-- In the fourth quarter of 2025, SOFTOPIA, the pioneer of the plush art toy category in China, accelerated its global footprint with a series of high-profile appearances at cultural exchanges and the launch of a long-term brand initiative. As one of the year's most watched brands in the sector, SOFTOPIA, which secured exclusive strategic investment from China Literature Limited earlier this year, is now putting its global strategy into substantive action.
Spotlight at International Gala: Intangible Cultural Heritage Plush Collectible Debuts on World Stage
On November 16, 2025, SOFTOPIA attended the “Weibo Cultural Exchange Gala” at Singapore's Marina Bay Sands as the sole art toy brand present. The gala, centered on the theme “Empowering Charity through Culture, Connecting People through Kindness,” brought together international guests from cultural, artistic, athletic, and business circles.
Senior officials from Singapore's government and business community were also in attendance, engaging with leading Chinese enterprise representatives.
At the event, SOFTOPIA was honored with the Weibo Singapore Award for Sustainable and Intelligent Manufacturing. In collaboration with a Chinese Master of Arts and Crafts and a national intangible cultural heritage (ICH) representative inheritor, the brand unveiled the world's first ICH-themed plush art collectible. This debut marks the first time Chinese ICH has been presented on an international cultural exchange platform through the medium of art toys.
The gala achieved significant digital traction, with related topics garnering 930 million reads, video playbacks exceeding 41 million, and making 58 appearances on hot search lists.
Featured at National ICH Forum: “The Great Chinese Art Toys” Unveiled
On November 24, 2025, the “Intangible Cultural Heritage Brand Promotion Week” and the forum “Bridging Peaks & Businesses: A Resource Linkage Forum,” organized by the Ministry of Culture and Tourism's Intangible Cultural Heritage Department, were held in Dali, Yunnan. The event convened representatives from across industries, including the Industrial and Commercial Bank of China (ICBC), ByteDance (operator of Douyin), Alibaba Group's Tmall Taobao, Tencent Interactive Entertainment, NetEase, and CHAGEE.
Participating as a representative art toy brand, SOFTOPIA’s founder unveiled the long-term brand initiative: “The Great Chinese Art Toys.” This initiative aims to systematically explore innovative avenues for integrating China's ICH with contemporary trends, transforming traditional aesthetics and craftsmanship into products with global appeal, thereby promoting the modern expression and dissemination of traditional culture.
Accessing Top-Tier Global Platform: Flagship IP Gains International Commercial Recognition
In a key business development, SOFTOPIA's flagship IP “ADOU” recently became the first Chinese art toy IP to launch collaborative products in the official store of the South Korean hit mobile game Cookie Run: Kingdom. The merchandise is now available to players in over twenty countries worldwide.
Developed by Devsisters, Cookie Run: Kingdom has shown robust global performance since its 2021 launch. According to data from third-party analytics firm Sensor Tower, the game ranked among the top performers in worldwide mobile game revenue growth in February 2025. Its previous collaboration partners have been international top-tier IPs and artists like Disney and BTS.
This successful entry represents a pivotal leap for an original Chinese art toy IP, enabling it to directly reach a vast overseas player community through a leading global commercial platform, thus transitioning from cultural visibility to tangible commercial success.
Conclusion: Steadily Expanding a Global Blueprint
From defining the plush art toy market to deepening its IP ecosystem with strategic investment, and now to advancing simultaneously on international cultural and commercial fronts, SOFTOPIA demonstrates a clear and steady globalization path. Through its multidimensional strategy encompassing product innovation, cultural empowerment, and strategic partnerships, the brand is progressively forging a distinctive competitive edge in the intense global art toy market.
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