Core Viewpoint - The Chinese潮玩 (trendy toys) industry is rapidly expanding its presence in international markets, driven by strong manufacturing capabilities, creative branding, and cultural influences, with significant growth in exports and the establishment of original IPs. Group 1: Industry Growth and Export Performance - In the first half of 2025, Guangdong's Dongguan city had 9,408 toy companies with total toy exports reaching 9.97 billion yuan, a year-on-year increase of 6.3% [3][19][20] - China's潮玩 exports exceeded 50 billion yuan, reaching over 200 countries and regions, with Dongguan accounting for nearly 85% of the production [3][19][23] - The潮玩 industry in Dongguan has seen a significant increase in the number of companies transitioning from OEM to developing their own brands, with 160 companies involved in潮玩 production by 2024 [4][22] Group 2: Cultural and Creative Aspects - Companies like 康达玩具 have successfully transitioned from OEM to owning multiple潮玩 IPs, showcasing the integration of traditional culture and modern design in their products [4][21] - The潮玩 industry is increasingly focusing on cultural storytelling and original design, moving beyond mere manufacturing to create a unique cultural identity [25][32] Group 3: International Market Engagement - The潮玩 industry has gained popularity among international consumers, with significant interest in products inspired by Chinese culture, such as潮玩 figurines based on traditional stories and landmarks [4][24] - Events like潮玩 exhibitions in the US and Brazil have showcased Chinese潮玩, attracting large audiences and enhancing cultural exchange [25][37] Group 4: Policy Support and Challenges - Since 2025, many潮玩 companies have reported increased competition in overseas markets, prompting them to develop their own IPs and expand internationally [6][33] - The government has implemented supportive policies, such as tax incentives and export rebates, to assist companies in overcoming challenges related to international standards and market entry [6][33]
经济日报关注中国潮玩：加速布局海外市场
Sou Hu Cai Jing·2026-01-03 13:16