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# Pop Mart's Labubu craze collapses as overseas sales plummet 70%
- URL: https://adjacent.media/signals/pop-marts-labubu-craze-collapses-as-overseas-sales-plummet-70/
- Published: 2026-11-08T23:14:00.000Z
- Updated: 2026-11-09T12:43:08.000Z
- Description: Pop Mart’s stock decline reflects how fast social-media-driven consumer cycles move. A toy that powered Chinese soft power ambitions across Paris, Milan, and New York in 2024 has lost momentum in less than two years: Americas sales are down 70% and influencer engagement has dropped sharply.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, attention economy, creator economy, platform dynamics

Source: [CNBC](https://www.cnbc.com/2026/10/28/labubu-pop-mart-third-quarter-earnings.html?ref=adjacent.media)

Part of: [Struggling brands fade or sell off](https://adjacent.media/trends/struggling-brands-fade-or-sell-off/) →

Pop Mart's stock decline reflects how fast social-media-driven consumer cycles move. A toy that powered Chinese soft power ambitions across Paris, Milan, and New York in 2024 has lost momentum in less than two years: Americas sales are down 70% and influencer engagement has dropped sharply. The company's pivot to Netflix collaborations suggests it is chasing cultural relevance through IP licensing instead of building organic collectibility. Virality-dependent business models lack durable competitive advantage once algorithm-driven demand fades.