China Arts & Entertainment
From Mountains of Taishan to Faces of Amsterdam – Interview with Photographer Jimmy on the Run
His past in China, his present in Amsterdam and his future in photography – Jimmy is always on the run.
ANOTHER LIFE
“I had never even seen a city until I was 12 years old.”
I meet Jimmy in his home in the city center of Amsterdam. It is the first time we meet, but I feel like I know him quite well – it is because I have seen the short doc Jimmy on the Run that gets up close and personal with this photographer and his work. On Jimmy’s comfortable couch, we talk about his life in China, his love for the streets of Amsterdam and the journey he’s made to get where he is today.
“I was born and raised in a village in China’s Guangdong province,” Jimmy, whose Chinese name is Huang Jianmin (黄健敏), begins: “Taishan is my hometown, Taishanese [台山话] is my native language. We lived in a rural area on the outskirts, which was like a small village. There was nothing there when I was young. I had never even seen a city until I was 12 years old. It has now changed enormously; there’s even a train going there. It was a good place for me to grow up. I could play outside with my friends all day. We would catch fish, go up the mountain and pluck fruit from the trees.”
“My dad started working in Amsterdam when I was seven years old, so I mostly grew up alone with my mum. Many people from Taishan leave for America or Europe. Already since the 1900s people from [tooltip text=”Taishan is known as the No 1 Home of Overseas Chinese.”]Taishan[/tooltip] left in great numbers to the ‘Old Gold Mountain’ [旧金山, San Fransisco].”
“I was sixteen when my mum and I also moved to Amsterdam. I was afraid to leave China, and actually did not want to go. But gradually, I started to see that life in the Netherlands might bring me new opportunities. Some of my friends in Taishan are jobless now. If I would’ve stayed, I probably would’ve been married and have my own family now. I’d be in the village, and would go to the big city once a year. But my life turned out differently.”
COMING TO AMSTERDAM
“I was lucky to discover my love for photography – it saved me.”
“I soon discovered I really liked Amsterdam. It’s easier to get what I want here. It’s colorful and people are very approachable. I have been to big cities like Hong Kong, New York and Paris, but never got that same feeling there. People are down to earth here. Amsterdam might not be a fashion city like Paris, but Amsterdam sure is a people’s city.”
“I started out doing different jobs after I arrived in Amsterdam. I never graduated from any school, because of the language barrier and the different educational systems in China and the Netherlands. I would work in Chinatown supermarkets, help out in restaurant kitchens here and there, sort out the luggage at Schiphol Airport. I was also a mailman for some time, and worked as a cleaner in houses. I once found a dead guy while cleaning. After that, I was no longer afraid to get my hands dirty.”
“I am prone to addiction, and this started becoming somewhat of a problem after I came to Amsterdam. I developed an addiction for gaming. I don’t drink, I don’t smoke and I don’t gamble – but I couldn’t stop gaming.”
“Some years after I’d moved to Amsterdam, I had a girlfriend and it was through her that I first got interested in photography; she had a brother who was into it. He would take pictures at parties. I thought it was pretty cool. I would play around with my father’s camera, but then bought my own first camera in 2008 – I was just smitten with it. I started going out into the streets with it. I would search for something to shoot, and would always find it. I was lucky to discover my love for photography – it saved me from gaming. It became my new addiction.”
JIMMY ON THE RUN
“I am used to running after things – I’ve done so all my life.”
“Taking self-portraits became a way to express myself. I did not take these pictures to represent myself to others, but to record a moment in time and try to capture the feelings I had. It was something personal.”
“One time when I was out taking photos, I saw a girl on the streets. She probably was around 16 years old, and was very slender with long legs. Blue jeans jacket, boots and a cigarette dangling from her mouth. When I saw her, I knew I had to take her picture. I am used to running after things – I’ve done so all my life. But this was the first time I ran after someone to take a picture, and it turned out perfect. She was the start of me taking pictures of people. I started blogging and getting active on social media. I then became Jimmy on the Run.”
“I can’t really explain how I work in doing street photography. It’s a feeling. I met a 17-year-old ginger boy today, and I thought: I need to talk to you, I need to photograph you. There will always be people saying no when I ask if I can take their picture, but you still need to ask. It has made me more confident.”
“Faces, fashion, people moving – my photographs are about the moment someone gives me. I like unique faces, they don’t have to be pretty. I like anything that’s timeless. Portraits, classic looks. I don’t feel like I need to capture the era we live in, I want to capture the moment we live in. My photos should still look good on your wall fifty years from now.”
“Filmmaker Wytse Koetse liked my pictures, and started following me on social media. I also liked his work, especially the short documentary Cola Chicken. It was real, simple and pure. I loved the scene where Chen Chen [the main subject] talks about how he loves dogs, but also eats dog meat, and then says sorry to the dog. That guy is real, that’s the real shit.”
“I did not just agree to him filming me because I liked his work, but also because I felt a little lost at the time and it helped me. I had just started as a freelance photographer. It was the right timing. Wytse started coming over and followed me as I worked. We spent so much time together that we became much closer throughout the process of filming. The documentary initially was supposed to be just about my work, but in the end, it also became more about myself. We talked a lot, and I’m quite a sensitive person. My father is the man I respect most, but he’s not proud of me. When I start talking about him, I often have to cry. It’s good to face yourself. Things are much better now. If I’m gonna show my dad the documentary? I’m not sure yet. Maybe later.”
BETWEEN CHINA AND AMSTERDAM
“I grew up with Deng Xiaoping, but we learned that Mao was the sun. He was like a God to us.”
“Amsterdam has helped me open my eyes to new things. In China, I always felt restricted. In school, I had to wear a uniform and the teachers were very strict. I grew up with Deng Xiaoping, but we learned that Mao was the sun. He was like a God to us. We had one cinema and the only movies we saw were those about Mao fighting against the Japanese. Of course, my parents had it much worse than me and my life was good, but I did not feel free. Amsterdam has changed me. I look differently at life now. I never really saw things over there. I now see fashion, and see different scenes. Like the gay scene – I had never seen something like that before.”
“In China there is a great divide between the rich and the poor. In Amsterdam, there is this overall vibe of people being people – it doesn’t matter if you’re homeless or a celebrity. It’s one of the reasons I love Amsterdam so much; there’s a sense of equality.”
“For me, Holland means freedom. I can dress how I want and say what I want here. In China, I cannot. I was once hit when I tried to take a picture in Hong Kong. I am not sure I want to try to do photography in China anymore. I am more scared to do it there. I feel safer here. People here are very straightforward, and I like that: yes is yes, no is no. Shit gets done this way.”
“I don’t miss my life in China, but I do miss the food. I used to go back a lot, but now not so much. I sometimes feel a bit caught between China and Amsterdam. I’m a mix of both now. Many of the second generation Chinese who were born in the Netherlands don’t understand me. I was not born here, and our backgrounds are very different. I don’t consider them Chinese like me. But at the same time I can no longer move back to China, because I might be too Dutch now. Although I must admit, I am not as open-minded as Dutch people are. My parents will never be my ‘friends’, like it is for many Dutch here. Anyway, there is no way I could indefinitely move back to China, maybe only for a year or so. I can’t handle the smog. My friends in Shenzhen have started to look old. Besides, there is no life there for me now.”
CHOOSING A NEW PATH
“There’s no sweet without sweat – you have to work hard to achieve your dreams. ”
“Am I a street photographer or a fashion photographer? I am both. Street photography is in my heart. I want to mix street and fashion. My style is raw, I like to keep things as authentic as possible. I’m rather nostalgic and have a soft spot for the 1950s and 1960s. Sherlock Holmes, Dorian Gray, Helmut Newton, Richard Avedon. I love doing everything analog, not digital. I hate social media. I need it because it helps me, but I hate it. I used Chinese microblogs before, now I use WeChat and have Tumblr, Facebook, my blog and my website. I sometimes post very personal stuff and people don’t even see it. Every time you post something on social media you give away a little bit of yourself.”
“The relationship with my parents is now good, but they are more traditional than I am. My mum is somewhat more western than my dad is. My dad is the one I respect most in this world. I love him. But I cannot let go of the fact that I don’t make my father proud. He envisioned another life for me than the one I chose. They’d hoped that I would’ve been married by now, with kids.”
“My dream for the future? I am a one-child-policy kid, and I’ve always been jealous of people with brothers or sisters. I hope to have at least two children one day. And I would really love to have a daughter. I would take her to Disneyland. She can dress up as Batman, I’ll be Robin.”
“I also want to publish a book with my photos. It will be called the Faces of Amsterdam. I hope I can work for high-end magazines. For now, I’ll just keep on working hard. I live by ‘xian ku hou tian’ [先苦后甜, Chinese expression]: ‘there’s no sweet without sweat’. You have to work hard to achieve your dreams. That’s what happiness is, right?”
This interview was conducted and condensed by Manya Koetse in Amsterdam.
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To watch the short film about ‘Jimmy on the Run’, see the featured video on top of this article, or go view it at Filming Freedom. For more of Jimmy’s work, see www.jimmyontherun.com.
©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
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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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.
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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