Consumption Upgrading and Industrial Integration Driven by Trendy Toy Culture: A Case Study of Pop Mart's Development Trends in the Southeast Asian Market
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Consumption Upgrading and Industrial Integration Driven by Trendy Toy Culture: A Case Study of Pop Mart's Development Trends in the Southeast Asian Market

Ruiqian Fang 1, Jiatong Hu 2, Xuanyu Wu 3*
1 Harbin Finance University
2 Zhejiang Hangzhou High School Qiantang
3 Beijing University of Technology
*Corresponding author: Icecream@emails.bjut.edu.cn
Published on 26 November 2025
Volume Cover
AEMPS Vol.243
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-557-8
ISBN (Online): 978-1-80590-558-5
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Abstract

In recent years, with the rise of global trendy toy culture and the accelerated internationalization of China's cultural and creative industries, the 'Guzi’ economy, represented by trendy toys, is becoming a significant force driving consumption upgrading and industrial integration. This paper takes Pop Mart's development in the Southeast Asian market as a case study to explore how trendy toy culture influences consumer behavior transformation and the restructuring of industrial value chains in the region. Through the ways of 'emotional consumption’ and 'symbolic consumption’, Pop Mart stimulated the collection and social needs of Generation Z users in Southeast Asia and achieved great success in the market of trendy toys. There are still some problems to be solved. This paper discovers the problems of big cultural differences, difficulty in local sales, and increasing market competition. Then, the paper also explores the reasons for these problems. Finally, the paper puts forward the strategies for overseas sales of trendy toy brands. They should pay attention to the balance between 'global brand unification’ and 'local market differentiation’ to ensure the continuous source of vitality. This not only expands the application of the research on trendy toy economy and international business in overseas emerging market, but also provides solutions and suggestions for the Chinese cultural and creative enterprises to go global, which promotes the upgrading of consumption and industrial integration based on the culture of trendy toy.

Keywords:

Pop Mart, Southeast Asian market economy, industrial integration, consumption upgrading

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Fang,R.;Hu,J.;Wu,X. (2025). Consumption Upgrading and Industrial Integration Driven by Trendy Toy Culture: A Case Study of Pop Mart's Development Trends in the Southeast Asian Market. Advances in Economics, Management and Political Sciences,243,57-65.

References

[1]. Li, Y. and Liu, Z. (2025) The Trend Toy Industry: A New Engine for Cultural Consumption and Economic Growth in the New Era. Journal of Dongbei University of Finance and Economics, (04), 46-58.

[2]. World Bank. (2024) Population, Total. https: //data.worldbank.org.cn/region/south-asia

[3]. World Bank. (2024) GDP (Current USD). https: //data.worldbank.org.cn/region/south-asia

[4]. World Bank. (2024) GDP Annual Growth Rate (Percentage Annual) [OL]. https: //data.worldbank.org.cn/region/south-asia

[5]. Anandan, R., Sipahimalani, R., Bharadwaj, A., et al. (2016) E-conomy SEA: Unlocking the $200B Digital Opportunity. Think with Google.

[6]. Lü, H. (2024) A Study on POP Mart’s Pricing Strategy in the Southeast Asian Market. Dongbei University of Finance and Economics.

[7]. Ungchim-im, P. and Vilasthip, M. (2025) Factors Affecting Thai People’s Purchases of POP MART Products in Thailand. International Academic Multidisciplinary Research Conference ICBTS Beijing 2025.

[8]. Zhou, S. (2023) Analysis of Blind Box Marketing Strategies Based on Consumer Behavior Research: A Case Study of POP MART. China Market, (04), 118-120.

[9]. Ying, X., Xiang, Y., Wei, L., et al. (2021) Research on Innovation Pathways for Business Models in the Blind Box Economy: A Case Study of POP MART. Times Economy and Trade, 18(09), 23-25.

[10]. Xia, D. (2025) The Cultural Penetration Power of Symbolic Capital and Emotional Value: New Opportunities for the International Dissemination of Chinese Trend Toy Culture Seen from Labubu’s Global Sales. News Enthusiast, 1-11 [2025-10-08].

[11]. Hao, L. (2024) Analysis and Optimization of Blind Box Marketing Strategies: A Case Study of POP MART. Market Weekly, 37(13), 70-73.

[12]. Ma, Y. (2022) Marketing Strategy of POP MART’s Trend-Driven Blind Boxes. Cooperative Economy and Technology, (17), 74-75.

[13]. Rong, H. (2022) Marketing Strategy Analysis of the 'Blind Box Economy’ from a Consumer Culture Perspective: A Case Study of POP MART. Beauty and Era (Part I), (01), 52-55.

[14]. Bincan, T. (2024) The Marketing Strategy of Trendy Toys—A Case Study of POP MART. SIAM University.

References

[1]. Li, Y. and Liu, Z. (2025) The Trend Toy Industry: A New Engine for Cultural Consumption and Economic Growth in the New Era. Journal of Dongbei University of Finance and Economics, (04), 46-58.

[2]. World Bank. (2024) Population, Total. https: //data.worldbank.org.cn/region/south-asia

[3]. World Bank. (2024) GDP (Current USD). https: //data.worldbank.org.cn/region/south-asia

[4]. World Bank. (2024) GDP Annual Growth Rate (Percentage Annual) [OL]. https: //data.worldbank.org.cn/region/south-asia

[5]. Anandan, R., Sipahimalani, R., Bharadwaj, A., et al. (2016) E-conomy SEA: Unlocking the $200B Digital Opportunity. Think with Google.

[6]. Lü, H. (2024) A Study on POP Mart’s Pricing Strategy in the Southeast Asian Market. Dongbei University of Finance and Economics.

[7]. Ungchim-im, P. and Vilasthip, M. (2025) Factors Affecting Thai People’s Purchases of POP MART Products in Thailand. International Academic Multidisciplinary Research Conference ICBTS Beijing 2025.

[8]. Zhou, S. (2023) Analysis of Blind Box Marketing Strategies Based on Consumer Behavior Research: A Case Study of POP MART. China Market, (04), 118-120.

[9]. Ying, X., Xiang, Y., Wei, L., et al. (2021) Research on Innovation Pathways for Business Models in the Blind Box Economy: A Case Study of POP MART. Times Economy and Trade, 18(09), 23-25.

[10]. Xia, D. (2025) The Cultural Penetration Power of Symbolic Capital and Emotional Value: New Opportunities for the International Dissemination of Chinese Trend Toy Culture Seen from Labubu’s Global Sales. News Enthusiast, 1-11 [2025-10-08].

[11]. Hao, L. (2024) Analysis and Optimization of Blind Box Marketing Strategies: A Case Study of POP MART. Market Weekly, 37(13), 70-73.

[12]. Ma, Y. (2022) Marketing Strategy of POP MART’s Trend-Driven Blind Boxes. Cooperative Economy and Technology, (17), 74-75.

[13]. Rong, H. (2022) Marketing Strategy Analysis of the 'Blind Box Economy’ from a Consumer Culture Perspective: A Case Study of POP MART. Beauty and Era (Part I), (01), 52-55.

[14]. Bincan, T. (2024) The Marketing Strategy of Trendy Toys—A Case Study of POP MART. SIAM University.

Cite this article

Fang,R.;Hu,J.;Wu,X. (2025). Consumption Upgrading and Industrial Integration Driven by Trendy Toy Culture: A Case Study of Pop Mart's Development Trends in the Southeast Asian Market. Advances in Economics, Management and Political Sciences,243,57-65.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of CONF-BPS 2026 Symposium: Innovation, Finance, and Governance for Sustainable Global Growth

ISBN: 978-1-80590-557-8(Print) / 978-1-80590-558-5(Online)
Editor: Canh Thien Dang, Li Chai
Conference website: https://www.confbps.org/Beijing.html
Conference date: 5 March 2026
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.243
ISSN: 2754-1169(Print) / 2754-1177(Online)

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