How China’s Gen Z sparked a doll fashion craze – and its impact on the economy
Some owners compare the dolls, including the hit Labubu, to children – driving a splurge in spending
“Loving ball-jointed dolls is as natural as breathing,” said 21-year-old Clementine Cai from Zhejiang. Two years after falling in love with the toys, she had spent over 3,000 yuan (US$417) on outfits alone – a sizeable amount given her roughly 2,000 yuan in monthly expenses.
A single outfit usually costs between 300 and 500 yuan, Cai said – far exceeding what she spends on her own clothes.
“Ball-jointed dolls are gorgeous and can be dressed up for photos – they’re pure enjoyment,” she added.
According to data from Taobao and Tmall, two of China’s largest e-commerce platforms, doll clothing sales surged by over 117 per cent year on year in 2024. In May this year, sales broke the 10-million-yuan (about US$1.4 billion) mark for the first time.