A new character craze is sweeping the fashion and retail world — and this time, it’s “Hirono,” Pop Mart’s rising star often dubbed “the second LaBubu.” The adorable figurine has gone viral after BTS member V (Kim Taehyung) was spotted with a Hirono keychain on his bag during his departure for Paris Fashion Week, igniting an explosive wave of demand across Asia.
According to industry sources on Wednesday, CJ OnStyle will exclusively offer Hirono products in Korea through a special collaboration with Pop Mart during its “Come On Style” event from October 17 to 26.
The frenzy began soon after V’s airport photos surfaced on October 4, with fans rushing to purchase the same doll seen in his “departure look.” Within hours, over 500 units sold out on Pop Mart’s official Chinese website, and Korean stocks vanished just as quickly.
The global buzz has caught the attention of international media. Forbes and other outlets have hailed Hirono as “the next LaBubu,” predicting that the character will lead a new wave in the collectible figurine market.
An industry insider commented, “Character IPs backed by powerful fandoms are reshaping the retail landscape.”
Write to Byung-yeon Yoo at yooby@hankyung.com