“丑怪”变“怪萌”，全球年轻人为何都追LABUBU？

Core Insights - The popularity of LABUBU, a toy character launched by Beijing-based Pop Mart, has rapidly gained traction among global youth, showcasing the effective grasp of trends, cultural confidence, and advantages in China's industrial and supply chains [1][2][3] Product Evolution - LABUBU was first created by Hong Kong artist Long Jia Sheng in 2015 but gained significant attention after Pop Mart signed the IP in 2018 and launched it as a collectible figure [3][8] - The character underwent several iterations, with a major design shift occurring in 2020 when the MiniSeries3 series transitioned the design from "ugly monster" to "cute monster," enhancing its appeal [10][12] - The introduction of the "Heart Macaron" series in October 2023 marked a breakthrough in materials, combining PVC and plush to create a more tactile and visually appealing product [10][12] Market Expansion - LABUBU's international recognition surged after a social media post by BLACKPINK member Lisa in April 2024, leading to a significant increase in sales and the establishment of a LABUBU-themed store in Bangkok, which achieved over 10 million in single-day sales [17][19] - The character's association with high-profile celebrities has further propelled its popularity, with notable figures showcasing LABUBU in various contexts, leading to viral trends on social media platforms [17][19] Consumer Behavior - The primary consumer base, mainly Gen Z, is shifting from mere collection to self-expression, viewing LABUBU as a symbol of individuality and a social currency among peers [19][20] - The emotional connection with the product is emphasized, as consumers engage in customizing their LABUBU figures, enhancing the personal significance of the toys [19][20] Supply Chain and Production - The production of LABUBU involves over a hundred processes, reflecting the complexity and craftsmanship required to meet the high standards of adult collectors [21][22] - Pop Mart has established deep collaborations with factories in Guangdong, focusing on improving manufacturing processes and ensuring quality control, which highlights the advantages of China's supply chain [21][22]