中国潮玩加速布局海外市场

Core Insights - China's trendy toys, known as "潮玩," have gained global popularity, with exports exceeding 50 billion yuan in the first three quarters of 2025, reaching over 200 countries and regions [1] Industry Overview - Guangdong province, particularly Dongguan and Shantou, has become a hub for toy manufacturing and exports, with Dongguan producing 85% of China's trendy toys and hosting over 4,000 production companies [3] - Dongguan's toy exports reached 17.52 billion yuan in the first three quarters of 2025, while Shantou's exports to the EU amounted to 2.81 billion yuan, reflecting a year-on-year growth of 11.4% [4] Company Developments - Companies like Kangda Toys have transitioned from OEM to owning multiple trendy toy IPs, showcasing advanced manufacturing capabilities and collaborations with international brands [2] - The rise of original trendy toy brands has been supported by favorable policies, including tax incentives and customs assistance, which have helped companies navigate international markets [6][7] Market Trends - The global demand for trendy toys is driven by cultural interest, with products inspired by Chinese folklore and modern aesthetics gaining traction among international consumers [4][10] - The trend of "cultural export" is becoming prominent, with companies focusing on not just selling products but also promoting Chinese culture and narratives through their toys [9][10] Policy Support - Since 2025, various policies have been implemented to assist trendy toy companies in overcoming challenges related to international standards and market entry [6][7] - The establishment of the first trendy toy service station in Dongguan aims to provide technical and trade support to local companies, enhancing their compliance and competitiveness in global markets [7] Future Outlook - The industry is shifting from a product-driven model to an ecosystem-driven approach, emphasizing the importance of design, cultural storytelling, and global operations [8][9] - Dongguan and Shantou are actively building platforms and ecosystems to ensure the long-term sustainability of China's trendy toy industry in the international market [8][9]