Core Viewpoint - Toho Co., Ltd. has announced a strategic partnership with Shanghai New Creative Cultural Development Co., Ltd. (SCLA) to promote the licensing and brand development of the "Godzilla" IP in mainland China [1][6]. Group 1: Partnership Details - SCLA will serve as the exclusive copyright agent for the "Godzilla" IP in mainland China, responsible for various licensing cooperation including merchandising, publishing, gaming, digital value-added services, offline events, and overall brand management [6]. - The collaboration aims to leverage SCLA's extensive experience and resources in the Chinese anime IP licensing sector to unlock the commercial potential of the "Godzilla" brand for Chinese consumers [6][8]. Group 2: Strategic Importance - This partnership is a significant implementation of Toho's mid-term management strategy "TOHO VISION 2032," which focuses on "planning and IP," "overseas expansion," and "animation" as core pillars to enhance the long-term value of Toho's IP [7]. - Toho Entertainment Asia Pte. Ltd. (TEA) has been established in Singapore to explore market dynamics and demands across Asia, reinforcing localized operational capabilities in the region [6][7]. Group 3: Market Potential - The "Godzilla" brand, which has been a cultural icon since its inception in 1954, is set to celebrate its 70th anniversary in 2024, highlighting its enduring popularity and potential for further commercial expansion in China [6][9]. - The CEO of Toho Global Inc. expressed confidence in the significant commercial expansion potential of the "Godzilla" IP in the Chinese market, especially given the success of Hollywood adaptations [7][8]. Group 4: Cultural Significance - SCLA's CEO emphasized the historical impact of the "Godzilla" series on Japanese cinema and its influence on global film creation, marking this partnership as a symbol of cultural exchange between China and Japan [8].

Core Insights - LABUBU has emerged as a global super IP, representing a new benchmark for Chinese toy IPs going international and reflecting the globalization progress of Pop Mart [2][3] - In Q1 of this year, Pop Mart's revenue in the Americas and Europe surged by 895%-900% and 600%-605% respectively, indicating strong market acceptance [2] Group 1: LABUBU's Success Factors - The commercial value and vitality of an IP depend on the company's investment and sustainable operations, as demonstrated by LABUBU's growth since its signing with Pop Mart in 2018 [3] - LABUBU initially gained traction in niche markets, but the introduction of new product categories, such as plush toys, significantly amplified its appeal and led to a buying frenzy [3] - Interactive marketing strategies, including performances and social media engagement, have helped LABUBU connect with fans and enhance its visibility [3] Group 2: Financial Performance - In 2024, LABUBU's IP THE MONSTES is projected to generate revenue of 3.04 billion yuan, marking a year-on-year increase of 726.6%, making it the top revenue-generating IP for Pop Mart [4] - The plush toy category has seen explosive growth, exceeding 1200% due to successful product launches like the LABUBU heart macaron series [4] Group 3: Market Entry Strategies - Pop Mart's entry into the North American market began with vending machine tests in 2021, leading to the opening of its first physical store in New Jersey in September 2023 [5] - In Europe, Pop Mart prioritized markets based on cultural acceptance of emerging trends, starting with France and the UK before expanding to other countries [6] Group 4: Globalization Challenges - The primary challenges faced by Pop Mart in its globalization efforts have shifted from market entry to management, particularly in building a cohesive local team [7] - The company has established a localized management approach, with over 1,000 foreign employees, particularly in North America [7] Group 5: Future Globalization Plans - Pop Mart aims to enhance its global presence by signing local artists and creating products tailored to regional preferences, such as Thai clothing for LABUBU in Thailand [8] - Collaborations with well-known IP companies like Disney and Sanrio are part of Pop Mart's strategy to increase brand exposure in unfamiliar markets [8] Group 6: Organizational Changes - In April 2025, Pop Mart will initiate its largest organizational restructuring in five years to standardize operations and improve efficiency, aiming for a unified management system [9]

前言 从儿童手中的奥特曼闪卡到巴黎展馆的《卡游三国》，从抖音直播间万人蹲守的拆卡狂欢到全 球TCG赛事体系构建，卡牌早已突破次元壁成为跨越代际的社交货币。在这场以"纸片"为载体 的新经济浪潮中，卡牌企业如何通过IP全球化战略重构商业逻辑？ 一、IP+ 原创 生 态 ： 流量收割，文化赋能 IP 不仅是卡牌吸引用户的核心要素，更是文化价值的放大器。从儿童到成人，从国外 IP 到国 漫原创，如何用 IP 这一文化符号征服玩家？ 顶流 IP 流量 裂变：凭借" IP ×场景×玩法"策略持续破圈 原创授权 IP 通过粉丝的情感连接和认同感，成为卡牌的天然用户基础。例如，卡游不断精准捕 捉大 IP ， 2011 年以迪士尼联名卡撬动儿童市场， 2020 年通过小马宝莉抖音直播营销斩获女 性用户，营销方式逐渐形成"低价引流→限量刺激→直播裂变→二手溢价"的完整闭环。 原创 IP 文化突围 在授权 IP 争夺白热化的市场环境下，自有 IP 正成为卡牌企业的战略护城河。其价值不仅在于 构建差异化品牌认知，更在于掌握文化定义权，探索出一条"文化重构×影游联动×文化出海"的 进阶路径。 文化重构：让历史符号焕发新生 《卡游三国》 ...

Core Perspective - The article highlights the emergence of the "Perceiving China" cultural IP as a significant initiative to promote Chinese culture globally, particularly through innovative collaborations with international brands and artists [1][2][8]. Group 1: Cultural Promotion and Collaboration - "Perceiving China" is positioned as a cultural IP that transcends traditional one-way cultural output, aiming for a more interactive global cultural exchange [3][8]. - The initiative includes collaborations with notable entities such as Rolling Stone, CPD, and Feng Chen Wang, showcasing a blend of traditional Chinese cultural symbols with modern design [3][8]. - The "Perceiving China" exhibition at Hong Kong's ComplexCon serves as a platform for this cultural dialogue, featuring a visually striking display that merges Eastern and Western aesthetics [3][4]. Group 2: Product Offerings and Cultural Significance - The product line includes T-shirts, hoodies, pet clothing, hats, and bamboo bags, all infused with Chinese cultural elements while maintaining a contemporary fashion appeal [5][7]. - The collaboration with Rolling Stone features designs that combine rock elements with traditional Chinese calligraphy, symbolizing a fusion of rebelliousness and subtlety [5][7]. - The overarching goal of "Perceiving China" is not merely to sell products but to promote and share Chinese culture on a global scale, emphasizing cultural confidence and creativity [7][9]. Group 3: Future Vision and Impact - The initiative aims to continue evolving by interpreting traditional culture through a modern lens and collaborating with more international brands and artists [8]. - "Perceiving China" seeks to redefine cultural communication, moving from a one-way output to a co-creative global dialogue, thereby enhancing the global recognition of Chinese design [8][9].