According to the General Administration of Customs, China's trendy toy exports surpassed RMB 50 billion in the first three quarters of 2025, reaching over 200 countries and regions.
Their popularity is global, with fans in London and Seoul queuing for hours for Labubu, while Dongguan at the anime & trendy toy exhibition in Tokyo also drew large crowds.
Chinese trendy toy IPs such as Pop Mart, Letsvan, and 52TOYs are now leading a wave of going overseas, becoming a new bridge for overseas people to perceive Chinese culture.
The growing overseas popularity of Chinese trendy IP toys stems from their focus on creating lovable characters. Their "cute and fun" designs help bridge cultural gaps through cross-cultural integration. For example, the LABUBU series reimagines Louvre masterpieces, 52TOYS has created a limited "Sawasdee Panda," and the "Classic of Mountains and Seas" series presents mythical beasts in palm-sized, rounded forms that feel approachable.
These drive Chinese trendy toy brands to a new stage of going overseas, achieving a "soft landing" for Chinese cultural outreach.
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