Chinese Brands Thrive Globally Despite U.S. Tensions: Insta360, Pop Mart, and Others Lead the Charge
Global expansion accelerates as Chinese firms focus on branding, innovation, and direct-to-market strategies
Despite ongoing geopolitical strains between China and the U.S., Chinese companies are actively pushing into Western markets, with tech, toy, and consumer electronics brands expanding through direct brand-building efforts, local hiring, and product innovation. The latest milestone comes from Insta360, whose blockbuster Shanghai STAR Market IPO underscores this international ambition.
Insta360’s Global Play: Tech IPO with a U.S. Core
Shenzhen-based Insta360, a GoPro rival, went public under the name Arashi Vision, raising 1.938 billion yuan ($270M)—the largest listing to date on the STAR Market.
- The company’s revenue split is telling: the U.S., Europe, and China each contributed ~23% last year.
- Since entering Apple Stores in 2018, its 360-degree cameras and video-editing software have helped cement a loyal international customer base.
Co-founder Max Richter emphasized that geopolitical risks haven’t dulled U.S. demand.
- The brand now operates offices in Berlin, Tokyo, and Los Angeles, with marketing and service teams supporting its growing overseas customer base.
STAR Market Signals Global Intent
Launched in 2019, Shanghai’s STAR Market was designed to support high-growth Chinese tech firms.
- In 2019, only 12% of STAR-listed companies earned half their revenue outside China; in 2024, that figure has risen to over 14%.
- The board is becoming a springboard for internationally ambitious companies in consumer tech and beyond.
From Vacuums to Pop Toys: More Chinese Firms Eye the U.S.
Several other STAR-listed and mainland firms are deepening their U.S. push:
- Roborock, a robotic vacuum brand, plans to list in Hong Kong after unveiling a $2,600 smart vacuum in Las Vegas.
- Hisense has set a bold goal to become the top TV brand in the U.S. within two years.
- Bc Babycare recently launched in the U.S., highlighting its global supply chain to mitigate tariff risks.
The New Expansion Model: Brands Before Boxes
Experts like Charlie Chen of China Renaissance note a third phase of globalization:
- Previously, Chinese firms made goods for foreign labels, then co-owned joint ventures.
- Now, they’re creating their own brands, setting up regional offices, and hiring local teams to own the customer journey.
Pop Mart: Global Toy Domination
Beijing-based Pop Mart exemplifies this shift. Known for its Labubu figurines, the company saw overseas sales surge 373% to 5.1 billion yuan in 2024—exceeding its total domestic revenue from 2021.
- While Pop Mart doesn’t disclose global retail data, bloggers count at least 17 U.S. stores, many opened recently.
- CLSA analyst Chris Gao credits the success to strong character development and licensing deals, essential in emotionally-driven toy markets.
Why Expansion Persists Despite Risks
Chinese companies remain bullish about international growth despite trade disputes and political uncertainty:
- Domestic demand remains sluggish post-Covid, pushing firms abroad.
- Overseas expansion allows for brand differentiation, tariff insulation, and direct consumer engagement.
- Sectors like toys, electronics, and home appliances are now joined by consumer-focused subcategories that appeal during times of global stress.
Outlook
The evolving playbook is clear: Chinese companies aren’t retreating—they’re adapting.
- Through strategic IPOs, localized branding, and global hiring, firms like Insta360 and Pop Mart are rewriting the rules of engagement in U.S. and global markets.
- Their presence will likely grow stronger, as the world shifts from geopolitical caution to consumer-driven globalization.