At its 2025 annual results presentation held on March 25, POP MART's President of China Operations, Chu Yin, addressed the company's online sales channels. Regarding the Xiaohongshu platform, Chu Yin noted that POP MART’s presence there was initially categorized under content e-commerce, but it is expected to become an independent channel this year.

He explained that the decision comes as sales on Xiaohongshu surged from an initial volume of RMB 10 million to over RMB 100 million within just 10 to 11 months of operation. The brand has achieved the highest annual transaction volume in its category on the platform, marking Xiaohongshu as an emerging and significant sales channel.

In 2025, POP MART reported revenue of RMB 37.12 billion, representing a year-on-year increase of 184.7%. Net profit for the year reached RMB 13.012 billion, up 293.3% compared to the previous year. Profit attributable to owners of the company amounted to RMB 12.776 billion, a rise of 308.8%. On a non-IFRS adjusted basis, net profit stood at RMB 13.084 billion, growing 284.5% year-on-year.

Notably, the LABUBU IP family surpassed RMB 10 billion in revenue for the first time. A total of six IPs generated over RMB 2 billion each in revenue, while 17 IPs exceeded the RMB 100 million revenue mark.