Confession: I didn’t think I’d ever geek out over collectible toys in my adult life (okay…I lie…I geek out over Hello Kitty)— but here I am, completely fascinated by how Pop Mart has quietly built an empire of obsession. And no, this isn’t just a cute trend. It’s a full-blown lesson in culture-making.
Every now and then, a “trend” comes along that’s more than just a passing fad — it becomes a blueprint for how culture is created, shared, and commercialized. Right now, that blueprint is Pop Mart.
At first glance, Pop Mart is a designer toy brand. Blind boxes. Cute figurines. A bit niche. But zoom out — and you’ll see a cultural phenomenon with lessons every brand and marketer should be paying attention to.
Because Pop Mart isn’t just selling toys. They’re selling emotion. They’re building community. And most importantly, they’re shaping culture — one blind box at a time.
What’s Pop Mart?
Pop Mart is a collectible toy brand that’s exploded across Asia, especially among millennials and Gen Z. You’ll find their stores in malls, their characters on your feed, and their fans everywhere — proudly unboxing, collecting, and even trading with each other.
It’s playful. It’s aesthetic. It’s addictive.
But more than that — it’s smart.
What Pop Mart Got Right (And Why It Matters)
Pop Mart has built a powerful cultural movement without relying on traditional advertising. Instead, they tapped into the emotional and social levers that make people care — and share.
- They sold more than toys. They sold a universe.
Each character isn’t just cute — they come with names, themes, and personalities. It’s storytelling in vinyl form. People don’t just buy, they belong.
- They made scarcity exciting, not annoying.
Blind boxes. Limited editions. Seasonal drops. Pop Mart turned FOMO into a growth strategy — creating desire through mystery and exclusivity.
- They let the community drive the hype.
Fans film unboxings, create content, do trades, and even hold swap meets. Culture isn’t broadcasted — it’s co-created. That’s the secret sauce.
- They spoke fluent design.
Pop Mart’s visual language is strong. Every display, character, and kiosk is “Instagrammable.” In a scroll-first world, aesthetic is strategy.
The Bigger Picture: Culture Isn’t Found. It’s Engineered.
At KULT, we talk a lot about helping brands plug into culture. But Pop Mart reminds us that sometimes, the biggest impact comes when you help build the culture instead.
And no — you don’t need to create a toy brand to do that.
You just need:
– Clear insight into what your audience values
– Creative bravery to show up differently
– A willingness to co-create with your community, not just speak at them
So, What Should Brands Be Asking?
Not: “What platform should we use?”
Not: “What’s trending this week?”
But:
“What are we building?”
A campaign? Or a culture?
Because in 2025 and beyond, attention will belong to the brands that don’t just show up — they stay. They resonate. They’re remembered.
Just like Pop Mart.
Let’s Build Culture, Not Just Campaigns
At KULT, we’re here to help you go beyond media buys and into media moments that matter — through smart cultural insights, multi-platform storytelling, and solutions that connect the dots between audiences and emotion.
And honestly? It’s way more fun to build something that makes people feel something. Let’s ditch the ‘one-size-fits-all’ media plan and craft something memorable instead.
If you’re ready to create something worth collecting — let’s talk. I’ll bring the ideas, you bring the curiosity.
