Pop Mart, a Beijing-based Chinese toymaker, has achieved international acclaim with its Labubu monster dolls, which are quickly gaining global popularity. These small, fuzzy figures, distinct for their sharp teeth and quirky, inclusive design, are sold in "blind boxes" for around $40, creating a sense of mystery and exclusivity as buyers do not know the exact model they will receive. Labubu's ascent is marked by excited crowds at international Pop Mart stores and their prominent display on handbags of celebrities like Rihanna and Cher, signaling a significant shift in perceptions of Chinese cultural exports.

This phenomenon positions Labubu as a furry ambassador of a "cool" China, even in regions like Europe and North America, where public opinion of Beijing has sometimes been negative. The success of Pop Mart and its flagship product challenges long-standing stereotypes of China as a producer of cheap, low-quality goods, paving the way for other Chinese brands to gain international recognition. While traditionally, East Asian countries like South Korea and Japan have dominated global cultural exports in fashion, cinema, and music, China's heavily censored industries have struggled. Pop Mart, along with designer womenswear label Shushu/Tong, Shanghai-based Marchen, and Beijing-based handbag maker Songmont, are now bucking this trend, demonstrating China's emerging capacity to create globally appealing, upmarket goods under their own brands.

A significant driver behind Labubu's global reach and China's soft-power shift is the influence of social media platforms, particularly TikTok. The video app, designed by China's ByteDance, became the first Chinese-branded product to achieve indispensability among young international users, fundamentally changing consumer perceptions about China. TikTok, which hosts over 1.7 million videos about Labubu, has been instrumental in disseminating Chinese social media memes and fashion trends, despite facing national security concerns and a proposed ban in the United States. This viral spread on platforms like TikTok has allowed Chinese products and their image to become increasingly "cool" among young Westerners, drawing parallels to Japan's cultural influence with brands like Pokémon and Nintendo in past decades.

Experts suggest that while cultural exports like Labubu can undoubtedly enhance China's image as a nation capable of producing globally attractive goods and services, their direct impact on perceptions of China's state or government might be limited. For instance, South Korea's robust soft power has not directly translated into commensurate political might. Nevertheless, the charm of Labubu appears to be fostering a growing interest in Chinese culture, particularly among younger generations globally. The enthusiasm is evident, with fans in places like Kazakhstan and Qatar expressing a desire to explore China, specifically to see different types of Labubu dolls, reinforcing the idea that these popular toys are opening new avenues for cultural exchange and appreciation.