allowing 'patient refinement' and 'innovative breakthroughs' to resonate synergistically.

By consistently investing in content innovation and ensuring commercial sustainability, cultural products can become more attractive and vital, winning consumer favor and ultimately achieving classic status – a true 'global popularity' paradigm shift.