The arrival of Chinese trendy toy IPs has introduced a new dimension to Thailand's toy market—affordable, high-quality collectibles that complement the country's thriving art toy culture, as noted by Kateyanin Jeeraphatchanakorn, Chief Marketing Officer of Thailand Pkn Inter Holding Public Company Limited, during the ongoing 15th China International Animation Copyright Fair being held from August 8 to 11 in Dongguan City.
Kateyanin cited the popularity of Chinese IPs Labubu, BabyThree, and Mr. Pa in Thailand. Unlike Thailand's traditional focus on limited-edition, handcrafted art toys, Chinese IPs provide accessible options for casual collectors, effectively addressing a gap in the market by offering mass-produced blind boxes and lifestyle-oriented products.
"Thai designers typically create high-end, niche pieces, while Chinese brands offer well-made, budget-friendly choices," Kateyanin explained. "This doesn't replace local art toys but expands the market to new audiences."
The trend has also reshaped consumer preferences, with Chinese IPs emerging as an alternative to pricier Japanese imports like Gundam. Many Thai buyers now appreciate Chinese designs alongside local and Japanese collectibles, she noted.
Inspired by this shift, Thai companies are exploring mass production to reach wider audiences. "We see the value in making our IPs more accessible while maintaining their artistic roots," Kateyanin added.
The result is a more diverse toy ecosystem in Thailand, where premium art toys and affordable collectibles coexist—each catering to different tastes and budgets.
Reporter | Huang Xinyi, Lin Yongjia (Intern)
Cameraman | Deng Yingheng, Huang Xinyi, Lin Yongjia (Intern)
Video Edit/Poster | Deng Yingheng
Editor | Hu Nan, James, Shen He
