新华社北京12月12日电 记者手记｜跨国企业借"国风"广告吸引"中国心" 新华社记者蔺妍 达菲鸭穿上中式对襟褂、手持丝绸团扇，在刘劢为迪士尼公司制作的定格动画广告里，玩偶们"亲 手"剪窗花、浇糖画、包荷花酥，画面充满中式风情。他所在的麒童工作室里，摆满了金属、黏土、毛 毡等各种材料的迷你商品模型：凯迪拉克车门里装着回乡探亲时母亲塞进来的老母鸡，陶泥的奥利奥红 色春节限定饼干被包在饺子馅里…… "投资中国"金字招牌持续擦亮，与中国同行就是与机遇同行，是许多外企的理念。面对受众不断提 升的文化自信，跨国企业在中国市场的广告中传统文化主题的设计明显增多。 "十几年前，跨国企业总有点高高在上的感觉。"环时互动广告公司北京总监车路说，那时的广告大 多在欧美国家取景，模特也是金发碧眼。但近些年，外资公司开始转向熟悉本土社交话语体系的团队， 不仅是单向的广告输出，"还需要以一个'有温度'的活跃身份'生活'在中国的社交媒体上，与受众密切互 动"。 抖音、B站、小红书等社交媒体上，许多外企开设官方账号，在春节、中秋、端午等时机推出暖心 小视频，定格动画以富有年代感和传统韵味的画面，成为热门选项：奥利奥的逛庙会、迪士尼的中秋赏 ...

Core Insights - In the first half of 2025, Pop Mart achieved a revenue of 13.88 billion RMB, surpassing Disney's consumer products division, which reported 13.86 billion RMB, marking a significant milestone in the toy industry [1][2]. Group 1: Revenue Rankings - The LEGO Group leads the toy and IP consumer goods sector with a revenue of 38.45 billion RMB [2]. - Pop Mart ranks second with 13.88 billion RMB, followed closely by Disney at 13.86 billion RMB [2]. - Other notable companies include Bandai Namco (13.44 billion RMB), Hasbro (13.34 billion RMB), and Mattel (13.18 billion RMB) [2]. Group 2: Business Models and Strategies - Disney's business model has evolved over nearly a century, focusing on content creation, licensing, and theme parks, adapting to changes in media consumption [3]. - Pop Mart's success is attributed to its ability to leverage social media and e-commerce, creating emotional connections with consumers through its IPs, which cater to the growing "Kidult" market [4][5]. - The emotional value provided by Pop Mart's products resonates with consumers seeking personal expression and identity through their purchases [5][7]. Group 3: Market Trends and Consumer Behavior - The rise of the "Kidult" demographic, characterized by adults purchasing toys for emotional and social value, has significantly impacted the toy market [4][8]. - Both Disney and Pop Mart face challenges in maintaining consumer engagement in a fragmented market, with Disney focusing on emotional resonance and Pop Mart navigating the risk of becoming a "fast fashion" brand [8][9].