Recently, a plush toy called ‘Ku Ku Ma’ (literally ‘Crying Horse’) has gone viral on Chinese social media platforms. With its adorable, melancholic expression and endearing design, it has quickly captured the hearts of young consumers across the country. The trend has now spread overseas, gaining traction on international platforms like TikTok and Instagram, where foreign netizens are also placing orders. According to sellers, domestic pre-orders for ‘Ku Ku Ma’ are already booked through March, with some popular variants selling out completely. Industry insiders attribute its success to its strong emotional appeal—offering comfort and companionship in today’s fast-paced, high-stress society. Additionally, viral user-generated content, such as unboxing videos and DIY customizations, has significantly amplified its popularity. Notably, ‘Ku Ku Ma’ is not an isolated phenomenon; in recent years, Chinese-designed cultural and creative products have been increasingly resonating globally, showcasing the growing international influence of homegrown IPs.
近期，一款名为“哭哭马”的毛绒玩具在国内社交平台迅速走红，因其呆萌可爱的造型和拟人化的“哭泣”表情，迅速俘获了大量年轻消费者的喜爱。随着热度持续攀升，“哭哭马”不仅在国内引发抢购潮，甚至火到了海外，在TikTok、Instagram等国际社交平台上也频频出圈，吸引了不少外国网友的关注与下单。据相关商家透露，目前“哭哭马”的国内订单已排至今年3月，部分热门款式甚至出现断货现象。业内人士分析，“哭哭马”的爆红与其精准的情绪价值定位密不可分——在快节奏、高压力的现代生活中，这类带有治愈属性的玩具备受青睐。此外，社交媒体的病毒式传播和用户自发的内容创作（如开箱视频、DIY改造等）也极大助推了其热度扩散。值得注意的是，“哭哭马”的成功并非孤例，近年来国潮文创产品凭借独特设计与文化共鸣，正逐步走向全球市场，展现出中国原创IP的强劲潜力。
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