What began as a strange, furry character has become the economic engine of one of today’s most powerful toy companies. Labubu – that creature somewhere between goblin and plush – has catapulted POP MART to record-breaking figures. In the last half-year, its profits surged by nearly 400%.
The success is no coincidence. The brand has mastered the art of turning the shopping experience into a ritual through its blind boxes. A format that fuels anticipation and makes each figure an object of desire. With this formula, and the viral power of Labubu, the company has achieved a growth rate that even surprised its CEO, Wang Ning, who believes reaching 20 billion yuan ($2.78 billion) in 2025 is a realistic target. More ambitiously, he does not rule out surpassing 30 billion yuan ($4.18 billion) this very year.
The phenomenon marks the consolidation of a global culture of collecting and hype. POP MART is fully aware of this and now has its sights set on expanding further into international markets, where it still sees vast room for growth.
POP MART’s Labubu is proof that a distinctive aesthetic combined with a clever marketing system can transform a brand into a cultural phenomenon. And, at the same time, into a money-making machine.
Sigue toda la información de HIGHXTAR desde Facebook, Twitter o Instagram