Does Hype Culture Drive Profits?

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Transcript

00:00A conversation I've really wanted to get into, Popmart and their profits are set to soar by 350%.

00:05What does this really tell us about the power of brand hype and also the limited edition culture of today's consumer market?

00:13Well, I think your figures show it. It's gone up by, they're up from last year by 350%.

00:20The company's now worth something like $40 billion and counting.

00:24I mean, it tells us that hype as a business model really works.

00:30You know, in a market full of choice, brands that build exclusivity and emotional connection, well, they win.

00:37I mean, Popmart's success shows just how scarcity, storytelling and aesthetic appeal, you know, it can turn toys into status symbols.

00:47You know, especially amongst this Gen Z, you know, collectors who just crave unique, you know, shareable experiences.

00:57You know, in a market full of choice, you know, people want to call from this.

01:02You know, everything is a big difference.

01:04You know, when we first saw the market full of choice, we don't really have to go there.

01:08You know, when I saw the market full of choice, I mean, it's a big difference.