By Brittany Chiu
In the competitive landscape of consumer goods, a Chinese phenomenon is reshaping how brands engage with younger audiences globally. POP MART—which recently topped the U.S. App Store’s shopping app rankings—and its signature characters from “The Monsters” universe have transformed simple toys into coveted collectibles through an innovative “blind box” strategy. For American marketers and advertisers, this meteoric rise represents not just a case study, but a potent opportunity for potential collaborations.
POP MART’s Explosive Growth
The numbers tell a compelling story. On April 25, 2025, POP MART claimed the #1 spot on the U.S. App Store’s shopping app list, jumping an astonishing 114 places to #4 overall in the free apps ranking. By Sunday, it had settled at 21st among shopping apps, but the initial surge reflected remarkable consumer interest. This digital success was echoed in the financial markets: on April 28, the company’s shares surged 12% to HK$193 on the Hong Kong Stock Exchange, pushing its market value to approximately $32.23 billion USD.
This dramatic rise coincided with the launch of Labubu 3.0 “Big Into Energy”—a vibrant collection of seven Norse mythology-inspired figures from The Monsters universe by Hong Kong-born artist Kasing Lung (Lung Ka-sing). The series sold out almost instantly, sparking a booming secondary market and soaring resale prices.
POP MART’s latest quarterly report shows an estimated year-on-year income increase of 165–170%, with overseas segments experiencing explosive revenue growth of 475–480%, compared to 95–100% in China. The Labubu line alone saw a 720% jump in revenue last year, reaching 3 billion yuan (approximately $414 million USD). These figures reflect more than just financial success—they signal a cultural phenomenon that’s crossing borders and generating new opportunities for marketers.
POP MART’s rise in U.S. app rankings also parallels the broader trend of Chinese shopping apps gaining traction stateside. Platforms like DHgate and Taobao have cultivated growing demand from American consumers eager for direct access to Chinese products, providing fertile ground for POP MART’s expansion.
The Blind Box Revolution
Central to POP MART’s appeal is the “blind box” model—sealed packages containing random figurines from themed collections. This gamified shopping experience has captivated collectors worldwide, featuring popular character lines like MOLLY, SKULLPANDA, CRYBABY, DIMOO, and more.
Meet “The Monsters” Universe
Kasing Lung’s characters blend mythology, street art, and playful storytelling:
- Labubu: The central figure of “The Monsters” series, characterized by her pointy ears, serrated teeth, and mischievous grin. Despite her impish appearance, she is kind-hearted and always eager to help, even if her good intentions sometimes lead to chaos.
- Mokoko: A softer member of the Labubu tribe with pastel pink fur, white belly, curly eyelashes, and heart-shaped nose. She’s consider a limited edition of Labubu.
- Zimomo: Leader of the Labubu tribe and can be distinguished from Labubu by his tail and taller stature.
- Tycoco: A skeletal monster with a friendly demeanor. Despite his macabre appearance, he is shy and gentle. Tycoco is often depicted as Labubu’s close companion, and some sources describe him as her boyfriend.
- Pato: Characterized by droopy ears and mouse-like features. He is a dreamer known for coming up with ingenious plans and is often seen wearing different hats. Pato’s figures commonly sport purple skin, though variations exist.
The “ugly-cute” aesthetic of these characters has created a purchase experience that’s as much about the journey as the product itself. For collectors, opening a blind box creates a dopamine rush—will they get a common figure or a rare variant? This psychological hook drives purchase loops other industries envy.
Why POP MART Captures Gen Z and Millennial Audiences
Asian Audiences:
- Cultural Resonance: Characters draw from East Asian folklore and artistic traditions while incorporating modern design elements
- Celebrity Influence: Multiple members of BlackPink, including global K-pop superstars Lisa and Rosé, have triggered viral waves by showcasing Labubu mystery boxes and using the toys as bag charms
- Digital-First Ecosystem: Strong social commerce infrastructure in Asia embraces blind box unboxing as perfect content for platforms like TikTok and Instagram
- Collectible Culture: Strong tradition of collecting figurines and character merchandise in markets like Japan, South Korea, and China
- Investment Potential: Some limited-edition Labubus have become valuable assets—a collaboration with skateboarding shoe brand Vans now sells for around 14,800 yuan (approximately $2,045 USD), up from its original price of 599 yuan ($83 USD)
Capturing Gen Z American Audiences:
- Authenticity Appeal: Gen Z and millennials are drawn to brands with distinct artistic vision rather than corporate-created characters
- Cross-Cultural Discovery: Interest in global pop culture, particularly Asian entertainment (K-pop, anime, etc.)
- Social Currency: Unique designs that photograph well and serve as conversation starters
- Nostalgia Reimagined: Taps into collectible traditions like Beanie Babies but with contemporary, edgier aesthetics
- Gamification: The element of chance creates the same dopamine hit as mobile games or social media
Collaboration Opportunities for American Brands
POP MART’s extraordinary growth and cross-cultural appeal create multiple collaboration pathways for American brands:
Direct Partnership Models
- Co-Branded Collections: Create special edition figurines that blend your brand aesthetic with POP MART characters (similar to their successful Disney and Hello Kitty collaborations)
- Retail Exclusives: Negotiate U.S.-exclusive figurines available only through your retail channels
- Cross-Promotional Events: Host in-store unboxing events or pop-ups that drive foot traffic
- Digital Integration: Create AR experiences or gamified apps featuring POP MART characters interacting with your products
Marketing Strategy Adaptations
- Mystery Product Offerings: Implement your own blind box strategy for product variants
- Tiered Collectibility: Create numbered editions or rarity systems within your product lines
- Community Platform Development: Build spaces where customers can share, trade, and showcase their collections
- Social Commerce Integration: Optimize product designs for shareability across TikTok, Instagram, and emerging platforms
Case Studies: Who’s Winning with POP MART Principles
- Louis Vuitton: Kasing Lung designed monster-inspired art for LV’s Artycapucines handbags, elevating collectible characters into luxury fashion statement pieces.
- Thailand Tourism:Embraced Labubu as a tourism mascot, featuring the character in traditional Thai attire to promote travel through installations and campaigns.
- Pronounce Fashion Line:Created an avant-garde collection with Labubu-themed apparel and custom figurines that blended streetwear with character merchandise.
Challenges and Opportunities in the Reseller Economy
POP MART’s success has created a vibrant secondary market, but not without challenges. App Store reviews reveal consumer frustration with how quickly new releases sell out. “I’ve been waiting to get my hands on Labubu for two months,” one review noted. “When I was about to buy one, I had five seconds on the reservation, when it got to one second I got a notification that it’s been resent to someone else.”
Another complaint highlighted that “greedy resellers ruin the experience” by “using buying autobots” and that “things get sold out as soon as the countdown ends.” On Alibaba’s Xianyu, a popular second-hand trading platform in China, even standard Labubu figures from the latest collection quickly rose from their retail price of 99 yuan to around 130 yuan ($18 USD). A rare lavender-colored plush toy named “Luck” was listed for 150 yuan with over 700 people adding it to their wish lists.
For American brands, this reseller ecosystem presents both a challenge and an opportunity. While frustrating for consumers, the scarcity and secondary market value create powerful FOMO (fear of missing out) that drives engagement. Smart collaborations could include anti-bot measures and loyalty programs that reward genuine fans rather than resellers.
It’s also important to recognize a fake Labubu from a real Labubu. The easiest way to find out? The easiest verification method is checking the UV stamp on the right foot. Genuine Labubu figures feature a distinct ultraviolet marking showing Labubu in a seated position with legs extended and arms raised upward.
Why This Cultural Moment Matters
POP MART’s rise represents more than a toy trend—it signals a fundamental shift in how young consumers engage with products. With projections showing continued explosive growth, American brands have a limited window to position themselves within this movement. The surge in U.S. App Store downloads indicates American consumers are already actively seeking these experiences.
For marketers and advertisers, the lesson is clear: Today’s younger consumers crave products that deliver experiences—surprise, social currency, and community. The blind box model has proven its ability to turn simple figurines into cultural phenomena worth billions. The question now is which American brands will successfully adapt these principles to their own categories and capture this same excitement and loyalty.
POP MART isn’t just selling toys—it’s selling discovery, collection, and connection. For brands willing to embrace these principles, similar success awaits.
Getting Started: Action Steps for U.S. Marketers
- Research Collaborative Opportunities: Contact POP MART’s international partnerships team through their newly popular U.S. app
- Identify Brand Synergies: Determine which character from The Monsters universe aligns best with your brand values and aesthetic
- Start Small: Test mystery elements or limited editions within existing product lines before full implementation
- Build Community Infrastructure: Create digital spaces where collectors can connect around your brand
- Track Engagement Metrics: Monitor not just sales but social sharing, community growth, and repeat purchase patterns
References
- TechNode. (2025, April 24). Chinese toy maker Pop Mart sees explosive overseas growth, Q1 revenue up over 165%. https://technode.com/2025/04/24/chinese-toy-maker-pop-mart-sees-explosive-overseas-growth-q1-revenue-up-over-165/TechNode
- MarketScreener. (2025, April 22). Pop Mart Nearly Triples Profit as Sales Soar. https://www.marketscreener.com/quote/stock/POP-MART-INTERNATIONAL-GR-119080072/news/Pop-Mart-Nearly-Triples-Profit-as-Sales-Soar-49437135/
- Pop Mart World. (2025, March). Will Pop Mart International Group Continue To See Success In The Long-Term?. https://www.popmartworld.com/news/will-pop-mart-international-group-continue-to-see-success-in-the-long-termPopmart World
- News.com.au. (2025, May 6). Would you queue at 3am to buy a toy? These Aussies have – here’s why. https://www.news.com.au/lifestyle/real-life/news-life/would-you-queue-at-3am-to-buy-a-toy-these-aussies-have-heres-why/news-story/49310e7f0462ada8c1d76ecf5146c963
- New Wave Magazine. (2025, April). Beyond the Toy Shelf: How POP MART’s THE MONSTERS Are Shaping a New Wave of Collectible Culture. https://www.newwavemagazine.com/single-post/beyond-the-toy-shelf-how-pop-mart-s-the-monsters-are-shaping-a-new-wave-of-collectible-culturenewwavemagazine
- TAT News. (2024, July). TAT and POP MART welcome LABUBU to explore Thailand. https://www.tatnews.org/2024/07/tat-and-pop-mart-welcome-labubu-to-explore-thailand/TAT Newsroom
- Dao Insights. (2024, October 1). POP MART storms Milan Fashion Week with Pronounce collab. https://daoinsights.com/news/labubu-storms-milan-fashion-week-with-pop-mart-x-pronounce-collab/Dao Insights
- News.com.au. (2025, May 6). Would you queue at 3am to buy a toy? These Aussies have – here’s why. https://www.news.com.au/lifestyle/real-life/news-life/would-you-queue-at-3am-to-buy-a-toy-these-aussies-have-heres-why/news-story/49310e7f0462ada8c1d76ecf5146c963
- StockX. (n.d.). Buy and Sell Pop Mart Figures. https://stockx.com/brands/pop-mart?category=figures