Exploring the bag charm craze: from plush toys to fashion statements
If you observe carefully, many young people in China’s urban districts are leading a "renaissance" of bag charms. Whether it's Popmart, Jellycat, or Disney's Lina Bell, they eagerly hang plush toys on their bags. In the past, collecting dolls meant carefully displaying them in cabinets at home, but now, they take different "bag buddies(包搭子)" out for a stroll every day.
Popular bag charms with striking appearances, cute yet distinctive, are highly favored by girls. Images are from 36Kr.
Many celebrities seem to be endorsing this trend as well. For example, Jisoo and Jennie, members of the popular South Korean girl group Blackpink, have been photographed multiple times attending events with an array of adorable plush animal charms hanging from their bags. With more K-pop stars joining in, this trend is evolving into a mature accessory trend, with many items selling out quickly in primary markets and fetching high prices in secondary resale markets.
Some of these charms carried by members of Korean girl bands at events are even sized comparably to the bags themselves. Images are from 36Kr.
To attract millennials and younger consumers, some luxury brands have introduced a variety of accessories like keychains, padlocks, luggage tags, and carabiners that can be hung on bags similar to plush toys. Brands ranging from Miu Miu and Coach to Balenciaga have embraced this trend, offering everything from minimalist to extravagant designs. Through these "bag buddies," brands have created a new entry point into the realm of affordable luxury.
Many luxury brands' bag charm products typically retail around a thousand RMB each, which, compared to bags that often cost tens of thousands, appear relatively "budget-friendly." Images are from RED.
Aside from the boost from brands and celebrity endorsements, these popular items often share several characteristics:
featuring diverse materials and simple designs, yet offering unique visual characteristics.
boasting original designs, often niche, that create distinctive tones.
characterized by their personified charm, focusing on cute anime or animal images.
Most importantly, young people have found new emotional value in these accessories. Compared to expensive designer bags and high-priced large ornaments that can cost thousands; these diverse, affordable, and stylish bag charms bring a sense of freshness and personal delight to everyday life.
On RED, the keyword "bag charms" boasts over 240,000 notes and more than 50,000 items available for sale. Trending brands include Jellycat, Labubu, Miu Miu, and Balenciaga. Images are from RED.
Furthermore, buying into emotions appears to have become an implicit declaration among today's youth. Even while many are spending less, young people prioritise emotional expression through fashion choices. For luxury brands and fashion labels targeting affluent young consumers, this presents an unmissable opportunity.
