Chaoyang District in Beijing has announced its "Three-Year Action Plan for Promoting the High-Quality Development of the IP Pop Toy Industry (2026-2028)." The plan sets ambitious goals: by 2028, the industry's revenue in the district is projected to exceed 50 billion yuan, with an average annual growth rate of no less than 20%. A key target is to incubate no fewer than 10 hit pop toy intellectual property (IP) projects.
The action plan focuses on five strategic directions: fostering original IP creation, facilitating IP transaction and commercialization, stimulating consumer demand, enhancing brand promotion, and improving the overall industrial ecosystem. Specific measures include strengthening full-chain operations, enriching supply-demand matchmaking, and improving licensing transactions to bridge the gap from creative concept to commercial success. The district also aims to optimize spatial layouts, diversify consumer channels, and promote cross-industry integration to create new immersive pop toy consumption experiences.
To boost global influence, Chaoyang plans to establish itself as a premier global launchpad for new IPs, build a comprehensive media communication network, and support local enterprises in expanding overseas markets. Furthermore, the district will strengthen copyright protection, increase financial support, provide comprehensive lifecycle services, and encourage technological innovation to build an optimal ecosystem supporting high-quality industry growth.
Complementary support policies have been introduced concurrently, targeting key areas such as original development, enterprise attraction and cultivation, technological innovation, launch economy, and talent development. This integrated policy system is designed to cover the entire cycle from creation and conversion to consumption, global expansion, and service, aiming to reduce costs and enhance efficiency for businesses while fostering standardized, scaled, and internationalized development of the IP pop toy sector in Chaoyang.
A separate plan for the Global IP Launch Center was also released. The project, centered on the Landao Building, aims to create a comprehensive platform integrating global IP launches, copyright trading, creative incubation, exhibition and exchange, and industrial collaboration. It seeks to build a dual-integration ecosystem serving both business-to-business (B2B) industrial empowerment and business-to-consumer (B2C) consumer experience, forming a complete ecological chain from creative incubation to global launch and value realization. Upon completion, it is envisioned as a benchmark for Beijing's urban renewal and the preferred global launch site for IP pop toys, helping Chinese IPs reach the world and global IPs establish a presence in Chaoyang.
Simultaneously, the Beijing Pop Toy Industry Development Consortium was established. Its first batch of 12 members includes industry leaders such as Pop Mart, Dream Island, Lezi Tiancheng, Chaoyang Culture and Tourism Group, Panjiayuan Company, and 798 Culture. The consortium aims to shift the industry's development model from fragmented operations to cluster collaboration and from singular competition to shared ecosystem building.