Sell something useless

Apparently, Labubu—the cute plushie with a wicked smile—has become a thing.

Wang Ning, the founder of Pop Mart, believes in selling what is “useless.” One thought experiment he uses to illustrate this idea goes like this:

Would Molly toys sell as well if we added a USB flash drive to them?

That would certainly give the toys some kind of “use,” but it would also remind potential buyers that they do not actually need it. Who really needs another USB thingy, after all?

A similar idea is circulating in Japan's retail industry, where businesses are said to be transitioning from selling “mono” (もの) to selling “koto” (こと). Both words can be translated as “things” in English. The distinction is that “mono” means a tangible object, while “koto” means something intangible, such as an event or experience.