The 33rd APEC Economic Leaders' Meeting is set to open in Shenzhen. Notably, the "2025 APEC Leaders' Gyeongju Declaration" identified cultural and creative industries as a new driver of growth in the Asia-Pacific for the first time. Following this regional cooperation agenda, exhibitors at the Canton Fair are leveraging the well-established toy supply chain in the Guangdong-Hong Kong-Macao Greater Bay Area. By harnessing AI to fuel creative design and developing original IP, they are driving the upgrade of "Made in China" toward cultural and creative products that combine technological sophistication with cultural connotations.

Luo Yu, Marketing Manager of Dongguan Kunhong Plastic Products Co., Ltd., told reporters that the company has launched its own IP "Miiloo." Since design work began in early 2025, it has rolled out seven series and more than 60 products. Related products have ranked among the top three in sales at Walmart in the United States, and the company has held exclusive agency for well-known IPs in countries including the US and Russia.

"The toy industry supply chain in Guangdong is highly complete," said Cai Heng, sales and marketing director of Guangdong Shifeng Smart Technology Co., Ltd. ("Shifeng Smart"). "Our company mainly develops licensed products, and we have secured licenses for Disney, Pokémon and SpongeBob SquarePants. Our ODM (original design manufacturer) system is highly competitive. With reliable production capabilities, we can ensure product quality, which is visibly superior to that of ordinary products on the market. That gives us confidence."

Currently, Shifeng Smart's customers are primarily in Europe and the US, with coverage extending to Asia and the Middle East. Revenue this year has grown compared to last year. Cai Heng's sales department achieved 3 million US dollars in revenue last year and has already exceeded its target this year.

At the toy exhibition area of the Canton Fair, a row of Chinese-style plush toys inspired by pandas, the Four Treasures of the Study and roast goose quietly sat on display, attracting a number of buyers from Southeast Asia to stop and take a closer look. The products are part of "WDYO," a brand developed by Guangdong Hayidai Toys Co., Ltd..

Zhou Zihui, Channel Manager of the company, told reporters, "Our own-brand IP products began making a push into overseas markets last year. They have been particularly well-received in Southeast Asian markets with concentrated Chinese communities such as Malaysia, Singapore, and Thailand. They have already entered channels including MINISO and Watsons overseas stores. The shared cultural roots make it easier for local buyers and consumers to understand Chinese-style designs, lowering the barrier to acceptance.

抢抓APEC文创新机遇，广东玩具开启“文化+”出海新叙事

亚太经合组织（APEC）第三十三次领导人非正式会议即将在深圳启幕。值得一提的是，《2025年APEC领导人庆州宣言》首次将文化创意产业确立为亚太新增长动力。紧跟这一区域合作方向，广交会参展企业正依托粤港澳大湾区完备的玩具产业链根基，以AI技术激活创意设计、深耕原创IP打造，推动中国制造向兼具技术质感与文化内涵的文创产品升级。

东莞市堃鸿塑胶制品有限公司市场经理罗禹向记者介绍，企业已推出自有IP“Miiloo”，自2025年年初投入设计以来，共推出7个系列、60多款产品，相关产品在美国沃尔玛的销量已进入前三，在美国、俄罗斯等国已获知名IP的独家代理。

“整个广东的玩具产业链都非常完善。”广东实丰智能科技有限公司（以下简称“实丰智能”）销售与市场总监蔡桁表示：“我们公司主要做授权产品，拿到了迪士尼、宝可梦、海绵宝宝的授权，整个ODM（原始设计制造商）体系很有竞争力，由于生产能力有保证，我们的产品品质也肉眼可见地优于市面上普通产品，这是我们的底气。”

目前，实丰智能的客户以欧美为主，亚洲、中东也有覆盖。今年营收较去年实现增长，蔡桁所在的销售部门去年完成300万美元，今年已超额完成。　

在广交会玩具展区，一排以熊猫、文房四宝、烧鹅为原型的国风毛绒玩偶静静地摆放在展台上，吸引不少来自东南亚的采购商驻足了解。这是广东哈一代玩具股份有限公司（以下简称“哈一代玩具”）打造的“吾独友偶”自有品牌产品。

该公司渠道经理周子惠告诉记者，“我们的自有IP产品从去年开始发力海外市场，在马来西亚、新加坡、泰国这类华人聚居的东南亚市场反响更好，目前已经进入名创优品、屈臣氏海外门店等渠道。”同根同源的文化底色，让当地采购商和消费者更容易读懂国风设计，接受门槛相对更低。

文丨记者 黄婷 潘亮 扶贝贝
图丨记者 潘亮
翻译丨魏薇
审校丨曾敏