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For many years, China has a problem with the image that it could not get rid of – synonymous with cheap exports, great censorship and state, enveloped in secrecy and scandal.
This changes when the country seeks to burn its image, growing in a soft power rating, and the internal business helps Beijing to provide a significant elevator.
Chinese coffee networks pop up in New York. Chinese video games bring billions of profits. Even Chinese makeup or “C-Beauty”, companies are expanding to world markets.
But the most amazing factor for enhancing the cultural rise in China is without flying the car, the II or bestseller model is a toy.
Labubus is everywhere: the ugly POP MART key on $ 30 was noticed on Rihanna and K-Pop Blackpink’s Lisa bags, and the pluses are attracted by hundreds of thousands of fans worldwide. Just a few weeks ago, Pop Mart opened its first store in Germany – the latest addition to more than 500 stores worldwide.
Viral blind boxes pop -Marta – objects sealed in mysterious packages – have become a hallmark of one of the most aggressive international stories in China. The company predicts 350% a year’s profit in the first half of the year. Goldman Sachs suggests that the long -term POP Mart sales can reach $ 11.3 billion worldwide, the same level as LEGO sales.
The company even accepts Japanese hereditary brands such as Sanrio and Bandai. In 2024, POP Mart sales increased by 107%, and Sanrio, who lives in Hello Kitty, reported a jump by 45%.
Pop -Marta’s success is not a love. It is part of a purposeful strategy that captures the hearts of consumers. With several offers and exciting attractiveness of the blind box, the brand entered a cute spot of emotional costs during geopolitical and economic uncertainty.
“One of the key topics is IP, or the pursuit of small pleasures,” said Michel Chen, a consumer research group in Goldman Sachs. “This is what the younger generation loves – not only in China or Asia, but all over the world.”
Pop Mart is not one in enhancing China’s soft force. Video games, when tightly regulated by the Government of China, are now popular. The black myth of Vokong, based on Chinese folk history “Journey to the West”, sold 20 million units in the world in the first month, making it one of the fastest names of all time and peoples.
Genshin Impact, Gacha game, where players play currency or money in the real world to get virtual goods (named after Japanese “Hochapon”), earned $ 2 billion in the first year on the market, reports market intelligence tower. It now brings more profit outside China than at home, with players in Japan and the USA, according to Statista.
Innovators who have grown at home transform the image of China. Finance Advisory brand finished second in its global soft power index this year, and at the site of 2024, for the first time overtaking the UK and sat at once behind the US
Financing brands attributed to China’s strategic efforts to enhance its global image, focus on sustainable development, stronger brands, and re -opening for visitors after the pandemic.
“Finally, China has become visible, and the youth no longer accepts the negative perception of the brand in China,” said Jaling Jiang, consumer analyst. “The best result of these consumer products is that people can see a negative filter when they are Chinese and see them as they are.”
While the perception of the country is changing rapidly, it is still necessary to find out if the condition that has historically used the approach to the reshuffle of its image can allow its brand to speak for itself.
