Pink fox character LinaBell wins Chinese hearts as Disney taps emotional economy
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A fan taking a selfie with a performer dressed as the character LinaBell, from the Disney series Duffy And Friends, at Shanghai Disneyland.
PHOTO: REUTERS
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SHANGHAI – Each week, whenever she has time off from her marketing job, Ms Ida Jia can be found at Shanghai Disneyland, queueing for hours to spend a few minutes with LinaBell, a fluffy pink fox character with big blue eyes.
The 29-year-old does not go empty-handed, bringing pink fox soft toys dressed in ornate custom-made outfits to show the life-size character, and handmade gifts.
LinaBell, which made its debut in Shanghai in 2021, is helping Disney benefit from a rapidly growing market in China for merchandise related to toys, games, comics and anime, which remained popular with teenagers and young adults throughout 2024, even as they reduced spending on items from beauty products to luxury handbags.
The phenomenon has been dubbed “emotional consumption” in Chinese state media, and has been likened to the so-called lipstick effect, in which consumers seek out more affordable luxuries as the economy languishes.
Ms Jia met LinaBell at Shanghai Disneyland three years ago and says she felt an immediate connection with the character. In the years since, she has transformed her home and bedroom with LinaBell merchandise.
“She has a positive influence on me. Feeling her cuteness and energy is very soothing,” she said during a recent trip.
She is far from alone in her devotion to LinaBell, which has gained a large following in China since it was created as part of the Duffy And Friends series of characters – which includes teddy bears, a bunny and a turtle.
LinaBell, which has since been introduced at parks in Hong Kong and Tokyo, is arguably Disney’s most popular character in China, attracting at least as many fans as Mickey or its Disney princesses.
Many adults, mainly young women, join daily queues to see LinaBell, wanting to get a hug and take home a selfie as a souvenir from their day at Disneyland.
Alongside LinaBell and Duffy And Friends, which have dedicated boutiques inside Shanghai Disneyland, others benefiting from the trend include collectible toy brands such as Jellycat and Chinese blind-box toy retailer Pop Mart, whose rabbit-like character Labubu sparked a global craze in 2024.
Ms Ida Jia with her collection of LinaBell plush dolls at her apartment in Shanghai, China.
PHOTO: REUTERS
Ms Yaling Jiang, founder of research and strategy consultancy ApertureChina, said: “They are filling an emotional void. The products are there to remind themselves that you can be happy about the little things in life.
“I do believe it’s related to the economy.”
According to Ms Sami Wong, a psychotherapist and managing director of research firm 3Drips Psychology, the growth of emotional consumption in China is part of the evolution in younger consumers’ behaviour away from purchasing goods simply as a status symbol.
“It’s really about understanding themselves and how to get in touch with their internal needs, so they can establish an identity that feels consistent and coherent with their sense of self,” she said.
Ms Xia Sansan, 28, along with her husband Rooney Sheng, are the proud owners of what they believe is the world’s largest collection of Duffy And Friends merchandise, having bought every item released by Disney in Shanghai, Hong Kong and Tokyo.
Their 100 sq m apartment in Shanghai is crammed with thousands of toys in floor-to-ceiling cabinets, alongside racks of headbands, bags, keychains and more.
Ms Xia estimates they have spent more than one million yuan (S$186,226) on their collection.
“I mainly consider the emotional value when I consume,” she said.
Mr Sheng added: “The value comes from seeing so many dolls at home every day, which makes me very happy. It’s this kind of healing feeling.”
Ms Yasmeen Chen, creative director of merchandise at Shanghai Disney Resort and part of the team that created LinaBell, said the character’s popularity exceeded their expectations and that LinaBell had the potential to find success beyond Asia.
“These days, everyone is looking at their phones and using computers. The interaction between people is less and sometimes, there may be less companionship with parents, friends or family,” she said.
“In this regard, LinaBell and Duffy And Friends provide a lot of emotional value.” REUTERS
