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In the ever-evolving landscape of Chinese pop culture, certain characters capture the public imagination like wildfire. Just a year ago, Labubu—a mischievous, horned creature with a penchant for trouble—took the nation by storm, becoming a cultural phenomenon with auction prices reaching six figures and fans lining up for hours to get their hands on merchandise. Now, another character is rapidly rising through the ranks, captivating hearts and wallets across China: Twinkle Twinkle Stars, affectionately known as “星星人” (Xīngxīng Rén) in Mandarin.
This adorable, star-shaped character with a round red face and golden hood has already generated 380 million yuan ($52 million) in revenue in the first half of 2025, with products frequently selling out within minutes and reselling for 80% more on secondary markets. Could Twinkle Twinkle Stars be poised to become China’s next major IP sensation, following in Labubu’s footsteps? In this comprehensive guide, we’ll explore the rise of this charming character, its unique appeal, and why it might just be the next big thing in global pop culture.
The Labubu Phenomenon: Setting the Stage
To understand why Twinkle Twinkle Stars has the potential to become China’s next big IP, we must first look at the unprecedented success of Labubu. Designed by artist Long Jiasheng, Labubu emerged from the pages of a children’s book to become a cultural phenomenon, known for its “defect aesthetic”—a deliberate embrace of imperfection that resonated deeply with contemporary audiences.
Labubu’s rise to fame was nothing short of meteoric. In June 2025, a one-of-a-kind 131cm mint green Labubu fetched an astonishing 1.08 million yuan ($150,000) at auction. Earlier that year, the “Frontal High Energy” series sold out within minutes across China, sparking nationwide discussions about the character’s cultural significance.
What made Labubu so special? Its rebellious, mischievous nature stood in stark contrast to the cute, cuddly characters that dominated the market. With its sharp teeth, upright ears, and playful demeanor, Labubu represented a new kind of Chinese IP—one that embraced individuality and non-conformity. This “anti-cuteness” aesthetic struck a chord with young Chinese consumers, who saw in Labubu a reflection of their own desire to break free from societal expectations.
As Labubu’s star began to rise, it opened the door for other unconventional characters to find success in the Chinese market. And that’s where Twinkle Twinkle Stars comes in.
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Twinkle Twinkle Stars’ simple yet endearing design has captured the hearts of millions across China
The Birth of Twinkle Twinkle Stars
Twinkle Twinkle Stars was born not in a boardroom, but from the personal experiences of its creators. In 2020, during the height of the COVID-19 pandemic, 90s-born illustrator Da Xin and her collaborator A Li found themselves navigating a world filled with uncertainty and emotional upheaval. It was during this challenging time that they created the first Twinkle Twinkle Stars character, seeking to express emotions that were difficult to put into words.
The character made its debut in “Dream Island,” a series of picture books where it appeared as a “star envoy” who collects 思念 (sīniàn)—longing or yearning—from children’s dreams and delivers them to the people they miss. This gentle, compassionate role immediately endeared the character to readers, who found comfort in its ability to connect people through their emotions.
Da Xin later expanded the Twinkle Twinkle Stars universe with “100 Stories of Twinkle Twinkle Stars,” a collection of illustrations that explored various emotions and life experiences. Each story featured a different Twinkle Twinkle Star, each with its own unique personality and backstory, creating a rich, interconnected world that readers could immerse themselves in.
The character’s breakthrough came in 2024 when Pop Mart—China’s leading 潮玩 (cháowán) or trendy toy company—signed a deal with Da Xin to develop Twinkle Twinkle Stars into a full-fledged IP. This partnership marked the beginning of the character’s journey from a niche illustration to a mainstream cultural phenomenon.
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The dreamy, whimsical world of Twinkle Twinkle Stars has captured the imagination of fans worldwide
Design Philosophy: The Magic of “Heartbreak Cuteness”
At first glance, Twinkle Twinkle Stars appears to be a simple character: a golden, star-shaped figure with a round red face, wearing a pointed hood. But beneath this straightforward design lies a depth of meaning and emotion that has resonated with millions.
The character’s core philosophy is encapsulated in the phrase “Stars can’t shine without darkness,” which speaks to the idea that beauty and light often emerge from difficult or challenging experiences. This message of finding hope and positivity in the face of adversity has struck a chord with contemporary audiences, particularly young people navigating the complexities of modern life.
Da Xin has described Twinkle Twinkle Stars as embodying a “心碎萌” (xīnsuì méng) or “heartbreak cuteness” aesthetic—a term that perfectly captures the character’s ability to evoke both sadness and warmth simultaneously. The red cheeks, which the designer initially intended to represent shyness, have been interpreted by fans as the flushed face of a child who has been playing outside, adding to the character’s relatable, down-to-earth charm.
What makes Twinkle Twinkle Stars truly unique is its imperfection. Unlike many cartoon characters, which are designed to be flawless and idealized, Twinkle Twinkle Stars is intentionally portrayed as 有点 clumsy, 迷糊，and prone to making mistakes. This authenticity has endeared the character to fans, who see in it a reflection of their own humanity and vulnerabilities.
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The character’s design emphasizes warmth, innocence, and the beauty of imperfection
The Product Universe: From Blind Boxes to Lifestyle Goods
Since its acquisition by Pop Mart, Twinkle Twinkle Stars has expanded into a vast product universe that spans multiple categories, each designed to bring the character’s charm into everyday life.
Blind Boxes: The Gateway to Collecting
Like many successful IPs in China, Twinkle Twinkle Stars launched with a series of 盲盒 (mánghé) or blind boxes—sealed packages containing one of several possible figurines, with the specific character revealed only after purchase. The “We Are All Twinkle Twinkle Stars” series, released in August 2024, featured characters depicting various emotions and daily activities, from “dirty” and “crying” to “reading letters” and “traveling.”
The blind box format proved to be incredibly popular, with fans lining up for hours to complete their collections. The element of surprise, combined with the emotional resonance of the characters, created a collecting frenzy that quickly spread across social media.
Plush Toys: Comfort and Companionship
Building on the success of the blind boxes, Pop Mart expanded the Twinkle Twinkle Stars line to include 毛绒玩具 (máoróng wánjù) or plush toys in various sizes. These soft, cuddly versions of the character quickly became bestsellers, offering fans a tangible connection to the beloved IP.
The plush toys are available in different expressions and poses, allowing fans to choose the one that best matches their mood or personality. From small keychain-sized versions to large huggable companions, the plush collection has something for everyone.
Lifestyle Products: Integrating Twinkle Twinkle Stars into Daily Life
Recognizing the character’s broad appeal, Pop Mart has extended the Twinkle Twinkle Stars brand into a wide range of lifestyle products, including:
- Home Goods: Cushions, blankets, candles, and decorative items that bring the character’s warmth into living spaces
- Kitchenware: Mugs, bowls, and other dining accessories featuring the iconic star design
- Stationery: Notebooks, pens, and planners for fans who want to incorporate Twinkle Twinkle Stars into their daily routines
- Digital Accessories: Phone cases, AirPods covers, and other tech accessories that allow fans to showcase their love for the character on the go
Collaborative Projects: Expanding the Universe
Twinkle Twinkle Stars has also ventured into exciting collaborations with other brands, further expanding its reach and influence. Notably, the character partnered with Kiehl’s, a popular skincare brand, to create limited-edition gift sets that sold out within minutes of their release.
In addition to commercial collaborations, Twinkle Twinkle Stars has also been featured in various cultural events and installations. In September 2025, an 8-meter-tall Twinkle Twinkle Stars installation lit up the Bund in Shanghai as part of the International Light Festival, drawing crowds of fans and tourists alike.
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The blind box collection has been a major hit, with fans eagerly collecting different versions of the character
Comparing Twinkle Twinkle and Labubu
While both Twinkle Twinkle Stars and Labubu have achieved remarkable success in the Chinese IP market, they represent very different approaches to character design and storytelling. Understanding these differences can help shed light on why Twinkle Twinkle Stars has the potential to become an even bigger phenomenon.
Aesthetic Differences: From Rebellious to Compassionate
Labubu’s appeal lies in its rebellious, mischievous nature—a stark contrast to the cute, conformist characters that dominated the market. With its sharp teeth, upright ears, and playful demeanor, Labubu represented a new kind of Chinese IP that embraced non-conformity and individuality.
Twinkle Twinkle Stars, on the other hand, embodies a more gentle, compassionate aesthetic. Its round shape, soft features, and warm colors convey a sense of comfort and security, making it approachable and relatable to a broader audience. While Labubu appeals to those who identify with its rebellious spirit, Twinkle Twinkle Stars resonates with people seeking comfort, connection, and emotional support.
Emotional Resonance: From Defiance to Empathy
Both characters tap into deep emotional needs, but in different ways. Labubu’s “defect aesthetic” speaks to a desire to break free from societal expectations and embrace one’s unique qualities. This message of self-acceptance and individuality has resonated strongly with young Chinese consumers navigating a rapidly changing society.
Twinkle Twinkle Stars, however, focuses on empathy, connection, and emotional healing. Its origin story as a collector of 思念 (sīniàn)—longing or yearning—highlights the character’s ability to understand and validate complex emotions. In a world where many people feel isolated or disconnected, Twinkle Twinkle Stars offers a sense of companionship and understanding that is increasingly rare.
Market Appeal: From Niche to Mainstream
While Labubu has a dedicated fan base, its edgy, unconventional design may limit its appeal to certain segments of the market. Twinkle Twinkle Stars, with its universal themes of hope, connection, and emotional resilience, has the potential to reach a much broader audience, including children, parents, and people of all ages and backgrounds.
This broader appeal is reflected in the character’s sales performance. In just six months, Twinkle Twinkle Stars generated 380 million yuan ($52 million) in revenue, a remarkable achievement for a new IP. The character’s products consistently sell out, with resale prices often reaching 80% above retail value—a testament to its strong market demand.
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The plush toy collection has been incredibly popular, offering fans a tangible connection to the character
Why Twinkle Twinkle Is Poised for Global Success
The success of Twinkle Twinkle Stars in China is undeniable, but what sets this character apart from other popular IPs is its potential for global appeal. Several factors contribute to this promising outlook:
Universal Themes Transcend Cultural Boundaries
At its core, Twinkle Twinkle Stars explores themes of hope, connection, and emotional resilience—ideas that resonate with people across cultures and continents. The character’s message that “stars can’t shine without darkness” speaks to the universal human experience of overcoming challenges and finding light in difficult times.
This universality makes Twinkle Twinkle Stars easily adaptable to different cultural contexts, allowing it to connect with audiences around the world. Unlike some IPs that are deeply rooted in specific cultural traditions or references, Twinkle Twinkle Stars’ simple, heartfelt message has broad cross-cultural appeal.
The Rise of “Healing Culture” Globally
In recent years, there has been a growing global trend toward what might be called “healing culture”—a collective desire for comfort, connection, and emotional well-being in an increasingly complex and stressful world. This trend has manifested in various ways, from the popularity of mindfulness practices to the rise of cozy aesthetics like “hygge” in Denmark and “ikigai” in Japan.
Twinkle Twinkle Stars perfectly embodies this healing culture, offering a sense of comfort, companionship, and emotional support to its fans. As people around the world continue to seek out sources of positivity and connection, the character’s gentle, compassionate nature positions it well to become a global symbol of hope and resilience.
Pop Mart’s Global Distribution Network
Twinkle Twinkle Stars also benefits from Pop Mart’s extensive global distribution network, which spans over 20 countries and regions. Since its founding in 2010, Pop Mart has established a strong presence in major markets like the United States, Japan, South Korea, and Europe, with plans to expand further in the coming years.
This global reach gives Twinkle Twinkle Stars a significant advantage over other Chinese IPs, as it can leverage Pop Mart’s existing infrastructure to quickly enter new markets. The company’s experience with previous international successes, like Molly and Labubu, has also provided valuable insights into how to adapt Chinese IPs for global audiences.
The Growing Influence of Chinese Pop Culture
Finally, Twinkle Twinkle Stars’ global potential is enhanced by the growing influence of Chinese pop culture on the world stage. In recent years, Chinese films, music, and fashion have gained increasing recognition internationally, paving the way for Chinese IPs to find success beyond their home market.
This cultural shift is reflected in the rising popularity of Chinese-inspired aesthetics and themes in global media. As more people around the world become interested in Chinese culture, characters like Twinkle Twinkle Stars have an opportunity to introduce international audiences to Chinese values and perspectives in a accessible, engaging way.
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The night light collection perfectly embodies the character’s ability to bring comfort and light in dark times
The Future of Twinkle Twinkle Stars
As Twinkle Twinkle Stars continues to capture hearts and imaginations around the world, its future looks brighter than ever. Pop Mart has ambitious plans for the character, with several exciting developments on the horizon:
Expanding the Content Universe
Recognizing the importance of storytelling in building a successful IP, Pop Mart is investing heavily in expanding Twinkle Twinkle Stars’ content universe. This includes new books, animations, and digital content that will further develop the character’s backstory and explore new aspects of its world.
The company has also announced plans to release a long-form graphic novel titled “Goodnight, Universe,” which will feature over 300 pages of Twinkle Twinkle Stars stories and illustrations. This marks the first time the character has been featured in a full-length book, representing a significant step in its content development.
International Expansion
Building on its success in China, Pop Mart is actively working to introduce Twinkle Twinkle Stars to international audiences. The character has already made appearances at various international events, including the Shanghai International Light Festival, where an 8-meter-tall installation drew crowds of fans and tourists.
Pop Mart has also announced plans to launch Twinkle Twinkle Stars products in key international markets, including the United States, Japan, and Europe. These launches will be accompanied by targeted marketing campaigns designed to introduce the character to new audiences and build a global fan base.
New Product Categories
As Twinkle Twinkle Stars’ popularity continues to grow, Pop Mart is exploring new product categories to expand the brand’s reach. This includes potential collaborations with fashion brands, beauty products, and even food and beverage items, further integrating the character into fans’ daily lives.
The company is also investing in innovative product formats, such as interactive toys and digital experiences, that will allow fans to engage with Twinkle Twinkle Stars in new and exciting ways. These developments reflect Pop Mart’s commitment to keeping the brand fresh and relevant in an increasingly competitive market.
Social Impact Initiatives
Finally, Pop Mart is leveraging Twinkle Twinkle Stars’ positive message to make a difference in the world. The character has already been involved in several social impact initiatives, including a partnership with the One Foundation to support children with autism.
Under the theme “Stars for Stars,” this initiative uses Twinkle Twinkle Stars to raise awareness about autism and provide support to affected children and their families. This kind of social engagement not only strengthens the character’s positive image but also creates meaningful connections with fans who share its values of compassion and empathy.
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The character’s popularity has extended to a wide range of lifestyle products, including phone cases and accessories
Final Thoughts: The Star That Could Outshine Labubu
As we look to the future of Chinese pop culture, Twinkle Twinkle Stars stands out as a character with the potential to achieve even greater success than Labubu. Its universal themes of hope, connection, and emotional resilience, combined with its broad appeal across age groups and cultural boundaries, position it well to become a global phenomenon.
What makes Twinkle Twinkle Stars truly special is its ability to tap into the deepest emotional needs of contemporary audiences. In a world that often feels divided and disconnected, this gentle, star-shaped character offers a sense of comfort, companionship, and hope that is increasingly rare. Whether through its adorable design, heartfelt storytelling, or positive message, Twinkle Twinkle Stars has struck a chord with millions of people, and its influence is only beginning to grow.
As Pop Mart continues to invest in expanding the character’s content universe, introducing it to new markets, and developing innovative products, we can expect to see Twinkle Twinkle Stars shine even brighter in the years to come. For fans of Chinese pop culture, this is an exciting time to be alive—we’re witnessing the birth of what could be the next big global IP sensation.
So, keep an eye out for Twinkle Twinkle Stars. This little star has already captured the hearts of millions in China, and soon, it might just conquer the world.
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