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POP MART Turns the Year of the Snake Into a Collectible Celebration
POP MART's "Wealthy Snake's New Year Celebration" is a 2025 film campaign released on January 23, 2025, built around the Lunar New Year and the Year of the Snake, using the brand's signature collectible characters to deliver a message of shared prosperity and incremental dreaming to its global fanbase.
The campaign centres on a single guiding idea: "Build your New Year dreams, one block at a time." That tagline frames aspiration not as a grand leap but as a steady, communal accumulation — a philosophy that mirrors the very act of collecting itself. By anchoring the New Year celebration to friendship and warmth, POP MART positions itself not merely as a retail services brand but as a custodian of meaningful shared experiences. The campaign's secondary line, "Join the fun with friends and share warm wishes for a joyful and prosperous year," reinforces this social dimension explicitly.
The film features an ensemble of POP MART's most recognisable intellectual properties: Dimoo, Molly, Labubu, Skullpanda, and Crybaby. Each character carries its own devoted collector community, and their collective appearance signals that this Chinese New Year campaign is designed to speak across the brand's full audience spectrum rather than targeting a single fan segment. The Wealthy Snake motif draws directly from traditional symbolism associated with the Year of the Snake — fortune, wisdom, and renewal — giving the campaign a cultural grounding that extends well beyond POP MART's core product catalogue. A physical retail activation at Jewel Changi Airport in January 2025 accompanied the film, connecting the digital narrative to an in-store collectible experience. The campaign carries a Clapboard Score of 70 out of 100, reflecting strong cultural alignment and character integration against a backdrop of limited documented performance data.
POP MART occupies a distinctive position in the global collectibles landscape. Founded in Beijing in 2010 as a trend-lifestyle retailer, the brand pivoted decisively toward designer toys after encountering strong consumer demand for Sonny Angel products in 2015, according to reporting by China Briefing. That pivot established the character-IP model that now defines the company's entire commercial identity. The Wealthy Snake's New Year Celebration campaign is a direct expression of that model applied to one of the most commercially significant cultural moments in the Asian retail calendar.
The strategic insight driving the campaign is straightforward and well-tested: Lunar New Year creates a natural purchase occasion for gift-giving, self-reward, and communal celebration, and collectible objects carry inherent symbolic weight as vessels of good fortune. By deploying characters like Dimoo — associated with artist Ayan Deng, per Wikipedia — and Molly — created by Hong Kong artist Kenny Wong, whose partnership with POP MART dates to approximately 2016, according to Career Comms — alongside the newer Labubu from artist Kasing Lung, the brand activates multiple fan communities simultaneously during a single high-attention window.
The competitive context matters here. In the designer-toy and art-toy segment, POP MART competes with brands including Funko, whose Pop! vinyl figures command broad Western retail shelf space, and Medicom Toy, whose BE@RBRICK line attracts a premium collector audience. POP MART's differentiation lies in its blind-box mechanics and IP depth. The global art-toy market is estimated at between $11.4 billion and $13.2 billion as of 2025, with a compound annual growth rate of between 8.5 and 10.8 percent through 2034, according to MarketIntelo. Within that expanding market, POP MART's 2025 revenue was estimated at approximately RMB 37.12 billion, representing growth of 184.7 percent year over year, as reported by News Futunn. A Chinese New Year campaign reaching the brand's existing fanbase during peak gifting season is therefore not incidental — it is structurally central to POP MART's revenue calendar.
The "Wealthy Snake's New Year Celebration" campaign takes the form of a single film asset, published on January 23, 2025. Production credits for Wealthy Snake's New Year Celebration are not publicly documented, and no director, creative director, or production company is identified in available records. The agency behind the campaign has not been disclosed.
What the creative record does confirm is the tonal and visual strategy at work. The campaign leans into the aesthetic language POP MART has cultivated across its character universe: rounded forms, warm colour palettes associated with celebration, and the kind of playful visual world-building that invites audiences to project emotion onto non-human figures. The "one block at a time" construction metaphor is a considered creative choice — it evokes tactile, physical accumulation in a way that resonates with a collector audience already predisposed to understanding value through incremental acquisition.
The ensemble cast of characters — Dimoo, Molly, Labubu, Skullpanda, and Crybaby — functions as a creative device that simultaneously rewards existing fans and signals breadth to new audiences. Labubu, created by Belgian-Chinese artist Kasing Lung in 2015 with POP MART partnering formally in 2019 according to Wikipedia, has become one of the brand's most culturally visible properties in recent years, lending the campaign additional reach beyond the core collector base. The snake motif, rendered through POP MART's signature character design sensibility, translates traditional Chinese New Year iconography into the brand's proprietary visual language rather than reproducing generic festive imagery. The Jewel Changi Airport retail activation, which accompanied the film in January 2025, extended the creative idea into physical space, giving the campaign a tangible dimension that pure digital storytelling cannot replicate.
No verified performance data for Wealthy Snake's New Year Celebration is publicly available. No campaign-specific sales lift, market-share movement, conversion metrics, or social engagement figures have been independently documented. The campaign has not appeared in award shortlists across Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or the WARC Awards.
Structural analysis, however, points to meaningful effectiveness indicators. The campaign deploys five established intellectual properties in a single creative asset, compressing the brand's full character portfolio into one Lunar New Year moment — a strategy that maximises relevance across distinct fan communities without requiring separate campaign investments. The timing is precise: publication on January 23, 2025, placed the film in the market during the period of heightened consumer attention preceding Chinese New Year celebrations.
The physical retail dimension at Jewel Changi Airport provides a measurable footfall opportunity that a film-only campaign would not generate. In the broader context of POP MART's commercial trajectory — the brand's revenue growth of 184.7 percent year over year, as reported by news.futunn.com, suggests a consumer base in active expansion — a culturally anchored celebration campaign serves both retention and acquisition functions. The Clapboard Score of 70 out of 100 reflects the campaign's coherent cultural positioning and strong character integration, tempered by the absence of documented creative awards or independently verified audience response data. For a brand operating in the growing global collectible-figures market, estimated at $14.8 billion as of 2025 according to DataIntelo, cultural fluency during peak seasonal moments is a compounding brand asset even when direct attribution remains difficult to establish.
Wealthy Snake's New Year Celebration is a 2025 film campaign by POP MART published on January 23, 2025. Built around the Lunar New Year and the Year of the Snake, it features characters including Dimoo, Molly, and Labubu, inviting audiences to build their New Year dreams one block at a time through shared celebration and friendship.
The campaign features five POP MART characters: Dimoo, Molly, Labubu, Skullpanda, and Crybaby. Each character carries its own collector community. Their collective appearance in a single Chinese New Year film allows POP MART to address its full fanbase simultaneously during one of the most significant retail gifting seasons of the year.
Molly was created by Hong Kong artist Kenny Wong, whose partnership with POP MART dates to approximately 2016, according to Career Comms. Labubu was created by Belgian-Chinese artist Kasing Lung in 2015, with POP MART entering a formal partnership with Lung in 2019, according to Wikipedia. Both characters are central to POP MART's IP portfolio.
A physical retail activation accompanied the film at Jewel Changi Airport in January 2025. This activation extended the campaign's creative idea into a tangible in-store collectible experience, connecting the film's themes of New Year celebration and prosperity directly to POP MART's retail services environment and its existing collector audience.
The Wealthy Snake's New Year Celebration campaign holds a Clapboard Score of 70 out of 100. The score reflects the campaign's strong cultural alignment with Lunar New Year symbolism and effective integration of POP MART's character portfolio, moderated by the absence of documented creative awards and independently verified audience performance data.
The campaign aligns directly with POP MART's IP-driven commercial model, deploying five established characters during Chinese New Year — a peak gifting season. POP MART's 2025 revenue was estimated at approximately RMB 37.12 billion, representing 184.7 percent year-over-year growth, as reported by news.futunn.com, underscoring how culturally anchored seasonal campaigns support the brand's expansion trajectory.
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