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Weibo Watch: Walking on Eggshells
In today’s Chinese social media environment, both foreign brands and local influencers must tread carefully, as even minor missteps can trigger significant consequences.
PREMIUM NEWSLETTER | ISSUE #14
This week’s newsletter:
◼︎ 1. Editor’s Note – Walking on eggshells
◼︎ 2. What’s Trending – A closer look at the featured stories
◼︎ 3. What More to Know – Highlighting 8 hot topics
◼︎ 4. What Lies Behind – Dr. Pieke on China’s influence and interference
◼︎ 5. What’s Noteworthy – No consent to marry
◼︎ 6. What’s Popular – ‘Secret Agent Missions’
◼︎ 7. What’s Memorable – Meng Wanzhou back to the Motherland
◼︎ 8. Weibo Word of the Week – “Floracash”
Dear Reader,
Tears and apologies don’t seem to mean much in today’s social media era.
Not too long ago, a well-known Chinese female university professor known as ‘Xiangyi’ (相宜) posted an emotional video addressing an issue that happened some time ago. The professor, who previously became an internet celebrity with millions of followers, vanished from the public eye in 2022 due to criticism for her use of the phrase “our Japan” (“我们日本”) during a livestream when discussing Japanese authors and their works.
Xiangyi said “our Japan” three times and it sparked backlash, as viewers interpreted it as a sign of her loyalty to Japan over China. In her tearful video, she explained that it was merely a figure of speech (“口头语”), akin to saying, “This is our Teacher Zhang,” when introducing someone; “He is one of our Japanese authors.” While her choice of words did reflect her affection for the authors, it wasn’t necessarily an indicator of her greater commitment to Japan over China.
However, the consequences for Xiangyi were severe. She felt compelled to resign from her university position due to ongoing online harassment and “malicious reports.”
Xiangyi’s tearful video failed to garner sympathy from netizens, mirroring the response to ‘Lipstick King’ Li Jiaqi’s recent apology video for controversial comments made during a live stream. Both were dismissed as insincere and too little, too late.
In their recent videos, ‘teacher influencer’ and ‘beauty influencer’ Xiangyi and Li Jiaqi both cried and showed remorse over the controversy triggered by their livestreams.
Another recent social media controversy revolved around a photo on Apple’s Chinese-language webpage. It featured an Asian-looking individual with braided hair, leading some Chinese netizens to claim it insulted China. They believed the hairstyle resembled a queue, worn by male subjects during the Qing dynasty, and that Apple had deliberately and inappropriately used such an image to show Chinese individuals as being backward and unattractive.
It has since become evident that many assumptions about the image were unfounded. Contrary to the initial belief that the photo was exclusive to the Chinese page, the image appeared on Apple’s websites in multiple countries and featured a California-based Native American female employee, not of Chinese descent.
Nevertheless, many internet users and bloggers insisted that brands operating in China should pay more attention to the cultural context they operate in to avoid offending consumers. Although some also acknowledged the controversy was “excessive” or “overly sensitive,” a seeming majority still stood by their initial reaction to the photo.
This Weibo poll shows the image that caused controversy recently, with a majority of respondents suggesting this photo is “inappropriate.”
In recent years, many incidents that unfolded on Chinese social media, either in livestreams, online advertisements, or Weibo posts, have demonstrated that minor missteps can cause social media storms. One wrongly chosen word, image, or outfit can start an almost unstoppable wave of criticism that can end careers, close doors, and terminate accounts.
But what happens once livestreamers, celebrities, and brands have to watch their every single move? How does constant scrutiny affect creativity, humor, and authenticity? When the fear of causing offense becomes a threat to one’s reputation and livelihood, can open discussions still thrive? Are there still any images, advertisements, livestream channels or websites immune to controversy?
This discussion echoes debates seen on Western social media, where so-called ‘wokeness’ has become so divisive that it is harming support for the very issues it aims to be highlighting while ‘cancel culture’ can have detrimental impact on anyone whose opinions stir controversy.
In the Chinese context, social media has become an even greater pressure cooker for brands, influencers, and celebrities. Besides taking into account the legal limits of what they can say or do online, they must also navigate a labyrinth of unwritten rules, including those promoting moral and cultural values, projecting positivity and patriotism, all while delicately considering geopolitical and economic sensitivities.
Lately, some people have speculated that Li Jiaqi’s outburst during his livestream might have been a result of burnout and mental health issues stemming from years of striving to please various stakeholders, including audiences, companies, sponsors, platforms, and the media. It might be one of the most plausible observations about the situation. Regardless of the allure of money and fame, being an online influencer under constant public scrutiny on Chinese social media seems like an utterly exhausting job to have.
Best,
Manya (@manyapan)
What’s Trending
1: Cross-Generational Living | Chinese nursing homes are changing their image in the social media age. While Chinese vloggers experiment with living in old people’s homes, and nursing homes are modernizing their facilities, some senior care centers are offering young people the chance to reside in their communities for free – as long as they spend some time with their elderly residents.
2: Bad Apples? | There is a lot of Apple anger on Chinese social media this week. Two separate trending topics have ignited discussions. One revolves around Chinese actor Liu Jin, who smashed his iPhone 13 Pro Max in front of the Apple flagship store, while another one centers on an image of an Apple employee deemed inappropriate by Chinese netizens. But both viral trends have unfolded with surprisingly ‘juicy’ twists.
3: The Lipstick King Controversy | Li Jiaqi, also known as Austin Li the ‘Lipstick King,’ has become the focus of intense media attention in China over the two weeks. The controversy began when the popular beauty influencer responded with apparent annoyance to a viewer’s comment about the high price of an eyebrow pencil. As a result, his fans began unfollowing him, netizens started scolding him, Chinese state criticized him, and the memes started flooding in. Why did this case blow up? We explore three reasons.
What More to Know
Background photo: Lining up for Apple’s Pro Series in Beijing while the Huawei vs iPhone rivalry is flaring up. Image via Sina News.
◼︎ 1. Panic over Prefab Meals. As the new school season has started, the word “yùzhìcài” (预制菜), ‘pre-fabricated meal,’ is all over Chinese social media this week. This is partly because of angry parents discovering that their children’s school cafeterias have transitioned from freshly prepared meals to ready-made ones. This is part of a broader trend in China that has risen over recent years, but there is significant resistance to this change due to concerns over the meals lacking nutrition, containing too many additives, and not being safe enough. The Chinese Ministry of Education has responded to the controversy by stating that they do not encourage the widespread adoption of pre-made meals in schools; there is currently no nationally established unified standard for ready-made meals, and the top priority should be the “nutrition and healthy development of children.” (Various hashtags on Weibo, such as “CNR Discusses How Ready-Made Meals Are entering the Campus” #央广网评预制菜进校园#, 110 million views).
◼︎ 2. PhD Student Suicide. The death of a PhD student at Northwestern Polytechnical University (西北工业大学) in Xi’an became a major topic on Chinese social media this week. The male student, who majored in material science, faced challenges in both his studies and mental well-being. In the period before he jumped to his death, the man had exhibited unusual behavior and voiced concerns about others accessing his phone and computer. His death sparked conversations about the pressures faced by PhD students in China, particularly in STEM fields, and the concerning rate of depression among them. (Hashtag “31-Year-Old PhD Student Dies after Jumping Off Dorm Building” #31岁博士生宿舍楼坠楼身亡#, 160 million views).
◼︎ 3. Body Parts Found in Shijiazhuang. In a residential community in the Qiaoxi District of Shijiazhuang, neighbors were shocked when human body parts were found scattered around a residential building. Initially, fears of a homicide case spread across Chinese social media. However, the official investigation into the incident has since determined that it was not a homicide but a possible suicide. The victim has been identified as a 28-year-old woman who collided with a second-floor balcony during her fall from the building, resulting in the separation of her limbs. Foul play has now been ruled out. (Hashtag “Shijiazhuang Neighborhood: Remains of Human Body Suspected to Be Female” #石家庄某小区尸体残肢疑为女性#, 100 million views).
◼︎ 4. Uniqlo Incident. An incident that happened at a Uniqlo store in Xining on September 18 became a big topic of discussion. A female customer who was suspected of not paying for her purchases was physically restrained by two staff members who grabbed her by the neck and dragged her to the checkout counter. The incident quickly gained the attention of netizens after an eye-witness shared a video of the female customer breaking down in tears at the store. It later turned out that the customer had actually paid for all of her items, and the store staff was condemned for their violent behavior. The Uniqlo store in question was temporarily closed in light of the incident. (Hashtag: Female Customer Grabbed by Uniqlo Staff, Dragged Back to Checkout Counter” #女顾客被优衣库工作人员掐脖子拖回收银台#, 220 million views).
◼︎ 5. Bao’an Dies after Working in Hot Room The recent death of a 48-year-old security guard (commonly called ‘bao’an‘ 保安 in Chinese) has stirred significant online discussions after details surrounding the man’s death were exposed by his relatives. The man. Mr. Zhao, died a sudden death in his dormitory at night after another day working in the very hot security room where he spent most of his days. His wife later claimed the man worked 12-hour long shifts and had not had a day off for 190 days straight. On average, he worked 360 hours per month at the company, where he had worked for 14 years. His workplace, a cramped 10-square-meter room, was exposed to direct sunlight. During July and August, when the indoor temperature at his workplace exceeded 40°C (104°F), the man’s employer provided nothing but an electric fan to cool the security room. The family believes that the company seriously violated national laws, neglected the lives of its employees, and eventually led to Mr. Zhao’s “death by overwork” while being exposed to extreme temperatures. (Hashtag: “Bao’an Who Died in Hot Dorm Previously Complained about Heat in Room on Wechat Moments Four Times” #保安宿舍猝死曾4次发朋友圈称执勤室好热#, 260 million views).
◼︎ 6. iPhone 15 versus Huawei Mate 60. The rivalry between Apple and Huawei has been a trending topic lately, especially with Apple’s recent launch of the iPhone 15 shortly after Huawei introduced its latest flagship, the Mate 60 Pro 5G. While it’s evident which smartphone brand holds more favor in terms of nationalistic sentiments, criticism of Apple and its iPhone often appears to be more about words than actions. Thousands of Chinese consumers lined up for the latest iPhone model’s launch on Friday morning, and online sales saw a significant surge. (Hashtag “Do You Want the iPhone 15 or Huawei Mate 60?” #你要iphone15还是华为mate60#, 140 million views; “iPhone 15” #iphone15#, 710 million views).
◼︎ 7. Chinese Tourists: No Visa Needed for Thailand As of September 25, Chinese nationals can enter Thailand without a visa for a temporary stay of up to thirty days. This visa exemption, which will be in effect until February 29, was initiated by Prime Minister Srettha Thavisin as a measure to boost local tourism. It is expected to attract an additional 5 million tourists to Thailand. Many netizens on Weibo expressed their excitement and welcomed this news. Earlier this year, Thailand gained popularity for its warm reception of Chinese tourists in the post-pandemic travel era. Thai authorities not only waived the requirement for Covid tests or vaccination proof but also went the extra mile by having Cabinet ministers personally greet Chinese tourists at Bangkok’s airport with flowers and gifts. (Hashtag: “Thailand Implements 5-Month Visa-Free Policy for China” #泰国对中国实施5个月免签政策#, 110 million clicks).
◼︎ 8. Putin is Coming to China. Over the past two weeks, while social and societal topics have taken the spotlight on Weibo and Douyin trending lists, there have also been trending discussions related to geopolitical affairs, with a particular focus on Vladimir Putin. Firstly, this was due to Putin’s significant meeting with Kim Jong-un. Secondly, China’s top diplomat, Wang Yi, had a meeting with the Russian president in St. Petersburg this week. During their discussions, Putin confirmed his upcoming visit to Beijing in October for the Belt and Road Summit. This topic garnered significant attention, making headlines in multiple news outlets and ranking high in top trends on Baidu News. (Hashtags “Putin Meets Wang Yi #普京会见王毅#, 64 million views; “China Responds to Putin’s October Beijing Visit” #中方回应普京10月将访华#, 300k views).
What Lies Behind
Dr. Pieke on China’s Influence and Interference
From suspicious balloons to new counter-espionage laws, there has been extensive discourse surrounding possible foreign interference in China over the past year. However, discussions about Chinese influence in foreign countries are equally lively, if not more intense.
Earlier this week, Amsterdam’s De Balie discussion center hosted an event dedicated to Chinese influence in Europe, with a particular focus on the Netherlands. At the core of this discussion was Professor Frank Pieke’s research (formerly of the University of Oxford and MERICS Berlin, now at Leiden University) on the influence and interference of the People’s Republic of China among the Chinese population in the Netherlands. This research was conducted on behalf of the Ministries of Justice and Security, Foreign Affairs, and Defense.
During the event, Pieke offered valuable insights and urged the audience to approach discussions about China’s political influence on other countries with greater nuance. Pieke argued that, both in the Dutch context and elsewhere, reactions to China are increasingly based on stereotypes or preconceived notions rather than the actual situation. Over the years, political institutions in the West and journalism have become more biased toward China, a trend that Pieke finds concerning.
This bias and preconception have a twofold impact. Firstly, it hampers relations with China, which are mutually beneficial in many ways. Secondly, it blinds us to the real concerns that Europe and other Western countries should have.
Pieke pointed out, “Nowadays, there is a tendency in ongoing debates to lump together all forms of contact with China and categorize it as ‘Chinese interference,’ whether it’s a friendly conversation over a cup of coffee, a briefing by the Chinese embassy, espionage activities by Chinese companies, or the way the Chinese government tries to influence people. This is something I continually caution against.”
Pieke emphasized the need to encourage extensive contact with China, as there are numerous forms of Sino-Dutch and Sino-foreign relations that are not only harmless but also desirable and fruitful. However, Pieke cautioned that certain trends and developments have the potential to be harmful, and Dutch authorities should pay special attention to these.
As long as we maintain bias and categorize all forms of contact with China together, the process of addressing these specific issues becomes nearly impossible. This simplistic portrayal of everything related to China or the Party as bad, evil, or unwanted hinders constructive dialogue and effective policy-making.
Meanwhile, Pieke found that while the Communist Party does indeed exert influence over Chinese organizations and media abroad, this influence is used sparingly in practice. In essence, there is relatively little direct interference; they have the potential for it but do not extensively employ it in Dutch society.
A significant finding from Pieke’s research is that Chinese individuals living in Holland either do not perceive this influence or hold limited opinions about it. What can be observed though, is that Chinese in the Netherlands adjust their behavior based on what they believe may be viewed as ‘desirable’ or ‘undesirable’ by both the Chinese government and other Chinese individuals in their overseas communities. Pieke labels this as a form of “soft power” or “soft threat,” distinct from self-censorship. The primary control of this ‘influence’ predominantly rests with overseas Chinese themselves.
What’s Noteworthy
No Consent Given | A man from Gongyi, Zhengzhou, Henan, recently became a trending topic on Chinese social media due to the denial of his marriage license application with his girlfriend, who is deaf and mute. According to Chinese media reports, both sets of parents had consented to the marriage, and the couple had already taken their wedding photos. However, the local Bureau of Civil Affairs rejected their application, citing the requirement for both parties to independently declare their intention to marry. The woman, who had never attended a school for the Deaf, lacked the ability to use sign language, write, or communicate effectively. The Bureau advised the couple to return once she had completed her education and could express her desire to marry.
As news of this incident circulated on Chinese social media, many people praised the “responsible decision” of the local Bureau of Civil Affairs. Last year, one human trafficking case gained national prominence after a TikTok vlogger exposed the horrific living conditions of a woman in Xuzhou who appeared to be unable to communicate. She was married with eight children and kept in a shed next to the house, tied to a chain. It later turned out that local officials made errors in properly checking and verifying when approving the marriage certificate. Read more about the Xuzhou woman case here.
What’s Popular
Secret Agent Missions | While espionage and foreign influence is a popular topic in Chinese media and foreign policy, they are also recurring themes in popular culture. Throughout the years, China has produced numerous TV series centered around espionage. The latest Chinese sensation in this genre is Spy Game (特工任务), which delves into the challenging work of Chinese national security in countering foreign spy activities and safeguarding the nation’s security.
One of the main characters in the series is Huang Zicheng (黄子诚), portrayed by Chinese actor Wei Daxun (魏大勋). Huang inadvertently becomes entangled in spy-related affairs and ultimately becomes an informant for the National Security Bureau. However, as he operates within a web of conspiracies and foreign influence, he struggles to see who he can trust or what is real.
With millions of viewers tuning in to this hit series since its premiere on September 20, the hashtag #Huang Zicheng Admits Involvement in Spy Activities” (#黄子诚涉及间谍行为提出自首#) went trending on Chinese social media this week, attracting a staggering 430 million views.
If you’d like to tune into this series, it’s available on iQiyi and also on YouTube with English subtitles. You can start with the first episode here. (They just released the fifth episode last night).
What’s Memorable
Huawei’s Daughter | In this time of Apple-Huawei rivalry, it is clear that the ongoing tech giant competition in China is about much more than smartphones alone and has come to symbolize geopolitical rivalry, encompassing themes of nationalism, anti-Western sentiments, and a growing sense of pride in products made in China. In this context, it is perhaps not surprising that Huawei decided to let its launch ceremony coincide with the second anniversary of Huawei executive Meng Wanzhou’s return to China from house arrest in Canada back in 2023 (September 25).
In this throwback from our archives, you can read more about Meng Wanzhou’s (孟晚舟) homecoming to China. It had been almost three years since the Chief Financial Officer (CFO) of Huawei and the daughter of Huawei founder Ren Zhengfei was initially detained in Canada during a layover at Vancouver airport at the request of U.S. officials. In 2019, we reported on how the Meng Wanzhou case sparked anti-American and pro-Huawei sentiments on Weibo (link). By linking its highly-anticipated launch ceremony to Meng’s return, Huawei is further emphasizing its role as a major player in the geopolitical rivalry landscape.
Weibo Word of the Week
“Huaxi Coins” | Our Weibo Word of the Week is “花西币” (Huāxī bì), which translates to “Huaxi coins” or “Floracash.”
By now, you’re probably aware of all the controversy surrounding China’s most famous beauty influencer Li Jiaqi that followed a livestream he did to promote the Chinese make-up brand Florasis, which is known as Huāxīzǐ (花西子) in China.
After some viewers questioned whether a single eyebrow pencil costing 79 yuan ($11) was too expensive, Li lashed out and suggested viewers should instead ask themselves if they worked hard enough to deserve a raise.
The incident sparked a series of memes and discussions, and among them the question of what one can buy with 79 yuan in China today was a big one. While some suggested they could feed an entire family for one day with that money, others said that it would buy their office lunches for a week.
This humorous situation gave rise to the term ‘Huaxi Coins’ or ‘Floracash,’ with netizens playfully using the eyebrow pencil’s price as a new currency unit, where one Huaxi Coin equals 79 yuan. People have even started jokingly expressing their earnings in Huaxi Coins, and some proudly mention the cost of snacks or meals, saying things like ‘it only cost me a quarter in Floracash for three’ or ‘tonight’s dinner was just half a Huaxi Coin!'”
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China ACG Culture
Inside the Labubu Craze and the Globalization of Chinese Designer Toys
Labubu is not ‘Chinese’ at all—and at the same time, it is very much a product of present-day China.
Labubu – the hottest toy of 2025 – is making headlines everywhere these days. The little creature is all over TikTok, and from New York to Bangkok and Dubai, people are lining up for hours to get their hands on the popular keyring doll.
In the UK, the Labubu hype has gone so far that its maker temporarily pulled the toys from all of its stores for “safety reasons,” following reports of customers fighting over them. In the Netherlands, the sole store where fans can buy the toys also had to hire extra security to manage the crowds, and Chinese customs authorities have intensified their efforts to prevent the dolls from being smuggled out of the country.
While the Labubu craze had slightly cooled in China compared to its initial peak, the character remains hugely popular and surged back into the top trending charts with the launch of POP MART’s Labubu 3.0 series in late April 2025 (which instantly sold out).
Following the global popularity of the Chinese game Black Myth: Wukong, state media are citing Labubu as another example of a successful Chinese cultural export—calling it ‘a benchmark for China’s pop culture’ and viewing its success as a sign of the globalization of Chinese designer toys.
But how ‘Chinese’ is Labubu, really? Here’s a closer look at its cultural identity and the story behind the trend.
The Journey to Labubu
In the perhaps unlikely case you have never heard of Labubu, I’ll explain: it’s a keyring toy with a naughty and, frankly, somewhat bizarre face and gremlin-like appearance that comes in various colors and variations. It’s mainly loved by young (Gen Z) women, who like to hang the toys on their bags or just keep them as collectibles.
The figurine is based on a character created by renowned Hong Kong-born artist Kasing Lung (龍家昇/龙家升, born 1972), whose work is inspired by Nordic legends of elves.
Kasung Lung, image via Bangkok Post.
Lung’s story is quite inspirational, and very international.
As a child, Lung immigrated to the Netherlands with his parents. Struggling to learn Dutch, young Kasing was given plenty of picture books. The picture books weren’t just a way to connect with his new environment, it also sparked a lifelong love for illustration.
Among Kasing’s favorite books were Where the Wild Things Are by Maurice Sendak and those by Edward Gorey — all full of fantasy, with some scary elements and artistic quality.
Later, as his Dutch improved, Kasing became an avid reader and turned into a true bookworm. The many fantasy novels and legendary tales he devoured planted the seed for creating his own world of elves and mythical creatures.
Kasing as a young boy on the right, and one of his children’s illustration books on the left.
After initially returning to Hong Kong in the 1990s, Lung later moved back to the Netherlands and eventually settled in Belgium.
Following a journey of many rejections and persistence, he began publishing his own illustrations and picture books for the European market.
Image via Sina.
In 2010, Hong Kong toy brand How2work’s Howard Lee reached out to Lung. One of How2work’s missions is cultivating creative talent and supporting the Hong Kong art scene. Lee invited Kasung to turn his illustrations into 3D, collectible figurines. Kasung, a collector of Playmobil figures since childhood, agreed to the collaboration for the sake of curiosity and creativity.
Lung’s partnership with How2work marked a transition to toy designer, although Lung also continued to stay active as an illustrator. Besides his own “Max is moe” (Max is tired) picture book, he also did illustrations for a series by renowned Belgian author Brigitte Minne (Lizzy leert zwemmen, Lizzy leert dansen).
A few years later, Lung introduced what would become known as The Monsters Trilogy: a fantasy universe populated by elf-like creatures. Much like The Smurfs, the Monsters formed a tribe of distinct characters, each with their own personalities and traits, led by a tribal leader named Zimomo.
With its quirky appearance, sharp teeth, and mischievous grin, Labubu stood out as one of the long-eared elves.
When Labubu Met POPMART
Although the Labubu character has been around since 2015, it took some time to gain fame. It wasn’t until Labubu became part of POP MART’s (泡泡玛特) toy lineup in 2019 that it began reaching a mass audience.
POP MART is a Chinese company specializing in artsy toys, figurines, and trendy, pop culture-inspired goods. Founded in 2010 by a then college student, the brand launched with a mission to “light up passion and bring joy,” with a particular focus on young female consumers (15-30 age group) (Wang 2023).
One of POP MART’s most iconic art toy characters—and its first major commercial success—is Molly, designed by Hong Kong artist Kenny Wong in collaboration with How2work.
Prices vary depending on the toy, but small figurines start as low as 34 RMB (about US$5), while collectibles can go as high as 5,999 yuan (US$835). Resellers often charge significantly more.
Pop Mart and its first major commercial success: Molly (source).
POP MART is more than just a store, it’s an operational platform that covers the entire chain of trendy toys, from product development to retail and marketing (Liu 2025).
Within a decade of opening it first store in Beijing, POP MART experienced explosive growth, expanded globally, and was listed on the Hong Kong Stock Exchange.
The enormous success of POP MART has been the subject of countless marketing studies, drawing various conclusions about how the company managed to hit such a cultural and commercial sweet spot beyond its mere focus on female Gen Z consumers.
🎁 Gamifying consumption | One common conclusion about the success of POP MART, is that it offers more than just products—it offers an experience. At the heart of the brand is its signature blind box model, where customers purchase mystery boxes from specific product lines without knowing which item is inside. Those who are lucky enough will unpack a special ‘hidden edition.’ Originating in Japanese capsule toy culture, this element of surprise gamifies the shopping experience, makes it more shareable on social media, and fuels the desire to complete collections or hunt for rare figures through repeat purchases.
🌍 Creating a POP MART universe | Although POP MART has partnerships with major international brands such as Disney, Marvel, and Snoopy, it places a strong focus on developing its own intellectual property (IP) toys and figurines. In doing so, POP MART has created a universe of original characters, giving them a life beyond the store through things like collaborations, art shows and exhibitions, and even its own theme park in Beijing.
💖 Emotional consumption | What makes POP MART particularly irresistible to so many consumers is the emotional appeal of its toys and collectibles. It taps into nostalgia, cuteness, and aesthetic charm. The toys become companions, either as a desktop buddy or travel buddy. Much of the toys’ value lies in their role as social currency, driven by hype, emotional gratification, and a sense of social bonding and identity (Ge 2024).
The man behind POP MART and its strategy is founder and CEO Wang Ning (王宁), a former street dance champion (!) and passionate entrepreneur with a clear vision for the company. He consistently aims to discover the next iconic design, something that could actually rival Mickey Mouse or Hello Kitty.
In past interviews, Wang has discussed how consumer values are gradually shifting. The rise of niche toys into the mainstream, he says, reflects this transformation. Platforms like Douyin, China’s strong e-commerce infrastructure, and the digital era more broadly have all contributed to changing attitudes, where people are increasingly buying not for utility, but for the sake of happy moments.
While Wang Ning dreams of a more joyful world, he also knows how to make money (with a net worth of $20.3 billion USD, it was actually just announced that he’s Henan’s richest person now)—every new artist and toy design under POP MART is carefully researched and strategically evaluated before being signed.
Labubu’s journey before its POP MART partnership had already shown its appeal: Kasing Lung and How2Work had built a small but loyal fanbase pre-2019. But it was through the power of POP MART that Labubu really reached global fame.
Labubu: Most Wanted
Riding the wave of POP MART’s global expansion, Labubu became a breakout success, eventually evolving into a global phenomenon and cultural icon.
Now, celebrities around the world are flaunting their Labubus, further fueling the hype—from K-pop star Lisa Manobal to Thai Princess Sirivannavari and Barbadian singer Rihanna.
In China, one of the most-discussed topics on social media recently is the staggering resale price of the Labubu dolls.
Third edition of the beloved Labubu series titled “Big into energy” (Image via Pop Mart Hong Kong).
“The 99 yuan [$13.75] Labubu blind box is being hyped up to 2,600 yuan [$360]” (#99元Labubu隐藏款被炒至2600元#), Fengmian News recently reported.
Labubu collaborations and limited editions are even more expensive. Some, like the Labubu x Vans edition, originally retailed for 599 yuan ($83) and are now listed for as much as 14,800 yuan ($2,055).
Recently, Taiwanese singer and actor Jiro Wang (汪东城) posted a video venting his frustration over scalpers buying up all the Labubus and reselling them at outrageous prices. “It’s infuriating!” he said. “I can’t even buy one myself!” (#汪东城批Labubu黄牛是恶人#).
One Weibo hashtag asks: “Who is actually buying these expensive Labubus?” (#几千块的Labubu到底谁在买#).
Turns out—many people are.
Not only is Labubu adored and collected by millions, an entire subculture has emerged around the toy. Especially in China, where Labubu was famous before, the monster is now entering a new phase: playful customization. Fans are using the toy as a canvas to tell new stories and deepen their emotional connection, transforming Labubu from a collectible into a DIY project.
Labubu getting braces and net outfits – evolving from collectible to DIY project.
There’s a growing trend of dressing Labubu in designer couture or dynastic costumes (Taobao offers a wide array of outfits), but fans are going further—customizing flower headbands, adorning their dolls with tooth gems, or even giving them orthodontic braces for their famously crooked teeth (#labubu牙套#).
In online communities, some fans have gone as far as creating dedicated generative AI agents for Labubu, allowing others to generate images of the character in various outfits, environments, and scenarios.
Labubu AI by Mewpie.
It’s no longer just the POP MART universe—it’s the Labubu universe now.
“Culturally Odorless”
So, how ‘Chinese’ is Labubu really? Actually, Labubu is not ‘Chinese’ at all—and at the same time, it is very much a product of present-day China.
🌍 Not Chinese at all
Like other famous IP characters, from the Dutch Miffy to Japan’s Pikachu and Hello Kitty, Labubu is “culturally odorless,” a term used to refer to how cultural features of the country of invention are absent from the product itself.
The term was coined by Japanese scholar Koichi Iwabuchi to describe how Japanese media products—particularly in animation—are designed or marketed to minimize identifiable Japanese cultural traits. This erasure of “Japaneseness” helped anime (from Astro Boy to Super Mario and Pokémon) become a globally appealing and commercially successful cultural export, especially in post-WWII America and beyond.
Moreover, by avoiding culturally or nationally specific traits, these creations are placed in a kind of fantasy realm, detached from real-world identities. Somewhat ironically, it is precisely this neutrality that has made Japanese IPs so distinctively recognizable as “Japanese” (Du 2019, 15).
Many Labubu fans probably also don’t see the toy as “Chinese” at all—there are no obvious cultural references in its design. Its style and fantasy feel are arguably closer to Japanese anime than anything tied to Chinese identity.
When a Weibo blogger recently argued that Labubu’s international rise represents a more powerful example of soft power than DeepSeek, one popular reply asked: “But what’s Chinese about it?”
🇨🇳 Actually very Chinese
Yet, Labubu is undeniably a product of today’s China—not necessarily because of Kasing Lung (Hong Kong/Dutch/Belgian) or How2work (Hong Kong), but because of the Beijing-based POP MART.
Wang Ning’s POP MART is a true product of its time, inspired by and aligned with China’s new wave of digital startups. From Bytedance to Xiaohongshu and Bilibili, many of China’s most innovative companies move beyond horizontal product offerings or traditional service goals. Instead, they think vertically and break out of the box—evolving into entire ecosystems of their own. (Fun fact: the entrepreneurs behind these companies were all born in the 1980s, between 1983 and 1989).
In that sense, state media like People’s Daily calling Labubu “a benchmark of China’s pop culture” isn’t off the mark.
Still, some marketing critics argue there’s room for more ‘Chineseness’ in Labubu and POP MART’s brand-building strategies—particularly through collections inspired by Chinese heritage, which could further promote national culture on the global stage (Wang 2023).
Meanwhile, Chinese official channels have already begun positioning Labubu as a cultural ambassador. In the summer of 2024, a life-sized Labubu doll embarked on a four-day tour of Thailand to celebrate the 50th anniversary of China–Thailand diplomatic relations.
The life-sized mascot of a popular Chinese toy character, Labubu, visited Bangkok landmarks and was named “Amazing Thailand Experience Explorer” to boost Chinese tourism. Photo Credit: Facebook/Pop Mart, via TrvelWeekly Asia.
In the future, Labubu, just like Hello Kitty in Japan, is likely to become the face of more campaigns promoting tourism and cross-cultural exchange.
Whatever happens next, it’s undeniable that Labubu stands at the forefront of a breakthrough moment for Chinese designer toys in the global market, and, from that position, serves as a unique ambassador for a new wave of Chinese creative exports that resonate with international audiences.
For now, most Labubu fans, however, don’t care about all of that – they are still on the hunt for the next little monster, and that’s enough to keep the Labubu hype burning.🔥
By Manya Koetse
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References (other sources included in hyperlinks)
• Du, Daisy Yan. 2019. Animated Encounters: Transnational Movements of Chinese Animation, 1940-1970s. Honolulu: University of Hawaii Press.
• Ge, Tongyu. 2024. “The Role of Emotional Value of Goods in Guiding Consumer Behaviour: A Case Study Based on Pop Mart.” Proceedings of the 5th International Conference on Education Innovation and Philosophical Inquiries. DOI: 10.54254/2753-7048/54/20241623.
• Liu, Enyong. 2025. “Analysis of Marketing Strategies of POP MART,” Proceedings of the 3rd International Conference on Financial Technology and Business Analysis DOI: 10.54254/2754-1169/149/2024.
• Wang, Zitao. 2023. “A Case Study of POP MART Marketing Strategy.” Proceedings of the 2023 International Conference on Management Research and Economic Development. DOI: 10.54254/2754-1169/20/
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🔥 Quick Take: Trending in China
This is a brief update from our curated roundup of what’s trending in China this week. A version of this story also appears in the Weibo Watch newsletter. Subscribe to stay in the loop.
“Taiwan Tour Group Sold to Myanmar” is the headline that’s currently making its rounds on social media after Chinese media reported on June 3rd that a group of eight tourists from Taiwan became victims of telecom fraud-related human trafficking in Myanmar. They fell for a scam involving a so-called “free trip to Thailand.”
The group had been lured to Thailand by a scam ring that promised them, among other things, short-term high-paying jobs at a Thai casino. Once in Thailand, their passports were confiscated, and they were transported to Myanmar by an ethnic armed group.
Three women from the group managed to escape after they were reportedly deemed too old to participate in the cyberfraud operations — they didn’t even know how to use a smartphone — and were then forced to pay a ransom of around US$9715 each to be released.
The whereabouts and the fate of the five younger tourists, who were allegedly resold to other scam compounds, remain unknown.
The case quickly trended on Weibo (#台湾旅行团整团被卖到缅甸#), where an earlier incident involving Chinese actor Wang Xing (王兴) also became major news. In January this year, Wang was trafficked to a scam center in Myanmar after flying to Bangkok for what he believed was a movie casting call. He was then forced into cyberfraud training before being rescued by Thai police on January 7. His case drew global attention to the widespread human trafficking and forced labor happening in Myanmar’s scam compounds, where hundreds are held captive.
Despite the serious nature of the recent news, the fact that three ladies were saved from their predicament by not being tech-savvy enough also raised some eyebrows: “I never expected that not knowing how to use a smartphone could be such an advantage,” one top commenter wrote.
Others wondered: “Instead of scamming us, they’ve now moved on to Taiwanese?” Some commenters also remarked that “free” offers often come with hidden costs, writing: “If you see a product being offered for free to you, then perhaps it’s you that’s the product.”
Image on Weibo posted in response to the news: “If you see a product being offered for free to you, then perhaps it’s you that’s the product.”
In February 2025, Chinese President Xi Jinping met with Thai Prime Minister Paetongtarn Shinawatra to discuss strengthening bilateral security cooperation and pledged to intensify efforts to dismantle these scam networks.
Nevertheless, there are many Chinese social media commenters who say they’d rather avoid Thailand all together to avoid any risks. Others even take it a step further: “Just don’t go to Southeast Asia at all.”
By Manya Koetse
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