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Freedom of Dress or Child Sexualization? China’s “Milky-Spicy Style” Fashion Trend Sparks Online Debate

An entire online economy has developed around the ‘Milky-Spicy Trend,’ which is embraced by some parents highlighting its innocence while disregarding potential negative consequences.

Zilan Qian

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Some parents think it’s cute, others think it is funny. Dressing children in tight dresses and grown-up attire has evolved into a trend evident in the numerous e-commerce stores showcasing an array of adult-like clothing options for kids. But recently, Chinese media outlets and social media commenters are pointing out the dangers behind the trend.

Backless dresses, off-shoulder tops, high heels… Within China, the once-trending “spicy girl style” has extended its impact from young adults to children, sparking debates over the rise of the controversial “Milky-Spicy Style” trend. Tender-aged girls, some as young as four or five, are now seen wearing revealing and alluring attire, echoing mature fashion selections.

On Chinese social media platforms such as Xiaohongshu, bloggers are sharing advice on styling children, mostly young girls around the age of five, to portray a sense of “hotness” or grown-up allure. Many of these outfits simply emulate clothing designed for adult women and seem to be all about pleasing adults rather than being suitable and comfortable for young children.

By now, the clothing style has come to be known as “milky spicy,” combining the character for “milk” (奶), often used in words referring to child-like and sweet or innocent things, and “spicy” (辣) simply meaning “hot” or “sexy.”

The phrase “milky-spicy style” (nǎilàfēng 奶辣风) has even gained traction as a slogan on e-commerce platforms, where numerous vendors market children’s clothing featuring revealing or form-fitting outfits, often using carefully positioned images of young models.

Photos taken of young models from certain angles that would be more suitable for adult photos.

Chinese state media outlet People’s Daily recently published an opinion piece on its online platform, titled “People’s Daily Online’s Commentary on the Trend of ‘Milky-Spicy Style'” (#人民网评奶辣风流行#). The article addressed concerns about the emergence of this new fashion trend, asserting that it potentially exploits young children by capitalizing on the contrast between their sexualized attire and their innocent appearances in order to gain attention.

Example of “milky-spicy style” trend, source.

The article cautioned parents against blindly embracing this trend, highlighting the potential negative impact of fostering unhealthy mindsets that encourage young girls to seek attention through these kinds of mature clothing choices.

This perspective garnered support from various media outlets, including Xinjin News, Beijing Daily, and Guangming Daily, all reiterating that promoting provocative clothing for young girls is an unhealthy trend.

 
Pro Milky-Spicy Style: Defending Freedom of Dress
 

Perhaps unsurprisingly, the opinion piece has triggered a backlash from individuals who prioritize “clothing freedom” (穿衣自由) and female self-expression, rather than focusing on the potential risks associated with children wearing age-inappropriate attire. They perceive the criticism of the “milky-spicy style” as a move to exert authority over women’s bodies and encroach upon their right to dress as they choose.

Examples of “Milky-Spicy Style” included in the Weibo post by People Daily Online.

One netizen characterizes the perspective presented by People’s Daily as form of ‘mansplaining’ (“爹味说教”), implying that the text is condescending and disregards the freedom of girls and women to choose their attire without being concerned about men’s opinions.

One Weibo user accusing People.com for arrogantly and self-righteously criticizing women’s dressing, scrutinizing and controlling their freedom.

Others consider the concern about sexualizing children’s bodies to be an unnecessary interpretation rooted in the long-standing “patriarchal gaze” prevalent in society, which they think is shaped by a male-centric lens.

They accuse those protesting the “milky-spicy style” of having an ingrained mindset that links all aspects of women’s bodies to sexuality. Under the hashtag (#人民网评奶辣风流行#), netizens are sharing a quote by famous Chinese writer Lu Xun (鲁迅): “The sight of women’s short sleeves at once makes them think of bare arms, of the naked body, the genitals, copulation, promiscuity, and bastards. This is the sole respect in which the Chinese have a lively imagination.”1

 
Anti Milky-Spicy Style: Concerns about the Sexualization of Children
 

But those supporting the recent “milky-spicy style” trend seem to be in the minority, as most people don’t agree that the concept of “freedom of dress” applies to children wearing such attire. A netizen questions, “When we talk about clothing freedom, whose freedom are we really talking about? Are these young girls actually making their own clothing choices?”

It’s apparent that the “milky-spicy style” closely imitates women’s clothing, making it unlikely that the trend is solely influenced by the preferences of four-year-old girls; instead, it seems to be parents who are imposing their preferred fashion on their kids.

Besides, the style is not only about the clothes themselves, but also about the accessories, the way these girls are photographed in certain poses, and the social media exposure that comes with it.

Photos of a young girl in tight dresses and lace tank top making poses in front of the camera (source).

An article from Legal Daily reporting about parents posting photos of their children dressed in the “milky-spicy style” also reiterates how this is about more than clothes alone. Parents publish photos of their kids while not only revealing their chests and waists but also adorning them with small clutch bags, pearl necklaces, and vivid red nail polish on their toes.

Moreover, many young girls are often guided to pose in a “sexy” manner, adopting confident hip tilts, waist twists, and shoulder positions. Certain blogs also pair these images with potentially contentious captions like “they say they want to steal my daughter” or “they say this is the style fathers don’t allow my daughter to wear.”

An e-commerce seller promoting “milky-spicy style” outfits (Screenshot by What’s on Weibo).

“It’s not about how much skin is shown; it’s about the underlying sexualization of children and the implied presence of pedophilia,” one Weibo user commented, countering the advocates of ‘clothing freedom.’

A photo posted on Xiaohongshu that specifically features the child’s leg and feet in pink pumps, with the caption “they say they want to steal my daughter” (source)

Numerous others joined the discussion, highlighting that it is the entire picure of clothes, poses, expressions, and camera angles that makes the trend problematic. “When you witness children deliberately aligning their clothing choices and behavior with adult aesthetics, it’s undoubtedly abnormal,” another Weibo user remarked, attributing the “milky-spicy style” to nothing more than the sexualization of children to cater to adult desires.

 
Beyond ‘Sharenting’
 

For years, the phenomenon of ‘sharenting’ or shàiwá (晒娃), where parents excessively share photos of their children online, has prompted concerns among experts regarding children’s right to privacy and how their parents’ social media posts about them might impact their future (read here).

However, the ‘milky-spicy’ trend takes things a step further, raising worries that it not only sexualizes children, using them as tools to generate online attention, but also sparks concerns about its potential impact on children’s mental well-being and physical health.

Some critics point out that dressing children in tight clothing is not only uncomfortable but may reduce healthy blood flow and cause irritation and pain, while walking in high heels might even hurt muscle development in growing bodies.

Moreover, this fashion trend instills the idea in children’s minds that beauty is synonymous with sexiness, and that the purpose of dressing is to please others. In its opinion piece, People’s Daily highlighted a case in a Shanghai kindergarten where the teacher reported young girls competing to wear more revealing clothes. The article remarked on the shift from children being dressed by their parents to actively wanting to wear ‘milky-spicy’ clothes: “They are no longer concerned with the beauty and comfort of the clothing itself; instead, they have learned to enjoy and pursue the psychological pleasure of being noticed and seeking attention.”

At present, stopping the trend is nearly impossible, as a complete economy has developed around this fashion style. Many parents willingly embrace it, highlighting its innocence while ignoring potential negative consequences.

However, Chinese online media discussions and state media articles do contribute to alerting parents about the possible risks of dressing their children like adults. A recent survey by the Sichuan Observer indicated that a majority of respondents find the fashion style “inappropriate.”

“Sexualizing children isn’t the same as freedom of dress,” some argue, “Precautions should be taken against predators.” But still there are many who do not see a problem: “Your kids, your choice,” some commenters express, “Though personally, I would never dress my own child like that.”

By Zilan Qian

1 From The Selected Works of Lu Xun, “一见短袖子,立刻想到白臂膊,立刻想到全裸体,立刻想到生殖器,立刻想到性交,立刻想到杂交,立刻想到私生子。中国人的想像惟在这一层能够如此跃进。”

 

This article has been edited for clarity by Manya Koetse

 

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China ACG Culture

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

Manya Koetse

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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.

Manya Koetse

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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

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

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