Exploring New Ideas for Trendy Culture Marketing Based on the Breakthrough Effect: Taking Pop Mart as an Example
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Exploring New Ideas for Trendy Culture Marketing Based on the Breakthrough Effect: Taking Pop Mart as an Example

Yixi Chen 1*
1 Beijing Film Academy
*Corresponding author: 231072003@stu.bfa.edu.cn
Published on 27 August 2025
Journal Cover
CHR Vol.75
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-80590-317-8
ISBN (Online): 978-1-80590-318-5
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Abstract

In a highly diverse social and cultural context, based on the "breaking out of the circle effect", through the rapid dissemination of online marketing, niche cultures are increasingly transforming into mainstream trends. Among them, the phenomenon of blind box toys stands out particularly. This article explores the marketing strategies that support this cultural transformation, with a focus on the case of Pop Mart, a leading brand in the field of blind box toys. By using a comprehensive literature review and empirical analysis, this article studied the factors influencing Pop Mart's successful expansion of its consumer base and establishment of a strong market share, etc. From the perspective of consumers, determining the preferences of the target audience, predicting the upgraded behavior of consumers' emotional value experience, and driving more potential consumers are the magic weapons for the diffusion of trend culture. The study highlights the importance of leveraging the breakthrough effect, characterized by the rapid diffusion of information, the bandwagon effect, and the leverage of trend culture, to achieve market success.

Keywords:

The breakthrough effect, blind box marketing, Pop Mart brand management

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Chen,Y. (2025). Exploring New Ideas for Trendy Culture Marketing Based on the Breakthrough Effect: Taking Pop Mart as an Example. Communications in Humanities Research,75,67-72.

References

[1]. Chiu, J.L., Lin, M.H., Chua, E.L. and Choi, J.H. (2025) Brand strategy and the effective marketing position of the blind box industry: A case study of Pop Mart. Journal of Economics, Management and Trade, 31(1), 9–22.

[2]. Wei, F., Zhang, K. and Zhao, J. (2025) The rapid rise of Pop Mart. Enterprise Management, (01), 49–52.

[3]. Ge, T. (2024) The role of emotional value of goods in guiding consumer behaviour: A case study based on Pop Mart. In Proceedings of the 5th International Conference on Educational Innovation and Philosophical Inquiries (Part 1). Shanghai University of Finance and Economics.638–648.

[4]. Zhao, Y. and Huang, Y. (2024) Research on the cross-border effect of emotional communication in social media. China Publishing, (21), 26–31.

[5]. Yang, R. (2022) Behind Pop Mart's special rainbow: Blind boxes, marketing and crisis. China Market, (2).

[6]. Ma, L. (2012) Heart marketing: A study on new media marketing strategies for the cultural and artistic industry. Journal of Journalism and Communication, 5, 106–113.

[7]. Zhang, W. (2021) A case study of "Pop Mart" based on brand development theory. Art and Technology, 48–49.

[8]. Yuan, Y. (2025) Labu Bu leads Beijing's trendy toys to break out of the circle and go global. Beijing Daily, 005.

[9]. Xu, Q. (2021) Embarking on a journey to break through the circle of trendy toys: Lenovo Xiaoxin creates a new model for brand youth-oriented marketing. Computer and Network.

[10]. Xie, R. (2025) The three underlying logics behind LABUBU's sudden popularity. Securities Daily, A04.

References

[1]. Chiu, J.L., Lin, M.H., Chua, E.L. and Choi, J.H. (2025) Brand strategy and the effective marketing position of the blind box industry: A case study of Pop Mart. Journal of Economics, Management and Trade, 31(1), 9–22.

[2]. Wei, F., Zhang, K. and Zhao, J. (2025) The rapid rise of Pop Mart. Enterprise Management, (01), 49–52.

[3]. Ge, T. (2024) The role of emotional value of goods in guiding consumer behaviour: A case study based on Pop Mart. In Proceedings of the 5th International Conference on Educational Innovation and Philosophical Inquiries (Part 1). Shanghai University of Finance and Economics.638–648.

[4]. Zhao, Y. and Huang, Y. (2024) Research on the cross-border effect of emotional communication in social media. China Publishing, (21), 26–31.

[5]. Yang, R. (2022) Behind Pop Mart's special rainbow: Blind boxes, marketing and crisis. China Market, (2).

[6]. Ma, L. (2012) Heart marketing: A study on new media marketing strategies for the cultural and artistic industry. Journal of Journalism and Communication, 5, 106–113.

[7]. Zhang, W. (2021) A case study of "Pop Mart" based on brand development theory. Art and Technology, 48–49.

[8]. Yuan, Y. (2025) Labu Bu leads Beijing's trendy toys to break out of the circle and go global. Beijing Daily, 005.

[9]. Xu, Q. (2021) Embarking on a journey to break through the circle of trendy toys: Lenovo Xiaoxin creates a new model for brand youth-oriented marketing. Computer and Network.

[10]. Xie, R. (2025) The three underlying logics behind LABUBU's sudden popularity. Securities Daily, A04.

Cite this article

Chen,Y. (2025). Exploring New Ideas for Trendy Culture Marketing Based on the Breakthrough Effect: Taking Pop Mart as an Example. Communications in Humanities Research,75,67-72.

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 ICADSS 2025 Symposium: Consciousness and Cognition in Language Acquisition and Literary Interpretation

ISBN: 978-1-80590-317-8(Print) / 978-1-80590-318-5(Online)
Editor: Yanhua Qin, Enrique Mallen
Conference website: https://2025.icadss.org/Huntsville.html
Conference date: 17 September 2025
Series: Communications in Humanities Research
Volume number: Vol.75
ISSN: 2753-7064(Print) / 2753-7072(Online)

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