Modern Economics & Management Forum

Bubble Mart, a leading Chinese designer toy and pop culture collectible brand, has achieved remarkable domestic success driven by its innovative "blind box" model, strong IP portfolio, and immersive retail experience. Its ambitious global expansion, however, faces unique challenges inherent to diverse international markets. This thesis employs the SWOT (Strengths, Weaknesses, Opportunities, Threats) analytical framework to conduct a comprehensive analysis of Bubble Mart's current foreign trade marketing strategy., the study identifies key internal capabilities and limitations, alongside critical external market dynamics. Findings reveal significant strengths in IP assets, and retail expertise, counterbalanced by weaknesses including limited brand awareness in the West, high pricing, over-reliance on blind boxes, and localization gaps. Major opportunities lie in the growing global "kidult" market, while threats encompass intense competition, regulatory scrutiny on loot boxes, cultural differences, and economic volatility. The analysis evaluates the alignment of Bubble Mart's existing international strategy with these factors. Based on the SWOT matrix interactions, the thesis proposes actionable, optimized marketing strategies focusing on hyper-localization, strategic diversification beyond blind boxes, tiered pricing, hybrid distribution models, community-centric engagement, and proactive risk management.