Research on the Correlation between Bubble Mart’s Advertising Cost Growth and Emotional Digital Operations: Based on H1 Data from 2023--2025

Abstract

Emotional digitalization is one of the official strategies proactively implemented by Pop Mart. In recent years, the giant in the collectible toy industry, Pop Mart, has shown a year-over-year increase in marketing expenditure, doubling to 568 million yuan in 2024, which is highly synchronized with the data from emotional digitalization operations on platforms such as TikTok. This paper combines Pop Mart’s H1 financial statements from 2023--2025 and relevant data from the TikTok platform and uses case analysis and data analysis methods to explore the correlation between advertising expenditure growth and emotional digitalization operations. The study reveals that Pop Mart’s marketing expenditure growth focuses primarily on emotional digital content within advertising budgets, whereas emotional digitalization operations enhance user engagement, thereby driving sustained increases in advertising investment. This establishes a positive cycle of “investment-emotional engagement-revenue growth-reinvestment.” This research fills the gap in “the financial connection between emotional digitalization operations and advertising expenditure,” providing a reference for enterprises to optimize their investments in emotional marketing.