In 2025, the global collectible toy market welcomed the phenomenal IP "Labubu", which belongs to the elf superhero universe created by artist Long Jia. After being operated by Pop Mart, it became a global hit. According to Pop Mart's 2025 financial report, this series contributed 14.16 billion yuan in revenue, accounting for 38.1% of the company's total revenue, becoming a core growth driver.

With the international expansion of Pop Mart, Brazil has been included in key markets, and a subsidiary was established at the end of 2025 to the beginning of 2026.

However, the surge in demand has also led to the proliferation of counterfeit products "Lafufu" on e-commerce platforms and fake websites, severely impacting the business model centered on scarcity and exclusive design.

Pop Mart actively defends its rights globally through litigation, trademark registration, anti-counterfeiting systems and other means, and it is expected that the Brazilian market will also follow up. The success of Labubu not only confirms the global influence of trendy toys, but also highlights that intellectual property protection has become a key part of brand strategy in the process of IP going overseas.

Source: Chuohai Network