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No Longer Just OEM Factories: Chinese Anime Figures Conquer Southeast Asias Young Consumers
Japanese media reports that Thai consumers are enthusiastic about Chinese figurines, drawing attention to Chinas toy industry in Southeast Asia. Thirty years ago, it was mainly OEM-based, but now it has improved its image through quality and design. Taking Labubu as an example, its popularity in Southeast Asia reflects the success of Chinese toys in the region, driven by upgrades in domestic supply chains and innovation capabilities, cultural preferences, etc. The Southeast Asian market has great potential, and Chinese companies are emphasizing intellectual property rights and adopting localization strategies. Further efforts are needed in the internationalization process.
PSB Record: Shanghai No.31011502009912
