Published on: 2026-06-03
Source: People’s Republic of China in Russian –
An important disclaimer is at the bottom of this article.
Since the opening of the first POP MART store in Berlin last year, it has consistently enjoyed popularity among visitors. The character Labubu, who became viral on local social networks, is especially in demand. In March of this year, the Chinese original sci-fi 3D animated series “Ling Cage” / “Soul Cage” (Season 2) entered the main competitive program of the International Animated Film Festival in Annecy (France), known as the “Animation Oscar.” This is the first Chinese sci-fi animated project to enter the main competitive program of this prestigious international film festival of class A.Chinese cultural IP products continue to conquer the European audience, especially the youth, becoming a cultural bridge and creating new platforms for cultural exchange between China and European countries.
Small figures awaken consumer interest
Why did the Labubu “forest elf” smog toy from China trigger a consumer boom in Europe? According to a PwC company report, almost 75% of young people in Germany aged 18 to 24 receive product information through social media platforms, and more than half of consumers make purchases influenced by blogger recommendations. Data from the German Toy Industry Association shows that IP toys account for about 28% of the German toy market, while demand for collectible toys is noticeably growing. These consumer habits create a strong foundation for the spread of Chinese cultural IP products in Europe.
Foreign mass media note that new generation Chinese fashion brands, represented by POP MART, continue to increase the international popularity of Chinese IP products, telling local stories and conveying a unique aesthetic. “These small figures from China carry the warmth of Chinese culture and evoke an emotional response and a desire for cultural connection among consumers worldwide.”
OOriginal works reveal the charm of Chinese culture
The popularity of Labubu is just one example of how Chinese cultural IP products are gaining popularity in Europe. Today, original projects in fields such as animated films and online games are also becoming an important driving force encouraging Europeans to learn more about China and develop an affinity for it. Chinese culture is increasingly entering European homes in a brighter and more vivid form.
In 2025, the animated film “Nezha Conquers the Dragon King” topped the global box office ratings for all animated films in history. Film critic Jonas noted that this film organically combines traditional Chinese cultural values with modern storytelling methods: it conveys the unique color of Eastern culture and simultaneously meets the aesthetic expectations of audiences worldwide. Thanks to this, European viewers can, during the screening, feel the depth of China’s cultural heritage.
Online games also serve as an important channel for promoting Chinese cultural IP products abroad. At the Gamescom 2025 exhibition in Cologne, Chinese games attracted great attention. The game “Black Myth: Wukong,” developed by Game Science studio, was presented for the first time as the main final trailer and became a new high-profile project in the series following “Black Myth: Wukong.”
The popularity of Chinese games also sparks a wave of interest in Chinese culture among European youth. The game “Genshin Impact” by the miHoYo studio incorporates elements of intangible cultural heritage, such as the vocal techniques of traditional Peking opera and the lion dance. These elements help develop the storyline and create an atmosphere, allowing European youth to experience the unique charm of Chinese culture through immersion in the gaming process.
The advantage of a complete production chain contributes to the development of the culture of IP products
The sustained success of Chinese cultural IP products abroad is not accidental. It became possible thanks to the formation of a new model for promoting Chinese cultural IP products in the international market, covering the entire chain: from design, production, and content creation to cultural integration and understanding of consumer psychology. Today, the young generation, gradually becoming the main consumer force in Europe, values not only the functionality of products but also their emotional value, cultural involvement, and social interaction.As noted by the German retail strategist Galia Bustani, Chinese companies, by introducing cultural IP products to foreign markets, achieve an “emotional resonance and cultural identification” with foreign consumers, precisely meeting the key needs of young people, which are expressed as “self-expression” and “emotional accompaniment.” This is exactly the key factor that allows Chinese cultural IP products to establish themselves and become popular in Europe.
The British magazine The Economist, in its article, emphasizes that innovations – from large AI models, electric cars, and drones to original games – are the key to China becoming increasingly “cool.” Élisabeth Malmsten, an analyst at the French research company Dash Management, notes that China is undergoing a “soft power transformation”: its products and cultural image are becoming increasingly popular among Western youth.The growing interest in Chinese cultural IP products in Europe is a vivid manifestation of this “soft power transformation” and gives a new impetus to cultural exchange and mutual enrichment between China and other countries.
Please note; this information is raw content, obtained directly from the source of the information. It represents an accurate report of what the source claims, and does not necessarily reflect the position of MIL-OSI or its clients.