In recent years, POP MART has rapidly gone global with its unique blind box culture and rich IP collaborations, becoming the new favorite in the trendy toy market.

According to data platform FastMoss, POP MART's sales on TikTok Thailand have exploded in the past seven days,with a 7-day GMV of 476 million Thai Baht, equivalent to about 96.2 million RMB or 13.266 million USD.Such results are not only eye-catching, but also represent a doubling of the brand's overseas trade sales in 2024.

Image source: FastMoss

Besides TikTok Thailand, its performance in the US, Malaysia, the Philippines, and other regions is also impressive. In the recently concluded TikTok Shop mid-year promotion, it even achievedthe milestone of the first single live stream GMV exceeding $100,000..

POP MART's success is no accident, but the result of multi-faceted efforts. Let's take a look atwhat successful operational strategies it has adopted?

Image source: POP MART US official website

Localization Strategy: Cultural Integration and Market Expansion

POP MART's globalization journey began with neighboring Asian countries, then gradually entered broader international markets such as Europe and America.

To overcome cultural differences, POP MART adopted a strategy of parallel IP collaborations and original content, working with internationally renowned brands like Disney and Marvel, while integrating Eastern and Western cultural elements into product design to enhance global appeal.

In Bangkok, Thailand, POP MART collaborated with local artist Molly to launch the CRYBABY series, quickly winning the favor of local consumers.

Similarly, in the US market, POP MART launched the PeachRiot series in collaboration with American artists, achieving remarkable results.

This localized operational strategy has enabled POP MART to establish a strong brand influence worldwide.

POP MART's IP: LABUBU was awarded "Amazing Thailand Experience Officer"

Leveraging Social Media: The Power of Influencer Marketing

In the era of social media, influencer marketing has become an important means for POP MART's promotion. Through platforms like TikTok, Instagram, and YouTube, POP MART has collaborated with numerous influencers, successfully reaching 4.6 million+ overseas users, with cumulative interactions exceeding 1.5 million+. This marketing strategy not only increased brand awareness but also enhanced interaction with consumers, laying a solid foundation for further development in overseas markets.

On TikTok, POP MART attracted a large number of Gen Z users through carefully planned influencer marketing campaigns. Influencers showcased POP MART's new blind boxes in creative videos, sparking strong interest and purchase desire among fans. This strategy of leveraging influencer power enabled POP MART to quickly accumulate a large number of loyal fans in a short time.

POP MART Thailand account Image source: TikTok

Major Platform Promotions: Leveraging Explosive Sales

POP MART understands the importance of major platform promotions and actively participated in TikTok Shop's mid-year promotion, successfully achieving the milestone of a single live stream GMV exceeding $100,000. This not only demonstrates POP MART's strong presence in the North American market but also proves the tremendous boost that promotional events provide for brand promotion and sales growth.

Of course, POP MART's impressive results in the mid-year promotion did not happen overnight. As early as Q4 2023, when it first joined TikTok Shop, POP MART placed great emphasis on building brand-created content, using self-broadcast content for a cold start, broadcasting regularly and stably every day to gradually accumulate brand and traffic momentum, and actively interacting with US consumers through mini-games in the live stream, timely comment replies, and limited-time incentives.

Thanks to this prior accumulation, POP MART further exploded in this US mid-year promotion, achieving its first $100,000 live stream.

POP MART US live stream Image source: TikTok

Innovative Model: Global Expansion under DTC

POP MART has adopted a Direct-to-Consumer (DTC) business model in the global market, expanding its online sales network through self-built international e-commerce platforms and third-party cross-border e-commerce platforms.

For example, POP MART has launched multi-language versions on its official website to directly serve overseas consumers. These platforms not only offer the full product line but also frequently release the latest and limited edition products simultaneously, ensuring global fans can enjoy new products at the same time as domestic customers.

In addition, POP MART has expanded its sales network through internationally renowned cross-border e-commerce platforms such as Amazon, eBay, and AliExpress. It has also launched an overseas version of its official website for overseas users, further expanding its share in the international market.

Trendy Toys Going Global: The Market Remains Vast

POP MART's achievements in the trendy toy sector are indeed remarkable, but the market is not monopolized by it alone. Leading domestic trendy toy brands such as 52TOYS and Finding Unicorn are also expanding overseas, which shows the potential of this blue ocean.

Data shows that the global trendy toy market size is expected to reach $44.8 billion in 2024.

Among them, the Southeast Asian toy market is particularly impressive, with a market size of $5.64 billion in 2023, expected to grow to $6.52 billion by 2028, with an average annual growth rate of 7%.

In 2023, Thailand's toy and game industry accounted for 14.35% of Southeast Asia's market size, surpassing Hong Kong and Singapore, becoming a hot spot for IP consumption.

In fact, this trend is not only evident in the toy and game industry, but also in the film industry. Many major domestic IP film works have been remade in Thailand, showing Thailand's high acceptance of domestic IP.

All this provides favorable conditions for the overseas expansion of China's trendy market.

After all, at its core, the trendy toy business is still about "IP".

Overall, POP MART's success lies not only in its unique product design and innovative business model, but also in its deep understanding of the global market and precise marketing strategies.

Through localization operations, influencer marketing, and major platform promotions, POP MART has successfully sparked a trendy toy craze in the global market, becoming a model for cross-border brand expansion.

For brands and sellers seeking success in overseas markets, POP MART's experience is undoubtedly worth learning from, but it is also important to "adapt to local conditions" and formulate strategies that truly suit themselves.

If you are also interested in going global, feel free to contact us. We will provide you with professional cross-border e-commerce solutions to help your business brand succeed overseas!