Chinese trendy toys have become a sensation in countries in Southeast Asia. Recently, a toy named LABUBU, an intellectual property (IP) created by Chinese cultural and creative company POP MART, with pointed ears and serrated teeth, has become a top seller in Thailand, with people queuing up in long lines and waiting at online shops to make a purchase. Boosted by recent visa-free policies, many people in Thailand are even traveling to China to buy LABUBU toys.

The popularity of LABUBU caused a frenzy at Bangkok's Suvarnabhumi Airport on the afternoon of July 1. Thai fans, in white LABUBU T-shirts, eagerly awaited the arrival of the doll, chanting its name excitedly. As a lifesize LABUBU made its way toward the crowd with adorable steps, fans were thrilled to interact with it. The scene was reminiscent of a celebrity sighting, with fans clamoring to get a glimpse of their beloved toy. Toffie, a 35-year-old fan who was among the 100 Thai fans at the airport, revealed that she had arrived several hours early to ensure she didn't miss the opportunity to meet LABUBU.

The popularity of LABUBU has exceeded commercial expectations. On the same day, Thailand held a welcome party for LABUBU and bestowed upon LABUBU the title of amazing Thailand experience explorer. The picture of LABUBU at the airport made the front page of the Bangkok Post the following day.

LABUBU are elves living in the forests of Northern Europe, created by POP MART artist Kasing Lung. LABUBU have nine teeth, pointed ears, and are known for being naughty and optimistic. LABUBU, along with their elf friends, make up THE MONSTERS, and have gained a large following globally.

In April, Thai star Lisa shared a picture on Instagram of herself with a LABUBU, which led to a surge in popularity for the toy in Southeast Asia. The flagship store has seen long queues, and products sell out immediately during live broadcasts. A LABUBU toy that was originally priced at 99 yuan ($13.6) in China is now being sold for 2,590 Thai Baht (512 yuan) in Thailand.

Due to the popularity of LABUBU, many Thai tourists in China buy the toys as souvenirs for their friends back home. Xiao Tong, a Chinese woman working in Bangkok, told the Global Times that during a lucky draw event organized by the company, the first prize was a smartphone and the third prize a LABUBU. Many of her Thai colleagues were hoping to win the third prize, she said.

Another fan from Thailand is 32-year-old Borwang. "We Thai people all love fluffy things," Borwang told the Global Times. She and her Thai colleagues even bring LABUBU toys to their workstations. "When we are tired from work, we talk to the LABUBU and tell it how tired and hardworking we are. Looking at LABUBU, we quickly regain our energy. The adorable LABUBU provides spiritual support for many Thai workers."

On the streets of Thailand or on public transportation, it is common to see Thai people carrying bags adorned with small toys. Toffie said that Thai people enjoy carrying toys that are easy to put on bags, with many opting to bring along their favorite LABUBU toy in their lucky color.

In addition to POP MART, Chinese toy brands like 52TOYS have also seen success in Thailand. In December 2023, 52TOYS opened stores in Thailand and its line of beast box toys quickly sold out. The first month's revenue reached 3 million yuan.

Other brands including Heyone, HIDDEN WOOO, WAZZUPbaby, LAMTOYS, ToyCity, SankToys, dodowo, KKV and MINISO are also exploring the market in Southeast Asia.

According to data from German data company Statista, the toy market in Southeast Asia is projected to reach $5.64 billion in 2023 and is expected to grow to $6.52 billion by 2028.

Industry insiders believe that factors such as similar consumer habits and preferences to China, rapid economic development, and large Chinese populations make Southeast Asia a key focus area for many domestic trendy toy brands looking to expand overseas.

Wen Deyi, president of the international division of POP MART, told the Global Times on July 4 that Southeast Asia has a population of over 600 million, with a large number of young people and tremendous potential. In April, POP MART's revenue from the Southeast Asian market exceeded that of the East Asian market.

The 11 countries in Southeast Asia have a total population of 670 million, and in Indonesia, Malaysia, the Philippines, and Vietnam, over 50 percent of the population is under the age of 35.

Thailand and Vietnam have more females than males, and women have stronger consumption willingness, making these two countries a priority in recent years.

In terms of consumer habits, there are many Chinese communities in Southeast Asia who are heavily influenced by Chinese consumer preferences, making them more receptive to trendy toy products.

Currently, POP MART has opened offline stores in Singapore, Malaysia, Thailand, and Vietnam. Wen said that "Southeast Asia attracts a large number of tourists, bringing substantial retail income not only from locals but also from tourists. We will continue to expand in Southeast Asia's tourist cities in the future and we expect Southeast Asia to become the fastest-growing market."

In early December last year, 52TOYS opened its first store in Thailand, in the high-end shopping mall The Emphere in Bangkok, marking the beginning of 52TOYS' investment in Southeast Asia.

52TOYS told the Global Times on July 3 that Thailand has become a major market for domestic trendy toy brands seeking to expand overseas, mainly due to the high percentage of young people in Thailand and their strong consumption power, as well as the existing popularity of trendy toys and local designers in the Thai market.

Although having a similar culture can help a brand enter a new market, breaking into a local market still poses some challenges.

In several malls in Malaysia, the Global Times observed that the majority of customers purchasing trendy toys were of Chinese descent, and the packaging of the products was mostly in Chinese.

A store employee named Alice told the Global Times that local people often inquire about the significance and meaning behind the toys. Additionally, the prices of blind boxes are not cheap, which may deter individuals with average incomes in developing Southeast Asian countries.

In addition, there is a rising trend of local toy brands in Southeast Asia. Mighty Jaxx, a toy brand founded in Singapore in 2012, has experienced rapid growth. The brand has had a long-term collaboration with popular classics such as Garfield and SpongeBob SquarePants, and its products are now sold in over 60 countries and regions worldwide.

Adapting to local market

Adapting to local conditions and tapping into more markets is crucial for the expansion of trendy toys. Most trendy toy buyers are over 15 years old, and social media is a key driver of demand.

By collaborating with Key Opinion Leaders (KOLs) and the media through platforms like Instagram and Facebook, companies can expand their reach in new markets. Additionally, participating in overseas industry exhibitions and setting up pop-up stores through overseas distributors can enhance product and brand exposure, strengthening a brand's international influence.

Collaborating with local authorities and exploring broader cultural and tourism markets is also a new strategy. Working with popular toy companies to create welcoming ceremonies at airports can help create special experiences and encourage people to learn more about Thai culture.

Moreover, nurturing local IPs can serve as a breakthrough for entering other Southeast Asian markets. By helping local artists incubate their IPs and promoting them globally, companies can create more commercial value. The CRYBABY, another IP under POP MART, created by local Thai artist Molly, is also favored by local people. POP MART said it hopes to help more local artists create their own IPs.

Incorporating more local culture into trendy toys can increase the acceptance and popularity of new products. For example, a special Singapore LABUBU based on Merlion received a warm reception locally, with many users sharing photos of themselves with the toy at the Merlion statue on social media. 52TOYS also added some Thai clothing to its original IP Panda Roll to cater to the Thai market.

Furthermore, continuous product design upgrades are essential. Toffie said that when she first saw LABUBU some six years ago it was not so cute as the current version, adding that the current appearance is more in line with Thai people's aesthetic preferences.

Companies need to constantly improve their designs to meet the evolving tastes of consumers. While trendy toys like LABUBU have gained popularity in Thailand, there is still a need to expand into more affluent markets.

52TOYS believes that in order to establish a presence in Southeast Asia, it is necessary to penetrate the Singapore market. This is because Singapore has influential and radiating effects on the entire Southeast Asia region, and the brand can build brand awareness throughout Southeast Asia through the Singapore market.

This week, China is experiencing a busy "summer diplomacy" season, with seven foreign dignitaries from Africa, Europe, Pacific Island countries, and Asia visiting China one after another. This reflects China's stance on opening up to the world and the tangible benefits that practical cooperation brings to the Global South countries. Under the US pressure, some developing countries continue to choose to strengthen ties with China, demonstrating their commitment to independence and resistance to hegemony, some experts said.

A flurry of visitors was mainly from developing countries, who all share close development cooperation with China, particularly under the China-proposed Belt and Road Initiative, experts noted. And cooperation with China has significantly promoted the development and modernization processes in these countries.

Therefore, these countries have shown a strong affinity for China's proactive diplomacy, they said. Despite US' interference, these countries have come to realize, through their own actions and experiences, the disruptive and insincere nature of US policies. These countries have also recognized China's genuine contributions to the Global South.

President Umaro Sissoco Embaló of the Republic of Guinea-Bissau, Minister of Foreign Affairs Maris Sangiampongsa of Thailand, Foreign Minister Maksim Ryzhenkov of Belarus, Prime Minister Charlot Salwai of the Republic of Vanuatu, Prime Minister Jeremiah Manele of Solomon Islands and Prime Minister Sheikh Hasina of the People's Republic of Bangladesh were scheduled to visit China this week, according to China's Foreign Ministry. Prime Minister Viktor Orbán of Hungary paid a flying visit to China on Monday.

Mutually beneficial ties

When Chinese Vice President Han Zheng met with Minister of Foreign Affairs Maris Sangiampongsa of Thailand on Tuesday, he said that China is ready to work with Thailand to follow the important consensus reached by the leaders of the two countries, strengthen high-level exchanges, deepen practical cooperation, enhance people-to-people and cultural exchanges, and promote regional cooperation.

China is also willing to join hands with Thailand to advance high-quality Belt and Road cooperation, and promote the building of a China-Thailand community with a shared future, said Han.

Bangladeshi PM Hasina attended a business forum on Tuesday in Beijing after arriving in the Chinese capital on Monday. She called the Chinese business community to invest in Bangladesh in sectors such as infrastructure, energy and logistics, Bangladeshi media The Daily Star reported on Tuesday.

When introducing Hasina's visit, Chinese Foreign Ministry spokesperson Mao Ning said in an earlier press conference that the visit marks her first visit to China since her new term began and five years after her last visit to China.

China and Bangladesh are good neighbors, good friends and good partners. We have similar visions for development and well-aligned development strategies, Mao said.

Since the establishment of diplomatic relations 49 years ago, the two countries have treated each other with respect and equality, engaged in mutually beneficial cooperation, supported each other on issues concerning our respective core interests, and jointly advanced modernization. "We have set a good example of friendship and cooperation between developing countries," the spokesperson noted.

"China is engaging closely with countries that have different social systems, cultural backgrounds, histories, and levels of development. This demonstrates that even with different systems, China can build strong connections and establish an open partnership," Yang Xiyu, a senior research fellow at the China Institute of International Studies, told the Global Times on Tuesday.

"It also reflects a major characteristic of Chinese diplomacy: strengthening bilateral diplomacy while using various bilateral platforms to advance global openness and inclusiveness," Yang said.

In a meeting with Chinese Foreign Minister Wang Yi on Monday, Foreign Minister of Belarus Maksim Ryzhenkov said Belarus greatly appreciates and will continue to participate deeply in the series of global initiatives proposed by China, and adhere to the practice of multilateralism to jointly address global challenges.

Also, some experts anticipated that the visits of the leaders from Vanuatu and Solomon Islands will further strengthen the relations between China and the Pacific Island countries (PICs) to a higher level, as there is still great potential for further cooperation.

"China's cooperation with Global South countries is based on practical and effective outcomes, not just verbal commitments," Li Haidong, a professor at the China Foreign Affairs University, told the Global Times on Tuesday.

China's diplomacy is multifaceted and covers all regions, and the scope of China's diplomatic engagement is extensive, covering a wide range of fields, Li said. He noted that although some developing countries have been disturbed by the US policies when they cooperate with China, they have recognized tangible results through mutually beneficial cooperation.

The US has been increasing pressure on the PICs by citing the so-called growing influence of China in the region. In March, for example, the US Assistant Secretary of State for East Asian and Pacific Affairs Daniel Kritenbrink told the Senate Foreign Relations Committee the US had already opened two of the four new embassies it had announced plans for in the region, Reuters reported.

Earlier in the hearing, the ranking member of the Senate committee, Republican James Risch, said Washington had "been too slow to get our diplomats permanently on the ground to push back against Chinese influence" in the Pacific, the media report said.

Despite the pressure exerted by the US on these developing countries in the South Pacific Ocean, urging them to take sides based on geopolitical and Cold War mentality, China's cooperation with these countries has brought them tangible development results, which are evident to all, Song Wei, a professor at the School of International Relations and Diplomacy at the Beijing Foreign Studies University, told the Global Times on Tuesday.

"From the perspective of their own development strategies, these countries have chosen to continue strengthening their development cooperation with China, sharing the opportunities brought about by China's rapid development and learning from China's development experience," Song said.

In commenting on Orban's visit to Beijing, Chinese Foreign Ministry spokesperson Lin Jian said at a routine press conference on Tuesday that China appreciates Hungary's constructive efforts to promote a political solution to the Ukraine crisis.

China will continue to promote peace and negotiations in its own way, playing a constructive role in seeking a political resolution to the crisis, Lin said.

Sharp contrast

While China is hosting these foreign dignitaries from developing countries this week, the US is using the 2024 NATO summit to hype up the "threats" posed by Russia and by China, stepping up efforts in forming small cliques in the "Indo-Pacific" region. Some experts said Beijing's aspiration of establishing open partnership relations strikes a sharp contrast with the Washington-led bloc confrontation that creates division, turmoil and conflict around the world.

NATO is set to deepen relations with its four "Indo-Pacific" partners, and the US has been working to break down barriers between European alliances, Asian coalitions and other partners worldwide, the AP reported on Monday.

"Our diplomatic activities demonstrate that we oppose bloc confrontations. We hope to and are working toward practicing the principle of sovereign equality of all countries globally, avoiding the mind-set of handling international relations through hostile camps," Li said.

NATO, on the other hand, is a military alliance that maintains US hegemony and supports the West's dominant role in global affairs, which is an exclusive alliance with specific enemies and clear objectives, Li noted. "China's diplomatic philosophy and practices are fundamentally different from those of NATO."

While NATO creates division, turmoil, conflict, and war in the world, China aims to bring lasting stability, prosperity, security, indivisibility, and ultimately the goal of a community with a shared future for mankind, Li said.

China on Wednesday released the first investigative and assessment report on the ecological environment near Huangyan Dao (also known as Huangyan Island) in South China Sea, revealing that the area enjoys excellent eco-environmental quality.

As the Philippines accused Chinese fishermen of destroying coral reefs around Huangyan Dao due to "illegal actions such as harvesting endangered giant clams" in May, Chinese experts believe that Manila's move to shift blame to China in an attempt to pursue a new legal battle is doomed to be futile in light of the evidence and facts revealed in the report.

From May to June, Chinese scientific researchers carried out an unprecedentedly large-scale on-site investigation to assess the ecological and environmental conditions in the Huangyan Dao area. This included evaluating seawater quality, marine sediment quality, biological quality, floating litter, as well as coral communities, reef-dwelling fish, and other typical biological groups, with the assistance of satellite remote sensing analysis.

The results of the research revealed a good seawater and marine sediment quality, which was below-standard levels of pollutants, zero cyanide detected of seawater samples, an abundant distribution of giant clams, and a healthy state of the coral reef ecosystem.

Experts noted that this scientific research shows that China's effective governance of Huangyan Dao has played a positive role in protecting the island's ecological environment.
A harbor of corals

Huangyan Dao located in the southeast of Zhongsha Qundao, serving as a key traditional fishing area and natural shelter in China. It is also a vital "harbor" for maintaining marine biodiversity in the South China Sea, holding substantial strategic and ecological significance.

Since last year, some Philippine politicians and media have repeatedly hyped up the topic of falsely claiming that Chinese fishermen used cyanide to fish in waters off Huangyan Dao and deliberately destroyed the traditional fishing grounds of Philippine fishermen.

However, according to the report, no cyanide, copper, lead, cadmium, total chromium, mercury, or arsenic were detected at any survey sites.

In response to Global Times' question on whether it means there was no cyanide fishing in the area, Lin Kui, the deputy director of South China Institute of Environmental Sciences under China Ministry of Ecology and Environment, confirmed the conclusion.

During the more than 20 days of scientific research, the joint investigation team did not find fishermen illegally using cyanide for fishing, Lin stressed. He also cited published academic paper that Filipino fishermen have used cyanide to poison fish since 1930s, and even during the global pandemic years, there were still reports of Filipino fishermen using cyanide to poison fish at sea.

"We sincerely hope that countries around the South China Sea can stop using cyanide for fishing and other destructive fishing activities, and work together to protect the fragile ecosystem of the South China Sea," Lin said.
Results also show that it meets the water quality requirements for coral growth in the South China Sea. There are also no signs of seawater eutrophication.

The hard coral communities were in healthy condition, while live coral cover in the northeast part of Huangyan Dao reached as high as 37.1 percent. This is comparable to the Great Barrier Reef in Australia that contains the world's largest collection of coral reefs, the report showed.

The scientific research recorded 109 species of hard corals belonging to 34 genera and 12 families, marking the highest species diversity ever documented. The average hard coral cover reached 28.6 percent, higher than the survey results in 2015, with sufficient recruitment of juvenile corals.

All the hard coral species were listed as national Class II protected wildlife in China. Among the hard corals in this survey, 41 species were classified as Near Threatened and 14 species as Vulnerable in the International Union for Conservation of Nature's Red List of Threatened Species (IUCN Red List).

The species diversity of coral communities was relatively high, as the survey recorded 125 species of coral reef fish from 23 families on-site.

International scholars generally believe that global warming is the major reason behind the rapid degradation of coral reefs (coral bleaching) on a global scale. But hard coral communities near Huangyan Dao demonstrate strong resistance and a tolerance to rising sea temperatures, making the island a healthy habitat for corals and related species in the South China Sea.

According to the survey results, the bleaching of hard corals in Huangyan Dao remained at a low level (below 1 percent). No coral disease was identified, and the coral mortality rates also remain low (below 1 percent).

Since China began to exercise long-term effective administrative jurisdiction over Huangyan Dao, it has gradually repaired the marine pollution and ecological damage caused by previous destructive fishing by the Philippines in the area, Yang Xiao, deputy director of the Institute of Maritime Strategy Studies under the China Institute of Contemporary International Relations, told the Global Times.

He noted that Huangyan Dao used to be a target range for the US military, and the coral reefs there have also been severely damaged by the remnants of shells for a long time.
It is worth noting that this survey revealed a rich distribution of giant clams in the lagoon of Huangyan Dao. Giant clams, the largest marine bivalve inhabiting coral reefs, is listed as key protected wildlife in China and is included in the IUCN Red List. The giant clams, as a reef-building organism, contributes to the formation and stabilization of coral reef frameworks, which is essential for the support of coral reef development and the maintenance of a balanced ecosystem

Lin told the Global Times that since 2016, China has explicitly banned the sale and purchase of giant clams and their products. This regulation has been strictly enforced, and based on on-site observations, it is no longer possible for illegal digging and harvesting of giant clams to occur on Huangyan Island.

The survey also recorded blue coral, fire coral, sea anemone, soft coral and other coral reef ecological communities. These organisms are not only an important component of reef biodiversity, but also a hot resource of the latest marine natural products and marine medicine. With diverse bioactive compounds, they have great potentials in the development of new drugs, cosmetics and healthy food.
Groundless accusation

In recent years, for promoting the scientific conservation and long-term sustainable use of global fishery resources, China has set a model for global marine ecological preservation through innovative measures, including strict annual fishing moratorium policies in its territorial waters.

The South China Sea summer fishing moratorium system, which was officially implemented in China since 1999, has been in effect for 25 years. This system not only demonstrates the Chinese government's commitment to protecting marine fishery resources, but also showcases China as a responsible global leader in safeguarding the marine ecological environment and promoting sustainable fisheries development.

However, China's efforts are not always understood. The Philippines and the US have consistently promoted negative narratives targeting China, leveling accusations of environmental destruction in the South China Sea and hinting at possible court action against the country.

In February, the Philippines claimed that Chinese fishermen were using cyanide at Huangyan Dao. However, Chinese marine experts have pointed out that the Philippines has, in fact, been using cyanide for fishing since 1962, and approximately 65 tons of cyanide are sprayed onto coral reefs each year, according to World Wildlife Fund. This severely damaged the marine ecology of the South China Sea.

Additionally, in 2023, the Center for Strategic and International Studies (CSIS) issued a report titled "Environmental Threats to the South China Sea." In the report, the Center claims that "increased fishing, dredging, and land fill, along with giant clam harvesting in recent decades have taken a devastating toll on thousands of species found nowhere else on earth."
According to scholars who are directly engaged in ecological surveys and research in the South China Sea, many conclusions in this report are based on little to no scientific proof.

"Only on-site scientific investigations with facts are worthy of respect. This scientific report provides a strong rebuttal to the Philippines' proposed environmental arbitration against China. In the face of facts, the Philippines' futile attempts are doomed to fail," said Yang.