Affected by the general environment, the trendy play industry has shifted from accelerated expansion to a cooling-off period, and going overseas is becoming the choice of many trendy play brands. According to Ipsos data, as of the end of February 2023, the number of cutting-edge companies with the capital market as the vane and the key label of "cross-border going overseas" has reached 20, and the number of listed companies with overseas business as a growth highlight has reached hundreds. Including 52TOYS, MINISO, Bubble Mart and other enterprises.


In terms of how to play overseas, the company implements localization and focuses on differentiation, but for mature Japanese and European and American markets, local consumers pay more attention to the "creativity and playability" of toys, such as in the Japanese market , The cultural ecology is dominated by animation and games, cute and cute themes and styles can be seen everywhere, and those fresh and interesting products are more likely to attract their attention.


It has become a major trend for Chinese trendy games to go overseas, but it is also worth pondering how brands can explore in-depth localization and gain recognition from overseas consumers.