The Silent Billion-Dollar Business: How Bubble Mart Ignited China’s Specialty Storage Box Market

Yiwu’s storage box businesses are riding a massive wave of demand, with some vendors reporting annual sales reaching hundreds of millions.

YIWU, China – In the wake of the pop toy giant Bubble Mart’s explosive popularity, a parallel market for specialty storage has emerged as a dark horse, turning storage boxes into a billion-dollar business in China’s manufacturing hubs.

The fervor around collectible rubber dolls and blind box figures has transformed simple storage containers from mere functional items into essential display cases for young collectors. Vendors in Yiwu, renowned as the “world’s small commodities capital,” have been quick to capitalize on this trend. One local manufacturer revealed that daily sales for storage box products can reach up to 20,000 orders, with current production struggling to keep up with demand.

The sales figures are staggering. According to local merchants, the daily sales of these trendy storage boxes sit at 2,000-3,000 orders during the off-season but skyrocket to 6,000-7,000 orders per day during the peak summer season. This surge has propelled the annual sales of some leading merchants to an impressive 200 million yuan (approximately $28 million USD).

The evolution of these products is key to their success. They are no longer just simple plastic boxes or basic display racks. To meet the demands of young consumers, manufacturers have innovated with detachable and freely combinable designs. These boxes have evolved into “elaborately decorated rooms” for collectibles, featuring thematic, interactive designs and built-in LED light strips, becoming a crucial medium for self-expression.

“At its core, collecting is about sharing,” said Jiang Liying, a national third-level psychological counselor, explaining the psychology behind the trend. Elaborate storage boxes not only protect the dolls but also enhance photography, satisfying young people’s desire to share their collections on social media. This shift reflects an upgrade in pop toy culture—young people are no longer satisfied with just owning trendy toys; they actively seek to display them, turning their collections into a part of their lifestyle aesthetics.