Feature: Chinese creative brands gain ground in Europe

PARIS, Dec. 3 (Xinhua) -- The Carrousel du Louvre shopping mall is always bustling with shoppers in the afternoon. Near the entrance, people gather around the display shelves of a Pop Mart store, shaking and comparing colorful boxes, hoping to uncover the figurine they want.

Twenty-eight-year-old Noemie opened a box she had just bought and pulled out a Skullpanda figure. "It's creative, decorative and always full of surprises," she said. Like many young Europeans, she views the Chinese brand as "a distinctive presence" in the world of collectible toys.

Pop Mart's rise is part of a broader trend: the arrival of a new wave of Chinese creative retail brands in Europe that draw on global aesthetics and structured brand storytelling. Beyond traditional cultural motifs, these brands focus on designs that align with global consumer tastes.

BOOMING ASIAN POP CULTURE

Powered by the booming collectible toy market, Pop Mart has become one of the most prominent players in the field. Its signature character, Labubu, is now among the most sought-after vinyl figures in France. According to a survey by the French Institute of Public Opinion, about five million French actively collect figurines, with Labubu ranking third in popularity after Pokemon and Lego.

Social media has played a significant part in this growing trend. In France, platforms such as TikTok, RedNote and Instagram help spread the visual and narrative worlds behind these products. French media reported that Google searches for Pop Mart have significantly increased in recent years, indicating growing public interest.

The growing popularity of Asian pop culture is also benefiting retailers such as Chinese lifestyle retailer MINISO, known for its wide product range, creative designs and affordable prices. The brand has opened 25 stores since entering the French market in 2020. Its flagship store on Champs-Elysees, which opened in June 2024, set a new record for the company's highest single-day sales outside the Chinese mainland.

CREATIVE ECOSYSTEM OF CHINESE BRANDS

Pop Mart and MINISO exemplify a new generation of Chinese brands built on industrialized creative production and cohesive brand narratives designed to engage consumers.

Wu Shiwei, a professor at the Silk Road Business School in France, noted that this model relies not on low prices or traditional cultural symbols, but on regularly launching new products while telling a compelling brand story. "Together, these elements build a creative ecosystem that is difficult to replicate," he said.

Pop Mart advanced this approach through animation projects, a theme park and global collaborations with brands such as Coca-Cola and Uniqlo. MINISO, with a similar strategy, is supported by design offices around the world and collaborations with young French designers and artists. Themed collections and IP partnerships with Disney, Marvel and Sanrio further enriched the product experience.

Wu added that this combination of creative agility, efficient logistics and consistent storytelling gives Chinese brands a competitive edge in Europe, where consumers increasingly seek experiences that blend creativity, aesthetics and quality.

NEW IMAGE OF CHINESE BRANDS

The growing presence of Chinese brands in Europe reflects a deeper shift: China is no longer just "the world's factory," but is now presenting a distinctive Chinese flair.

"We have entered a stage where value is driven more by innovation, design and lifestyle presentation," Wu said.

This transformation, supported by development in automation, robotics and digital technologies, helps move the Chinese industry up the value chain and foster brands capable of establishing emotional connections with consumers.

Wu noted that Europe, with its well-developed fashion and cultural sectors, offers a diverse consumer base. Younger generations, in particular, are open to new aesthetic expressions, creating favorable conditions for the expansion of Chinese creative brands, he said. "The appreciation of art and beauty knows no borders."

Laurent Boillot, president of the Comite Colbert, a French luxury industry association, highlighted the growing momentum in design and creative exchanges between France and China.

"Everything starts with culture," he said, praising Chinese craftsmanship and the creativity of its younger generation.

Boillot noted that healthy competition between the two countries encourages the pursuit of "the beautiful, the good and the meaningful," which is especially valuable today. Enditem