Foreign visitors discuss exhibits at Pop Mart's pavilion during CIFTIS on September 12, 2025. Photo: Courtesy of CIFTIS

At the ongoing CIFTIS, Chinese pop toy makers are showcasing popular collections and new releases. Two major exhibition areas drew throngs of visitors, with the bustling crowds so large that the temporary flooring at one booth felt "hurt" under heavy foot traffic.

Chinese pop toy makers have taken a range of IPs global — including Labubu, Molly and Wakuku — capturing the attention of consumers worldwide. 

"I really like this pillow. It looks like a very distinctive little seal. I know it's only for display, but it looks quite new, and I really wanted to buy it. Unfortunately, the person in charge wasn't around," Adrián Kováčik, a 30-year-old tourist from Slovakia, told Global Times, after he was spotted lingering in front of an original pillow for a long time.

Exhibitors were actively promoting their global market expansion. Although some pop toy makers only brought products for display, the steady stream of visitors eager to take photos and check in at the booths underscored the enthusiasm on site.

At the booth of Pop Mart, China's leading pop toy maker, queues stretched throughout the day. The company was selling biscuits featuring its popular characters Labubu and Dimoo, which drew crowds of buyers. Many visitors also posed for photos with the brand's blockbuster toys, which have gained a devoted following both in China and worldwide.

The frenzy comes as Pop Mart announced its overseas expansion plan, alongside the disclosure that its plush toy output surged tenfold in the first half of the year.

In August, a representative for Pop Mart said at the company's first-half investor briefing that it expects to operate more than 200 overseas stores by the end of 2025, up from the current 141, driven by fast-rising demand in major markets overseas.

At another pavilion, Chinese blind box toy brand Letsvan made its debut at the 2025 China International Fair for Trade in Services (CIFTIS), showcasing its popular IPs "Wakuku," "Siinono" and "Ziiyuli." The three exhibition areas drew large crowds of visitors eager to make purchases.

Foreign visitors discuss pop toys at Letsvan's pavilion during CIFTIS on September 12, 2025. Photo: Courtesy of CIFTIS

Most of the products the brand brought are for display only, but items available for sale have generated tens of thousands of yuan in daily sales, Huang Haidong, a representative from the company told Global Times on Friday.

"We believe designer toys are more than just collectibles—they're companions that bring emotional value and carriers of cultural innovation," said Huang. "Through CIFTIS, we hope to share Chinese original designs with a global audience and showcase the creativity of China's younger generation."

This year has seen Letsvan launch several hit IPs, including the emotionally resonant Ziiyuli, the viral sensation Wakuku, and Siinono, which sold out within days of release, and the new Siinono line generated over 1.5 million yuan ($210,000) in sales in just three days, with more than 10,000 boxes sold in the first 10 minutes—setting a new record for the toy industry, according to Letsvan.

At the same time, many homegrown Chinese design brands showcased their distinctive pop toys and cultural-creative products, which were also warmly received by visitors, further underscoring China's strong potential in the consumer market and its growing strength in IP incubation and operations.

"China's excellent manufacturing industry and strong market can become a platform for artists around the world to incubate IPs, which are incubated in China and go global later," said Pop Mart's Founder Wang Ning in an exclusive interview with the People's Daily.