China’s trendy toy company Bubble Mart’s official live streaming platform recently sparked controversy when a private conversation between two on-site staff members was accidentally recorded during a promotion for a certain IP peripheral product. One staff member commented on why the product was being sold at such a high price, to which another responded, “It’s okay, there will be buyers.” This live streaming incident caused a huge uproar, with relevant terms quickly trending on Weibo. The next day, Bubble Mart’s stock price plummeted by over 5%.
On November 7th, Bubble Mart’s stock price fell by over 5% during trading. The company reached a historical high of 339.8 HKD per share on August 26th, but the current price has dropped by nearly 36%.
On the evening of November 6th, a possible mishap occurred in Bubble Mart’s live stream. During the live stream, staff members showcased the DIMOO blind box, priced at 79 yuan, when one employee inadvertently remarked, “Well, this thing does seem a bit expensive at 79,” with another quickly responding, “It’s okay, there will be buyers.”
According to Jiu Pai News, on the same day, checking Bubble Mart’s official mini-program revealed that the blind box was already sold out.
On November 7th, various related terms topped Weibo’s trending list. On social media, some users posted comments expressing disapproval, stating, “Such remarks seem inappropriate! It feels disrespectful.” Other users voiced support for Bubble Mart lowering the prices. “Indeed, it’s outrageous to sell a small toy for 79, costing just a few dollars, the profit margin is too high!”
Zhang, a loyal fan of Bubble Mart from Changsha, who collects multiple products from the company, shared her thoughts on the video incident. She admitted feeling a bit angry upon hearing the staff’s comments but mentioned it wouldn’t affect her purchasing decisions. “I pay for what I like. If I don’t manage to grab it, I won’t pay extra to buy it.”
Rumors circulating online claim that the two involved staff members have been dismissed, with relevant departments also facing accountability.
In response to the incident, according to Feng Mian News, Bubble Mart’s official customer service stated that internal actions are being taken against the staff involved in the live streaming mishap on the evening of November 6th and further investigation is underway. Regarding the potential price adjustment of the 79 yuan product, the customer service mentioned they have not received any notifications yet.
Xiao Xiang Morning News reported insights from an internal source at Bubble Mart, confirming the occurrence of the live streaming incident. The company is conducting an urgent investigation, but the staff involved will not be terminated.
Recently, Bubble Mart has shown strong performance. On October 21st, the company announced its latest business status for the third quarter of 2025, with overall revenue growth of 245% to 250% compared to the same period last year. In the Chinese market, revenue increased by 185% to 190%, while international markets recorded a surge of 365% to 370%.