Pop Mart shares drop 6pc after employee's on-air comment about 'overpriced' blind box sparks backlash

Chinese toy retailer Pop Mart (9992) saw its shares once fall 6 percent on Friday after an employee's spontaneous comment during a live-streamed broadcast questioning the value of its 79-yuan (HK$82.67) blind boxes went viral across Chinese social media platforms.

The incident occurred during Pop Mart's official Douyin live stream on Thursday when a staff member handling a DIMOO series blind box exclaimed, "this thing really is a bit expensive at 79 yuan," prompting a colleague to respond, "It's fine, someone will still buy it." 

The exchange quickly topped trending searches on Chinese social media, triggering widespread discussion about the company's pricing strategy.

While online rumors suggested both employees had been fired, Pop Mart insiders told mainland media that the company was urgently investigating the incident but would not dismiss those involved. 

The controversy deepened after a Dongguan-based factory representative revealed that production costs for such items remain under 8 yuan per unit, including materials, labor, and packaging – suggesting substantial profit margins even after accounting for intellectual property licensing fees.