If you are on this side of the Great Wall, you might have seen their shops and vending machines in malls: Pop Mart. This public company worth 11 billion USD sells “mystery” toy boxes containing a single cute figurine from a potential set of several characters. Buyers do not know which figurine they have bought until they open the box. The company is widely successful in China and has even led other companies to copy their marketing methods.
Joining Middle Earth Podcast are creative director Juan Tan, Pop Mart's representative Amaia Perea, and business journalist Jiang Yaling, who will talk about how Pop Mart became so successful, the process of creating their IP, and the dark sides of the mystery box craze.
Middle Earth is distributed by The World of Chinese (www.theworldofchinese.com). Every two months, both in print and online, the team at TWOC takes a contemporary issue in Chinese society and culture, and looks behind the headlines to share how it affects people on the ground.
Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch!
With thanks to Sean Calvo for music support.