In the first half of 2025, China's"bag charm economy" has seen explosive growth. Sales of plush bag charms on JD Supermarket surged by 164% year-on-year, while Pop Mart reported a staggering 1,276.2% increase in plush bag charm revenue, which accounted for 44.2% of its total revenue, overtaking its traditional figurine business for the first time.

From classic IP derivatives based on Disney, Sanrio, and other iconic characters, to local cultural creations featuring Lingnan lion dance and Cantonese opera makeup, and even original trendy toyswith strong characteristics, each bag charm has become a medium for Gen Z to convey emotions and express individuality.

Guangdong has emerged as the epicenter of China's trendy toy and bag charm industry, thanks to a convergence of multiple competitive advantages. Dongguan is home to over 4,000 toy manufacturers and nearly 1,500 supporting enterprises. The city produces around 85% of China's trendy toys and nearly one-quarter of the world's animation derivative products. Guangzhou hosts large-scale wholesale markets for plush fabric, ensuring the rapid supply of raw materials. In Foshan, leveraging its well-established hardware manufacturing sector, over 3,000 enterprises efficiently produce essential components like hooks and chains for bag charms. The regional synergy of these three cities forms a complete industrial chain, shortening production cycles to just 15–20 days, and delivering significant advantages in both scale and efficiency.

In terms of innovative design, Guangdong has gathered top trendy toy talents from across the country. One example is a company's release of a "Suede Lion Dance Bag Charm", which fuses traditional lion dance patterns with modern aesthetics. Upon release, it quickly gained popularity among consumers, demonstrating Guangdong's strong market competitiveness in the trendy toy sector.

Source:PEARL

“包挂经济”热度飙升，广东撬动千亿消费新蓝海

2025年上半年，“包挂经济”热度飙升：京东超市毛绒包挂销量同比增长164%，泡泡玛特毛绒包挂收入激增1276.2%，占总营收比重达44.2%，首次超越手办业务。

从迪士尼、三丽鸥等经典动漫IP衍生款，到融入岭南醒狮、粤剧脸谱元素的本土文创设计，再到充满个性表达的原创潮玩角色，每一款包挂都成了“Z世代”传递情绪、表达自我的载体。

广东能成为潮玩包挂产业的核心阵地，源于多重优势叠加。东莞拥有超4000家玩具生产企业、近1500家上下游配套企业，中国近85%的潮玩、全球近1/4的动漫衍生品产自这里；广州聚集多家毛绒面料批发大市场，可快速供应原料；佛山依托五金产业优势，3000多家企业能高效生产包挂所需的挂钩、链条等配件。三地协同构建完整产业链，将生产周期压缩至15-20天，规模与效率优势显著。

在创新设计上，广东汇聚了来自全国各地的大量潮玩设计精英。例如某企业推出的“醒狮绒面包挂”，以传统醒狮纹样结合现代审美设计，上市后迅速获得消费者青睐，印证了广东潮玩设计的市场竞争力。

文丨记者 彭纪宁
翻译｜钟佳
英文审校丨赵凡