(ECNS) -- A growing wave of Chinese designer toys, known as "chaowan," is making waves globally, fueled by distinctive aesthetics, savvy marketing strategies, and deep cultural resonance. Brands such as POP MART, TOP TOY, and 52TOYS are leading the charge as China's creative exports garner attention from consumers and celebrities around the world.
On social media platforms abroad, short videos featuring China's whimsical figurines, such as the elf-like Labubu, receive hundreds of thousands of views. Photos of Western celebrities posing with Chinese collectibles sparked fan enthusiasm and a surge in demand.
Offline, the momentum is equally strong. Flagship stores have opened in iconic global locations such as Paris's Louvre area and London's Oxford Street, where consumers line up for hours to purchase exclusive items. Online, Chinese toy platforms have topped Apple's App Store shopping category in the U.S., a testament to their growing international appeal.
One standout performer is POP MART. By the end of 2024, the brand had opened over 500 physical stores and deployed more than 2,300 robotic vending machines across more than 30 countries and regions. Top Toy has established over 280 global locations, while 52Toys reported a more than 300 percent year-on-year sales increase in Thailand and 220 percent growth across Southeast Asia. For many of these brands, international expansion has become a critical growth driver.
According to international media outlets, Chinese designer toys have emerged as culturally adaptive global consumer products. Their strength lies in innovative design that blends Chinese cultural elements with global trends. Limited-edition releases tailored for local markets — such as Louvre-inspired Labubu magnets in France and Merlion-themed figurines in Singapore — have become sought-after souvenirs.
The product range has diversified from decorative figurines to keychains and phone straps, enhancing their portability and social appeal. "I love art, and these toys allow me to carry a piece of art everywhere," said Tanya, a collector in Thailand.
Social media has played a pivotal role in this phenomenon. "The interactive nature of social platforms helps foster a strong community and direct feedback loop," said Hong Yong, an associate researcher at the Chinese Academy of International Trade and Economic Cooperation. "This has significantly accelerated the global popularity of Chinese designer toys."
In addition to aesthetics, emotional resonance is key to their success. Younger consumers increasingly value emotional expression in their purchases. A report by the China Consumers Association noted that emotional consumption is a major factor influencing Gen Z buying behavior. "When I saw POP MART's character CRYBABY on social media, it felt like a reflection of my inner self," Tanya said. "Looking at it makes me smile instead of cry."
Looking ahead, the Chinese designer toy industry is poised for further expansion. According to the 2024 China Designer Toy and Animation Industry Development Report by the Chinese Academy of Social Sciences, the market is expected to reach 110.1 billion yuan (about $15.29 billion) by 2026, with an annual growth rate exceeding 20 percent.
This growth is underpinned by increased investment in original IP development. In the past, up to 30 percent of POP MART's sales came from foreign IPs, accompanied by significant licensing fees. Now, the company has developed its own popular characters, with four IPs generating annual revenues exceeding 1 billion yuan and 13 others surpassing 100 million yuan.
China's robust manufacturing ecosystem continues to support this global push. As a leading toy producer, the country benefits from a comprehensive supply chain and strong production capabilities, providing a solid foundation for global expansion.
"Strong overseas performance not only boosts brand visibility and profitability, but also feeds back into the domestic market," said Hong. "It helps brands stay attuned to global trends, refine their products, and win greater loyalty at home. That creates a virtuous cycle for long-term development."
(By Evelyn)
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