A booming market for miniature clothing has become the latest growth driver in China’s “doll economy” – fuelled by Gen Z’s passion for the toys and the emotional comfort they provide.
“Loving ball-jointed dolls is as natural as breathing,” said 21-year-old Clementine Cai from Zhejiang. Two years after falling in love with the toys, she had spent over 3,000 yuan (US$417) on outfits alone – a sizeable amount given her roughly 2,000 yuan in monthly expenses.
Unlike the wildly popular Labubu vinyl plush toys, ball-jointed dolls are typically made of resin or ceramic and feature spherical joints that allow for lifelike poses. Owners can customise them with clothing, jewellery, bags and other accessories.
A single outfit usually costs between 300 and 500 yuan, Cai said – far exceeding what she spends on her own clothes.
“Ball-jointed dolls are gorgeous and can be dressed up for photos – they’re pure enjoyment,” she added.
According to data from Taobao and Tmall, two of China’s largest e-commerce platforms, doll clothing sales surged by over 117 per cent year on year in 2024. In May this year, sales broke the 10-million-yuan (about US$1.4 billion) mark for the first time.
