Chinese brands try out toys in Thailand to find next Labubu

Market serves as litmus test for success of new characters

20251104N Thai toys 1

Two shoppers show off purchases at a 52Toys location in Bangkok. (Photo by Kenya Akama) 

KENYA AKAMA

BANGKOK -- Chinese toy brands are rushing to enter Thailand in response to the popularity of characters such as Labubu from toy manufacturer Pop Mart, seeking a gauge for success as competition for the next craze heats up.

Sponsored Content

About Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.