In the fast-changing world of Chinese social media, few brands have captured youth culture like POP MART. In June 2025, a life-sized LABUBU sculpture auctioned in Beijing caused a media sensation, selling for over one million RMB. Behind the hype was POP MART—once again dominating China’s digital platforms and reinforcing its role as a cultural leader in designer toys.
Through a powerful IP ecosystem, deep fan engagement, and a sharp understanding of Chinese social trends, POP MART has built lasting influence both locally and globally.
But this wasn’t a fluke. POP MART’s viral growth is the result of a deliberate digital strategy—one rooted in content-driven storytelling, emotional experiences, and community-first engagement. Here’s how the brand engineered its social media success in China’s competitive online landscape.
Pop Mart Brand Development History
Founded in 2010 in Beijing, Pop Mart began as a trendy lifestyle retail brand. In 2015, it moved into the collectible toy market by licensing Japan’s Sonny Angel figurines and introducing the “blind box” model. The mystery and surprise tapped perfectly into young consumers’ emotional buying habits.
In 2016, Pop Mart partnered with Hong Kong designer Kenny Wong to launch Molly, a hit IP that laid the foundation for its IP-driven model.
Revenue soon took off. By 2024, Pop Mart had earned over 13 billion RMB, more than doubling year-over-year. Net profits reached 3.4 billion RMB—nearly triple the previous year. By mid-2025, the company’s market cap approached 360 billion HKD. Its international footprint now spans over 80 countries and regions.
What truly set Pop Mart apart is how it used Chinese social media to build a community around its IPs. Strong engagement, emotional storytelling, and social interaction have become the brand’s most powerful engines.
How Pop Mart Operates on Chinese Social Media
1. Building Community Culture
In collectible toys, the community is part of the product. Pop Mart doesn’t just use social media for exposure—it sees it as a space for user participation and brand co-creation.
When customers don’t get their desired blind box characters, they’re encouraged to join WeChat groups to trade. These groups are vibrant, covering trading, custom figures, and even role-play stories. Over time, they’ve grown into a distinct subculture.
Pop Mart lets fans run the show—90% of groups are user-organized. Admins, often hardcore fans, use their own slang like “full box purchase” or “duplicate pull.” The brand occasionally hosts high-energy events like the weekly Friday 8 PM unboxing livestream, which once drew over 5 million viewers.
The community also engages through point systems and voting to influence upcoming designs. This decentralized but sticky structure is the backbone of Pop Mart’s brand loyalty.
2. Private Domain Focus: WeChat Mini Program at the Core
Pop Mart’s WeChat Mini Program, launched in 2018, marked a turning point. The platform tied collectible toys with private traffic, opening new user touchpoints and rethinking traditional e-commerce.
Its 3D “shaking box” simulates a real-life unboxing, giving users the thrill of control. On average, users click 23 times per day.
To drive engagement, the app offers a “luck value” system, points-sharing, and gifting tools. These features encourage daily interaction and fuel a large secondary trading market. By mid-2024, Pop Mart had 38.9 million members in China. Member sales made up over 92% of total sales, and repurchase rates stayed near 50%.
By 2019, the Mini Program had overtaken Tmall to become Pop Mart’s top online sales channel.
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3. Douyin Drives Content-Led “Interest E-Commerce”
Douyin has become central to Pop Mart’s digital strategy. Since Douyin ramped up its e-commerce push in 2021, it’s become more than a traffic source—it’s where content and commerce converge.
Unboxing videos, character stories, and short clips trigger viral trends and fan mimicry. A “show off your unboxing” culture has formed—driven by emotion, not just product specs.
Even as Tmall sales declined for two quarters, Douyin filled the gap. By late 2023, it had become Pop Mart’s second-largest online channel. Fans consume content and buy through it, closing the loop from discovery to purchase.
The brand also partners with top influencers for limited drops, new launches, and live blind box events. These campaigns turn collectible IPs from “nice to have” into “must-haves.”
4. Public Traffic: Linking Weibo & Xiaohongshu
Pop Mart’s reach isn’t limited to private channels. It’s also a master of public engagement across Weibo and Xiaohongshu (Little Red Book).
On Weibo, it builds anticipation through mystery posts and trending topics. For example, when launching the Molly Palace Culture series, the brand teased out partial images and keywords. Speculation exploded, and the campaign reached over 500 million views, landing on the trending list.
On Xiaohongshu, user-generated content fuels organic growth. Fans share collections, DIY customizations, reviews, and “planting grass” recommendations. Pop Mart encourages this by launching hashtags, seeding exclusive content, and linking offline events.
This content-first, user-driven strategy helps Pop Mart grow without heavy ad spend. The brand sparks conversation—but it’s users who ignite emotion through sharing and interaction.
In China, Collectible Toys Are a Social Language
At heart, Pop Mart’s strength isn’t just great products—it’s how it built a social language around them. Users aren’t just buyers—they’re co-creators and storytellers. They proudly share, customize, and imagine stories for their toys. Each character becomes a way to express identity and emotion.
This community-powered, content-led, interest-driven strategy is now a cornerstone of Pop Mart’s brand. It sells more than toys—it sells stories people want to keep telling.
Conclusion: Lessons from Pop Mart’s Social Strategy
Pop Mart proves that winning over young consumers today takes more than good products and ads. Brands must build an ecosystem where people can co-create, share, and express themselves.
From WeChat Mini Programs to Douyin short videos, and Xiaohongshu communities, Pop Mart is redefining digital growth with a user-first mindset.
This path isn’t just “awareness → purchase → repeat.” It’s a deeper journey of resonance → participation → loyalty. Pop Mart’s model might just point the way forward for modern brand building.
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