Doog.dog

Pop Mart has moved far beyond being a “Chinese toy brand.” It has become a global cultural phenomenon driven by a very specific demographic: Kidults (Adults who enjoy products typically marketed to children).

1. The Core Demographic: Young & Affluent

• Age Range: The sweet spot is 18–34 years old, accounting for roughly 41% of the global consumer base.
• Gender Shift: While it started as a female-dominated hobby (75%), the gender split has balanced out to nearly 50/50 as IP designs become more diverse (e.g., street style, dark fantasy, and high-tech themes).
• Profession: Mostly urban professionals, white-collar workers, and university students with disposable income.

2. Regional Superstars

Global data shows fascinating differences in how people shop:

• The Big Spenders: Australia leads the pack in terms of individual spending, with an average transaction value of around $132.
• The Super Collectors: US consumers have the highest “hoarding” rate, owning an average of 10 items per person.
• The Newcomers: Over 70% of international buyers in the past year were first-time customers, showing that the “blind box fever” is still spreading rapidly.

3. Psychographic Profile: Why do they buy?

• Emotional Support (Healing): About 26% of buyers treat these toys as a form of “stress relief” or “self-care.” A desk full of Dimoo or Skullpanda acts as a mental buffer against work stress.
• Social Currency: It’s a “cool factor.” Sharing unboxing videos on TikTok or hanging a Labubu charm on a luxury handbag is a way to signal belonging to a global trend.
• The “Thrill of the Hunt”: The blind box mechanic—where you don’t know what’s inside—triggers a dopamine hit similar to gaming. 80% of buyers say the surprise element is the primary reason they purchase.

4. Behavioral Trends

• Extreme Loyalty: Members contribute over 90% of total sales. Once someone “enters the pit” (buys their first box), there is an 87% chance they will buy again.
• Collectors, Not Scalpers: Interestingly, only about 9% of buyers do it for resale profit. Most are genuine collectors who value the aesthetic and the IP story.

Summary Table: The Pop Mart Buyer at a Glance

Metric	Profile
Primary Age	18–34 (The “Kidult” segment)
Top Markets	Australia (Highest spend), USA (Highest volume), China (Core base)
Top Motivations	Surprise/Mystery (94%), Social Status, Emotional Comfort
Purchase Habit	High-frequency repeat buyers; obsessed with “Secret/Chase” figures