Every week, whenever she has some useful time from her marketing work, Ida Jia goes to Shanghai Disneyland where she waits in line for hours to spend a few minutes with Linabell, a fluffy pink fox with big blue eyes.
The 29-year-old doesn’t go empty-handed: she brings pink fox stuffed animals dressed in custom-made ornamental outfits to show off the life-size character, as well as handmade gifts.
Linabell, which debuted in Shanghai in 2021, helps Disney take advantage of a growing market in China for products related to toys, games, comics and anime, which have remained popular with teenagers and young adults throughout 2024, even as they cut spending on items ranging from beauty products to luxury handbags.
Chinese state media have called this phenomenon “emotional consumption” and compared it to the “lipstick effect,” whereby consumers seek out more affordable luxury goods when the economy is slow.
Jia first met Linabell at Shanghai Disneyland three years ago and says she felt an immediate connection with the character. Since then, she has transformed her home and bedroom with Linabell items.
“She has a positive influence on me, her kindness and energy are very calming,” she said during a recent trip.
Jia is far from the only one in China to worship Linabell, who has gained widespread popularity since she was created as part of the Duffy and Friends character series, which also includes teddy bears , a rabbit and a turtle.
Linabell, who has since been introduced to parks in Hong Kong and Tokyo, is arguably the most popular Disney character in China, attracting at least as many fans as Mickey or the Disney princesses. Many adults, mostly young women, line up daily to see Linabell, to hug her and take a selfie to remember their day at Disney.
Besides Linabell and Duffy and Friends, which have their own stores at Shanghai Disneyland, other brands are benefiting from this trend, including collectible toy brands such as Jellycat and Chinese blind box toy retailer Pop Mart, whose character Labubu, which resembles a rabbit, has sparked worldwide enthusiasm.
“They fill an emotional void, the products are there to remind you that you can be happy with the little things in life,” explains Yaling Jiang, founder of the research and strategy consultancy ApertureChina. “I think it has to do with the economy.
According to Sami Wong, a psychotherapist and managing director of 3Drips Psychology, a research firm, the growth of emotional consumption in China is also part of the changing behavior of young consumers, who are moving away from purchasing goods solely in as a status symbol.
“It’s actually about understanding yourself and getting in touch with your internal needs in order to establish an identity that is consistent with the idea you have of yourself,” he said. she declared.
Xia Sansan, 28, and her husband Rooney Sheng are the proud owners of what they consider to be the world’s largest collection of Duffy and Friends items, having purchased every item released by Disney in Shanghai , Hong Kong and Tokyo.
Their 100-square-meter Shanghai apartment is filled with thousands of toys stored in floor-to-ceiling cabinets, along with headbands, bags, key rings and other items. Xia estimates they spent more than 1 million yuan ($136,429.37) in total.
“I mainly consider emotional value when consuming,” says Xia.
“The value comes from seeing so many dolls at home every day, which makes me very happy, it’s a kind of healing feeling,” Sheng added.
Yasmeen Chen, creative director of merchandise at Shanghai Disney Resort and a member of the team that created Linabell, said the character’s popularity had exceeded their expectations and that she had the potential to achieve success beyond Asia.
“Nowadays, everyone is looking at their phones and using computers, there is less interaction between people and sometimes there is less companionship with parents, friends or family,” she said . “I think in that respect, Linabell and Duffy and Friends bring a lot of emotional value.
($1 = 7.3298 Chinese yuan renminbi)
