Sure! Here’s the text translated into American English:
—
In recent years, various products like Sonny Angels and Labubu have gained remarkable popularity, emerging from anonymity to become true viral icons. This phenomenon has prompted the brand MINISO to conduct a study with over 1,000 participants to understand the reasons behind these purchasing behaviors. The results show that many decisions are not driven by functional needs but are motivated by the pursuit of personal satisfaction and emotional well-being, as well as the growing phenomenon of fandom.
The study highlights how certain objects succeed in establishing emotional connections with the public, transforming into symbols that transcend their utility and become items of collection and belonging. MINISO concludes that the success of these products is not merely a matter of luck but a result of a complex interaction of factors, where platforms like Instagram and TikTok play a crucial role in amplifying their visibility.
According to the study, nearly 80% of Spaniards have purchased products simply because they found them attractive, and 53% have done so because they are trendy. Additionally, 73% of respondents admit to buying items purely to feel good. The products typically chosen are small and inexpensive, with 54% of consumers opting for these types of items. Monthly spending on these purchases also reveals interesting trends: 41% spend between 20 and 50 euros, while 29% spend less than 20 euros.
Social media remains the primary source of inspiration for trends, with 61% of respondents citing Instagram and 49% mentioning TikTok. Stores that offer attractive and “Instagrammable” shopping experiences also capture consumer attention, with nearly half of them highly valuing this aspect.
Since arriving in Spain in 2018, MINISO has opened 58 stores in the Iberian Peninsula, offering a wide range of products in categories ranging from figurines and plush toys to beauty and electronics. This comprehensive approach to design and the shopping experience has proven successful in an increasingly competitive market.
Moreover, the fandom phenomenon has become a powerful driver behind the demand for merchandise, even surpassing the popularity of sports clubs. About 55% of Spaniards report enjoying collecting products, and 62% identify with some fandom phenomenon, highlighting musical groups and TV series as the most popular. This study reflects how products become symbols of belonging, allowing consumers to express parts of their identity through their purchasing choices.
—
If you need any adjustments or additional information, feel free to ask!
Referrer: MiMub in Spanish
