In an era dominated by digital feeds and fleeting trends, global collectible art toy giant POP MART is making a bold statement: print isn’t dead. Known for its highly coveted blind boxes and character universes, the company is doubling down on tangibility by launching its very own newsprint magazine, play/GROUND.

This move is a fascinating counter-narrative in today’s media landscape, affirming the enduring allure of physical objects even for a brand that thrives on tactile collectibles. It’s a strategic embrace of nostalgia-core and a commitment to a deeper, more immersive engagement with its audience, proving that the physical realm still holds immense value.

The inaugural Spring/Summer 2025 issue, aptly titled “THE SOCIAL ISSUE,” dives deep into contemporary youth culture, exploring themes from internet detox to the resurgence of real-world social connections. Readers can expect captivating articles like “Going Cold Turkey on the Internet,” “Crybaby Molly’s Guide To Bangkok,” and “Fads, Feeds, and Finding Yourself in the Algorithm,” all presented alongside visually striking photography on oversized newsprint.

Gracing the cover is none other than Chinese singer-songwriter and actress Leah Dou. Dou, celebrated for her genre-bending music and often elusive persona, embodies the magazine’s spirit of self-expression and authentic connection, making her the perfect choice to kick off POP MART’s venture into the printed word.

This isn’t just a magazine; it’s a tactile extension of the POP MART universe, inviting its community to slow down, disconnect, and explore ideas. In a world saturated with ephemeral digital content, play/GROUND offers a refreshing, physical space for reflection and connection—a testament to the power of print to truly cut through the noise.

Cover image via HYPEBEAST.