London witnessed a retail frenzy on November 11, 2025, as Alibaba's AliExpress introduced China's Singles' Day shopping phenomenon to British consumers through live-streamed events featuring Pop Mart's wildly popular Labubu collectibles. The 24-hour livestream, co-hosted by TikTok influencer Anna Williams (1.3M followers) and cross-border shopping expert Mary He, showcased limited-edition blind box toys priced between £11 and £74, with over 10,000 units projected to sell by Friday.
Cultural Commerce Crossover
Pop Mart's UK store on AliExpress reported a staggering 1,500% year-on-year sales increase in October 2024, with collectible toys overall surging 300% in the first half of 2025. The Beijing-based company's strategy of combining mystery unboxing experiences with pop culture appeal has transformed its characters like Labubu and SkullPanda into must-have fashion accessories, complete with scented variants and resale market potential.
Live Shopping Goes Global
While livestream commerce originated in China, AliExpress' London event highlights its rapid Western adoption. Retail analyst Carmen Muley noted: "Since TikTok Shop expanded to European markets, we've seen a 200% increase in brands experimenting with live shopping formats." The AliExpress broadcasts blended entertainment and commerce, with hosts revealing exclusive toys while engaging viewers through real-time interactions.
As Singles' Day 2025 concludes, industry watchers predict the Labubu phenomenon will accelerate cross-border e-commerce growth, with AliExpress reporting a 85% increase in UK users engaging with live shopping features this quarter.
