The growing influence of China's cultural IP

China’s Intellectual Property (IP) landscape is evolving rapidly. The country's creative industries are gaining global appeal, underpinned by a more sophisticated ecosystem and ambitious globalisation strategies.

At the forefront of this surge are China's trendy toy companies, led by the industry pioneer Pop Mart. Their remarkable expansion showcases market potential: 2024 revenue exceeded 13 billion yuan, surging 106.9% year-n-year (yoy). This is followed by a further 350% increase in profit in the first half of 2025. By rapidly scaling overseas physical retail networks alongside dominant online channels, the company has tapped into unexpectedly strong global demand, mirroring the success seen in domestic market.

Figure 1: 2019-2025 overseas market revenue and % / total revenue of Pop Mart

Source: Pop Mart Financial Reports, JLL Research, Jul 2025

The burgeoning appeal of Chinese IP extends far beyond a single company or category. The animated film Nazha II, the first Chinese movie to break into the global box office Top 10, showcases this broad-based momentum. Its impact significantly transcended cinemas. Leading lifestyle brands, such as China’s home-grown milk tea giant Chagee, quickly partnered with the Nazha IP. The success of their co-branded merchandise highlights a potent formula: synergistic IP collaborations are supercharging retail market appeal, particularly among young consumers who drive the new retail economy.

This global ascent is firmly rooted in the unique dynamism of China's homegrown consumer market:

• Gen-Z reshapes demand: With the rise of Gen-Z, emotion-driven, culture-centric spending rapidly displaces traditional categories like basic apparel and footwear.
• Retail placemaking and innovation: Faced with this inter-generational change, brick-and-mortar retailers innovate aggressively. Vibrant marketing events – launches, collaborations, immersive experiences drive foot traffic and engage trendsetting youth.
• Homegrown IPs to go global: Brands across diverse sectors increasingly leverage IP collaborations as a core growth driver. Integrating popular characters and narratives enhances appeal for young consumers worldwide who seek cultural connection and identity expression.
   

China's intensely competitive, fast-evolving consumer market acts as a powerful catalyst. This environment compels businesses to unlock unparalleled creativity and move beyond mere "Made in China". The journey has evolved into "Innovation in China" and now, critically, the robust export of "Chinese IP" and brand power. This signifies a definitive paradigm breakthrough: Chinese commercial trends and cultural aesthetics are no longer passive imports but actively shaping global markets.

Looking ahead, China's consumer industries hold immense growth potential. Leveraging on the country’s unique cultural identity as well as contemporary creativity and branded experiences, Chinese cultural IP are poised to reshape global consumption and lifestyle trends.