Due to the expansion of the cultural and entertainment market during COVID-19, demand for kidult (adult-oriented) products, especially art toys, has surged.
Art toys differ from traditional educational or purely recreational children’s toys; they are designed for mature collectors and enthusiasts.
China has seen a rapid rise in art toy collectors.
In 2020, the art toy market in China reached RMB 20.47 billion, up 71.3% YoY. Despite the pandemic, growth continued, reaching RMB 29.48 billion.
The blind box segment, a subcategory of art toys, is also growing rapidly and is projected to hit RMB 30 billion by 2024.
Notable brands include Pop Mart, 52Toys, HM Project, and Mona. Pop Mart became the largest art toy company in China in 2019 and went public on the Hong Kong Stock Exchange in 2020.
Foreign brands such as Toys “R” Us also hold strong brand recognition in China.
Combining traditional toy items with blind box packaging is recommended to boost consumer curiosity.
IP collaboration opportunities are high for brands with strong content recognition.
2. Small Home Appliances
With the increase in single-person households, trends like “single consumer” and “lazy economy” have driven demand for compact appliances among younger consumers.
In 2020, the average household size in China dropped to 2.62 persons, accelerating the trend toward smaller household appliances.
The rise of e-commerce and the impact of COVID-19 further boosted kitchen appliance sales.
In 2019, the small home appliance market reached RMB 402 billion and is expected to hit RMB 486.8 billion by 2021.
While overall home electronics sales declined in 2020, kitchen appliances continued to grow (Alibaba Business Platform).
Leading brands such as Midea, Supor, and Joyoung hold a 91% market share.
Emerging brand Xiaoxiong gained attention with its compact products like egg cookers and electric lunch boxes tailored to fast-paced lifestyles.
Korean consumer goods’ reputation under the “K-life” brand can be effectively leveraged for marketing.
Companies entering the market should focus on smart, innovative features that meet evolving consumer expectations.
3. Rehabilitation Medical Devices
As the world’s most populous country ages, demand for rehabilitation services is rising, presenting strong export potential for Korean medical device companies.
As of 2020, China had 191 million people aged 65 or older, representing 13.5% of the population.
There are an estimated 270 million people with chronic disabilities in China; around 50% receive rehabilitation treatment.
Korean products are praised for high cost-efficiency in this field.
According to Frost & Sullivan, the market is expected to reach RMB 67 billion by 2023, with a 6.3% share of the total medical device market.
While there are over 5,000 domestic rehabilitation device manufacturers in China, most lack advanced technology and scale.
In 2020, China’s rehab device import market reached about USD 7.98 million, with major imports from Korea, the U.S., and Hungary.
High-tech rehabilitation equipment, such as rehab robots, is largely imported due to lack of local capabilities.
Korean devices are perceived as better value than U.S./European alternatives.
Companies without Chinese certification should consider entering via CKD (completely knocked-down) partnerships with certified local firms.
Participating in public procurement projects at national hospitals is also recommended.
4. Outdoor Camping Products
Rising income levels and pursuit of new lifestyles have led to increased leisure spending, with camping becoming a major trend in China’s travel industry.
Sales of outdoor apparel, shoes, and bags are expected to grow significantly.
The government designated camping as a priority sector for public health and is investing in campsite infrastructure.
According to Qianxun Consulting, the market grew nearly 40% annually, reaching RMB 60 billion in 2021.
SuNing Big Data: Before National Day, sales of camping gear, tents, and picnic mats increased by 76%, 178%, and 58% YoY, respectively.
Top brands during 2021’s 6.18 festival: Discovery (13%), Columbia (10.9%), The North Face (9.8%).
Creative, practical, and value-for-money products are ideal for market entry.
Collaborating with Chinese camping communities is a highly effective marketing strategy.
5. Diffusers
As living standards rise, consumers increasingly seek “small luxuries” like diffusers to enhance their quality of life.
In 2020, the Chinese diffuser market grew by 7% YoY to RMB 3 billion, with a five-year CAGR of approximately 9.6%.
By 2022, the market is projected to reach RMB 3.5 billion (approx. KRW 635 billion).
Over the past three years, the diffuser import market grew by an average of 17% annually.
Major import sources: Japan, the U.S., France, Korea (ranked 4th), and Italy.
Leading foreign brands include Diptyque, Jo Malone, and Lochber, with offline specialty stores in various cities.
Brands should focus on differentiation through ingredients, efficacy, price, and design.
Strong promotional strategies should target high-footfall locations such as hotels, yoga studios, and spas.
6. Industrial Cameras
The rise of smart automation has increased demand for industrial cameras.
Applications are expanding from electronics and display manufacturing to pharmaceuticals and cosmetics.
The market grew from RMB 330 million in 2016 to RMB 410 million in 2020 (24.2% growth).
Originally used in high-precision fields like semiconductors, demand has expanded to food, agriculture, and medical industries.
While over 50% of the market is still held by imports, domestic players are gaining share.
Key import countries include Japan (Keyence), Germany (Basler), and the U.S. (Cognex).
Suppliers must understand varying user needs depending on industry and production processes.
As demand for high-performance products grows, opportunities for advanced camera exporters are expanding.
7. Industrial Robots
China’s drive for smart manufacturing has expanded the market and application scope of industrial robots.
Post-COVID, automation and efficiency have become even more critical.
China primarily produces low-to-mid-end robots; high-end products still rely on imports.
Since 2013, China has been the world’s largest robot market. Despite COVID, the market grew 27.6% in 2020.
Production hit 237,000 units in 2020 (+19.1% YoY), with 64.6% growth by July 2021.
Global players dominate the market: FANUC (Japan), Yaskawa (Japan), Stäubli (Switzerland).
Korean companies can target this market through technical collaboration, R&D, and component supply.
8. Pet Products
Social changes such as smaller households, DINKs, and aging population have driven demand for companion animals.
The pet products market grew 2.3x over 5 years, with a CAGR of ~20%.
Expected to surpass RMB 200 billion within 5 years.
Over 60 million pet owners in 2020; young women make up the largest demographic.
Key items include grooming products, dryers, pet body wash, and smart pet feeders (sales up 6x).
Entertainment and health-related pet products also saw 3x–4.5x increases in sales.
High-end food brands from Canada and New Zealand are favored.
For IoT products like smart pet cams, domestic brands dominate due to better smartphone integration.
Japanese and Korean products are preferred for grooming and hygiene.
Most purchases are made online (Taobao, JD.com), while live pet product streams and pet cafes are emerging sales channels.
9. Display Panel Manufacturing Equipment
China’s display panel output is projected to account for 70% of global production within 5 years.
In 2020, 37.7% of China’s display equipment imports came from Korea.
COVID-19 boosted demand for video equipment due to remote work and online learning.
In 2018, equipment investments hit USD 15.37 billion, and the trend is rebounding.
That same year, imports reached a historic USD 10.19 billion and have remained steady.
Korea’s share of Chinese equipment imports rose to 37.7% in 2020, ranking second after Japan.
Because equipment has short replacement cycles, continuous innovation is key to maintaining export competitiveness.
Despite the pandemic, Korean exports grew by 13.7% in 2020.
10. Meal Replacements
Lockdowns and restricted dining led to a spike in demand for meal replacement products.
Health and body image concerns during quarantine further fueled functional meal replacement interest.
The market grew from RMB 57.1 billion in 2017 to RMB 120 billion in 2020.
Online meal replacement buyers increased 60% YoY in 2019, with online transactions reaching RMB 3.657 billion over a one-year period.
Key players include ffit8, Miss Zero, and Wang Bao Bao, with competition from giants like Want Want, Kangshifu, Smeal, and Huel.
Success in this space requires continuous R&D to develop appealing and functional products tailored to consumer needs.
