Collectibles trend keeps climbing

Though Suplay did not offer the Forbidden City series at this year's convention, many US collectors inquired about products related to the Palace Museum — a sign of a strong overseas appetite for Chinese cultural intellectual properties, Li says.

In recent years, trendy and collectible Chinese toys have gained remarkable popularity worldwide, with numerous brands expanding their reach overseas, generating overwhelming enthusiasm both online and offline.

Pop Mart stands out as a prominent example of this global success. By the end of 2024, Pop Mart had expanded to over 30 countries and regions, operating more than 500 physical stores and over 2,300 robotic stores.

TOP TOY, another major player, now operates more than 280 stores worldwide and reported exports worth approximately 47 million yuan ($6.6 million) in 2024.

Hong Yong, an associate research fellow in the Ministry of Commerce's e-commerce research department, notes that with the rise of China's economy and the enhancement of its cultural influences, trendy toys have served as a vehicle for cultural dissemination, successfully integrating Chinese elements with modern trends and demonstrating unique charm.

Hong adds that the overseas popularity of Chinese brands not only boosts their international visibility and influence but also strengthens the domestic market in return, creating a positive feedback loop.

Suplay's entrepreneurial journey began with a creative reinterpretation of traditional culture.

"For our premium card brand Kakawow, we chose the Forbidden City as the first IP because it represents one deep cultural consensus among Chinese people," Li recalls.

Their debut series — totaling 300 boxes — sold out in just two weeks, giving the team enormous confidence.

In 2024, Kakawow launched its "Heritage" series priced at 6,990 yuan, which incorporated intangible cultural heritage techniques such as filigree inlay.

Among them, the Cup of Eternal Stability edition was made using 81 grams of pure gold.

"The market response exceeded all expectations," Li says.

"Ninety-six percent of our buyers are adults over 18, which proves there is significant demand for high-end collectible cards in China," she adds.

Inside Kakawow's creative studio in Beijing, the East and the West merge in imaginative ways. Mickey Mouse dons a traditional Tang-style robe embroidered with auspicious cloud motifs. Beasts from the roof of the Hall of Supreme Harmony leap across holographic card foil.

"This blending of traditions is not only visual, but also rooted in the precision of Chinese manufacturing," Li says.