Pop Mart Mania Sweeps Bordeaux: The Rise of ‘Blind Box’ Culture in France
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the new pop Mart boutique in downtown Bordeaux was met wiht overwhelming enthusiasm on Wednesday, September 10, as collectors and casual shoppers alike flocked to the first provincial location of the popular Chinese brand.The frenzy highlights the growing appeal of “blind box” collectibles and the broader “kawaii” culture in France, even as some customers expressed frustration with long wait times.
A Provincial Debut Marked by Long Lines and High Demand
While demonstrations unfolded elsewhere in Bordeaux, a different kind of scene captivated onlookers on Rue Sainte-Catherine: an extensive queue stretching outside the newly opened Pop mart store. The boutique offers a range of collectible figurines from pop culture franchises, marking the brand’s first expansion beyond the Paris region, where it already operates six locations.
The initial response was immediate,though not without its drawbacks.Social media and online reviews quickly filled with complaints about the lengthy wait times.”A disproportionate expectation, the first customers who returned took 1 hour to go out,” one review read. Another customer noted, “In three hours, pop Mart is not even able to take 100 people,” while a third lamented waiting as 8 a.m. and still being outside the store by 11 a.m.
Despite the congestion, the atmosphere remained largely positive. “It was worth the wait!” one customer exclaimed on social media.
The Labubu Phenomenon and Celebrity Endorsements
The character Labubu is particularly prominent, having gained significant traction after Blackpink’s Jennie was photographed with a Labubu keychain in April 2024, sparking a surge in demand across Southeast Asia. Subsequent endorsements from celebrities like Rihanna and Dua Lipa have further amplified the brand’s reach.
The Allure of the ‘Blind box’ and Resale Markets
Founded in 2010 by Wang Ning, Pop Mart revolutionized the collectible toy market with its “blind boxes” – sealed packages containing a random figurine. The inclusion of rare “secret” models within each series fuels the desire to collect and trade, driving up demand.
“On the first day of opening the store in Bordeaux, we saw people leaving with filled bags. We certainly know that it is indeed to make purchase-revenue on rare parts,” one employee observed, referring to the practice of buying multiple boxes in hopes of finding valuable items to resell.
Pop Mart is actively working to mitigate this practice, according to Zhao, by “setting up purchase limits during the launching and restoration of highly sought-after products, organizing draws for the most requested items and multiplying restocking in order to reduce rarity.” A panel displaying purchase limits was visible at the store’s entrance. “Some came for the first time and returned a few hours later with different clothes. But we didn’t get fooled,” a saleswoman added.
Rapid Growth and Aspiring Targets
The opening in Bordeaux underscores Pop Mart’s growing success in France. the company has experienced a 200% increase in sales over the past year, with net profits soaring nearly 400%. Wang Ning has set an ambitious target of 20 billion yuan (approximately $2.8 billion) in revenue by 2025, and recently suggested that figure could reach 30 billion yuan ($4.2 billion).
Customers like Ludovic, a father who purchased two figurines for his four-year-old son, exemplify the brand’s broad appeal. “It’s madness Labu. With children, you can’t resist,” he said, adding that he himself is a fan of pop culture, having grown up with Pokémon and Yu-Gi-Oh. Another customer, Giane, a 22-year-old from Bordeaux, admitted the price of a keychain at 36 euros was “a little steep,” but ultimately found it “very beautiful.”
Pop Mart’s rapid expansion and devoted fanbase suggest that the “blind box” craze is here to stay, transforming the landscape of collectible toys and captivating a diverse audience in France and beyond.
