Global Breakthrough: From Overseas Penetration to Standard Output

2026-1-19 0:01:42

Chinese trendy toys are moving towards the world at an amazing speed, upgrading from product export to cultural export, and gradually rewriting the global trendy toy market pattern. Data shows that the overseas business of Chinese trendy toy brands is growing rapidly. Pop Mart's overseas business increased by 375.2% in 2024, with 571 stores in 18 countries around the world; Soap Studio's overseas sales account for 70%, with growth rates exceeding 40% in Southeast Asia and the US markets. More notably, Chinese trendy toys have got rid of the "cost-performance ratio" label and achieved global high-premium sales. The price of 52TOYS' Beast Box series overseas is more than double that in China, confirming the global recognition of Chinese original IP.

In terms of channel layout, Chinese trendy toy brands are building a global distribution network. Online, they reach global consumers through platforms such as Amazon and TikTok; offline, they deeply integrate with local trendy scenes through overseas stores and pop-up stores. Shanghai Bailian ZX Fun Field has become a global two-dimensional consumption center on a par with Tokyo's Akihabara, attracting overseas tourists to visit specially. With the deepening of overseas markets, Chinese trendy toys are gradually outputting industry standards and aesthetic paradigms, upgrading from "product going global" to "culture going global", and influencing the design trends and consumption concepts of global trendy toys.

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