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| Salutations, Olio aficionados! đź‘‹ | Welcome to the 112th edition of Weekly Olio. We're thrilled to introduce a fresh new twist to your Sundays: Publisher Parmesan, our hand-picked, thoughtfully crafted edition designed to spark inspiration and insights for the week ahead. | It's the perfect way to unwind, recharge, and prepare for the week with something truly worth savoring. | If you're new here and you're looking for more long-form, crispy writing, click the link to subscribe under this GIF 👇 | | | | | This edition of Publisher's Parmesan is brought to you by Nike. | Feel Your Best on the Field With Nike Kylian MbappĂ© Collection. | | Discover the Nike Kylian MbappĂ© collection, crafted for players ready to take their skills to the next level. Featuring standout styles like the Vapor and Superfly, these boots combine cutting-edge technology with eye-catching designs inspired by the pros. Experience the game-changing Air Zoom unit for explosive acceleration and a responsive touch, whether you're making that perfect through ball or striking from distance. Treat yourself to a fresh pair from the collection and dominate the pitch. You deserve to feel your best on the field. | Shop the Kylian MbappĂ© Collection. | | Pop Mart's Labubu Craze | In the world of collectibles, few brands have captured hearts and wallets as effectively as Pop Mart. Known for its blind boxes and quirky characters, the Chinese company has become a cultural phenomenon, particularly among Gen Z. Leading this charge is Labubu, a mischievous, "ugly-cute" character that has sparked a frenzy across Southeast Asia, most notably in Thailand. From keychains to themed stores, Labubu has become more than just a toy—it's a symbol of joy, community, and even status. | How did a small Beijing-based retailer grow into a global powerhouse generating billions in revenue? And what's behind the Labubu craze sweeping Thailand? This article dives into Pop Mart's innovative business model, the addictive allure of blind boxes, and the emotional connections that have fueled its meteoric rise. | | Pop Mart's genius lies in its blind box concept, where customers purchase a box without knowing which collectible they'll receive. The thrill of unboxing creates a mix of excitement and anticipation. The concept mimics the gamification strategies seen in online games, appealing to consumers' innate desire for novelty and the rush of a potential "jackpot." | If you don't get the figure you wanted, you're tempted to try again. If you do, you're compelled to complete the collection. It's an addictive cycle that keeps customers returning for more. And it works—Pop Mart's revenue reached a staggering 6.3 billion yuan in 2023, driven by its growing global fanbase. | Labubu: The "Ugly-Cute" Star | Among Pop Mart's many characters, Labubu stands out as a fan favorite. Designed by Hong Kong-based artist Casing Donkey, Labubu belongs to the Monsters series. Its "ugly-cute" charm has won hearts worldwide, but nowhere has it resonated more than in Thailand. | Across Bangkok, Labubu keychains dangle from bags, proudly displayed by fans of all ages. Thai social media has been abuzz with Labubu-related content, with over 365,000 TikTok comments in May 2024 alone—far surpassing engagement in other countries. | Labubu's meteoric rise in Thailand was cemented by Blackpink's Lisa, a Thai-born member of the global K-pop sensation. In April 2024, Lisa shared her Labubu "Macarons" series on Instagram, and fans quickly followed her lead, turning the little monster into a cultural icon. | |  | | monalalalisa.m | | Add a comment... |  |
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| Labubu's popularity in Thailand has transformed the country into Pop Mart's most successful overseas market. When the world's first Labubu-themed store opened at Mega Bangna, Southeast Asia's largest shopping center, it shattered records, earning RMB 10 million (USD 1.4 million) on its opening day. | Pop Mart's international sales surged to RMB 1.35 billion (USD 189 million) in the first half of 2024, with Southeast Asia contributing over 40% of that total. | | The Strategy Behind the Success | Pop Mart's success in Thailand is no accident. The company's strategy combines timing, celebrity endorsements, and a refined supply chain. The Thai market benefited from a post-pandemic tourism boom, Lisa's endorsement, and Pop Mart's ability to maintain steady product availability through weekly restocks. | This meticulous approach extends to local adaptations. For instance, in Bangkok, where traffic congestion is notorious, Pop Mart uses motorbikes and pushcarts to restock vending machines. | Despite its success, Pop Mart faces challenges. In 2022, its home market in China experienced "blind box fatigue," a risk the company must mitigate as it expands. Sustaining Labubu's momentum and replicating the Thai success story in other regions will require careful planning. | The Southeast Asian market offers unique advantages, with a young population and rising disposable income. However, competition is heating up. Brands like 52Toys and Top Toy are expanding aggressively, forcing Pop Mart to innovate continually. | | Save Yourself From Intoxicated Sleep | | Did you know that EMF exposure from your phone, Wi-Fi, and other electronic devices can significantly disrupt your sleep? Studies have shown that EMFs interfere with the body's natural circadian rhythms, leading to difficulty falling asleep, staying asleep, and achieving deep, restorative rest. Aires Tech offers a scientifically-backed solution designed to neutralize harmful EMFs and support optimal sleep quality. Start sleeping better and wake up feeling more refreshed with Aires Tech's advanced EMF protection solutions. | Learn More | | Beyond Collectibles: The Disney Ambition | Pop Mart has aspirations beyond blind boxes. The company aims to become "China's Disney," leveraging its characters for storytelling, gaming, and even theme parks. Its newly opened theme park in Beijing showcases its IPs in immersive settings, akin to Studio Ghibli's park in Japan. | Yet, Pop Mart must address a critical gap: storytelling. While Disney characters are deeply embedded in narratives that evoke nostalgia, Pop Mart's creations like Labubu are primarily visual icons. To achieve lasting emotional connections, Pop Mart may need to create movies, series, or other media that flesh out its characters. | | The Global Vision | Pop Mart's success in Southeast Asia is just the beginning. The company is expanding into North America, Europe, and other regions, with plans to open more stores and even a Vietnam-based production facility. | With strong foundations in creativity, exclusivity, and retail innovation, Pop Mart has already changed the collectibles industry. Whether it can evolve into a global cultural powerhouse like Disney remains to be seen. But for now, one thing is certain: the little monster Labubu is here to stay. | | | 2025 Prediction: A Surge of Self-Serve CTV Buyers | | Roku predicts that 2025 will be a breakthrough year for self-serve CTV advertising. Roku Ads Manager makes it easy to integrate CTV into your 2025 marketing mix. Easily segment your target audience, optimize campaigns in real-time, and drive conversions with interactive ad formats and shoppable ads with a Shopify integration. Roku Ads Manager makes CTV advertising accessible and impactful for businesses of any size. | Discover CTV performance on Roku | | | That's all for this week. If you enjoyed this edition, we'd really appreciate if you shared it with a friend, family member or colleague. | We'll be back in your inbox 2 PM IST next Sunday. Till then, have a productive week! | Peeyush and Mohit | Disclaimer: The views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organization, committee or other group or individual. |
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