Gladness Gideon
A wave of Chinese cultural exports is quietly reshaping international perceptions of the country, led by the surging global popularity of quirky collectibles like Labubu, the wide-eyed furry mascot produced by Beijing-based toy company Pop Mart.
Once confined to domestic shelves, Pop Mart’s blind-box figurines — sold for around $40 apiece and packaged in a way that conceals the specific model inside — have become an international obsession, particularly among younger consumers in Europe, Asia, and the Middle East.
In London, demand for Labubu toys has surged to the point where in-person sales have been suspended amid concerns that fan frenzies could erupt into violence. “They’re a bit quirky and ugly and very inclusive, so people can relate,” said interior designer Lucy Shitova while browsing Pop Mart’s store in the UK capital. “It’s cool. It’s different.”
The phenomenon has gone viral, thanks in part to TikTok — a Chinese app with over one billion global users — which has hosted more than 1.7 million videos about Labubu, helping transform the character into a global cultural symbol. Analysts say the toy’s success reflects a broader trend: China’s soft power may be finding new pathways through viral consumer goods rather than state-sponsored narratives.
“Through Labubu and similar exports, China is undergoing a soft-power shift where its products and image are increasingly cool among young Westerners,” said Allison Malmsten, analyst at Daxue Consulting.
This surge of cultural relevance mirrors Japan and South Korea’s earlier successes with brands like Pokémon and K-pop. Yet China’s heavily censored entertainment industry has often failed to connect with foreign audiences, leaving companies like fast-fashion giant Shein and viral tech products like TikTok to carry the torch.
Pop Mart’s success has spawned imitators — dubbed “lafufus” online — and even detailed YouTube guides on verifying authenticity, underlining the cultural and commercial influence the toy now wields.
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“It has been hard for the world’s consumers to perceive China as a brand-creating nation,” said Fan Yang, a cultural studies expert at the University of Maryland. “But that is starting to change.”
Still, analysts caution that while China’s consumer exports may soften its image abroad, they do not necessarily translate into political influence. “Cultural exports can improve the image of China as a place that produces attractive goods,” said Joshua Kurlantzick of the Council on Foreign Relations, “but it doesn’t mean people are warming to the Chinese state or government.”
The story of Labubu also highlights how China’s cultural presence is shaping perceptions even in regions where political tensions with Beijing are high. At Pop Mart’s theme park in Beijing, 11-year-old Maryam Hammadi from Qatar eagerly posed beside a giant Labubu statue. “In our country, they love Labubu,” she said. “So when they realise the origin is in China, they want to come see more.”
For others, the craze is deeply personal. “It’s like a virus,” said Kazakhstani mother-of-three Anelya Batalova. “Everyone just wants it.”
As China faces scrutiny over its political policies abroad, toys like Labubu are quietly changing the narrative — one blind box at a time.