At Labubu and Beyond: Unpacking China’s New Consumer Trends, hosted on June 30 by the American Chamber of Commerce in Shanghai, one message came through clearly: long-term success depends on adaptability, emotional relevance and cultural fluency. We couldn’t help but feel these are the same principles behind The Better Way Forward (#betterwayforward), Thornehope’s 2025 company campaign based on positivity and our commitment to helping brands thrive in a fast-changing world.
In her AmCham presentation, Tianyue Cai, Senior Product Marketing Manager at Kantar Marketplace China, used the story of LABUBU to show how meaningful growth is built. LABUBU, a collectable toy from The Monsters series created by Hong Kong artist Kasing Lung and sold by Pop Mart, did not rise to fame by chance. Its growth followed a steady and intentional path: building awareness through core products, creating demand through scarcity and expanding reach through smart crossover collaborations. These principles reflect how we approach brand growth at THP.
We believe real impact comes from strategic creativity that maintains a global mindset while maintaining local insight. THP, as a global experiential marketing partner, crafting high-impact brand activations, works across five continents, with teams in Shanghai, New York, Dubai and beyond. Our role is to help brands engage diverse audiences through experiences that feel relevant, distinctive and inspired.
LABUBU’s rise also highlights the power of emotional space. With no fixed storyline or cultural identity, the character invited people to connect in their own way. Cai described this as the “art of blank space” — something we also value. At THP, we create room for brands to breathe, adapt and be interpreted across different cultural contexts.
Cai also explored the influence of pop culture. In 2024, when Thai rapper, singer and actress Lisa of BLACKPINK shared a photo with LABUBU, global interest spiked. Her mix of playful and high-end styling helped push the character into the mainstream. We understand the power of that kind of attention, and we also recognize the responsibility it brings. That’s why Stay Positive remains a core value at THP. It shapes how we meet challenges and maintain momentum in fast-moving environments.
What LABUBU reminds us is that with the right creative vision, strong partnerships and consistent execution, a brand can grow far beyond its original market. That is the mindset behind The Better Way Forward. It’s not just about doing more. It’s about doing better, with purpose, clarity and collaboration.
At THP, we help brands move forward with intention. We stay curious. We stay agile. And we stay committed to creating experiences that connect across cultures and deliver lasting value.
