2025年11月6日晚，泡泡瑪特在抖音官方直播間推廣其新上市的“Dimoo新生日記系列掛鏈盲盒”，每個售價為79元。在直播過程中，兩名工作人員的一段私下對話意外被直播收錄：一人表示“賣79確實有點貴”，另一人回應“沒事會有人買單”。該片段隨後被錄屏傳播，引發網友熱議，並於11月7日登上微博熱搜榜首。

事發時，工作人員正在展示新款掛鏈盲盒，每盒包含六款常規款和一款隱藏款，隱藏款概率為1:72。由於對話是在直播中被意外播出，這段吐槽立即引起廣泛關注。

泡泡瑪特在11月7日發佈官方回應，表示已啟動內部調查，但明確說明涉事員工不會被開除。客服稱，目前沒有調整產品價格的計畫，相關問題仍在核實中。此前網路上傳出的“員工被開除”消息被證實為不實。

輿論方面，部分網友質疑產品售價與材質成本不匹配。掛鏈使用鋅合金和樹脂等材料，而市場上仿品成本僅約4元，且正品有時存在掉漆問題。同時，也有消費者表示，盲盒消費本身存在“為情緒買單”的特點。多數網友認為，員工只是“說了大實話”，呼籲品牌不要過度追責。

品牌背景上，“Dimoo”是泡泡瑪特旗下第五大IP，2025年上半年收入達11.05億元人民幣。公司第三季度財報顯示，整體收入同比增長245%至250%，海外業務增速顯著。此次事件發生在品牌業績高速增長期間，但近期如“SKULLPANDA”系列錯印事件等品控問題，也引發市場關注。

總體來看，此次事件反映消費者對盲盒產品價格與品質敏感度的提高，同時也凸顯品牌在新品推廣中需要平衡員工管理、輿論控制與產品品質的挑戰。

On the evening of November 6, 2025, Pop Mart promoted its newly launched “Dimoo New Birthday Diary Series” keychain blind boxes during an official livestream on Tik Tok, with each box priced at 79 RMB. During the broadcast, a private conversation between two staff members was accidentally captured live: one remarked, “Selling at 79 is indeed a bit expensive,” and the other replied, “It’s okay, someone will pay for it.” The clip quickly circulated online, sparking widespread debate and reaching the top of Weibo’s trending list on November 7.

At the time, the staff were presenting the new keychain blind boxes, which include six standard designs and one hidden variant, with the hidden version appearing at a probability of 1 in 72. Because their comments were inadvertently broadcast, the segment immediately attracted significant public attention.

Pop Mart issued an official statement on November 7, announcing an internal investigation but clarifying that the employees involved would not be dismissed. Customer service also noted that there are no current plans to adjust the product’s price and that related concerns are still being reviewed. Earlier rumors claiming that the employees had been fired were confirmed to be false.

Public opinion was divided. Some netizens criticized the perceived mismatch between the product’s price and its materials, which include zinc alloy and resin, noting that counterfeit versions cost as little as 4 RMB, while some genuine products were prone to paint chipping. Other consumers pointed out that paying for excitement or “the thrill of the blind box” is normal in such purchases. Overall, many agreed that the employees had simply “spoken the truth” and argued that the brand should not overreact or over-punish staff for candid remarks.

From a business perspective, Dimoo is Pop Mart’s fifth-largest intellectual property, generating 1.105 billion RMB in revenue in the first half of 2025. Pop Mart’s Q3 financial report showed overall revenue growth of 245–250% year-over-year, with overseas operations expanding rapidly. The incident occurred during a period of strong business growth, but recent quality-control concerns, such as misprints in the “SKULLPANDA” series, have raised attention to production standards.

In summary, the controversy highlights both consumer sensitivity to pricing and product quality in the blind-box market and the challenges brands face in managing employee conduct, public perception, and product quality during high-profile launches.