"This doll is so cute, I want one too!"
In social media posts related to Labubu content, overseas netizens constantly express this sentiment.
Recently, Pop Mart's Labubu series toys have become wildly popular domestically and have also caught fire overseas through Chinese cross-border e-commerce platforms. On AliExpress, Labubu has surged to the top of the search rankings, with more than sixty pages of products listed under the keyword "Labubu." In dozens of stores, the sales volume of Labubu-related items has reached thousands. Similar scenes are also happening on multiple platforms such as TikTok and eBay.
Chinese pop culture products are driving foreign friends wild with enthusiasm.
Labubu becomes a "star" on e-commerce platforms like AliExpress. E-commerce website screenshot.
Besides the cute pop culture toys, high-tech products from China are also stars in foreign markets.
Recently, robots and robotic dogs from Unitree Technology, smart glasses from Rokid (Lingban Technology), and other Chinese tech products are forming another consumer trend and gaining popularity among overseas consumers.
Between "buying" and "selling," a new transformation in the export of Chinese manufacturing is quietly taking place: what earns praise from foreign consumers are not just practical small items priced at $0.99. New products that combine product quality, cultural creativity, and cutting-edge technology are becoming the new mainstream in exports. These civilian goods' "going global" are continuously reshaping the perception of contemporary China among overseas consumers.
The queues for抢购Labubu stretch until three in the morning, and Chinese pop culture toys are bringing a new paradigm for going global.
Described by many foreigners as "a cute little monster with fangs," Labubu, with its adorable appearance and rich versatility, has attracted numerous overseas fans, including celebrities and influencers. For example, football star David Beckham and his family, Blackpink member Lisa, and members of the Kardashian family.
In cities like London, New York, and Dubai... countless people are crazily lining up to buy them, making them "hard to come by."
"Labubu" series toys Pop Mart official website.
"I like to put them on my bag and dress them up like I do myself. I wear several Labubus, hanging them on my belt—I would even wear them as earrings if it didn't hurt—but wherever there's space, I'll put them," said Thania Gonzalez, 31, to NBC News.
Gonzalez has almost collected all series and colors of Labubu dolls. However, she revealed that since these dolls went viral online last year, it has become almost "impossible" to buy them directly from Pop Mart. Nowadays, Gonzalez mostly buys Labubu dolls from a "Labubu reseller."
Gonzalez also mentioned that this craze has even spawned a market for fan-made costumes used to dress up the dolls. Gonzalez said she used to buy them from e-commerce platforms like AliExpress but later discovered that local pop-up shops also started selling these accessories specifically.
To buy these Chinese pop culture toys, people line up for long queues. NBC reported that in Chicago, many people brought folding chairs and blankets, queuing to wait for stores to open.
"I came early just to get a Labubu," said local resident August Olvera, who had been in line since 1:30 a.m., adding, "My boss says they're ugly, but I think they're cute."
A Bloomberg report wrote: "Labubu fans around the world are known for daring long lines and even willing to pay high prices to purchase their favorite toys."
In the U.S., the queue for抢购Labubu extends until three in the morning; in the UK, people fight over抢购Labubu. To some extent, this phenomenon is also evidence of Pop Mart and Labubu's global success.
Foreigners抢购Labubu Bloomberg.
In overseas markets, the price of ordinary pop culture products generally ranges from a few dollars to over ten dollars, while the price of Labubu blind boxes often exceeds ten dollars. For instance, the Labubu 3.0 blind box sold in the U.S. is priced at $27.99. Some uniquely designed and complexly crafted large plush toys can even reach over a hundred dollars, significantly higher than ordinary pop culture products, but such pricing remains popular among consumers, which is a testament to Pop Mart's successful IP creation.
J.P. Morgan stated that Labubu's sustained popularity is very similar to Hello Kitty's 50th anniversary last year. This American institution said that besides shared points in character design and business model, Labubu is also catching up with Hello Kitty in terms of merchandise sales, licensing, and Google Trends search popularity.
The overseas craze has driven Pop Mart's performance to skyrocket.
In 2024, Pop Mart's overseas online channel revenue for the entire year was 1.46 billion yuan, growing by 834%. Among them, the highest proportion of revenue came from the overseas official website, generating 530 million yuan, growing by 1246.2%; the fastest growth came from the overseas social platform TikTok, generating 260 million yuan, growing by 5779.8%. Data shows that Pop Mart has reached over 90 countries and regions worldwide through multiple cross-border e-commerce platforms.
Chris Pereira, founder and CEO of Singapore-based brand consultancy company iMpact, believes: "For years, Chinese companies have been striving to 'go global' by exporting cultural heritage and brand stories. But Labubu disrupts this model. It does not attempt to explain China but instead tries to showcase a 'cuteness' trait."
Aside from Pop Mart, an increasing number of Chinese pop culture products are heading overseas. The Chinese pop culture brand "TOP TOY" exported a total of 53 batches of goods worth approximately 47 million yuan in 2024. Another pop culture brand "52 TOYS" saw its business in Thailand grow by over 300% in 2024, achieving a 220% growth in Southeast Asia overall.
Labubu's breakout success is also related to the rapid upgrading and iteration of the toy industry in recent years in China.
Looking back at its development history, Chinese toys decades ago could not be called "pop culture toys," and the brand power was weak. Toy OEM enterprises distributed across Guangdong and other places were often considered lacking in independent innovation, with core technologies controlled by others and meager profits. Up to now, with the continuous "going out" of Labubu and others, Chinese pop culture brands going global has become a trend, gradually pushing new products onto the world stage.
China's high-tech products occupy foreigners' living rooms, and "hard power" is becoming a new synonym for Made in China.
Aside from the export of pop culture toys, Chinese products are currently updating another impression of "Made in China" and high-tech.
In recent years, high-tech products such as robots from Unitree Technology and smart glasses from Rokid (Lingban Technology) have become "hot items" among numerous Chinese export goods and are being snapped up by foreigners.
In 2024, the sales volume of Unitree Technology's robotic dogs exceeded 23,700 units, capturing a global market share of 69.75%. Its overseas orders in 2024 were several times higher than in 2023, with sales of humanoid robots already exceeding a thousand units.
Chinese brand Rokid, specializing in smart glasses, has successfully expanded into over 80 countries and regions. Its overseas revenue in 2024 is expected to exceed domestic sales.
Unitree robots attract attention at the World Robot Conference. Bloomberg.
"China is so advanced! This is crazy!" commented an overseas netizen in a product demonstration video on TikTok.
In the video, users use Rokid's smart glasses to naturally understand the Chinese spoken by another speaker, enabling almost no-delay instant communication between them. As a smart glasses manufacturer, Rokid was previously referred to by foreign media as a "unicorn enterprise in the smart glasses field," and its unique functions such as real-time translation and virtual viewing have earned consistent praise from overseas consumers.
Similar to previous impressions of "Made in China," products like Rokid still retain the characteristic of being both good and affordable.
For instance, the Rokid AR Spatial priced at $648 is considered by the industry as an alternative to Apple Vision Pro. By purchasing this product, consumers can enjoy similar core spatial multi-screen experiences at only one-sixth the price of Apple Vision Pro.
Foreigners marveling at Rokid glasses TikTok video screenshot.
Similarly, Unitree Technology's quadruped robots and humanoid robots perform excellently in motion capabilities and are highly cost-effective, receiving widespread popularity from overseas consumers. It is understood that thanks to the independently developed M107 joint motors and advanced control systems, Unitree H1 humanoid robots can complete a backflip without using a hydraulic system and efficiently use standard human tools like screwdrivers or electric tools; additionally, Unitree Go2 robotic dogs achieved a consumer breakthrough at a price of $1600, offering significant price advantages compared to Boston Dynamics' Spot, which costs tens of thousands of dollars.
Of course, the export trends of pop culture products and high-tech products do not mean that previous Chinese products have been replaced. In fact, Chinese auto parts continue to sell well globally on e-commerce platforms like eBay; in overseas convenience stores, small goods from Yiwu remain the first choice for consumers. It can be said that while maintaining traditional manufacturing export advantages, pop culture and high-tech brands and other types of goods are continuously "going global," shaping a diversified pattern of Chinese product exports.
Foreign consumers love Chinese products, and the export craze is boosting cross-border e-commerce platforms.
With the export of Chinese products, cross-border platforms are gradually transitioning from "cheap goods channel" to "high-tech brand export battlefield."
As a new stage in cross-border trade, cross-border e-commerce platforms have mature market layouts, complete logistics construction, and abundant localized marketing resources, effectively helping brands navigate the "infancy period" of going global.
In recent years, many technology brands such as Unitree Technology, GameSir, Magcubic, and Rokid have achieved good results in overseas markets by leveraging cross-border platforms.
Some new export brands even consider cross-border e-commerce platforms as their main battleground.
Not long ago, Rokid's latest consumer-grade AR glasses will be exclusively launched on AliExpress and join the "Big Save" brand export plan to reach more overseas consumers. Even under the shadow of tariff clouds, overseas consumers are rushing to grab Chinese goods during the "Overseas 618."
Lots of products on the "Big Save" page. AliExpress screenshot.
The热潮in overseas consumption is making more and more e-commerce platforms the trendsetters of the era. Previously, Dunhuang Wang became a sensation in the U.S., with its app ranking second in the free iPhone application chart in the Apple App Store in the U.S. At the same time, a large number of overseas consumers flooded into Taobao, making it rank first in app downloads in 16 countries and top ten in 123 countries, and once climbed to second place in the U.S. download list. The continuous popularity of various Chinese platforms like Temu has made more and more "Made in China" and "Made in China" aesthetics familiar to overseas consumers.
Whether it's the抢购Labubu by Pop Mart, the robotic dogs from Unitree Technology, or the smart glasses faring well overseas from Rokid, the commercial map of Chinese brands is expanding diversely. Under the leadership of this brand export trend, "Made in China" is gradually shedding its single label of cost-effectiveness and is acquiring richer and more diverse brand narratives on the world stage. This is also the long-term opportunity for Chinese e-commerce platforms.
Original source: https://www.toutiao.com/article/7515063337453994511/
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