泡泡瑪特：中國潮玩是如何征服歐美年輕人的？

From Westfield Shopping Centre in London to Times Square in New York, POP MART's iconic blind box displays are everywhere. Founded in 2010, the company's blind box business model and meticulously crafted IP matrix have not only sparked a collecting frenzy in China but also successfully penetrated mainstream Western markets, becoming a cultural phenomenon embraced by Gen Z.

從倫敦的Westfield購物中心到紐約的時代廣場，泡泡瑪特的標誌性盲盒展示櫃隨處可見，泡泡瑪特（POP MART）創立於2010年，盲盒的商業模式和精心打造的IP矩陣，在國內掀起了收藏熱潮，更成功打入歐美主流市場，成為Z世代追捧的文化現象。

POP MART's explosive popularity in Europe and America can be attributed to its clever use of "variable rewards"—one of the most powerful drivers of human behavior. Neuroscientific research shows that when rewards appear unpredictably, the brain releases significantly higher levels of dopamine compared to receiving expected rewards. This physiological reaction is the scientific basis behind the "addictive" appeal of blind boxes.

泡泡瑪特在歐美市場的爆火，每個售價通常在8-12美元之間的盲盒，巧妙地利用了"可變獎勵"（Variable Reward）最強驅動力之一的人類行為。神經科學研究表明，當獎勵以不可預測的方式出現時，大腦分泌的多巴胺水平會比獲得預期獎勵時高出許多，這種生理反應正是盲盒令人"上癮"的科學基礎。

Typically, each POP MART series features 12 regular designs and one hidden variant, with the latter appearing at a mere 1/144 probability. At the brand's counters in London's Selfridges, it's common to see young people shaking and weighing the boxes, attempting to decipher subtle clues about their contents. This interactive process has itself become a crucial part of the consumer experience.

泡泡瑪特每個系列通常設定12個常規款加1個隱藏款，隱藏款的出現機率僅為1/144。在倫敦Selfridges百貨的泡泡瑪特專櫃前，常能看到年輕人反覆搖晃盒子、掂量重量，試圖通過細微線索"破解"盲盒內容，這種互動過程本身已成為消費體驗的重要部分。

In the age of social media, this mechanism naturally lends itself to viral spread. The #POPMART hashtag has garnered over 800 million views on TikTok, with users spontaneously sharing "unboxing" videos as a cultural phenomenon. NYU marketing professor Emily Zhang notes, "POP MART has successfully transformed physical product consumption into shareable digital social currency. Young people gain peer validation by showcasing rare figurines—a value exchange that resonates deeply with Gen Z."

在社交媒體時代，這種機制天然具備病毒傳播屬性。#POPMART標籤在TikTok上的瀏覽量已超過8億次，使用者自發分享"開箱"視訊成為一種文化現象。紐約大學市場行銷教授艾米麗·張分析指出："泡泡瑪特成功將實體產品消費轉化為可分享的數位化社交貨幣，年輕人通過展示稀有玩偶獲得圈層認同，這正是Z世代最看重的價值交換。"

Unlike traditional IPs like Disney or Marvel, which rely on complex narrative systems, POP MART's core IPs—such as Molly, DIMOO, and SKULLPANDA—mostly adopt a "no-background-story" strategy. Cambridge cultural studies scholar Thomas Lee observes, "In an era of information overload, blankness becomes the ultimate inclusivity. Characters without preset narratives allow each collector to project their own emotional stories."

與迪士尼、漫威等依賴複雜敘事體系的傳統IP不同，泡泡瑪特旗下核心IP如Molly、DIMOO、SKULLPANDA等大多採用"無背景設定"策略。劍橋大學文化研究學者托馬斯·李指出："在資訊過載時代，空白反而成為最大的包容性。沒有預設故事的角色，允許每個收藏者投射自己的情感敘事。"

Take Molly, the brand's most successful IP, as an example. This little girl with aqua-green eyes and a sassy expression has no official backstory, yet she has inspired countless interpretations among consumers.

以最成功的IP Molly為例，這個有著湖綠色眼睛和傲嬌表情的小女孩，官方從未給出詳細背景故事，卻在不同消費者心中衍生出無數種解讀。

Los Angeles-based illustrator Lisa, who has 23,000 Instagram followers, posts daily photos of Molly in different scenarios paired with her own mini-stories: "In my universe, Molly is a time-traveling tea master, with each outfit representing a parallel world she visits." This user-generated content (UGC) approach to IP co-creation significantly lowers the barrier to cultural adaptation.

洛杉磯的插畫師麗莎在Instagram上擁有2.3萬粉絲，她每天發佈Molly在不同場景中的照片並配以自創小故事："在我的宇宙裡，Molly是個穿越時空的茶藝師，每套服裝都代表她到訪的一個平行世界。"這種UGC（使用者生成內容）式的IP共建，極大降低了文化適應門檻。

For Western markets, POP MART has introduced more abstract and gender-neutral designs, such as the whimsically grotesque LABUBU series, which aligns perfectly with young Westerners' embrace of "weird aesthetic."

針對歐美市場，泡泡瑪特特別增加了更多抽象化、中性化的設計，如LABUBU系列中怪誕可愛的精靈形象，恰好契合了西方年輕人對"怪異美學"（Weird Aesthetic）的追捧。

"Collecting these figurines feels like building my own utopia—each character represents a fragment of my personality," said a 21-year-old NYU student who owns over 200 POP MART pieces. In a fragmented world, people crave small yet certain emotional anchors more than ever. And POP MART happens to provide exactly that—emotional value.

"收集這些玩偶就像在組建自己的理想國，每個角色都代表我性格的一部分。"人們比任何時候都更需要微小而確定的情感寄託。而泡泡瑪特，恰好為人們提供了情緒價值。 (每日英文晨讀)