Published by ChinaMNC · Feicheng
What a Pop Mart × Zibo Liuli Collaboration Teaches Foreign Founders About China's Cultural IP Market
A limited-edition Liuli glass toy shows how traditional Chinese craft meets global IP, offering foreign founders a case study in navigating China's cultural consumer market and protecting intangible heritage.
A Limited-Edition Toy, A Landmark Moment
On October 23 at 18:30, Pop Mart—a global trend-toy brand—released a co-branded collectible with the Xu Yuezhu Liuli Art Museum in Zibo: the MEGA ROYAL MOLLY 400% “Liuguang Yunyue · Lan.” The piece is made using Boshan Liuli firing techniques, a national-level intangible cultural heritage (ICH) item. According to the source, this marks the first time Zibo Liuli—with a history spanning three thousand years—has entered the international trend-consumer market as a globally limited-edition toy.
For foreign founders, the launch is more than a product story. It illustrates how a traditional craft can be repackaged through a global IP into a collectible that appeals to young consumers worldwide. It also highlights the commercial and regulatory intersections that foreign companies must navigate when operating in China’s cultural and consumer sectors.
Bridging Craft and Collectibles
The collaboration was not a simple branding exercise. Xu Lei, general manager of Zibo Xu Yuezhu Culture Media Co., Ltd., explained that the MEGA ROYAL MOLLY’s complex posture and slender limb components demand extremely high precision in Liuli hot-forming—far exceeding the difficulty of traditional Liuli vessels. To overcome these technical bottlenecks, the team spent two years on research and development, repeatedly improving venting structures and angles and developing specialized shaping tools. The result: stable molding of complex shapes, allowing traditional Liuli to adapt to contemporary trend-toy forms.
This kind of R&D commitment is a reminder that successful cultural products in China often require deep technical customization. Foreign founders entering the market should budget time and resources for product adaptation, especially when working with heritage crafts or regulated materials.
The Heritage Behind the Hype
Boshan Liuli firing originated in the Western Zhou dynasty, flourished in the Han and Tang, and peaked in the Ming and Qing. Historically, Liuli items circulated as imperial court goods, and the region is known for the saying: “To see the world’s Liuli, look to China; to see China’s Liuli, look to Boshan.” In 2014, Boshan Liuli firing techniques were inscribed on the fourth batch of national ICH representative project lists.
The core creative team comes from a local Liuli family. Xu Yuezhu, a Chinese glass (Liuli) art master, has devoted over forty years to the craft; his collaborative Liuli works have been collected by the Louvre in France. His son, Xu Lei, represents the younger generation and led the entire R&D and production of this collaboration, acting as a bridge between ancient technique and contemporary market.
For foreign founders, this family-based structure underscores the importance of identifying reputable heritage practitioners and understanding the ICH framework—both for authenticity and for navigating potential regulatory incentives or protections.
Pop Mart’s Global IP Engine
Pop Mart, described as a leading Chinese trend-culture entertainment group, has built an IP operation system covering the entire industry chain. Its products are sold in more than 90 countries and regions, and it commands a mature young audience and global sales channels. Industry observers note that the scarcity of Liuli, the uniqueness of handcraft, and the fragility of the craft align well with the core value logic of high-end trend-toy collecting. Through the IP bridge, Boshan Liuli has moved beyond the display case of traditional crafts into the global trend-consumer market. ICH techniques have stepped out of the “protected” circle and into a path of being purchased, collected, and shared.
This model offers a template: foreign founders can leverage established Chinese IPs or create their own to reach young consumers, but they must also respect the IP rights and cultural sensitivities involved.
Practical Takeaways for Foreign Founders
- Understand ICH and cultural policy: China’s intangible cultural heritage system can offer branding advantages and potential support, but also entails compliance considerations. Foreign companies should research the ICH listing and any local regulations before incorporating heritage elements.
- Partner with credible local artisans: The Xu family’s multigenerational expertise was central to the product’s success. Foreign founders should vet partners for authentic skills and clear IP ownership.
- Invest in product adaptation: The two-year R&D effort shows that merging traditional materials with modern designs requires significant technical work. Budget accordingly.
- Leverage global IP and channels: Pop Mart’s reach demonstrates the power of IP-driven distribution. Foreign founders can seek similar partnerships or build their own IP strategies.
- Navigate the regulatory environment: From business registration to cultural goods compliance, having local guidance is essential. China’s market offers huge opportunities but also complex rules.
From Furnace to Global Shelf
From the smoke of Western Zhou furnaces to the shine of global trend-toy displays, Boshan’s three-thousand-year-old flame is finding new life through contemporary consumption. The source notes that this provides a practical example for China’s cultural “dual innovation” and for bringing traditional crafts to the world. For foreign founders, it is a case study in how tradition and commerce can intersect—and a reminder that success in China often requires blending respect for heritage with modern market savvy.
This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.
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