Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026)

<Previous Article In Volume
Next Article In Volume>

Omni-Channel Marketing in the Designer Toy Economy: The Brand Breakthrough Path of POP MART’s LABUBU

Authors
Siyan Zhou1, *
1Newcastle University, Newcastle upon Tyne, NE1 7RU, UK
*Corresponding author. Email: siyanzhouuk@outlook.com
Corresponding Author
Siyan Zhou
Available Online 28 May 2026.
DOI
10.2991/978-94-6239-689-0_3How to use a DOI?
Keywords
Omni-Channel; Experiential Marketing; Consumer Behavior; IP Strategy; Branding
Abstract

This paper examines POP MART’s marketing strategies through the case of its well-known IP, LABUBU. The growth of the designer toy economy and the rising influence of Generation Z consumers have created new opportunities for IP-driven business models. Yet, most existing studies of omni-channel marketing focus on retail and e-commerce, with limited attention to cultural and creative industries. Using company reports, industry data, and the frameworks of omni-channel marketing and experiential consumption, this study explores how POP MART combines its omni-channel system with the emotional value of LABUBU to drive rapid brand growth. The analysis shows that POP MART’s success lies in the integration of IP-based scarcity, experiential marketing, and community engagement across both domestic and international markets. This research contributes to academic discussions by extending omni-channel marketing theory to the designer toy sector, while also offering practical guidance for cultural enterprises aiming to build competitive global brands.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
28 May 2026
ISBN
978-94-6239-689-0
ISSN
2352-5428
DOI
10.2991/978-94-6239-689-0_3How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Siyan Zhou
PY  - 2026
DA  - 2026/05/28
TI  - Omni-Channel Marketing in the Designer Toy Economy: The Brand Breakthrough Path of POP MART’s LABUBU
BT  - Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026)
PB  - Atlantis Press
SP  - 18
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-689-0_3
DO  - 10.2991/978-94-6239-689-0_3
ID  - Zhou2026
ER  -