Labubu walked so Twinkle Twinkle could run

What happened Pop Mart’s “star people” IP, Twinkle Twinkle, is rapidly emerging as the company’s next flagship character, and is increasingly being viewed as a potential successor to Labubu, one of 2025’s viral hits. On Xiaohongshu (also known as RedNote), the hashtag referencing the character (#星星人) has 990.5 million impressions. Designed by illustrator Daxin in 2020, the rosy-cheeked plush toys are, according to Pop Mart, “a group of little stars, who together tell stories about courage, longing, and love. [...] Their flushed little faces look like both happy children and shy adults.” JPMorgan has described Twinkle Twinkle as Pop Mart’s breakout IP, having generated 389 million RMB ($55.7 million) in sales in the first half of 2025 alone, significantly outperforming comparable launches, including Pop Mart’s Crybaby, which achieved 71 million RMB ($10.2 million) in its first year, and Hirono at 90 million RMB ($12.9 million), as well as Miniso’s Yoyo, released September 2025, which had a first-year sales target of 40 million RMB ($5.7 million). The Twinkle Twinkle blind-box series routinely sells out within minutes both online and offline. A viral video circulated in Q4 2025 capturing shoppers in China rushing restocks and, in some cases, clearing entire cartons at once. On resale platforms, rare figures are trading at multiples of their original prices, echoing the speculative frenzy that is reminiscent of 2025’s Labubu hype. The dynamic is familiar: limited supply, blind-box mechanics, and an aesthetic that taps into nostalgia, and “healing” comforting culture. Launched globally on December 22, 2025, the Twinkle Twinkle collaboration with Heytea illustrated the IP’s popularity: On Xiaohongshu, #heyteatwinkletwinklecollab (喜茶星星人联名) has 13.5 million views, while #heyteatwinkletwinkle (喜茶星星人) has 28.7 million. Netizens are also documenting packed stores and long queues in Heytea stores worldwide. Pop Mart is also hosting a Molly’s Dessert House pop-up on Nanjing Road in Shanghai, open since October 2025. The hashtag Twinkletwinkleicecream (星星人冰淇淋) is also gaining traction, currently at 1.3 million views — reflecting the powerful combination of foodie treats and buzzy IP. Whether powered by cuteness, community, or controlled scarcity, Twinkle Twinkle’s trajectory suggests it may define China’s designer toy conversation well into 2026. The Jing Take Labubu fatigue may have emerged, but Pop Mart is set for another great year if Twinkle Twinkle’s recent performance continues. More than a breakout character, the joyous IP reinforces Pop Mart’s ability to incubate new franchises at scale, even as the blind-box category becomes more crowded and competitive. Its strong sell-through, resale premiums, and cross-category adaptability suggest Twinkle Twinkle is positioned as a platform IP that can travel across merchandise, accessories, and lifestyle collaborations. Hospitality collisions with popular IP draw crowds. Brands can take note of the factors driving that appeal: beyond the bag charm craze that’s still going strong, products that spark joy, represent viral internet trends and foster online consumer interaction are winning this year, as are limited-time-only collaborations. For Pop Mart, this momentum strengthens its core advantage built on scarcity, speed, and cultural timing. Limited releases and fast-turn collaborations keep the IP relevant, while social-first unboxing and restock frenzies transform distribution moments into viral events. This approach enables Pop Mart to compete for attention alongside fashion and lifestyle brands, not just within the collectibles segment. The Beijing-based corporation’s blind box model is a social media gem, which has evolved into a global engine of community. IP merchandise is the core product, and Twinkle Twinkle shows how quickly a well-timed character that sparks joy can become cultural currency. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Labubu walked so Twinkle Twinkle could run