Pop Mart Unveils Limited-Edition Labubu Refrigerators
Resale prices skyrocket even before official launch
Resale prices skyrocket even before official launch
Following the announcement that refrigerators featuring Labubu—Pop Mart’s beloved character from China—will soon hit the market, second-hand prices have already begun soaring.
Local Chinese media outlets reported on the 29th that Pop Mart plans to sell these Labubu-themed refrigerators for 5,999 yuan (approximately 1.3 million won) as part of its business expansion strategy.
Shortly after, listings appeared on Xianyu, a Chinese second-hand trading platform, offering the refrigerator for 10,000 yuan (around 2.17 million won)—nearly double the official retail price, even before the product’s official release.
Launch Details
Online sales begin at 10 PM on the 30th
Online sales begin at 10 PM on the 30th
This marks Pop Mart’s first venture into home appliances. The refrigerator comes in two versions: “Home” and “House of the Monsters.” Only 999 units will be manufactured globally, with each unit receiving a unique serial number.
As of the 28th, pre-orders for the “Home” version reached 18,000, while “House of Monsters” recorded over 16,000 reservations. Competition is fierce for these 999 limited-edition units.
Strategic Diversification
This launch represents Pop Mart’s broader effort to diversify revenue streams as growth in its core toy business slows down.
In March, Chairman and CEO Wang Ning announced plans to launch a line of IP-based small appliances, expanding the character franchise into everyday consumer goods.
Manufacturing is handled by Guangdong Xinbao Electrical Appliances Holdings, an OEM producer that makes products for brands like Morphy Richards. Through this partnership, various product lines including kettles, coffee machines, and personal care items are also planned.
Expanding Portfolio
By entering the home appliance market, Pop Mart continues to broaden its portfolio across jewelry, food and beverage, and offline retail sectors.
“Pop Pop,” an accessories specialty store, has opened in Beijing and Shanghai. Meanwhile, “Pop Bakery,” a dessert brand, has operated over 10 themed pop-up stores in major cities nationwide.
Last year, the company recorded revenue of 37.12 billion yuan (approximately 8.06 trillion won), up 184.7% year-over-year, largely thanks to its artist-driven IP portfolio. Among these franchises, 17 surpassed 100 million yuan in annual sales each, demonstrating the scalability of the content-driven model.