Chinese Toy Giant Pop Mart's Stock Skyrockets Over 1,200% Since 2024, Fueled by the Massive Popularity of its Hit Character 'Labubu'
The Secret to Labubu and Pop Mart's Success and Massive Global Growth
Today, I'd like to talk about the rapid growth and future potential of Pop Mart, one of China's largest toy companies, and its flagship character, Labubu.
Let's dive into the secrets behind Pop Mart's success with the latest data and some fascinating insights.
| 2024 Labubu Character Revenue | 13.04 Billion Yuan ($1.81 Billion) |
| 2024 Pop Mart Total Revenue | Approx. $2 Billion (More than double YoY growth) |
In just 15 years since its founding, Pop Mart has established a powerful presence in the global market.
Its leading character, Labubu, has become the top revenue contributor, achieving an astonishing sales growth of over 1,200% in 2024 alone.
During 2024, sales of Labubu-related plush toys and character goods totaled 13.04 billion yuan, accounting for approximately 22% of Pop Mart's total revenue.
Furthermore, Pop Mart's stock price surged by more than 1,200% during the same period, marking one of the strongest rallies on the Hong Kong Stock Exchange.
This rapid growth has extended to global markets like the U.S. and Europe, with overseas revenue in Q1 2025 showing year-over-year increases of 900% in the U.S. and 600% in Europe.
The expansion of its primary consumer base to include adult buyers is also seen as a key factor in Pop Mart's success.
Key Data Comparison: Pop Mart and Labubu
| Category | 2024 Data | 2025 Growth Rate | Outlook |
| Total Revenue | $2 Billion | 80% additional growth expected | Global expansion opportunities |
| Labubu Revenue | 13.04 Billion Yuan | 1,200% increase | Strengthening fanbase predicted |
Key Points
Pop Mart gained significant attention for its marketing strategy, which heavily utilizes social media and the blind box culture.
The company's growth was fueled by successful character IP expansion and entry into the global market.
The continuous development of popular characters like Labubu and the release of various limited editions are boosting profitability.
Marketing efforts through online communities and brand collaborations are likely to further increase the projected growth rate.
| Q. How did Pop Mart and Labubu succeed in the global market? |
| Pop Mart's global success was driven by its strong IP and strategic marketing. Labubu rapidly expanded its fanbase with its unique blind box concept, which sparks a collector's impulse, and its sophisticated designs. The brand became a global sensation by actively using social media for unboxing videos and celebrity marketing. In overseas markets like the U.S. and Europe, it targeted the adult consumer demographic, achieving revenue growth of 900% and 600%, respectively, in Q1 2025. Collaborations with global brands further enhanced its IP value, and its localization strategies led to successful market expansion. |
| Q. How can other toy companies apply Pop Mart's success model? |
| Pop Mart's success story can serve as an innovative model for the toy industry. Expanding character IP and combining it with unique stories and designs is an effective way to secure marketability. Companies can adopt innovative sales methods like the blind box to create anticipation for consumers. Recognizing the importance of social media marketing and using celebrity collaborations to promote the brand is also a helpful strategy. For international expansion, it's crucial to analyze local trends and consumer preferences to prepare tailored products and marketing campaigns. |
Analysis of Blind Boxes and the Impact of Adult Consumers
The blind box model creates curiosity and excitement for consumers, as they don't know which product is inside until they open it.
One of the key drivers of Pop Mart's growth is the emergence of adult buyers as a major customer segment.
According to U.S. market research, adult spending on toys increased by over $80 billion in 2024.
Labubu, in particular, has achieved high sales by capturing the interest of adult collectors with its rarity and premium designs.
The success of Pop Mart and Labubu once again proves the importance of creativity and marketing in the toy industry.
Innovative sales methods and a strong IP strategy have become key factors driving the company's growth.
It is expected to continue its overseas market expansion and target diverse consumer groups.
There is a high probability that it will continue to release limited editions and collaborative products based on the loyalty of its fan and collector base.
If these strategies continue, Pop Mart has the potential to grow beyond a simple toy company into a global entertainment brand.
