潮玩符号建构

在互联网与电子商务迅猛发展的当下，消费文化发生深刻变革，Labubu作为潮流玩具在电商平台异军突起，成为备受关注的文化现象。本研究以Labubu网络热潮为切入点，运用符号消费理论，剖析其在电商平台爆火的背后机制，探讨符号消费在这一现象中所扮演的角色，并对其中存在的迷思与问题进行批判性审视。Labubu的爆火源于其独特的符号构建，包括“丑萌”的形象设计、神秘的品牌故事以及多元的联名合作，这些元素使其成为个性、潮流、社交等符号的载体。在电商平台的助力下，社交传播与身份认同、情绪价值与心理满足、营销策略与商业推动等因素进一步驱动了Labubu的符号消费。然而，这一过程中也出现了价值虚高与泡沫化、消费的非理性与冲动性、符号的同质化与浅表化等迷思。基于此，本研究提出消费者应树立理性消费观，关注产品实际价值和自身真实需求；潮玩行业应建立健全规范，加强自律，保护知识产权，抵制不正当竞争，以引导市场健康发展，推动符号消费向更理性、更具文化内涵的方向发展。

在全球消费市场中Labubu作为现象级潮玩IP，其凭借独特的设计与营销策略所引发的消费热潮已成为值得深入关注的文化消费现象。这一消费热潮的产生不仅依赖于品牌的官方营销策略，更得益于受众深度参与所形成的协同营销效应。因此，本文拟将“受众全过程参与”作为整体研究视角，将Labubu的营销链条划分为生产端、流通端、消费端三个环节，从而系统分析受众在不同环节中的参与方式及其对潮玩IP价值实现的具体作用。通过分析受众的全过程参与如何推动Labubu的商业价值增值与IP生命周期延长，来进一步揭示潮玩IP营销者与受众之间的价值共创路径，以期为其他IP提供可借鉴的营销策略与启示。

本文以泡泡玛特旗下LABUBU盲盒为研究对象，聚焦Z世代群体对该产品的购买动机与身份建构过程。首先分析Z世代“社交型消费”、“情绪价值优先”以及“追求个性化定制”的消费趋向，进而揭示其购买LABUBU的“情感、社交、符号”的消费动机，包括LABUBU视觉符号与盲盒机制带来的情感满足、圈层互动催生的社交需求、稀缺设计赋予的符号价值追求。最后从个体、群体、社会三个层面，阐释Z世代以LABUBU符号消费为中介，实现自我表达、圈层认同与文化自信建构的机制，为理解情绪经济时代Z世代符号消费逻辑提供参考。

本文基于网络符号消费视角，深入探讨“盲盒”在网络时代的身份认同和价值重构过程。从鲍德里亚的符号消费理论入手，分析了“盲盒”在网络环境中的传播机制、消费者行为以及文化价值的转变，盲盒经济承载着由盲盒、消费者、媒介共同建构的意义。探讨了消费者在网络符号消费过程中对“盲盒”的情感共鸣，以及消费者在此过程中自我认同、社会认同和身份认同的构建。研究发现商家通过对“盲盒”的神秘感和稀缺性进行夸大的病毒式营销，吸引消费者购买，在此过程中重塑了消费者的身份认同，但也导致“盲盒”市场存在消费异化的问题。

本文从符号情感消费的视角出发，探讨了Z世代对盲盒热现象的消费行为。盲盒作为一种充满不确定性和惊喜感的消费形式，符合Z世代对个性化、自我表达和情感认同的需求。盲盒市场也面临过度营销、同质化产品和消费者权益问题，针对这些问题，本文提出了一些促进盲盒市场健康发展的策略，以满足消费者多元化的需求，推动这一新兴消费形式的健康成长。

在电商蓬勃发展的当下，本研究基于使用与满足理论、鲍德里亚符号消费理论，采用混合研究方法，结合电商平台消费数据与典型案例，解析Z世代(1995~2009年出生)在电商场景中的文化消费逻辑。基于“情感需求–符号实践–平台互构”分析框架，研究发现，Z世代通过电商平台实现“情感陪伴”“情绪管理”“价值确认”的消费实践，其行为受“个性展演–群体认同–价值共鸣”三重情感逻辑驱动，且与电商平台形成深度互构。未来电商平台需以情感算法优化内容生态、以沉浸式交互增强体验价值、以社群共创构建文化认同，为数字文化产业创新提供路径参考。

随着游戏产业的全球化发展，如何有效减少文化折扣成为亟待解决的问题。本研究以《原神》为例，从符号学视角探讨游戏产业减少文化折扣的策略。研究发现，《原神》通过创新性的视觉、听觉和叙事符号设计，构建了一套兼具文化特色与全球认同的符号体系。在传播路径上，通过本地化、全球化和互动策略的有机结合，实现了文化符号的有效传播。研究认为，游戏产业应在文化符号的巧妙运用、叙事策略的优化和传播路径的拓展等方面进行创新，构建多元化的传播矩阵。这些发现为数字文化产品的跨文化传播提供了新的理论视角和实践启示。

在国潮品牌同质化危机与文化消费升级的双重背景下，本文提出东方美学意蕴驱动的品牌形象构建新范式。研究揭示：当前国潮品牌陷入视觉符号堆砌的困境，本质源于文化价值解码的缺失。通过解构东方美学中“自然之美”“生命之美”“器物之美”三大维度，论证传统文化基因向现代商业语言的转化路径——以“天人合一”重构空间体验，用“生生不息”激活代际传承，借“器以载道”创新产品设计。结合Songmont山下有松的实践案例，证实系统性文化转译可构建“美学–功能–情感”价值三角，显著提升品牌溢价能力与消费者忠诚度。研究为本土品牌突破同质化竞争、实现全球化文化输出提供了可操作的战略框架，指明国潮升级需从元素搬运转向价值生态系统的构建。

本论文基于消费异化理论与符号价值理论，深入分析了电商直播中盲盒经济的虚拟性特征、符号价值的构建及其带来的消费异化现象。通过分析发现，电商直播与盲盒经济的结合，利用数字技术创造出高度虚拟的消费场景，借助符号系统构建起特殊的价值体系，导致了消费者非理性的消费行为，最终陷入异化状态。该研究试图揭示这一新兴经济模式背后的深层矛盾，并引导盲盒经济的健康发展。

“谷子”不仅是ACGN的物理衍生品，而且是一套可随身携带、可被算法放大、可被他人凝视的身份装置。吃谷群体依据“符号学习–符号消费–符号自主呈现”的路径，通过谷子这一装置在虚拟与现实空间中完成自我认同与社会认同的整合。但是，谷子的消费狂欢也带来了群体极化、现实疏离等问题。基于此，出版业的二次元品牌应该通过增强陪伴属性、营造清朗的网络空间、线下搭建展演舞台来增强品牌与吃谷群体、吃谷群体彼此之间的身份认同，形成良性健康的吃谷文化。

棉娃娃发烧友圈作为一个关注焦点一致、情感活动实践相通的亚文化网络趣味团体，推动了其团体内部的互动盛典。这一圈层随着棉花娃娃这一时尚产品的走红，逐渐被大众所重视。本研究聚焦于“豆瓣娃圈–棉花娃娃”社群，运用互动仪式链理论框架，通过深度参与观察法，深入剖析了网络趣缘社群——即豆瓣平台上专注于棉花娃娃的兴趣小组，其成员如何借助互动仪式构建共享情感空间，进而实现个体与集体心理身份认同的塑造过程。研究揭示，豆瓣娃圈作为平台，不仅为社群成员提供了广阔的互动舞台，还促进了信息交流与情感共鸣的深化。社群内部形成的规范体系，有效界定了群体边界，确保了内部生态的和谐稳定，排除了非成员的干扰，维护了社群文化的纯粹性。在这一过程中，成员间通过一系列精心设计的仪式性互动，如分享养娃心得、参与线上活动、共同庆祝特殊日子等，积累了丰富的“情感能量”，这种能量不仅增强了成员对自我身份的确认，也深化了对所属群体的归属感与认同感，从而强化了社群的内在凝聚力与向心力。

本文通过对现有的潮玩类别的视觉元素、艺术风格和设计理念进行深入分析，从国内外研究现状、风格研究、角色设计等多个方面探讨了玩具在不同维度表达上的独特性和创新性。研究采用了视觉分析和设计理论等方法，系统地剖析了不同潮玩如何通过独特的视觉语言和艺术风格吸引受众，塑造情感联结和文化意义。结果显示，潮玩不仅仅是一款产品，更是通过其独特的艺术设计和文化创新，成功地传递了特定主题和情感体验。本研究为理解潮玩IP在艺术设计和文化影响中的角色提供了理论探讨和实践指导，并以原创IP“寻迹001”为例，从情感性和叙事性的角度探讨如何设计一款潮玩IP形象。

在全球文化格局加速演变的当下，多元文明的交流与碰撞以更频繁的势态展开。近年来，随着《哪吒》《浪浪山小妖怪》和《黑神话：悟空》等兼具中国文化内核与国际审美表达的优质IP走向世界，中国文创的文化影响力在全球市场逐步释放影响力，为更多领域的IP“出海”创造了有利环境。本文以泡泡玛特旗下IP Labubu的全球成功为研究案例——该IP为华人艺术家龙家升原创，是由中国公司主导运营并实现全球化的文创IP，属于“中国IP”的典型实践形态。基于传播学情感传播理论及文化研究的跨文化适配理论，本文系统阐释“情感先于文化”“价值共创”的核心内涵：前者指以情感共鸣作为跨文化传播的优先触点，突破文化符号的认知壁垒，契合詹姆斯·凯瑞“传播的仪式观”中情感联结的核心要义；后者则强调IP运营中激活用户主体性，形成“品牌–用户”的协同创造机制，是对普拉哈拉德“价值共创”理论在文创领域的具象化延伸。在此基础上，本文深入剖析Labubu如何通过普世人设构建、UGC社群共创与全球化本地化运营，成功打破文化壁垒，其创新实践为传统文创IP提供了一种从“文化输出”到“价值共创”的转型可能。研究发现，Labubu所构建的“IP–社群–场景”传播生态与多层次价值体系，并非单纯的模式创新，而是通过情感传播理论的实践转化，为中国文化IP的出海提供了可操作的实践范式，这一研究既是对文创产业跨文化传播现有理论的补充与细化，也为中国文化在全球语境中实现深度融入与价值共享提供了具有探讨性的方向。

泡泡玛特旗下核心IP Labubu在国内外市场大获成功，该IP凭借其独特的怪萌视觉设计、开放式叙事以及成熟的电商运营体系，在中国市场引发了基于情感投射、社交分享与收藏消费的潮流现象。当Labubu进入国际市场，其作为一种无国界视觉符号受到了海外社群对其进行的自发性本土化改造。聚焦于电商经济的驱动机制与跨文化语境下的受众共创现象，文章通过对Labubu国内外成功动因的系统分析，以探讨其从线上营销到社群构建的整合路径，进而提炼出一套融合直接面向消费者模式、战略联名与粉丝共创的可推广商业模式，旨在为中国本土培育的潮流文化IP走向全球市场提供兼具理论启示与实践价值的参考。

随着电商时代的蓬勃发展，传统的营销模式已无法满足消费者日益增长的消费需求，情绪营销应运而生。情绪营销的核心在于将产品功能价值延伸为情感价值，通过持续的情感互动强化品牌与消费者的联结。本文以潮玩品牌泡泡玛特为案例，聚焦电商经济背景下的情绪营销实践路径，分析品牌连接艺术化IP设计与消费者的情感投射空间的方法。泡泡玛特借助盲盒机制激发消费者的情感参与，并利用社交媒体和电商平台形成情绪共鸣与社群认同。在电商环境中，有效的情绪营销可以平衡情感表达与产品真实性，从而在实现商业价值的同时，促进品牌的可持续发展。

本文分析“呆呆”猫形象的形成，探索“呆呆”猫形象设计与人的心理表现结合后的影响。结合木鱼形状设计出以猫咪尾巴为主要表现形态的“呆呆”猫潮流玩具形象，为玩具市场带来新亮点，吸引更多消费者的关注与喜爱。

盲盒作为Z世代潮流玩具的一种，一经上市就受到了消费者的追捧。实际上，盲盒经济中人们消费的不仅是盲盒作为玩具的物质属性，更多的消费者关注的是盲盒作为社交产品或情绪来源的符号意义。本文基于鲍德里亚的消费社会理论，分别从盲盒、消费者和社交媒介的角度讨论“盲盒热”现象产生的原因，分析盲盒本身具备的符号化因素，从消费心理角度拆解盲盒消费主体行为动因，考量社交媒介在盲盒经济中所发挥的作用，指出盲盒的符号意义是由盲盒、消费者和社交媒介三者共同构建的，并思考符号消费热潮下消费者购买盲盒行为异化的问题。

Under the background of the vigorous development of cultural and creative industries, IP co-branding has become a key means for enterprises to enhance brand value. POP MART, as a leader in the fashion industry, through IP cooperation, to establish a "trend cultural symbol" image. Based on the blind box co-branded by POP MART and animation and art IP during 2021-2024, this study applies Identity theory to female consumers aged 18-30 in first-tier cities, and analyzes the influence of IP co-branding strategy on the purchase frequency and premium payment willingness of target consumers during the new product launch season through a questionnaire survey. The study found that IP feelings, social media communication and social attributes significantly affect consumption behavior, and there are differences in consumption behavior at different income levels. IP co-branding strengthens identity through the construction of a cultural symbol system, and differentiated consumption behaviors reflect the deep differences in social capital acquisition and emotional compensation needs of different income groups, providing a theoretical basis for cultural enterprises to implement precision marketing.

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In recent years, the designer toy IP has achieved explosive growth based on the ' emotional connection ' series of marketing methods, forming a business culture phenomenon worthy of exploration. Based on this growth phenomenon, this paper explores the deep logic of the success of designer toy IP and the impact of emotional connections on consumption. By analyzing the marketing model and consumer behavior of designer toy IP, this paper explores the emotional connection mechanism and verifies the relationship between emotion and consumer decision-making. The results show that the success of designer toy IP is not only due to its artistic design, scarce attributes, and fashion play, but also to its deep motivation to establish strong emotional fetters with consumers through personification, community interaction, and an emotional projection mechanism. Consumers use designer toys to gain identity, emotional comfort, and social belonging, making IP an ' emotional container ' for personal memory and values. Therefore, this paper puts forward conclusions in clarifying the operation logic of emotional marketing of designer toy IP and explaining the role of emotion-driven consumption, and provides a key perspective for understanding contemporary consumer culture and emotion-driven business.

Within the global craze for blind boxes, Pop Mart, as the leading player in the blind box industry, has demonstrated how scarcity and storytelling can drive explosive consumer demand through its Naruto series and The Monsters series of blind boxes. This study integrates interdisciplinary approaches such as transmedia storytelling, co-branding, FOMO (Fear of Missing Out) scarcity effect, and Baudrillard's theory of symbolic consumption to uncover the underlying logic behind society's fascination with blind boxes. The aim is to assist toy brands driven by intellectual property (IP) in exploring a path that balances growth with sustainability. This study first conducts a case analysis of Pop Mart's product line, financial status, and community operations from 2023 to 2025, dissecting its value creation framework. Then reviews numerous academic articles and reports to reveal how factors such as symbolic consumption, impulse buying, FOMO, and perceived scarcity interact, and provides targeted suggestions based on these findings. The research results reveal three mechanisms. Firstly, cross-media expansion and co-branding integration introduce the narrative capital of blind boxes. Secondly, artificially created uncertainty triggers FOMO and perceived scarcity, leading to products selling out quickly while also driving transactions in the secondary market. Thirdly, both series of blind boxes shift consumers from functional consumption to symbolic value consumption. Based on the research findings, this paper recommends that the blind box industry make winning probabilities transparent, establish a blind box recycling mechanism, and incorporate more cross-media elements to solidify its symbolic value, thereby achieving long-term brand profitability.

  In the digital age, consumer behavior is increasingly shaped by symbolic, emotional, and identity-driven mechanisms rather than traditional utilitarian logic. This study explores how visual content, self-perception, and social media dynamics intersect to influence consumer decision-making in online environments. Drawing from Self-Concept Theory, Social Comparison Theory, and Visual Rhetoric Theory, the research adopts a qualitative, theory-informed methodology to analyze 100 curated visual media posts from platforms such as Instagram and TikTok. Using thematic analysis, visual semiotics, and document analysis, the study identifies four key psychological patterns: aspirational identity alignment, emotional resonance and aesthetic immersion, visualized social comparison, and authenticity-driven self-validation. Findings reveal that consumers engage with brand imagery not merely for functional evaluation, but as a means of identity expression, emotional fulfillment, and social positioning. The study proposes an integrative conceptual framework that models these interactions within a recursive feedback loop of digital consumer identity. By emphasizing the affective and interpretive nature of visual consumption, this research offers new insights for marketers, designers, and scholars seeking to understand and ethically engage contemporary consumers in the symbolic economy of social media.

: POPMART is a company that mainly offers trendy toys and uses the blind box model as its primary marketing approach. This study investigates the impact of POPMART's brand personality dimensions on consumers' purchase intention, focusing on six key traits: Sincerity, Excitement, Competence, Sophistication, Ruggedness, and Sociability. Using a quantitative approach, the research surveyed Generation Z consumers in Macau through a five-point Likert scale questionnaire. Multiple regression analysis was employed to examine the relationship between brand personality and purchase intention. The results reveal that Sincerity, Excitement, and Ruggedness significantly positively influence purchase intention, while Sociability exhibits a significant negative impact, potentially due to overemphasis on community-driven traits reducing the perceived exclusivity of collectible products. Competence and Sophistication, however, have no significant effect. These findings highlight the importance of emotional and symbolic brand attributes in shaping consumer behavior, particularly among youth-oriented demographics. The study not only enriches the theoretical understanding of brand personality in hedonic consumption contexts, particularly in the context of uncertainty-driven products like POPMART blind boxes, but also provides actionable insights for brand managers to strategically enhance purchase intention by prioritizing specific brand personality dimensions.

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No abstract available

As one of the pioneers and leaders of China’s trendy toy (trendy play) industry, POP MART focuses on the design, production, and sales of trendy play products. Its core positioning is the leader of trendy toy brands, focusing on the “blind box economy” and satisfying consumers’ psychological stimulation through mechanisms such as “drawing cards” and “unboxing”. According to statistics, among the post-95 consumer group, nearly 200,000 people spend more than 20,000 yuan each year on blind boxes, further proving the popularity of the blind box economy. This study takes the premium phenomenon of Pop Mart’s Labubu series of trendy toys in the second-hand market as the starting point. It combines with the rapid growth of the trendy toy industry in recent years to conduct a deep analysis of its product design features, fan ecology, and market operation logic. By analyzing Labubu’s sales mechanism, Intellectual Property operation strategy, and consumer psychological motivation, it reveals the supply and demand contradictions, cultural symbol value, and second-hand market ecology behind its premium, thus providing a typical case and theoretical support for understanding the premium mechanism in the blind box economy.

This essay examines whether Pop Marts market valuation aligns with its fundamental performance and long-term growth strategy. It benchmarks trailing and forward P/E multiples as well as the PEG ratio against global toy and collectible industry peers, and correlates these metrics with the companys revenue and EPS growth, margin expansion, inventory efficiency, and omnichannel scalability. The analysis also highlights key drivers of consumer engagement, including its affordable luxury positioning, the appeal of uncertainty and scarcity, identity expression, social validation via online sharing, and seamless online-to-offline experiences that foster repeat purchases. Strategically, the study reviews Pop Marts use of limited editions and collaborations, the blind-box model, omnichannel distributionincluding flagship stores, Robo Shops, and e-commerceas well as disciplined international expansion. Findings indicate strong top- and bottom-line growth accompanied by improving profitability. Scenario analysis links earnings trajectories and inventory turnover to forward valuation. Limitations include reliance on public disclosures and a lack of edition-level and cohort-based data, pointing to avenues for future research.

This article, using Pop Mart's launch of the new Labubu collection as an example, explores the formation and bursting of stock price bubbles driven by artificial scarcity narratives in the fashion industry. Employing an event study approach, this article examines the market's response to two events: a new product launch and a subsequent restock. Results reveal a short-lived bubble following the launch, characterized by significant stock price gains within three days. In contrast, restocking events that revealed scarcity triggered an avalanche-like decline in stock prices. These findings highlight the inherent fragility of narrative-driven valuations, demonstrating the potential for collapse of models relying on artificial scarcity when the narrative collapses. This research highlights the speculative risks of the fashion toy industry and offers insights for investors and companies seeking guidance in sentiment-driven markets.

In recent years, the Chinese trendy toy market has experienced rapid growth, with Pop Mart becoming an industry leader through blind box strategies and IP operations, achieving exponential expansion. However, amidst intensifying market competition and evolving consumer demands, Pop Mart faces challenges such as short IP lifecycles and homogeneous competition. This study aims to systematically analyze Pop Mart's marketing strategies using the SWOT model, examining its strengths, weaknesses, opportunities, and threats, while proposing optimization recommendations. Regarding the research background, Pop Mart's transformation from a toy collection store to a trendy toy brand with a market value of hundreds of billions warrants in-depth analysis of its business model and innovative marketing strategies. Current research predominantly focuses on its success stories, with relatively insufficient exploration of potential risks and improvement pathways. This paper reveals Pop Mart's gaps in IP depth and user emotional connection by comparing its operations with international IP giants like Disney, and proposes transformation strategies based on new media environments and consumption trends. Methodologically, this study employs a combination of case analysis and the SWOT model, examining Pop Mart's development trajectory, market competition landscape, and user behavior characteristics to identify its core competencies and potential risks. The research significance lies in providing theoretical support for Pop Mart's strategic adjustments while offering valuable insights for the sustainable development of the trendy toy industry.

Nowadays, a designer toy is achieving widespread popularity all over the world, and its revenue is experiencing a meteoric rise. This paper will conduct a more scientific and comprehensive analysis of the success factors of this product and the operation mechanism behind it from the customers point of view. Firstly, we summarize the factors from the previous research through the 4C theory, then we systematically argue the success factors through different theories, analyze the reasons behind them, and finally we analyze how the different factors affect each other through the consumer behavioral model to formulate a coherent marketing model. Ultimately, this paper concludes that Labubus success is not accidental, it is a successful case that demonstrates a precise alignment with consumer behavioral and psychological precision as well as today's social and market environment, making it a prime example of success in the designer toy industry.

The main research content of this paper is around the IP blind box toys of the POP MART brand and its core pop culture forms, and the main analysis object is the most popular and best-selling series of POP MART’s IP co-brands - Skullpanda trend toy IP series. And selected one of the hottest and most popular combinations of Skullpanda toys “Warmth” theme series toys. It mainly focuses on two research meanings and directions, the first is the insight into consumer behaviour and demand, and the second is the exploration of brand value and IP strategy. Text analysis and literature analysis are mainly used to explore the interactive relationship and performance between Skullpanda IP and consumers and explore the interaction and reaction among consumers by studying the comments on the posts of Little Red Book, the social media platform of Skullpanda Warmth series. It is found that the interactive relationship between POP MART Skullpanda warmth series IP and consumers has a highly sticky and positive state. In addition, the audience response from the warmth series text analysis also represents the value content and IP strategy of the POP MART brand, mainly including the strategic performance of “blind box +IP operation” which is characterized by satisfying the gambler’s psychology and curiosity mentality of the audience, as well as POP MART’s unique IP operation and brand emotion.

In recent years, with young people becoming the main consumers, consumption patterns in cities have begun to change, shifting from merely purchasing functional goods to a greater pursuit of emotional satisfaction and identity expression. Against this backdrop, Pop Mart's collectible toys and blind boxes have rapidly gained popularity. This paper focuses on this phenomenon, aiming to explore why Pop Mart has stood out in the emerging consumer culture and its economic impact. The purpose of this study is to explain the formation conditions of the collectible toy economy and understand the choice logic of young consumers. The article employs methods such as literature review, case observation, and simple data comparison, relying mainly on industry public data and brand development materials. The research finds that the popularity of Pop Mart is not accidental; it relies on the excitement brought by blind boxes, the spread on social media platforms, and the emotional value of its serialized images to attract consumers. Meanwhile, the company's stable production system and marketing strategies have further promoted market expansion. Overall, Pop Mart reflects the dual demands of emotionality and sociality in contemporary youth consumption.

This single-case study focuses on how POP MART creates a high-engagement business environment by utilizing three interconnected pillars: original intellectual property production, immersive sales experiences and online brand communities. First, analyze the narrative diversity and visual coherence of major characters like Molly to show how character merchandising encourages Intellectual Property (IP) development. Second, using the experience-economy framework, describe the offline IP exhibition and POP LAND theme park by turning them into paid physical experiences that generate discussion online. Third, examine how online brand community function. Through crowdsourcing approaches, user-generated content (UGC) contributes new ideas for collaboration between industries while adding authenticity and emotional resonance. Integrating these findings, there are two strategic recommendations. To prevent IP homogenization, POP MART should actively collaborate with designers and fans to continuously nurture unique intellectual property. To reduce the possibility that blind boxes can become categorized as gambling in various countries, the company must create an anticipatory compliance framework, including data governance and probability disclosure. The study presents a roadmap for the internationalization of Chinese cultural intellectual property in the designer toy market and helps deepen leaders’ understanding of the flywheel of “content–experience–community”.

This study aims to examine the influence of hedonic motivation, visual appeal, and emotional appeal on purchase decisions for Pop Mart products, as well as to test the moderating role of influencers. A quantitative approach was employed using a survey of 200 Pop Mart consumers in Bali, and the data were analyzed using Partial Least Square (PLS). The findings indicate that hedonic motivation, visual appeal, and emotional appeal each have a positive and significant effect on purchase decisions. Hedonic motivation emerges as a dominant factor, driven by enjoyment, novelty, and emotional gratification. Visual appeal also contributes strongly, particularly through attractive colors and distinctive design elements. Emotional appeal further enhances purchase decisions by creating emotional connections, surprise elements, and personal experiences. However, influencers do not moderate the relationship between hedonic motivation or emotional appeal and purchase decisions, and the moderating effects were found to be insignificant. These results suggest that Pop Mart purchase decisions are shaped more by personal experiences and product aesthetics than by external promotional influences. Overall, the study highlights the crucial role of psychological and aesthetic factors in shaping consumer purchase decisions for collectible toy products such as Pop Mart.

Marketing thought has evolved substantially from a goods-centered perspective toward a service-centered view emphasizing intangible resources and value co-creation. The introduction of service-dominant logic marked a paradigmatic shift by redefining exchange as the application of specialized knowledge and skills rather than the transfer of tangible goods. In parallel, consumer culture theory emerged as a multidisciplinary framework that examines consumption as a culturally and socially embedded process shaped by meanings, identities, and marketplace structures. This paper conceptually integrates service-dominant logic and CCT by identifying value creation, specifically value-in-use, as the central intersection between the two perspectives. Drawing on the role of operant resources possessed by both firms and consumers, the study argues that service-dominant logic offers a managerial perspective on value co-creation, while CCT provides the consumer’s cultural and experiential viewpoint. By linking these perspectives, the paper develops a unified theoretical framework that enhances understanding of how value is co-created through service exchange within cultural contexts, thereby contributing to marketing theory and future research directions.

ABSTRACT Generating positive electronic word-of-mouth (eWOM) has become a goal of many advertisers, including many brands in the growing global market for luxury brands. To better understand factors related to the generation of eWOM in this market, a cross-cultural study investigating the factors associated with eWOM is conducted. Data was collected from two nations, Iran and the U.S. through an online questionnaire to examine whether consumers’ level of self-identification with global consumer culture (along with other factors) plays a key role in generating eWOM. Findings of this research are supportive of global consumer culture theory in that they suggest that there is a cross-national segment of luxury consumers who are influenced by similar factors both within the two countries and across the pooled sample from both countries. Specifically, we find that in addition to being exposed to global culture eWOM, materialistic and cosmopolitan, self-brand expression is important to this group and contributes to eWOM generation. Our findings suggest that appeals consistent with global consumer culture, can allow global luxury brands to enhance eWOM in a way such that these consumers help to promote their brands.

To establish the framework for the research of the value co-creation process in the retail sector, the study merges the Service Dominant Logic of Marketing (S-DL) and Consumer Culture Theory (CCT). S-DL is widely adopted, criticized, developed, and coupled with many disciplines on a global scale. This logic heavily relies on the concept of value co-creation (VCoC), which outlines the overarching objective of marketing interactions and partnerships. S-DL offers a framework for actors' actions and reactions when they collaborate to integrate resources with the intention of creating experiences. Further, thirty-eight interviews were conducted to find out the type of resources that are part of cocreated retail process. The study found out two main resources hard skills and soft skills. The largest frequencies scored was by soft skills. Further, hard skills got four sub themes. They are availability of the stock and on logging it on e-live, smooth operations, marketing research, evaluation and comparison with other brands, and good understanding and knowledge about the products they are selling. However, soft skills depicted thirteen sub themes. They are selling, vision, see the picture in long term, innovative people, adaptable, fresh ideas and new way of doing things, communication, build relation, judge the psychology of customer, creating value, experience to co-create value, try to build a good relationship, and honesty and integrity.

The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.

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The article discusses the issue of marketing as a dominant discourse and an ideology focused on promoting profit and sales in the contemporary world of consumption. Starting from Michel Foucault’s theory of discourse and the critical discourse analysis of Norman Fairclough and Ruth Wodak, the author considers the problem of the expansion of marketing discourse into the semiosphere of other discourses, such as feminist or religious discourse, as well as its two mechanisms: implantation and expanding. The paper also discusses issues related to consumer culture and its linguistic expression through metaphors of consumption, eating, profit and sales, which are implanted in discourses beyond the marketing sphere. In addition, the functioning of the brand and product as specific persuasive messages and at the same time manifestations of consumption culture are analyzed, as well the issue of narrative as a creator of the brand, which is understood here as a psychological asset of the customer.

This study explores the transformation of Thai amulets from sacred artifacts into lifestyle products, focusing on four key objectives: (1) examining the evolution of amulet designs influenced by trends, fashion, and consumer preferences; (2) analyzing marketing strategies, including branding, storytelling, and digital distribution; (3) understanding shifting consumer behaviors and expectations within broader cultural changes; and (4) evaluating government perspectives and policies balancing commodification and cultural preservation. A mixed-method approach integrates existential phenomenology and constructivist grounded theory to provide a nuanced understanding of this transformation. Data were collected through in-depth interviews with 25 participants, including designers, marketers, officials, and consumers; participant observation at amulet markets and on digital platforms like Facebook and TikTok; and document analysis of promotional materials and policies. The findings reveal significant evolution in amulet designs, incorporating minimalist aesthetics, luxury materials, and global fashion influences while retaining traditional motifs. Marketing strategies emphasize storytelling, celebrity endorsements, and social media engagement to reframe amulets as symbols of identity, cultural pride, and spiritual protection. Consumer behavior reflects a shift toward valuing amulets for aesthetic and status-related attributes, alongside spiritual meanings. Government agencies play a dual role in promoting amulets as cultural and economic assets while addressing concerns about preserving their sacredness. This research highlights the interplay between tradition, modernity, and market forces, offering insights into the commodification of cultural artifacts. Thai amulets exemplify how cultural heritage adapts to contemporary consumer demands while maintaining spiritual and cultural significance.

PurposeRapid globalization has continually promoted integration between different cultures. This study attempts to examine responses toward culture mixing based on spatial metaphor theory. Specifically, it focuses on power relationships to explore the impact of space image schemas on consumer attitudes. The boundary conditions of this effect, the significance of cultural symbols and the dominance trait are also analyzed.Design/methodology/approachThree experiments are conducted, and 567 participants are involved in this research. The data are analyzed using ANOVA and Process 213.FindingsThe results show that the relative vertical positions of cultural symbols significantly impact consumer attitudes toward culture mixing, and demonstrate that perceived cultural threat enhances ethnocentric tendencies. The data also indicate that individuals only express their distinct attitudes toward culture mixing when significant cultural symbols are presented, and only high-dominance individuals, who prefer to link vertical spatial metaphor with power relationships, are sensitive to vertical spatial metaphor.Originality/valueThis research highlights the underlying mechanism, encouraging ethnocentric tendencies among the young population in China. It extends work on the use of metaphorical concepts and contributes to the increasing literature on power in consumer behavior. Additionally, it generates useful suggestions for multinational entrepreneurs who want to facilitate symbolic localization.

There has been a growing interest among scholars and practitioners in cultural empowerment due to the importance of this subject. In this study, we aim to explore the connection between traditional cultural symbols and cultural identity, further estimating how two variables stimulate consumers’ emotional value to generate consumers’ purchase intention. Based on existing traditional cultural literature and the theory of planned behavior (TPB), we first proposed a research framework and then empirically tested the relationship among traditional culture symbols, cultural identity, emotional value, and consumers’ purchase intention. The survey data was tested using structural equation modeling (SEM) and the following conclusions were drawn. First, the cognition of traditional cultural symbols and cultural identity has a direct and significant impact on the emotional value thereby, eliciting consumers’ purchase intention. Second, traditional cultural symbols are directly and indirectly (i.e., through emotional value or cultural identity) positively associated with consumers’ purchase intention, also cultural identity is directly and indirectly (i.e., through emotional value) associated with consumer purchase intention. Finally, emotional values mediate the indirect effect of traditional culture and cultural identity on purchase intention, and cultural identity plays a moderating role between traditional cultural symbols and consumers’ purchase intention. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product design and suggesting relevant marketing strategies. The research results can provide valuable inspiration for promoting the sustainable development of the national tidal market and repeating consumers’ purchasing intentions.

With the development of digital media, the phenomenon of media dependency has become increasingly prominent in our daily lives. From the perspective of media dependency theory, this paper explores the impact of trendy toy consumers’ media use behavior on identity construction. Through in-depth interviews and media usage data analysis of multi-platform trendy toy users, the results show that trendy toy consumers who are highly dependent on media are more inclined to construct self-identity through media, thereby obtaining a sense of social belonging. The findings indicate that media dependency not only reshapes the mechanism of identity construction among trendy toy consumers, but also provides a new perspective for understanding the interaction between individuals and media in a digital society

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This paper takes the Salomon brand as a case study to systematically explore the evolution path of its brand strategy from function-oriented to cultural breakthrough marketing theory. Through literature review and case analysis, it is revealed that the function-oriented marketing theory takes technological innovation and product performance as the core, laying the foundation for Salomon's early market competitive advantage; the cultural-oriented marketing theory promotes the transformation of the brand to a lifestyle by integrating social culture and connecting with consumer emotions; the brand strategy transformation framework integrates the two and guides Salomon to achieve market expansion through cross-border cooperation and community building. The study shows that Salomon's strategic evolution from technology-driven to cultural narrative not only conforms to the transformation of consumer demand from functionality to emotion, but also reflects the dynamic development of marketing theory from resource-based to consumer culture theory. Its success provides practical inspiration for the strategic transformation of outdoor sports brands in the global market, but it is necessary to be vigilant about the challenge of balancing cultural adaptation and brand consistency. In the future, Salomon can optimize its cultural strategy through digital tools to continuously improve its market competitiveness.

This paper investigates the reshaping effect of cultural differences on consumer psychology in the globalization context, employing Hofstede’s cultural dimensions theory to analyze its influencing mechanisms. Research demonstrates that cultural differences profoundly impact consumer psychology through four pathways: needs, cognition, attitudes, and decision-making. For instance, needs in collectivist cultures are driven by group identity, high-context cultures rely on implicit information decoding, attitudes under interdependent self-construal are subject to social norms, and group decision-making prevails more in collectivist contexts. Case studies of Nintendo’s Animal Crossing: New Horizons and Riot Games’ League of Legends reveal their differentiated adaptation strategies across individualistic Western markets and collectivist Asian markets. These encompass personalized need fulfillment, achievement-oriented task design, community interaction enhancement, high-context symbolic embedding, localized festival symbolism, linguistic interaction adaptation, and dynamic content iteration, achieving comprehensive cultural integration that validates the effectiveness of cultural adaptation strategies. Enterprises should develop dynamic localization frameworks, excavate cultural archetypes, establish data-driven iteration mechanisms, and assemble multicultural teams to achieve precise alignment between global branding and local consumers’ cultural identity.