The Chinese company Pop Mart, creator of the famous monster Labubu, is studying Disney’s experience to create a long-term franchise. This is reported by Reuters.
The CEO and co-founder of Pop Mart, Si De, in a rare interview with foreign media, spoke about the company’s plans to actively develop Labubu in the areas of content, entertainment, and merchandising, aiming to avoid the risk of fleeting popularity.
Labubu conquered the world through emotions and creativity
Pop Mart has already achieved significant success: Labubu became the first Chinese product to gain popularity thanks to emotional charm and creativity, rather than just price. The company’s shares on the Hong Kong stock exchange have risen by almost 200% since the beginning of the year, and its market value has exceeded the combined value of Hasbro, Mattel, and Sanrio. While analysts express concern about dependence on a single character, Pop Mart believes that success is not just an instant spike, but a foundation for further growth.
‘We have long been learning from Disney. The true value of this company lies in long-term intellectual property management, even for 100 years ahead. Even when Labubu’s popularity fades, we will develop it into an ecosystem, as Disney does with its top IPs,’ Si De stated, citing the example of Mickey Mouse, which became popular almost a century ago.
Plans to maintain Labubu’s popularity
Currently, the company is focusing on developing an already known product, rather than searching for the next hit. Si De did not disclose timelines or budgets, but outlined key priorities:
improving products and collaborations;creating content and entertainment;building theme parks;upgrading store displays.
‘Pop Mart sells a lifestyle that consumers buy because they want to be a part of it,’ commented Louis Goodhart, managing partner of Mad in China.
The company’s margins are already competing with luxury brands, indicating a shift from the mass market to premium culture.
The story of Labubu is an example of the paradox of success. This toy, which started as an art object, has transformed into a true phenomenon on social media, where fans collect figurines for hundreds of dollars. Pop Mart, founded in 2010, began with street vending machines, but now its capitalization stands at $7 billion.
It is worth noting that it was previously reported that the Labubu toy has become more popular than Barbie and LEGO.
The transformation of Labubu from a simple toy into an iconic brand illustrates the growing interest in creative products in China. Pop Mart intends to continue developing this success by creating new opportunities for fans and collectors, hoping for lasting success in the future.