Small, diffuse and cheap teeth, Labubu Monster Labubu dolls of the Chinese Tymasker have seized the world, attracting excited crowds in international stores and adorning celebrities’ bags such as Rihanna and Cher.
Pop Mart, based in Beijing, is part of a growing wave of Chinese cultural exports that gain ground abroad, hairy ambassadors of a “great” China even in associated places more with a negative public opinion of Beijing such as Europe and North America.
Labubus, which is generally sold for around $ 40, are launched in limited amounts and are sold in “blind boxes”, which means that buyers do not know the exact model they will receive.
The dolls are “a bit extravagant, ugly and very inclusive, so that people can relate,” said Interior Designer Lucy Shitova AFP In a Pop Mart in London, where Labubus sales have been suspended for fear that fans can become violent in their search for toys.
“Now everything goes viral … due to social networks. And yes, it’s great. It’s different.”
Although the neighboring countries of Oriental Asia, South Korea and Japan, are recognized worldwide for their fashion songs, cinema and pop, the very censored film and music industry of China has fought to attract international audiences, and the best -known clothing exporter in the country is the fast fashion website Shein.
There have been few success stories of Chinese companies that sell luxury products under their own brands, facing stereotypes of cheap and low quality products.
“It has been difficult for consumers in the world to perceive China as a brand creative nation,” said Maryland University fan, Yang AFP.
Pop Mart has reached the trend, generating imitators bent by users of social networks such as “Lafufus” and detailed videos of YouTube on how to verify the authenticity of a doll.
Brands such as the Shushhu/Tong Women’s Clothing Stamp, and the Bag manufacturer based in Shanghai, and the Beijing Bag manufacturer, Songmont, have also gained recognition abroad in recent years.
“It could be a matter of time before even more Chinese brands become recognizable worldwide,” Yang said.
Tiktok effect
Through viral exports such as Labubu, China is “experiencing a change of soft power where its products and image are increasingly great among the youth western,” said Allison Malmsten, Daxue Consulting analyst, based in China.
Malmsten said he believed that social networks could boost the global image of China “similar to that of Japan in the 80s to 2010 with Pokemon and Nintendo.”
The Video Tiktok application, designed by China’s byteedance, raided the way for the rise of Labubu when it became the first product of the Chinese brand to be indispensable for young people internationally.
Joshua Kurlantzick of the Foreign Relations Council (CFR) said AFP that “Tiktok probably played a role in changing consumers’ minds about China.”
Tiktok, which is officially blocked within China but still accessible with VPN software, has more than one billion users, including what the company says it is almost half of the population of the United States.
The application has become a focus of national security fears in the United States, with a proposed prohibition when seeing American users of Tiktok go to another Chinese application, Rednote, where they were welcome as digital “refugees.”
A duct for memes and fashion trends from Chinese social networks, Tiktok houses more than 1.7 million videos about Labubu.
Labubumania
Cultural exports can “improve China’s image as a place that has companies that can produce attractive goods or services worldwide,” said Kurlantzick of CFR AFP.
“I don’t know how much, if this, this affects the images of the State or the Government of China,” he said, pointing out how the undeniable soft power of South Korea has not translated into similar levels of politician.
While luxurious toys on their own may not translate into real power, the global chaotic image of the United States under Trump’s presidency could benefit China’s perceptions, said Yang of the University of Maryland.
“The connection that many make between the apparent decline of the soft power of the United States and the potential increase in the global image of China can reflect how deeply intertwined are the two countries in the minds of people whose lives are affected by both simultaneously,” she said. AFP.
At least, Labubu’s charms seem to promote interest in China among the youngest generation.
“It’s like a viruse AFP In the theme park Mart in Beijing.
Qatari Maryam Hammadi, 11, posed for photos in front of a giant Labubu statue.
“In our country, Labubu loves,” he said.
“Then, when they realize that Labubu’s origin is in China, they would like to come to see the different types of Labubu in China
