海外门店大排长龙，泡泡玛特Labubu为什么这么火？

2025/5/31 2:02:14

近日，英国广播公司（BBC）发表了一篇文章，对泡泡玛特（P...

近日，英国广播公司（BBC）发表了一篇文章，对泡泡玛特（Pop Mart）旗下盲盒明星拉布布在全球范围内的迅速走红进行了深度剖析。拉布布的成功堪称中国软实力输出的典型案例。它有着别具一格的造型设计，还借助明星带货、社交媒体的病毒式传播，唤起了千禧一代的童年回忆。值得一提的是，包含拉布布在内的The Monsters系列IP，去年为泡泡玛特创造了超过30亿元的营收，利润实现了翻番，泡泡玛特还计划在2025年实现全球扩张。泡泡玛特自15年前成立以来，凭借独特的设计理念备受赞誉。它把购买玩具变成了一种时尚的鉴赏活动，在收藏者中大受欢迎。拉布布在线上常常售罄，线下店铺外也总是排起长队。那么，这个来自中国的小小玩偶，究竟凭借什么让全球消费者如此痴迷呢？第一次见到拉布布，大多数人的反应是：“又丑又可爱。”这一长着獠牙、毛茸茸的小精灵形象，出自香港艺术家龙家升（Kasing Lung）之手，灵感来自他童年阅读的欧洲妖精故事。Labubus are furry snaggletoothed gremlins, which are designed by Hong Kong-born artist Kasing Lung and sold by Chinese toy company Pop Mart.

拉布布基本以盲盒形式发售，开盒前谁也不知道里面是哪一款。正是这种不可预知的神秘感，让它在收藏圈火速蹿红。Labubus are also primarily sold in the blind box format, meaning customers never know what version they"ll get until they open them - a fact collectors have said adds to their appeal.拉布布真正从小众圈层破圈，离不开明星效应的加持。以时尚品味著称的歌手蕾哈娜（Rihanna）被拍到包包上挂着粉色拉布布，引爆了全球潮流爱好者的“同款”热潮。开箱视频在短视频平台上也是拉布布爆红的重要推手。视频博主詹姆斯·威尔士（James Welsh）就是其中一位典型玩家，他的拉布布拆盒视频非常受欢迎。观众们不仅想看新款，更想一同感受那一刻的惊喜与兴奋。詹姆斯形容这种体验：“这感觉就像打了一针多巴胺。对我们来说，就像买开心乐园餐——拆开才知道是什么玩具。”"You know it"s fun, it"s a dopamine hit", James says. "It"s gambling for some of us - kind of like a happy meal, you don"t know what toy you"re getting until you open it up."然而，对于千禧一代来说，拉布布不仅是潮流单品，更是一种情绪价值。许多受访者提到，拆盲盒让他们想起小时候收集宝可梦卡片、开神秘小玩具的快乐——那种简单、纯粹又充满期待的感受。博主们把自己拆开盲盒时的反应拍下来分享给粉丝。詹姆斯说，这种体验让人感到安慰，也能“暂时逃离现实”。It also makes the toy perfect for the world of social media, as creators can catch their genuine surprise on camera and share it with other fans - something James says provides comfort and "escapism from the real world".詹姆斯说第一次看到拉布布的时候觉得“它们又丑又可爱，有多少就想买多少，每种颜色都想要”。他认为：“对千禧一代而言，这些收藏品让人重返青春。”James says his first thought when he saw the one of the toys was, "they"re creepy but they"re also really cute and I need as many of them as I can get, I need them in every colour". The 36-year-old adds, "I think they provide some real escapism for millennials as it"s like reverting back to your youth with these toys and collectables."“它们就是一种表达自我的方式，不同角色能展现出不同的个性，点亮整体造型。时尚嘛，本来就该好玩点，别太当真，最重要的是能体现出你是谁。”詹姆斯说。"They"re a way to express who you are, you can show that through the different characters, which add a pop of colour and fashion is fun, it"s not serious at the end of the day, it"s reflective of who you are."综合来源：中国日报双语新闻 21世纪经济报道等