Chinese Trendy Toys Make a Splash in Thailand: Lisa of BLACKPINK Spurs TikTok Gold Rush

Recently, Chinese trendy toys have become all the rage in Thailand. Since April, when BLACKPINK member and Thai celebrity Lisa frequently posted photos of LABUBU on Instagram, Chinese trendy toys have rapidly taken over the Southeast Asian market, selling out instantly during live broadcasts. These popular items have consistently been out of stock, and Thai shoppers are flocking to China to purchase them.

LABUBU soft vinyl plush blind boxes from POP MART, which gained popularity in Thailand, saw prices nearly double in May. While large plush toys are hard to sell in Southeast Asia's tropical climate, small and stylish soft vinyl plush toys are thriving.

POP MART's president stated that the overseas market is a vast expanse for Chinese trendy toys.

01 Chinese Trendy Toys Break into International Markets

Trendy toys, also known as designer toys, emerged alongside the rise of pop culture. According to a survey, over 95% of trendy toy consumers are aged 15 to 40, with 63% holding a bachelor's degree or higher. Trendy toys combine artistic and design elements, appealing to young people's desire for trends and serving as collectible items and social currency within hobby communities.

Generation Z (those born between 1995 and 2009) especially loves to spend on things that please them, fulfill emotional needs, and have no practical use. As a result, fans of trendy toys often have strong purchasing power and high repurchase rates.

Blind boxes, as an entry-level trendy toy, add an element of surprise, making the buying process exciting and addictive, which is why they are so popular among young consumers.

The global trendy toy market is projected to reach $44.8 billion by 2024. Southeast Asia's toy market is also growing, expected to increase from $5.64 billion in 2023 to $6.52 billion by 2028, with an annual growth rate of 7%.

In 2023, Thailand's toy and game industry accounted for 14.35% of the Southeast Asian market, surpassing Hong Kong and Singapore. While not the largest, it is a hotspot for IP consumption. Influenced by cultural products from Japan, South Korea, and the US, Thai consumers rank first in Southeast Asia for content consumption, including movies, animation, and games. They love sharing new toys on social media, especially those with popular IPs, making it easier for new brands to gain acceptance.

POP MART's success in Thailand is a testament to this trend. About half of its overseas market share comes from East Asia, with Southeast Asia being the fastest-growing segment.

As the "world's toy factory," China produces about 75% of the world's toys, giving Chinese trendy toys a significant advantage in overseas markets.

Cultural similarities and large Chinese communities make Southeast Asia a prime target for Chinese trendy toy brands. Leading companies like POP MART and 52TOYS are expanding into the region, and many cross-border sellers are following suit.

Compared to traditional toys, trendy toys have higher average transaction values and repurchase rates, with added gaming, collectible, and social features, resulting in higher product premiums.

02 Localizing Trendy Toys in Southeast Asia

To avoid cultural mismatch, localizing products is crucial. For trendy toys, aligning with local cultural interests is key.

For example, POP MART tailors its IPs to different countries. To conquer the Southeast Asian market, it partnered with globally recognized IPs like Minions and Sanrio, and hired local designers to incorporate cultural elements. The Thai-designed CRYBABY became a top-seller in just two months.

POP MART's IPs, such as CRYBABY and LABUBU, have been hugely successful in Southeast Asia, particularly in Thailand. However, maintaining brand recognition beyond the initial hype is crucial. Therefore, POP MART continuously develops new products that align with current trends to sustain sales growth.

03 Social Media and Trendy Toys

The trendy toy brand “19八3” introduced the original "Annoying Duck" design, which gained popularity in Thailand despite low recognition in China. This success is largely due to social media influence, with many Thai TikTok influencers unboxing and showcasing the toys, leading to viral sales.

Social media's impact in Thailand is significant, as seen with Lisa's promotion.

POP MART's overseas social media accounts have gained millions of followers. They invite local influencers to live-stream store visits, introduce the brand, IPs, and blind boxes, and use both online and offline strategies to enhance brand influence.

According to Echotik, POP MART's Thai TikTok store has sold over 50,000 items since March, with nearly 28,000 sold in the last 30 days alone.

The store primarily uses live streams, short videos, and product cards to drive sales, with popular items priced between 1,000-2,500 Thai Baht. The top-selling item is a CRYBABY Powerpuff Girls series toy, priced at 1.77K Thai Baht, with 5,600 units sold in 30 days.

Besides major brands, some smaller TikTok trendy toy stores have also seen rapid growth. For instance, the TikTok store TOY-house quickly rose in popularity, selling 22,400 items, mainly the LABUBU Heartbeat Macaron series, which has sold nearly 5,000 units to date.

Most of the store's sales are driven by a hit product launched three months ago, the LABUBU Heartbeat Macaron series, which has sold nearly 5,000 units, with about 2,000 units sold in the past month alone. Other popular items are mainly from the LABUBU and CRYBABY series IPs.

The store primarily uses short videos and live streaming for marketing, with less reliance on influencers. It mainly sells trendy toy IPs, with prices ranging from 1,500 to 3,000 Thai Baht.

Regardless of age, everyone has a child within them.

Trendy toys offer simple joy and spiritual satisfaction to people of all ages. While the popularity of specific IPs may rise and fall, the demand for trendy toys remains constant, with only the form changing.

Thus, Chinese trendy toys have a promising future overseas. Southeast Asia, with its cultural proximity, is the first stop, but expansion will continue. Localizing products and leveraging social media are key steps for both major brands and niche players in the trendy toy market.