By Mar Vin Foo 胡马宾 | June 2025年6月

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In the global collectibles scene, a quirky little monster named Labubu is shaking things up—and bringing Pop Mart closer to becoming the Disney of the East. What started as a niche designer toy has now become a cultural icon sweeping Asia, the U.S., and Europe.

在全球潮玩收藏界，一只怪趣精灵「Labubu」正掀起波澜——让泡泡玛特（Pop Mart）距离成为“东方迪士尼”更进一步。这款原本小众的设计师玩偶，如今已蜕变为横扫亚洲、美洲与欧洲的文化符号。

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🌟 From Niche Toy to Global Pop Icon

🌟 从潮流玩具到全球流行偶像

Thanks to celebrity endorsements from BLACKPINK’s Lisa, Rihanna, and SEVENTEEN, Labubu has become a viral fashion statement. Limited-edition drops create snaking queues across Pop Mart stores and instant sellouts online.

在BLACKPINK成员Lisa、蕾哈娜、SEVENTEEN等明星加持下，Labubu迅速成为全球潮人必备单品。限量发售引发实体店大排长龙、线上抢购瞬间售罄的现象屡见不鲜。

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💰 Labubunomics: Scarcity, Emotion & Commerce

💰 Labubu经济学：稀缺、情绪与商业的三重奏

Pop Mart’s blind box strategy fuels a sense of mystery, urgency, and emotional bonding. This has sparked a booming resale market—rare Labubu editions are now selling for thousands of dollars on the secondary market.

泡泡玛特的盲盒机制激发了神秘感、紧迫感与消费者情感共鸣，进而催生出庞大的二级市场——部分稀有Labubu款式在转售平台上价格高达数千美元。

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🏰 The Next Disney? Pop Mart’s Expanding IP Empire

🏰 泡泡玛特的IP帝国：步步逼近迪士尼？

Like Disney, Pop Mart is building an entire ecosystem around its characters:
正如当年的迪士尼，泡泡玛特也正围绕其角色打造完整生态圈：

• 🏬 Retail expansion: Opening stores in the U.S., Japan, and Southeast Asia
  🏬 海外布局：美国、日本与东南亚多点开花
• 💎 Cross-industry collaborations: Labubu x SEVENTEEN, Labubu x Joopiter
  💎 联名破圈：Labubu与SEVENTEEN、Joopiter跨界合作
• 🎨 Art auctions and concept stores (e.g., Popop Labubu sculpture sold for ¥1 million)
  🎨 艺术级展览：如Labubu雕塑在拍卖会上以百万元成交

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🚫 Risks on the Road

🚫 崛起之路上的隐忧

Still, Pop Mart faces challenges:
不过，这场文化盛宴并非没有隐忧：

• 🇨🇳 China’s regulators have banned banks from using Labubu dolls as promotional gifts
  🇨🇳 中国监管部门已叫停银行以Labubu玩偶作为促销礼品
• 👶 Concerns over targeting young children with addictive blind-box mechanics
  👶 公众关注其盲盒机制对未成年人的吸引性与成瘾性
• 😤 Long-time fans worry commercialization is diluting artistic value
  😤 老粉丝担心：Labubu商业化步伐太快，艺术初心是否还能守住？

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📚 What Can Brands Learn?

📚 品牌从中能学到什么？

1. IP drives emotional loyalty
   独特角色设定带来情感黏性
2. Scarcity marketing still works—but balance is key
   稀缺性策略依然有效，但要拿捏分寸
3. Physical + Digital = Global fandom
   实体+社媒双轮驱动全球粉丝共鸣
4. Cultural export starts from identity, not scale
   品牌出海应从“认同”出发，而非一味扩张

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💬 Final Thoughts

💬 结语

While it’s too early to crown Pop Mart as the next Disney, the Labubu effect is real—and it’s rewriting the playbook for 21st-century character IP. For entrepreneurs, marketers, and creatives, this isn’t just a toy story—it’s a masterclass in cultural branding.

或许说泡泡玛特已成为下一个迪士尼还为时尚早，但“Labubu效应”的确正在改写21世纪IP发展的路径。对于创业者、市场人和创意人来说，这不仅是玩具的故事，而是一堂文化品牌塑造的深度课程。

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Let’s continue the discussion 👇
欢迎留言分享你的看法 👇

#PopMart #Labubu #BrandStrategy #IPEconomy #泡泡玛特 #Labubu热 #IP产业 #品牌出海

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