Pop Mart's emotional universe: From 'blind boxes' to global fandom

On an early morning in Central London, a crowd was already forming outside Pop Mart's pop-up store. Some fans had set off at 3 a.m., driving from Yorkshire just to be among the first to get a glimpse.

You might assume a celebrity was in town. But for Pop Mart's loyal fans, they were here to see a star in their hearts – Hirono, a wide-eyed figure with a permanently mischievous expression.

"It's a little bit of joy in a world that can be tough, right?" says Hirono collector Diana Moar. "When you've got adult money, why not spend it on things that bring happiness?"

Moar says she and her teenage son are both avid collectors – and it's brought them closer.

"I really love it," she says. "And I feel like I can really connect with my son. He's a teenager, and I think Lang's work resonates with him. Hirono's an emotional little boy, going through different things, just like him."

Katharine, who made the long journey from Yorkshire in northern England, describes herself as a die-hard Hirono fan.

"I told my husband we should go to Shanghai," she says. "I'd love to see the Hirono store there. It's on my bucket list."

Inna discovered Hirono on a trip to South Korea and instantly fell for the character's "grumpy look."

"I just love how grumpy he looks," Inna says. "You know he just doesn't care if he has to show his emotions and I love this about him."

The birth of Hirono: An artist's reflection

Pop Mart treats each of its characters like mini-celebrities, complete with elaborate backstories. On the company's official site, Hirono is described as a quiet boy born on April 27, with messy hair and sleepy eyes.

"It all started in 2020, when my child was about to be born," says Lang, Hirono's creator. "I really wanted to give him a gift – so I drew what I imagined a new life would look like. It was my way of picturing him.

"I put my emotions and my own understanding of different kinds of life into this character. And over time, I've come to realize he's actually a reflection of myself."

The growing popularity of his work, Lang admits, has brought mixed feelings.

"As more and more people started to like them, I began to feel a bit of pressure. At the same time, I also felt genuinely happy. It's amazing that so many people like this IP, this character, and that they can see a part of themselves in the things I express through different media."

Lang says he may consider bringing more traditional Chinese materials and aesthetics into future works – from porcelain to wood and bronze. But for now, Hirono evolves alongside his own journey.

The Labubu craze: Pop Mart pops into the global market

Pop Mart's "blind box" model – featuring sealed boxes where customers don't know which figure they'll get – is fueling a frenzy. Blending surprise, storytelling and emotional resonance, the format is striking a chord globally.

Among the brand's many characters, Labubu has exploded in popularity. Once niche, it's now mainstream, with influencers and even pop star Rihanna showing them off. 

Shortages have sparked online resale wars, with scalpers driving up prices in the secondary market. Labubu has been pulled out of the offline shops in the UK until June for "possible security issues."

The trending and talk have translated into hard numbers. In Q1 2025, Pop Mart's (unaudited) revenue jumped 170 percent year-on-year, with overseas markets powering the surge. The Americas saw growth of nearly 900 percent, followed by Europe at 600 percent and Asia-Pacific at 350 percent, according to company data.

Peter Shipman, Managing Director and Head of Europe for Pop Mart, tells CGTN the brand is still at an early stage in Europe.

"There are so many beautiful historic cities in Europe, and we want Pop Mart to be part of that," he says. "Last year, we opened stores in Milan and Barcelona. Now we're focusing on the UK, France, Germany, Italy and the Netherlands. You'll see more stores opening in the months ahead."

Shipman said the company is working to maintain a balance across its characters.

"We've seen the focus on Labubu," he says. "And for sure, in 2026 you'll see a lot more around Skullpanda and Hirono."

A growing, surprising fanbase

What surprises Lang most is how wide Pop Mart's appeal has become.

"Just yesterday, I saw a woman who looked to be in her sixties or seventies queuing outside," he says. "That's something I've never seen before."

It's not just about age – it's about cultural resonance.

"Now that I've been exposed to places like the UK, Thailand, France – the feedback has been very diverse," says Lang. "People project their own stories onto the characters."