Why Labubus Are Changing China's Soft Power Strategy

China’s soft power strategy has been largely unable to resonate with global audiences, but Labubus have taken the world by storm. From Thailand to Texas, Pop Mart stores are popping up to satiate consumers’ desire for these collectable toys. Contrary to state-backed soft power strategies, Labubus tapped into organic market-driven trends, such as blind-box culture, to reach a wide and dedicated audience. Labubus can also serve as a gateway to China, introducing people to Chinese artists and incentivizing them to visit POPLAND in Beijing to collect exclusive toys. Are Labubus the exception to China’s previous soft power pursuits, or a sign of a successful new strategy? 

Natalia Cote-Muñoz joined us in September 2025 to share how Labubus are resonating across different cultures and changing the way people perceive China. 

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