China Arts & Entertainment

A Joke Too Far: 3 Social Media Views on Chinese Comedian Li Haoshi Getting Canceled over PLA Pun

From Weibo to WeChat, from Douyin to Zhihu, Li Haoshi’s joke has sparked widespread conversations, and opinions vary.

Published

2 years ago

May 18, 2023

There is a delicate balance between humor and controversy, and Chinese comedian Li Haoshi recently discovered the consequences of crossing that line. In a punchline that took aim at China’s People’s Liberation Army, Li found himself at the center of a significant controversy. Is Li deserving of his ensuing cancellation? On Chinese social media, opinions are divided.

A Chinese comedian’s politically incorrect joke is the topic that everyone has been talking about this week, even making international headlines.

Li Haoshi (李昊石), a comedian who performed under the stage name ‘House’ with the famous Chinese comedy company Xiao Guo company (笑果文化), recently faced accusations of making offensive remarks towards the Chinese army during one of his shows. As a result, he has been subjected to a ban on social media platforms and has also been prohibited from participating in future performances.

The show in question took place on May 13th and while the performance officially was not allowed to be filmed, some attendees recorded the particular joke that caused controversy and then exposed House on social media. According to a Zhihu user who claimed to have secretly recorded the entire show, the joke went as follows:

“Shanghai is an international metropolis where everything is aligned with international standards. After I moved to Shanghai, I adopted two stray dogs. Strictly speaking, they weren’t stray dogs. We found them on a nearby mountain, and they were wild dogs. We can’t really say we rescued them because they were at the top of the food chain in the mountains and didn’t need our help. We were more like a makeover show, experiencing city life. These two dogs were indeed the top predators on the mountain. When I first saw them, it felt like I was witnessing a wildlife documentary. The two dogs would chase a squirrel like a missile launched into the air. Normally, when you see dogs, you find them cute, and your heart melts. You think of these words. But when I saw these two dogs, only eight words flashed in my mind: ‘Good discipline, capable of winning battles’ (作风优良, 能打胜仗). They were truly exceptional. I walked proudly on the streets of Shanghai with these two dogs. The only problem was that they had so much energy. My physical fitness couldn’t keep up.”

The triggering aspect of this joke lies in the eight words “zuò fēng yōu liáng, néng dǎ shèng zhàng” (“作风优良, 能打胜仗”: “Good discipline, capable of winning battles”). This slogan has long been associated with the Chinese People’s Liberation Army (中国人民解放军, PLA) as a standard used to describe and motivate the army. The lines, used by Xi Jinping in 2013, are used together with another phrase, namely that of “tīng dǎng zhǐhuī” (“听党指挥”), meaning “to obey the Party’s command” or “follow the Party’s leadership,” together encapsulating the principles of the Chinese military.

“Obeying the Party’s command – Capable of winning battles – positive work ethic” – these famous phrases were used in a comical context by Chinese comedian House. (Image source).

Using the army’s slogan to describe two wild dogs is considered offensive to the PLA’s “sacred and inviolable” image.

The joke was considered such a serious faux pas that Party newspaper People’s Daily posted about it on social media platform Weibo two days later, claiming that performers in talkshows should be cautious with their words and be careful to stay within appropriate boundaries.

They also suggested that there should be consensus within the industry on where the bottom line is on which jokes can and cannot be made. People’s Daily used the phrase “tuōkǒu mò tuōguǐ, wán gěng xū yǒu dù” (“脱口莫脱轨，玩梗须有度”), which can be translated as: “Do not deviate when speaking freely, and use jokes [memes/punch lines] with moderation.”

The word used for ‘talkshow’ is tuōkǒuxiù 脱口秀, a Chinese term that literally translates to “talk show” but actually mostly refers to stand-up comedy shows and a type of popular form of entertainment in which performers showcase their humorous storytelling skills in an engaging and often improvisational manner.

Li Haosi’s controversial joke garnered more significant attention from Chinese state media. After People’s Daily initial post, they made another Weibo post addressing the issue. The post began with the hashtag “There is a sense of security called the soldier sons of the people” (#有一种安全感叫人民子弟兵#), which is a widely used phrase to describe the People’s Liberation Army (PLA) and highlight the close relationship between the military and the Chinese people.

A second post by People’s Daily about the Li Haoshi controversy paid tribute to China’s PLA soldiers.

In the post, People’s Daily expressed their support for the PLA and condemned any action or statement that might be seen as disrespectful or offensive towards the military and the soldiers who serve as the guardians of the Chinese people (“人民子弟兵不容冒犯”). They tagged their post with the hashtag “People’s Daily Discusses ‘House’ Offending the Soldiers Sons of the People” (#人民日报评House冒犯人民子弟兵#), which has since received over 670 million views on Weibo.

As the controversy surrounding Li Haoshi escalated, fuelled in part by Chinese state media, it has also became a prominent topic of discussion among the general social media userbase. From Weibo to WeChat, from Douyin to Zhihu, Li Haoshi’s joke has sparked widespread conversations. Within these online discussions, there are three prominent and recurring viewpoints that we will explore here.

1: TOLERANCE & MORE FREEDOM OF SPEECH

“You ‘wolf warriors’ and ‘little pinkies’ are only good at conducting witch hunts! It is actually you who should be canceled.”

The notion of talk shows being regarded as “an art of offense” (“一种冒犯的艺术”) is widely discussed on Chinese social media these days. Evaluating the boundaries between ‘acceptable humor’ and ‘crossing the boundaries’ continues to be a topic of discussion, with some advocating for performers’ artistic freedom of expression and speech, arguing that “there is no offensive art, but all kinds of genuine art can be offensive.”

In a since-deleted WeChat article, one Chinese blogging account expressed readers’ concerns regarding the Li Haoshi controversy. A major concern raised was not just about freedom of expression for performers, but about freedom of expression within this topic itself, suggesting that the online discourse surrounding the ‘House controversy’ allows very limited space for actual debate and offers no opportunity for people to discuss the different perspectives of the story.

On Weibo, some individuals express similar concerns about the lack of nuance in the discussion. Apart from censorship or top-down control, they worry about a general discussion environment that leaves no space for opposing opinions. One person commented: “You ‘wolf warriors’ and ‘little pinkies’ are only good at conducting witch hunts! It is actually you who should be canceled.”

“The more people comment, the more extreme they get,” another person wrote. Meanwhile, the comment sections of various popular posts discussing the issue were either disabled or heavily filtered, to the extent that none of the 244 listed comments were visible.

2: CROSSING A RED LINE

“It is very simple. Making jokes is not the same as malicious slander.”

Many people do not agree with those advocating for a more tolerant approach to the Li Haoshi controversy. A seeming majority of Weibo users argue that ‘talk shows’ should not serve as a sanctuary for “inappropriate speech.” They assert that public speeches have inherent “bottom lines” that cannot be crossed. Performers should be aware of these existing red lines, and should not use their profession as an excuse to express problematic statements.

One popular blogger (@胜利主义章北海) argued that comedians are already well aware that they have certain boundaries; offending their audience would rob them of their income, and they are also careful not to insult their boss or colleagues: “They would not dare to [offend them]. They are conscious of these boundaries. So why would they dare to offend the PLA?”

Many agree with this stance: “It is very simple. Making jokes is not the same as malicious slander.”

In these online discussions, the United States is often cited as an example due to its strong emphasis on free speech. Some Chinese netizens note that even in the U.S. and other Western countries, there are also topics or jokes that would be considered off-limits and could lead to consequences such as being canceled.

The Weibo account “Xu Ji Observation” (@徐记观察, previously recognized for positive online content and the promotion of the “mass line”) mentions how some people in America were condemned for even hinting at disrespecting the military. American quarterback Tom Brady was widely criticized in 2021 after comparing playing football to military deployment, and Pete Davidson was slammed for making fun of an American representative and war veteran who had lost one eye during his deployment in Afghanistan. Both Brady and Davidson had to apologize.

Although many people agree with Xu Ji’s observation, others argue that the comparison is not entirely fair, as the consequences faced by Chinese performers who get ‘canceled’ go beyond a simple apology. In China, as exemplified by Li Haoshi’s current situation, an apology alone is unlikely to resolve the matter (read more about China’s canceled celebrities here).

3: ALWAYS HONOR OUR SOLDIERS

“”We can do without talk show hosts or celebrities, but we cannot do without our soldier sons of the people!”

There is also a large group of netizens who argue that this discussion should not be about ‘freedom’ versus ‘boundaries’ at all, but instead should focus on the mere fact that the Chinese comedian deliberately insulted the “soldier sons of the people,” and in doing so, committing a crime according to the “Heroes and Martyrs Protection Law.”

Although Chinese state media have led narratives surrounding this controversy in which they stress the ‘sacredness’ of the PLA, its mission, and duties, there are many netizens who say they feel the same. House’s joke has triggered anger among Chinese social media users who emphasize the dedication of the PLA and condemn any jokes targeting them.

In many online posts, bloggers highlight the heroic actions of the PLA in the past and, using patriotic images of soldiers with national flags, remind people about how they selflessly rescued people during the Wenchuan Earthquake or persistently guarded the South China Sea.

One popular comment said: “We can do without talk show hosts or celebrities, but we cannot do without our soldier sons of the people!”

While online discussions surrounding the Li Haoshi controversy are ongoing, Chinese authorities have concluded that the joke constitutes a legal violation. As of May 18th, House’s social media account has been suspended, he has been boycotted by the China Association of Performing Arts, and the Beijing Police have announced their intention to investigate the case due to House’s alleged “severe insult to the People’s Liberation Army during his performance, causing a highly negative societal impact.”

Furthermore, Xiao Guo, the company representing House, has received an official warning and has had over 1.35 million yuan ($190,000) in “illegal gains” confiscated, along with a fine of 13.35 million yuan ($1.8 million) imposed by the police. In response to this penalty, the company has canceled all scheduled performances in China and terminated their contract with Li Haoshi.

Read more related articles:

◼︎ “Love the Motherland” – New Moral Guidelines for Chinese Performers Come Into Force
◼︎ Chinese Comedian Li Dan under Fire for Promoting Lingerie Brand with Sexist Slogan
◼︎ Female Comedian Yang Li and the Intel Controversy
◼︎ 25 ‘Tainted Celebrities’: What Happens When Chinese Entertainers Get Canceled?
By Zilan Qian and Manya Koetse, with contributions by Miranda Barnes

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China ACG Culture

A Very Short Guide to China’s Most Popular Designer Toys

Published

2 weeks ago

July 6, 2025

Manya Koetse

Note: In this What’s on Weibo chapter on the story behind China’s designer toys, also read Inside the Labubu Craze and the Globalization of Chinese Designer Toys and The Next Labubu: What the Rise of Wakuku Tells Us About China’s Collectible Toy Wave.

In our last article, we’ve determined how Wakuku’s rise is not just about copying & following in Labubu’s footsteps and more about how China is setting the pace for global pop culture IPs. I now want to give you a small peek into the main characters in the field that are currently relevant.

Even if these dolls aren’t really your thing, you’ll inevitably run into them and everything happening around them.

Before diving into the top trending characters, a quick word on the challenges ahead for Labubu & co:

🚩 Bloomberg Opinion columnist Shuli Ren recently argued that Labubu’s biggest threat isn’t competition from Wakuku or knockoffs like “Lafufu,” but the fragility of its resale ecosystem — particularly how POP MART balances supply, scarcity, and reseller control.

Scarcity is part of what makes Labubu feel premium. But if too many dolls go to scalpers, it alienates real fans. If scalpers can’t profit, Labubu risks losing its luxury edge. Managing this dynamic may be POP MART’s greatest long-term challenge.

🚩 Chinese Gen Z consumers value authenticity — and that’s something money can’t manufacture. If China’s booming IP toy industry prioritizes speed and profit over soul, the hype may die out at a certain point.

🚩 The same goes for storytelling. Characters need a solid universe to grow in. Labubu had years to build out its fantasy universe. Cute alone isn’t enough — characterless toys don’t leave a lasting impression and don’t resonate with consumers.

Examples of popularity rankings of Chinese IP toys on Xiaohongshu.

With that in mind… let’s meet the main players.

On platforms like Xiaohongshu, Douyin, and Weibo, users regularly rank the hottest collectible IPs. Based on those rankings, here’s a quick who’s-who of China’s current trend toy universe:

1. Labubu (拉布布)

Brand: POP MART
Creator: Kasing Lung
Year launched: 2015 (independent), 2019 with POP MART.

The undisputed icon of China’s trend toy world, Labubu is a mischievous Nordic forest troll with big eyes, nine pointy teeth, and bunny ears. Its quirky, ugly-cute design, endless possibilities of DIY costume changes, and viral celebrity endorsements have made it a must-have collectible and a global pop culture phenomenon.

2. Wakuku (哇库库)

Brand & Creator: Letsvan, backed by QuantaSing Group
Year launched: 2024 with first blind box

Wakuku, a “tribal jungle hunter” with a cheeky grin and unibrow, is seen as the rising star in China’s trend toy market. Wakuku’s rapid rise is fueled by celebrity marketing, pop-up launches, and its strong appeal among Gen Z, especially considering Wakuku is more affordable than Labubu.

3. Molly (茉莉)

Brand: POP MART
Designer: Kenny Wong (王信明)
Year launched: 2006 (creator concept); POP MART 2014, first blind boxes in 2016

Molly is a classic trend toy IP, one of POP MART’s favorites, with a massive fanbase and long-lasting popularity. The character was allegedly inspired by a chance encounter with a determined young kid at a charity fundraiser event, after which Kenny Wong created Molly as a blue-eyed girl with short hair, a bit of a temperament, and an iconic pouting expression that never leaves her face.

4. SKULLPANDA (骷髅熊猫)

Brand: POP MART
Creator: Chinese designer Xiong Miao
Year launched: 2018 (creator concept); POP MART 2020

Skullpanda is one of POP MART’s flagship IPs —it’s a goth-inspired fantasy design. According to POP MART, SKULLPANDA journeys through different worlds, taking on various personas and living out myriad lives. On this grand adventure, it’s on a quest to find its truest self and break new ground all while contemplating the shape of infinity.

5. Baby Zoraa

Brand: TNT SPACE
Creator: Wang Zequn, CEO of TNT SPACE
Year launched: 2022, same year as company launch

Baby Zoraa is cute yet devlish fierce and is one of the most popular IPs under TNT SPACE. Baby Zoraa is the sister of Boy Rayan, another popular character under the same brand. Baby Zoraa’s first blind box edition reached #1 on Tmall’s trend toy sales charts and sold over 500,000 units.

6. Dora (大表姐)

Brand: TNT SPACE
Year Launched: 2023

Dora is a cool, rebellious “big sister” figure, instantly recognizable for her bold attitude and expressive style. She’s a Gen Z favorite for her gender-fluid, empowering persona, and became a breakout sucess under TNT when it launched its bigger blind boxes in 2023.

7. Twinkle Twinkle [Star Man] (星星人)

Brand: POP MART
Creator: Illustrators Daxin and Ali
Year launched: In 2024 with POP MART

This character has recently skyrocketed in popularity as a “healing star character” inspired by how stars shine even in darkness. POP MART markets this character as being full of innocence and fantasy to provide some relaxation in this modern society full of busyness and pressure.

8. Hirono (小野)

Brand: POP MART
Creator: Lang
Year launched: In 2024 with POP MART

This freckled, perpetually grumpy boy has a wild spirit combining introversion and playful defiance. Hirono highlights the subtle fluctuations of life, its ups and downs, incorporating joy, sadness, fear, and more – a personification of profound human emotions.

9. Crybaby (哭娃)

Brand: POP MART
Creator: Thai artist Molly Yllom (aka Nisa “Mod” Srikamdee)
Year launched: 2017 (creator concept), 2023 POP MART launch

Like Wakuku, Crybaby suddenly went from a niche IP to a new hot trend toy in 2025. Together with Wakuku, it is called the “next Labubu.” Thai artist Molly Yllom created the character after the loss of her beloved dog. Crybaby is a symbol of emotional expression, particularly the idea that it’s okay to cry and express feelings.

10. Pouka Pouka (波卡波卡)

Brand: 52TOYS
Creator: Ma Xiaoben
Year launched: 2025

With its round, chubby face, squirrel cheeks, playful smile, and soft, comforting appearance, Pouka Pouka aims to evoke feelings of warmth, healing, and emotional comfort.

Other characters to watch: CiciLu, Panda Roll (胖哒幼), NANCI (囡茜), FARMER BOB (农夫鲍勃), Rayan, Ozai (哦崽), Lulu the Piggy (LuLu猪), Pucky (毕奇).

By Manya Koetse

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China ACG Culture

The Next Labubu: What the Rise of Wakuku Tells Us About China’s Collectible Toy Wave

From ugly-cute rebellion to a new kind of ‘C-pop,’ the breakout success of Wakuku sheds light on Chinese consumer culture and the forces driving China’s trend toy industry.

Published

2 weeks ago

July 6, 2025

Manya Koetse

Wakuku is the most talked-about newcomer in China’s trend toy market. Besides its mischievous grin, what’s perhaps most noteworthy is how closely Wakuku follows the marketing success of Labubu. As the strongest new designer toy of 2025, Wakuku says a lot about China’s current creative economy — from youth-led consumer trends to hybrid business models.

As it is becoming increasingly clear that Chinese designer toy Labubu has basically conquered the world, it’s already time for the next made-in-China collectible toy to start trending on Chinese social media.

Now, the name that’s trending is Wakuku, a Chinese trend toy created by the Shenzhen-based company Letsvan.

In March 2025, a new panda-inspired Wakuku debuted at Miniso Land in Beijing, immediately breaking records and boosting overall store revenue by over 90%. Wakuku also broke daily sales records on May 17 with the launch of its “Fox-and-Bunny” collab at Miniso flagship stores in Shanghai and Nanjing. At the opening of the Miniso Space in Nanjing on June 18, another Wakuku figure sold out within just two hours. Over the past week, Wakuku went trending on Chinese social media multiple times.

From left to right: the March, May, and June successful Wakuku series/figurines

Like Labubu, Wakuku is a collectible keychain doll with a soft vinyl face and a plush body. These designer toys are especially popular among Chinese Gen Z female consumers, who use them as fashion accessories (hanging them from bags) or as desk companions.

We previously wrote in depth about the birth of Labubu, its launch by the Chinese POP MART (founded 2010), and the recipe for its global popularity in this article, so if you’re new to this trend of Chinese designer toys, you’ll want to check it out first (link).

Labubu has been making international headlines for months now, with the hype reaching a new peak when a human-sized Labubu sold for a record 1.08 million RMB (US$150,700), followed by a special edition that was purchased for nearly 760,000 RMB (US$106,000).

Now, Wakuku is the new kid on the block, and while it took Labubu nine years to win over young Chinese consumers, it barely took Wakuku a year — the character was created in 2022–2023, made its retail debut in 2024, and went viral within months.
Its pricing is affordable (59–159 RMB, around $8.2-$22) and some netizens argue it’s more quality for money.

While Labubu is a Nordic forest elf, Wakuku is a tribal jungle warrior. It comes in various designs and colors depending on the series and is sold in blind boxes (盲盒), meaning buyers don’t know exactly which design they’re getting — which adds an element of surprise.

➡️ There’s a lot to say about Wakuku, but perhaps the most noteworthy aspect is how closely it mirrors the trajectory of POP MART’s Labubu.

Wakuku’s recent success in China highlights the growing appeal and rapid rise of Chinese IPs (beyond its legal “intellectual property” meaning, ‘IPs’ is used to refer to unique cultural brands, characters, or stories that can be developed into collectibles, merchandise, and broader pop culture phenomena).

Although many critics predict that the Labubu trend will blow over soon, the popularity of Wakuku and other Labubu-like newcomers shows that these toys are not just a fleeting craze, but a cultural phenomenon that reflects the mindset of young Chinese consumers, China’s cross-industry business dynamics, and the global rise of a new kind of ‘C-pop.’

Wakuku: A Cheeky Jungle Copycat

When I say that Wakuku follows POP MART’s path almost exactly, I’m not exaggerating. Wakuku may be portrayed as a wild jungle child, but it’s definitely also a copycat.

It uses the same materials as Labubu (soft vinyl + plush), the name follows the same ABB format (Labubu, Wakuku, and the panda-themed Wakuku Pangdada), and the character story is built on a similar fantasy universe.

In fact, Letsvan’s very existence is tied to POP MART’s rise — the company was only founded in 2020, the same year POP MART, then already a decade old, went public on the Hong Kong Stock Exchange and became a dominant industry force.

In terms of marketing, Wakuku imitates POP MART’s strategy: blind boxes, well-timed viral drops, limited-edition tactics, and immersive retail environments.

It even follows a similar international expansion model as POP MART, turning Thailand into its first stop (出海首站) — not just because of its cultural proximity and flourishing Gen Z social media market, but also because Thailand was one of the first and most successful foreign markets for Labubu.

Its success is also deeply linked to celebrity endorsement. Just as Labubu gained global traction with icons like BLACKPINK’s Lisa and Rihanna seen holding the doll, Wakuku too leans heavily on celebrity visibility and entertainment culture.

Like Labubu, Wakuku even launched its own Wakuku theme song.

Since 2024, Letsvan has partnered with Yuehua Entertainment (乐华娱乐) — one of China’s leading talent agencies — to tap into its entertainment resources and celebrity network, powering the Wakuku marketing engine. Since stars like Esther Yu (虞书欣) were spotted wearing Wakuku as a jeans hanger, demand for the doll skyrocketed. Yuehua’s founder, Du Hua (杜华), even gifted a Wakuku to David Beckham as part of its celebrity strategy.

From Beckham to Esther Yu; celebrity endorsements play a big role in the viral marketing of Wakuku.

But what’s most important in Wakuku’s success — and how it builds on Labubu — is that it fully embraces the ugly-cute (丑萌 chǒu méng) aesthetic. Wakuku has a mischievous smile, expressive eyes, a slightly crooked face, a unibrow, and freckles — fitting perfectly with what many young Chinese consumers love: expressive, anti-perfectionist characters (反精致).

“Ugly-Cute” as an Aesthetic Rebellion

Letsvan is clearly riding the wave of “ugly trend toys” (丑萌潮玩) that POP MART spent years cultivating.

🔍 Why are Chinese youth so obsessed with things that look quirky or ugly?

A recent article by the Beijing Science Center (北京科学中心) highlights how “ugly-cute” toys like Labubu and Wakuku deviate from traditional Chinese aesthetics, and reflect a deeper generational pushback against perfection and societal expectations.

The pressure young people face — in education, at work, from family expectations, and information overload — is a red thread running through how China’s Gen Z behaves as a social media user and consumer (also see the last newsletter on nostalgia core).

To cope with daily stress, many turn to softer forms of resistance, such as the “lying flat” movement or the sluggish “rat lifestyle” in which people reject societal pressures to succeed, choosing instead to do the bare minimum and live simply.

This generational pushback also extends to traditional norms around marriage, gender roles, and ideals of beauty. Designer toys like Labubu and Wakuku are quirky, asymmetrical, gender-fluid, rebellious, and reflect a broader cultural shift: a playful rejection of conformity and a celebration of personal expression, authenticity, and self-acceptance.

Another popular designer toy is Crybaby, designed by Thai designer Molly, and described as follows: “Crybaby is not a boy or a girl, it is not even just human, it represents an emotion that comes from deep within. It can be anything and everything! Laughter isn’t the only way to make you feel better, crying can be healing too. If one day, a smile can’t alleviate your problems, baby, let’s cry together.”

But this isn’t just about rejecting tradition. It’s also about seeking happiness, comfort, and surprise: emotional value. And it’s usually not brand-focused but influencer-led. What matters is the story around it and who recommends it (unless the brand becomes the influencer itself — which is what’s ultimately happening with POP MART).

One of the unofficial ambassadors of the chǒu méng ugly-cute trend is Quan Hongchan (全红婵), the teenage diving champion and Olympic gold medallist from Guangdong. Quan is beloved not just for her talent, but also for her playful, down-to-earth personality.

During the Paris Olympics, she went viral for her backpack, which was overflowing with stuffed animals (some joked she was “carrying a zoo on her back”) — and for her animal-themed slippers, including a pair of ugly fish ones.

Quan Hongchan with her Wakuku, and her backpack and slippers during her Paris Olympics days.

It’s no surprise that Quan Hongchan is now also among the celebrities boosting the popularity of the quirky Wakuku.

From Factory to Fandom: A New Kind of “C-pop” in the Making

The success of Wakuku and other similar toys shows that they’re much more than Labubu 2.0; they’re all part of a broader trend tapping into the tastes and values of Chinese youth — which also speaks to a global audience.

And this trend is serious business. POP MART is one of the world’s fastest-growing consumer brands, with a current market value of approximately $43 billion, according to Morgan Stanley.

No wonder everyone wants a piece of the ‘Labubu pie,’ from small vendors to major companies.

It’s not just the resellers of authentic Labubu dolls who are profiting from the trend — so are the sellers of ‘Lafufu,’ a nickname for counterfeit Labubu dolls, that have become ubiquitous on e-commerce platforms and in toy markets (quite literally).

Wakuku’s rapid rise is also a story of calculated imitation. In this case, copying isn’t seen as a flaw but as smart market participation.

The founding team behind Letsvan already had a decade of experience in product design before setting out on their journey to become a major player in China’s popular designer toy and character merchandise market.

But their real breakthrough came in early 2025, when QuantaSing (量子之歌), a leading adult learning ed-tech company with no previous ties to toys, acquired a 61% stake in the company.

With QuantaSing’s financial backing, Yuehua Entertainment’s marketing power, and Miniso’s distribution reach, Wakuku took it to the next level.

The speed and precision with which Letsvan, QuantaSing, and Wakuku moved to monetize a subcultural trend — even before it fully peaked — shows just how advanced China’s trend toy industry has become.

This is no longer just about cute (or ugly-cute) designs; it’s about strategic ecosystems by ‘IP factories,’ from concept and design to manufacturing and distribution, blind-box scarcity tactics, immersive store experiences, and influencer-led viral campaigns — all part of a roadmap that POP MART refined and is now adopted by many others finding their way into this lucrative market. Their success is powered by the strength of China’s industrial & digital infrastructure, along with cross-industry collaboration.

The rise of Chinese designer toy companies reminds of the playbook of K-pop entertainment companies — with tight control over IP creation, strong visual branding, carefully engineered virality, and a deep understanding of fandom culture. (For more on this, see my earlier explanation of the K-pop success formula.)

If K-pop’s global impact is any indication, China’s designer toy IPs are only beginning to show their potential. The ecosystems forming around these products — from factory to fandom — signal that Labubu and Wakuku are just the first wave of a much larger movement.

– By Manya Koetse

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