In recent years, many domestic trendy products have become global bestsellers, favored by overseas consumers, and have become a new highlight of China's foreign trade exports. On October 13th, the General Administration of Customs announced at a press conference of the State Council Information Office that in the first three quarters of 2025, China's exports of holiday supplies, dolls, and animal shaped toys exceeded 50 billion yuan, sold to more than 200 countries and regions around the world, many of which are domestic trendy products. Wang Jun, Deputy Director General of the General Administration of Customs, stated that these products have become popular worldwide, reflecting the influence of traditional Chinese culture, showcasing the creativity of foreign trade enterprises, and relying on the hard power of Chinese manufacturing. IP has become the core competitiveness. From "OEM workshop" to "IP origin", from "OEM profit" to "brand premium", China ChaoPlay has completed its identity transition in just a few years. Wang Jun said that during the Mid Autumn Festival, China-Chic lanterns and bamboo bunnies gathered numerous fans overseas. The well-known blind box figurines, model figurines, etc., integrate cultural connotations and brand values, and are all original Chinese IP trendy toys. Toy companies have utilized 3D printing technology to compress the development cycle of new products from 15 days to 3 days, achieving a transition from leading in scale to leading in strength. The outbreak of trendy toy exports is not accidental. An insider told the reporter: "China Chaoplay has broken through the cultural and geographical boundaries through its unique product design, omni channel sales network and international strategy." Take Bubble Mart International Group Co., Ltd. (hereinafter referred to as "Bubble Mart") as an example. It and the Louvre jointly launched LABUBU refrigerator stickers. Tourists even need to queue up hours in advance to buy limited products; In addition, the Singapore Merlion version of LABUBU is also difficult to find, which confirms the market penetration of "culture+creativity". It is worth noting that the underlying logic of trendy games' "going global" lies in the reconstruction of IP competitiveness. As the core competitiveness of the trendy gaming industry, IP's value has surpassed simple image symbols. ”Zhang Yi, CEO of Guangzhou iMedia Shuju Information Consulting Co., Ltd., told reporters that successful IPs can build emotional resonance bonds and transform cultural connotations into consumer drivers. For example, Pop Mart has achieved high premiums and user stickiness through independent IP development. At present, the leading enterprises are extending the IP life cycle through cross-border linkages such as film, television and games. This ecological layout of "culture+industry" will become the key fulcrum for China ChaoPlay to continue to break the global market. In recent years, the trendy toy market has grown rapidly as trendy toy companies accelerate their "going global" efforts. According to Frost&Sullivan data, from 2015 to 2024, the global trendy toy market grew from 8.7 billion yuan to 44.8 billion yuan, with a compound annual growth rate of nearly 23%. During this period, the trendy toy market, including Europe, America, Japan, South Korea, and China, grew rapidly. Nowadays, North America, Europe, and China have become the top three markets in the world, while the growth rate of emerging markets such as Southeast Asia and Eastern Europe has been accelerating in recent years. In this context, "going to sea" has become a "must answer" for Chinese fashion enterprises. In the first half of 2025, Pop Mart will open stores in Cambridge, UK, Bali, Indonesia, and other places. As of the end of June, Pop Mart has established 571 stores in 18 countries worldwide; TOP TOY, a trendy toy brand under Mingchuang Youpin Co., Ltd., is accelerating its overseas store opening. Previously, TOPTOY founder Sun Wenyuan publicly revealed that the company's strategic deployment this year is to open stores in 5 to 6 countries overseas. In terms of performance, Bubble Mart's overseas market revenue reached 5.59 billion yuan in the first half of 2025, accounting for 40.3% of the total revenue. The revenue in the Americas market surged by 1142.3% year-on-year, and the number of stores expanded from 10 to 41. The growth rate of online channels reached 1977.4%. In the first half of 2025, China Bruker Holdings Limited's revenue in overseas markets increased by 898.6% year-on-year to 111 million yuan. Almost all the trendy toy companies they have encountered have included 'going global' on their next agenda. ”An industry analyst who declined to be named told reporters. In his view, China Chaoplay has reached the "full level" in both the supply chain and the creative end, and can cut into overseas shelves without gaps, so that the world can see the oriental imagination of a hundred flowers blooming. However, intellectual property protection should not be ignored while China Chaoplay is "sailing". Taking the globally popular LABUBU as an example, Wang Jun revealed that since the beginning of this year, customs across the country have intercepted 1.83 million LABUBU products suspected of infringement. Next, the national customs will continue to do a good job in intellectual property customs protection, serve the innovative development of enterprises, continuously optimize the cross-border trade business environment, implement customs clearance facilitation measures, and provide guarantees for the efficient and smooth delivery of these hot selling products to global consumers. ”Wang Jun said. Trendy games' going global ', IP is both the soul and asset. To protect, we need to first upgrade our perspective, register original narratives as a global language, and then use continuous innovation to increase the cost of imitation, making cultural identity the strongest moat. Only through system layout can we safeguard the long-term value-added of IP and brand voyage with the dual barriers of law and culture. ”Zhang Yi stated. (New Society)