Communication theory based on the Pop Mart brend

The brand’s communication is built on a multi-channel approach, with social media at its core. Pop Mart has almost no traditional advertising; audience engagement happens through dialogue and demonstration — for example, unboxings or viral videos that attract users and play with their interest and attention. Primary points of contact occur through influencer marketing, where the connection with the audience feels much closer.

In addition, community contact also happens outside the brand itself. People create their own local fan communities and discussions, forming a community that, as a separate mechanism, still works in the brand’s favor.

Collaborations with artists and global brands attract significant attention because they play two cards at once: exclusivity through the stylistic features of artists and their individual approaches, as well as a sense of connection to already popular things when working with other brands — whose target audience may even differ slightly from Pop Mart’s, thereby elevating the brand to a new level.

The prerequisites for the creation of the theory have existed for a long time, but for the first time it was officially formulated on paper by scientist Elihu Katz in 1974. Then he made the assumption that people choose the media that suits them and that the platforms themselves have no influence on them. Later, his colleague Jay Blumer co-authored the book «The Uses of mass communications: current perspectives on gratifications research» which outlined the basics.

A list of the five basic needs that media satisfies according to the theory of Uses and gratifications theory:

Cognitive needs. A person strives to be aware of events and have an idea of the things around them.

Emotional needs. When a person lacks certain emotional experiences, they satisfy them through the media.

Integrative needs. The need to gain confidence, status, or authority.

Social integrative needs. The basic human needs are to be surrounded by loved ones, to have a connection with family and friends.

The need for stress relief. Relaxation, rest.

— People use mass media purposefully to satisfy a set of their needs; each user has their own motivation to consume a particular content.

— The media does not influence people, but on the contrary: active users influence the media content being created.

— Media platforms actively compete with other ways of meeting needs, such as personal communications. During the period of information development of society and the Internet, this competition becomes more noticeable.

— Consumers are rationally aware of their needs.

— The importance of a particular media in the communication environment depends on the preferences and mood of the audience.

Mutuality. Appeals to the fact that the organization and the public are interconnected. The main factor is voluntary cooperation.

Propinquity. Here it is understood as the willingness of the parties to an open exchange of views. The organization should listen and consult with the public about making decisions on a particular issue, when the public should be ready to give feedback.

Empathy. Empathy and support. This implies, firstly, creating an atmosphere of trust for the audience, and secondly, the design of platforms for exchanging opinions should be fairly easy and accessible to all interested participants.

Risk. The principle is based on the fact that each side of the relationship has certain risks associated with the unpredictability of public relations. The participants in the dialogue are vulnerable due to the appeal of information, which is a significant force in the information period of development. Also, communication can never go according to a pre-written plan, which entails the risks of unforeseen consequences.

Commitment. The participants in the dialogue should make the most of each other. Honesty and willingness to put aside your differences in order to make maximum progress are important here. Each side should be ready for dialogue and want to find a common solution.

Pop Mart uses visual rhetoric to turn toys into emotional and cultural symbols. Through cute characters, pastel advertising campaigns, celebrity style, and authentic visual effects, the brand creates a sense of joy, rarity, trust, and self-expression.

In general, Pop Mart’s communication strategy works effectively. The brand has been able to turn ordinary collectible toys into more than just a product; they have become a part of fashion, social media, and fan culture. People buy Labubu and other figurines not only because of their appearance, but also because of the emotions, rarity, desire to be trendy, and sense of belonging to a community.

Pop Mart’s main recommendation is to make the brand more in-depth and trustworthy, rather than just more viral. The company can create a gaming authentication system with QR codes or NFC tags, allowing customers to verify original toys, receive digital character cards, bonuses, early access to gifts, badges, voting opportunities, discounts, or invitations to brand events. At the same time, Pop Mart should develop its characters beyond ordinary toys through comics, short animations, mini-games, AR filters, and collaborations in the fields of fashion and music, so that people can connect with their stories and personalities rather than just their rarity. Finally, the brand should shift its focus from mindless consumption to a culture of collecting, showcasing artists, the design process, storage of collections, personalization, sharing, and exhibitions. This will help Pop Mart to look less like a brand that only encourages people to buy more, and more like a platform for creativity, collecting, and self-expression.

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