LABUBU sales exceed 100 million units worldwide in 2025

Pop Mart's popular LABUBU doll series has achieved a significant milestone, with sales exceeding 100 million units globally in 2025. This impressive figure underscores the strength of China's toy sector and the growing potential of its intellectual properties (IPs). It is a clear indication of the transformative nature of the trendy toy market, which is gaining traction both domestically and internationally.

According to Pop Mart, total sales across all its IP categories have surpassed 400 million units, demonstrating the company's robust market presence. Industry observers have noted that these numbers reflect the potential of Chinese trendy toys to secure a leading position on the global stage, driven largely by the innovative efforts of companies like Pop Mart.

Wang Ning, the founder of Pop Mart, shared during the company’s annual meeting that more than three LABUBU toys are being purchased worldwide every second, illustrating the brand's strong consumer demand. The LABUBU line has become one of the company's most iconic products, showcasing the effective execution of their creative strategies and marketing.

Pop Mart's operations have expanded significantly, with products now available in over 100 countries and regions. The company boasts more than 700 stores and a workforce exceeding 10,000 by 2025, supported by six major supply chain bases. The noteworthy growth in registered membership shops, surpassing 100 million, represents a strong consumer loyalty and engagement.

As the Chinese trendy toy industry evolves, it begins to redefine the global business landscape. The world is increasingly recognizing not only products 'Made in China' but also the creative potential and incubation capabilities of Chinese IPs, affirming the growing international influence of local brands.

Alongside Pop Mart, other emerging Chinese IP developers are also making strides. For instance, Here Group Limited reported that its WAKUKU brand generated approximately 89.73 million yuan, equivalent to about 12.5 million dollars, in revenue for the latest fiscal quarter. Additionally, ZIYULI and SIINONO have also reported favorable financial performance, marking a positive trend for Chinese IPs.

The company's international footprint is expanding into about 20 countries, signaling its commitment to broaden its market presence. This expansion aligns with a wider trend among Chinese brands to elevate their status in the global marketplace.

In related developments, Ye Guofu, CEO of the lifestyle brand MINISO, announced ambitious plans to increase the global store count to 10,000 within the next three years, aiming to better position Chinese IPs internationally. MINISO's goal to take 100 Chinese IPs global reflects a clear strategy to tap into evolving consumer preferences worldwide.

MINISO has successfully developed proprietary brands such as YOYO and the "Gifort Bear" series, with notable sales figures reported. The Gifort Family products alone generated over 63 million yuan in the first quarter of 2025, signaling the brand's effectiveness in appealing to consumers.

Recent reports indicate that during the first three quarters of 2025, China's exports of festive goods, dolls, and animal-themed toys exceeded 500 billion yuan, emphasizing the significance of domestically produced trendy products on a global scale.

The Dongguan city's trendy toy industrial cluster has seen its total output rise from 126.22 billion yuan in 2022 to 155.06 billion yuan in 2024. This growth, alongside increased R&D investment, suggests a vibrant and innovative landscape for original intellectual properties in the region, with over 100 original IPs recorded.