蕾哈娜也玩！中国盲盒在国外火了……
双语君约 5 分钟英国广播公司（BBC）近日刊文，深入解析了泡泡玛特（Pop Mart）旗下盲盒明星拉布布的全球爆红现象。
从奇特的造型到明星带货，从社交媒体的病毒式传播，到唤起千禧一代的童年回忆，拉布布的成功堪称中国软实力输出的一个生动范例。
包含拉布布在内的The Monsters系列IP，在去年为泡泡玛特创造了超30亿元的营收，利润翻了一番，并计划在2025年实现全球扩张。
泡泡玛特成立于15年前，因其独特的设计而受到称赞，许多人认为它把买玩具变成了一种时尚的鉴赏活动，也因此在收藏者中大受欢迎。
Labubu maker Pop Mart has doubled its profits in the last year and is eying up global expansion in 2025.
The company, which started 15 years ago, has been described as "elevating toy buying to an act of trendy connoisseurship" and praised for embracing non-traditional designs, which have made them a hit with collectors.
中国玩具公司泡泡玛特
拉布布在网上几乎总是售罄，很多有售的店铺外常常排起长队。这款来自中国的小小玩偶，究竟是如何让全球消费者如此痴迷的呢？
“丑萌”造型+盲盒机制
拉布布风靡世界
第一次见到拉布布，大多数人的反应是：“又丑又可爱。”这一长着獠牙、毛茸茸的小精灵形象，出自香港艺术家龙家升（Kasing Lung）之手，灵感来自他童年阅读的欧洲妖精故事。
Labubus are furry snaggletoothed gremlins, which are designed by Hong Kong-born artist Kasing Lung and sold by Chinese toy company Pop Mart.
拉布布基本以盲盒形式发售，开盒前谁也不知道里面是哪一款。正是这种不可预知的神秘感，让它在收藏圈火速蹿红。
Labubus are also primarily sold in the blind box format, meaning customers never know what version they'll get until they open them - a fact collectors have said adds to their appeal.
拉布布真正从小众圈层破圈，离不开明星效应的加持。以时尚品味著称的歌手蕾哈娜（Rihanna）被拍到包包上挂着粉色拉布布，引爆了全球潮流爱好者的“同款”热潮。
蕾哈娜包上挂着粉色拉布布
开箱视频在短视频平台上也是拉布布爆红的重要推手。视频博主詹姆斯·威尔士（James Welsh）就是其中一位典型玩家，他的拉布布拆盒视频非常受欢迎。
观众们不仅想看新款，更想一同感受那一刻的惊喜与兴奋。詹姆斯形容这种体验：“这感觉就像打了一针多巴胺。对我们来说，就像买开心乐园餐——拆开才知道是什么玩具。”
"You know it's fun, it's a dopamine hit", James says. "It's gambling for some of us - kind of like a happy meal, you don't know what toy you're getting until you open it up."
詹姆斯的拉布布拆箱视频
詹姆斯还分享到，他把收藏拉布布当作一种投资，认为它们“两三年后很可能升值不少”。他收藏了近30只拉布布，单只零售价约25英镑，一整盒6只售价153英镑。他坦言在拉布布上“花了即便没有上千，也有好几百英镑”。
不仅是潮流，还是一剂“情绪疗愈”
然而，对于千禧一代来说，拉布布不仅是潮流单品，更是一种情绪价值。许多受访者提到，拆盲盒让他们想起小时候收集宝可梦卡片、开神秘小玩具的快乐——那种简单、纯粹又充满期待的感受。
博主们把自己拆开盲盒时的反应拍下来分享给粉丝。詹姆斯说，这种体验让人感到安慰，也能“暂时逃离现实”。
It also makes the toy perfect for the world of social media, as creators can catch their genuine surprise on camera and share it with other fans - something James says provides comfort and "escapism from the real world".
詹姆斯说第一次看到拉布布的时候觉得“它们又丑又可爱，有多少就想买多少，每种颜色都想要”。他认为：“对千禧一代而言，这些收藏品让人重返青春。”
James says his first thought when he saw the one of the toys was, "they're creepy but they're also really cute and I need as many of them as I can get, I need them in every colour".
The 36-year-old adds, "I think they provide some real escapism for millennials as it's like reverting back to your youth with these toys and collectables."
“它们就是一种表达自我的方式，不同角色能展现出不同的个性，点亮整体造型。时尚嘛，本来就该好玩点，别太当真，最重要的是能体现出你是谁。”詹姆斯说。
"They're a way to express who you are, you can show that through the different characters, which add a pop of colour and fashion is fun, it's not serious at the end of the day, it's reflective of who you are."
22岁的收藏者楚莉（Chulie）会在社交媒体上展示她的藏品，她认为拉布布变成“时尚潮流”这一点反而掩盖了它们深受喜爱的本质：“对我来说，拉布布带来的是怀旧和惊喜。”
楚莉的拉布布藏品
楚莉坦言童年收集宝可梦卡片的经历被唤醒：“当你处于低谷时，买收藏品就像打了一剂强心针，分享这一过程也很治愈。”
Chulie says, as a child, she would collect Pokemon trading cards, so collecting another surprise item "triggered memories for me".
"When you're having a rough time, especially for me personally, it's a big serotonin boost to not only buy a collectable and keep it, but share the experience with other people as well," she adds.
拉布布的全球爆红，少不了明星偶像的带货加成，但更重要的，是它精准踩中了当下年轻消费者的情绪需求和审美趣味。
盲盒机制制造神秘感，奇特造型戳中猎奇心理，怀旧情绪唤起童年记忆，再加上社交媒体上可被放大的分享快感——这一切共同构建了中国盲盒现象。拉布布的成功可谓是当下中国潮玩文化走向全球一个鲜活的范例。
编辑：左卓
见习编辑：裴禧盈
来源：英国广播公司 21世纪经济报道
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