Pop Mart, known for its art toys designed by various international artists, is rapidly gaining popularity in Thailand. With famous characters like Labubu, Crybaby, and Molly, every store in Thailand is bustling with customers, and new collections often sell out quickly online. Collaborations with leading brands have also helped create buzz and boost sales, reflecting the ongoing growth of the art toy trend in Thailand, which has garnered interest surpassing that of 'Lisa' by a factor of two. Pop Mart has achieved over 1.35 billion engagements, averaging 15 million per day, significantly higher than the 8.7 million daily engagements for 'Lisa'.

Zanroo, a social data expert, revealed through social listening tools that interest in Pop Mart has resulted in over 1.35 billion engagements, with 1,121,304,899 engagements from TikTok (83.05%), 6,347,195 from Instagram (0.47%), 215,924,616 from YouTube (15.99%), 3,328,345 from X (Twitter) (0.25%), and 3,187,491 from Facebook (0.24%) during the period from May to July 2023. The trend began with the character Labubu, which celebrities like Chompoo Araya and Lisa from BLACKPINK have popularized by attaching it to their bags.

Consumer behavior analysis reveals a strong interest in various activities related to art toys, with the top activity being random purchases and unboxing, accounting for 52% or 702,048,133 engagements. This reflects the excitement of hoping to receive desired figures or special editions (Secret). Following this, 19% or 256,517,587 engagements were for admiring favorite collections, and 11% or 148,510,182 engagements were for resale. This trend has led to a surge in art toy shops in Thailand, both online and offline, with many stores adding special services to attract customers, such as customizing art toys or DIY keychains, catering to collectors and those who enjoy novelty.

Leading brands are seriously tapping into the art toy trend. In July, Samsung collaborated with Crybaby to create a new phenomenon by launching the "Galaxy Z Flip6 l Cry Me a Galaxy Limited Box Set," a special limited edition set before the official release of the Galaxy Z Flip6. This collaboration received overwhelming responses, with social media engagement reaching 6,967,030, peaking on the launch day, July 11, 2023, accounting for 62% of total engagements, reflecting the success in attracting attention from both Crybaby fans and enthusiasts of the latest smartphone innovations.

When considering the popularity of Pop Mart characters in Thailand, the top five favorites are as follows:

Labubu: Ranked first with engagement of 1,056,959,353, this character by Hong Kong artist Kasing Lung is distinguished by its cute, playful appearance and unique toothy smile.

Crybaby: Second place with 390,871,605 engagements, this character designed by Thai artist Molly is charming with its cuteness, sensitivity, and gentleness.

Molly: Close behind in third place with 383,575,761 engagements, this character by Hong Kong artist Kenny Wong is notable for its cuteness and captivating big eyes.

Skullpanda: Fourth place with 66,700,976 engagements, this character by Chinese artist Wang Xin perfectly blends cuteness, mystery, and trendy fashion.

Hirono: Rounding out the top five with 33,196,744 engagements, this character by Chinese artist Lang stands out for its expressive face, combining fantasy beauty and cuteness with intricate details.

These characters demonstrate the diversity and charm of art toys that can widely attract people's interest. The art toy business continues to receive positive feedback and still has room for growth, presenting an opportunity to dive in and compete for market share. It can be said that those who act first will win, as long as they understand what their target group likes and is interested in. Market insights can be obtained from Zanroo, a data expert that offers social listening tools with new features capable of collecting data from video subtitles on YouTube and TikTok, as well as OCR technology that can read text from images for more comprehensive data collection.