Pop Mart, a Chinese toy manufacturer, briefly led the shopping category in Apple’s US App Store on April 25, 2025 due to the popularity of its Labubu plush dolls.

The app reached seventh place overall before falling out of the top 25 by April 27, 2025, according to data from Sensor Tower.

The surge followed the launch of Labubu 3.0, a Norse mythology-inspired collection by artist Lung Ka-sing, and boosted Pop Mart’s Hong Kong-listed shares by 12% to HK$193 (US$24,88).

The increase in downloads coincided with the launch of Labubu 3.0, a collection inspired by Norse mythology and designed by artist Lung Ka-sing. On Monday, shares of Pop Mart, which is listed in Hong Kong, rose 12% to HK$193.

The app’s success highlights growing US consumer interest in Chinese ecommerce platforms like DHgate and Taobao, especially amid high tariffs on imports.

🔗 Source: South China Morning Post

🧠 Food for thought

1️⃣ The blind box phenomenon combines psychology and scarcity marketing at global scale

Pop Mart’s surge in popularity reveals how the blind box business model has become a powerful retail force beyond Asia.

The element of surprise is fundamental to their success. Consumers don’t know which specific toy they’re getting until after purchase, creating an “unboxing experience” that drives repeat purchases and fosters community engagement 1.

This approach has helped the global blind box market grow to $14.2 billion in 2024, projected to reach $21.4 billion by 2031 with a 6% annual growth rate 1.

Limited-edition releases are particularly effective, with data showing they account for 67% of all art toy purchases globally 2.

Pop Mart’s Labubu line exemplifies this strategy’s effectiveness, with revenue jumping 720% last year to reach 3 billion yuan, while limited editions like the Vans collaboration saw resale prices increase from 599 yuan to 14,800 yuan 3.

The psychological appeal extends beyond youth markets, with millennials and Gen Z driving 78% of market demand but “kidult” collectors (adults buying toys) becoming an increasingly significant consumer segment 4.

2️⃣ Chinese toy companies are rapidly building global footprints and customer bases

Pop Mart’s US App Store success is part of a broader international expansion strategy that’s delivering substantial results.

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