From August 20 to 22, 2025, the highly anticipated international industry exhibition — Indonesia Toys & Kids Expo (IBTE Indonesia) — successfully concluded at the Jakarta Convention Center. Making its debut at the event, Chinese original designer toy brand Heyone stood out among over 1,000 exhibitors from 24 countries with its distinctive design language and innovative concepts. Attracting widespread attention from more than 40,000 professional buyers, Heyone became a spotlight of the show and established deep cooperative intentions with many international distributors — a vivid demonstration of the growing innovation and global competitiveness of China's designer toy industry.
According to the representative at Heyone’s IBTE booth, “As a leading Chinese original designer toy brand, Heyone deeply understands the emotional needs of global consumers. Through differentiated artistic expressions, we’ve developed a diversified global IP portfolio. ‘OZAI’ is positioned as an internationally appealing designer toy IP that evokes emotional resonance, while ‘MIMI’ aims to be a new symbol of healing power rooted in Eastern culture. Beyond our core IPs, we’ve also created a diverse range including the girl-themed IPs such as ‘FAYA’, ‘FurFur’, and Joy’. Today, Heyone is already loved by consumers in places like Thailand and Singapore, reaching over 4.5 million overseas fans and showcasing strong global market competitiveness. We look forward to collaborating with partners in Indonesia, Southeast Asia, and beyond to bring more high-quality designer toy IPs to consumers worldwide.”
At the exhibition, Heyone’s booth was packed with visitors and buzzing with interest from potential partners. According to statistics, Heyone successfully established cooperation with more than 10 Southeast Asian distributors and reached in-depth cooperation intentions with 5 well-known Indonesian distributors — a substantial breakthrough in expanding into the Indonesian market. In addition to attracting many business partners, the booth also became a magnet for consumers. Many attendees praised Heyone’s products for their unique design, creativity, and emotional depth. A young consumer from Jakarta shared, “We hope Heyone opens stores in Indonesia soon so more local consumers can access these innovative and emotionally rich designer toys.”
Founded in 2022, Heyone is committed to crafting a culture of play and celebrating creativity, focusing on preserving the artistic identity and original value of each IP while building emotional resonance across diverse audiences. Since its inception, Heyone has actively participated in Southeast Asian toy expos such as TTE and PTS and has hosted several creative pop-up events in Thailand and Singapore, warmly welcomed by local fans. In recent years, the brand has accelerated its global expansion, appearing at international exhibitions in Paris, Singapore, Seoul, and Bangkok. Its original and meticulous designs continue to gain recognition among global toy enthusiasts.
Indonesia, with its 275 million population, youthful demographic, and robust economic growth, is considered one of the most promising consumer markets in Southeast Asia and a key growth driver in the global toy industry. Heyone’s first appearance at IBTE with a lineup of flagship IPs highlights its commitment to the Indonesian and broader Southeast Asian markets. “Indonesia has always been one of our priority markets due to its dynamic and emerging potential,” said the Heyone booth representative. “Our participation aims not only to establish deep ties with top local distributors but also to use Indonesia as a launching point to extend Chinese original designer toy culture throughout Southeast Asia and to the global stage. We want more consumers worldwide to experience the unique charm of Chinese original designer toys.”
With China’s growing global influence, Chinese designer toy brands are increasingly going global through strategic international expansions. Heyone’s successful foray into Southeast Asia reflects not only the vast potential of China’s designer toy industry but also the rising global appeal of Chinese culture.
Heyone Global Independent Store: https://heyoneglobal.com/
Media Contact
Company Name: Heyone
Contact Person: Rong Zhongtao
Email: Send Email
City: Jakarta
Country: Indonesia
Website: https://heyoneglobal.com/
