Retail / news
Chinese Brands Like Pop Mart Win US Shoppers Despite Geopolitical Friction
Chinese consumer brands such as Pop Mart are gaining traction with American shoppers by cultivating a global image and targeting niche markets.
At Stoneridge Shopping Centre in Pleasanton, California, a vending machine stocked with Cry Me an Ocean plush toys drew scant attention from mall walkways, a quiet scene for a product with such a melancholic name. But across the country in Ithaca, New York, the same Chinese brand, Pop Mart, has ignited enthusiasm among Cornell University students, who founded a club specifically to pursue collaboration with the company.
Madeline Wang, founder of Cornell's newly formed Art and Business Club, said a significant number of students have signed up for the chance to work with Pop Mart. Wang noted that while blind-box retail has existed for decades, Pop Mart has pushed the concept "to another level," though she conceded that "most people" in the US might not be fans of its designs.
Pop Mart's strategy in the US includes placing automated "Robo Shop" vending machines in high-traffic locations, as seen in the California mall, allowing the brand to reach consumers without a full-store rollout. The approach reflects how Chinese brands are increasingly projecting a global image and zeroing in on specialized consumer segments to build followings abroad.
Despite rising geopolitical tensions, these tactics appear to be helping Chinese labels like Pop Mart thrive in the American market, leveraging creativity and niche appeal rather than competing purely on price.