As Children’s Day approaches, a look back at recent trends in the fashion industry reveals a fascinating shift: Whimsical, childlike IPs are transforming high-end retail spaces into playful wonderlands. Even luxury malls, traditionally synonymous with sophistication, are embracing this trend—signaling a deliberate “mental downshift” in their branding strategy.
Surprising? Perhaps. But the move makes perfect sense.
Some scholars interpret consumers’ fascination with childlike IPs as a form of “comforting escapism”—a retreat into nostalgia and innocence amid the pressures of modern life.
1. Whimsy Goes Luxe: Childlike IPs Take Over High-End Malls
This year, upscale malls have shed their usual seriousness. Once the domain of youth-centric shopping centers, popular child-friendly IPs are now making frequent appearances in luxury retail spaces—with richer storytelling, immersive installations, and cross-brand collaborations.
In May, Shanghai’s Grand Gateway 66 launched the Butter Bear’s Fashion Adventure art exhibition. Earlier, Jing’an Kerry Center hosted the 100% Doraemon & Friends Tour. Meanwhile, the revamped BFC Mall has doubled down on IP-driven experiences, from its Harry Potter winter showcase to this year’s Lego Flower Pop-Up—honing its strategy as a “global fashion stage.”
2. Can “Kidult” IPs Really Revive Fashion Brands?
The most successful childlike IPs often start with a striking character or meme-worthy image, spreading virally online before evolving into full-fledged narratives. Examples include Kapibara-san, Chikiwa, Labubu, and Jellycat’s quirky eggplant and lobster plushies.
Their commercial impact? Undeniable. Take Pop Mart’s soaring sales or brands like Bottega Veneta, Miu Miu, and Dhruv Kapoor weaving childlike whimsy into recent collections. Luxury malls and theme parks are now doubling down, using immersive installations to prove the spending power of the “cute economy.”
At Grand Gateway 66, foot traffic surged 30% during the Butter Bear collaboration’s opening weekend. At Jing’an Kerry Center, queues for the Doraemon pop-up stretched to three hours.
For China’s luxury market—where consumers have been “over-educated” by decades of marketing—fresh, playful IPs offer a much-needed jolt to sluggish demand. By tapping into nostalgia, brands aren’t just driving traffic; they’re crafting a new identity that resonates with today’s shoppers.
In an era of economic uncertainty, perhaps a little childlike joy is exactly what retail needs.
