BEIJING, June 13 — The Chinese toy industry is experiencing a significant transformation, with the emergence of collectible designer toys like Labubu, a character from the Beijing-based company Pop Mart, capturing global consumer interest.

These toys not only resonate with audiences through their appealing designs but also represent a broader narrative of cultural storytelling that is redefining China's international image.

Historically, China has been the world's leading producer and exporter of toys, largely focused on low-cost manufacturing for overseas brands.

However, recent trends indicate a shift towards high-value, culturally rich products.

The collectible toy market, spearheaded by companies such as Pop Mart, has seen remarkable success.

In the first quarter of 2025, Pop Mart reported a year-on-year revenue increase of approximately 165 to 170 percent, with international sales surging by 475 to 480 percent.

This growth is emblematic of a wider trend amongst Chinese toy manufacturers.

TOP TOY has expanded its footprint to over 280 stores internationally, while 52TOYS noted a 300 percent revenue increase in the Thai market in 2024. The rise of these brands signifies a movement in the toy sector from mere product exports to a focus on brand development and intellectual property.

The cultural industry in China has also demonstrated resilience, with approximately 78,000 enterprises generating revenues of 14.15 trillion yuan (about 1.97 trillion US dollars) in 2024, reflecting a 6 percent yearly increase.

This sector reported combined profits of 1.29 trillion yuan, marking a 10.8 percent rise compared to the previous year.

Significantly, the Chinese gaming industry serves as another avenue for international cultural exchange.

Titles such as "Black Myth: Wukong" have gained substantial traction, with a notable fraction of players located outside China.

Additionally, established games like "Genshin Impact" and "Honkai: Star Rail" consistently rank among the top downloads across numerous countries and regions.

According to the China Audio-Video and Digital Publishing Association, revenue from self-developed gaming products sold overseas reached 18.56 billion US dollars in 2024, representing a growth of 13.39 percent from 2023.

China's extensive manufacturing network, encompassing all industrial categories, is pivotal to this cultural ascent.

For companies like Pop Mart, manufacturing capabilities are crucial to realizing innovative designs.

Chinese factories have honed the ability to meet demanding specifications, ensuring high-quality products that meet designer expectations.

One factory owner noted the expertise in producing designer toys, implying that if they can manufacture for Pop Mart, they can cater to any designer toy specifications globally.

Experts trace these developments to an evolution in China’s economic landscape.

Lan Qingxin, a professor at the University of International Business and Economics, highlighted the transition from a focus on exporting products to an emphasis on exporting brands and intellectual property as a marker of China's industrial upgrading and the increasing sophistication of its enterprises in global markets.