The UK-based plush toy company Jellycat experienced a surge in popularity in China starting in 2021, driven by social media trends and a desire for comfort during pandemic lockdowns. Stella Huang, a sales manager in Beijing, purchased her first Jellycat plush after losing her job during the pandemic, influenced by a friend's recommendation and the appeal of a gingerbread house plushie seen on the Chinese social media app RedNote.

Huang's experience reflects a broader trend of Chinese consumers embracing Jellycat's whimsical designs. The brand's appeal extends beyond traditional holidays, with products like the gingerbread house resonating with consumers who appreciate the aesthetic without necessarily adhering to the cultural significance. "The festival doesn't mean a lot to me... But I always like the sight of gingerbread houses," Huang said, explaining her initial attraction to the brand.

Jellycat, known for its soft textures and quirky designs, gained traction as Chinese consumers sought comfort items during periods of isolation. Lockdowns in cities like Beijing, among the strictest in the world, contributed to a rise in plush toy purchases as people spent more time at home. Huang noted that she developed a habit of petting and squeezing her plushies since Covid.

The company's success in China highlights the power of social media in driving consumer trends. RedNote, a popular Chinese social media platform, played a significant role in introducing Jellycat products to a wider audience. The platform's visual nature and focus on lifestyle content made it an ideal space for showcasing the plush toys' appeal.

While Christmas is not a widely celebrated traditional holiday in China, it has become a commercial event. This commercial aspect, combined with Jellycat's unique designs, has allowed the brand to tap into a market of consumers seeking novelty and comfort.

Jellycat's expansion into China represents a significant development for the company and the broader toy industry. The brand's ability to connect with consumers through social media and offer products that resonate with their emotional needs has proven to be a successful strategy.