Posted by HONG KONG, 10 April 2025 – Driven by “kidults”—adults who passionately embrace childhood interests—the collectibles market is booming across Hong Kong. This is especially evident on Carousell, the leading classifieds marketplace in Hong Kong, where Hobbies and Toys emerged as the most-transacted category for secondhand items in 2024, accounting for nearly 45% of regional transactions.
To dive deeper into this growing trend, Carousell polled active users in the Hobbies and Toys category in Hong Kong. The findings provide a snapshot of today’s collector community—revealing not only who they are, but also how they buy, sell, and interact within the collecting ecosystem.
Committed and steadily investing in their passion for collectibles
The poll discovered that collectors aged 31 and above make up the majority of respondents (58%), with the 50 and above age group forming the largest segment at 23%. Most respondents are also long-time enthusiasts, with 51% having collected for over five years.
Their dedication is reflected in their high engagement levels on Carousell. 37% browse the platform daily, with another 36% browsing weekly to stay updated on new listings and market trends.
Additionally, this enthusiasm extends to their spending habits. Most respondents allocate between HK$1,000 and HK$10,000 annually to their passion, with the 31–40 age group being the most prominent within this range. Meanwhile, a notable segment of 26–30 year-olds invest over HK$10,000 each year in their collections.
Building a lifestyle around collecting
“Kidults” in Hong Kong are also deeply involved in fostering a vibrant collecting community and building a lifestyle around their hobby. The poll discovers key insights into their collecting habits:
- 74% of respondents use Carousell to discover and purchase collectibles, making it the top platform of choice. Brick-and-mortar stores (67%) follow closely.
- 42% of respondents make purchases at least once a month, maintaining a steady buying cycle to expand their collections.
- 59% of respondents actively organise, catalog, and preserve their items—a practice especially prevalent among those aged 31 and above, who use notebooks and spreadsheets to maintain detailed records.
- 48% of respondents participate in collector communities, actively engaging in discussions and trading collectibles through online forums.
Diverse collecting preferences across generations
The poll also reveals that figurines and toys, particularly from popular brands like Pop Mart and S.H. Figuarts, are the most coveted collectibles across all age groups, with 64% of respondents collecting them. Trading cards rank as the second most popular category, followed by books and comics.
Distinct preferences also emerge across different age groups. Respondents under 26 gravitate toward celebrity-related merchandise, while those aged 26 and above show a stronger interest in books and comics. LEGO is particularly popular among respondents aged 31–40, while stamp collecting remains a favourite among those aged 50 and above, reflecting a more traditional approach to collecting.
Trending collectibles: What Hong Kong’s collectors are searching for
Cross-referencing poll results with search trends on Carousell reveal a shift in demand, with collectibles gaining traction among Hong Kong users. While electronics- and luxury-related keywords—such as “PS5”, “Nintendo Switch”, “iPhones”, and “Chanel”—have dominated searches over the past years, interest in toys and collectibles have been rising in the past year, with “Jellycat” plushies among the first to surge in popularity. Comparing the Hobbies & Toys category in Q1 2024 with Q1 2025 discovers that this shift has continued to evolve, where Hong Kongers still actively seek both emerging favourites and timeless classics, further shaping a vibrant collector community.
- Figurines: By Q1 2025, “Chiikawa” rose from the eighth most-searched keyword in Q1 2024, surpassing “Dragon Ball”—the previous top search—to claim the top spot. This shift follows a significant rise in 2024, where “Chiikawa” had secured the position of the second most-searched keyword. Searches for Pop Mart’s releases, such as “Labubu” and “Crybaby”, have surged to chart as the second and sixth most-searched keywords in Q1 2025, highlighting the growing enthusiasm for blind-box collectibles and limited-edition designs.
- Trading Cards: Interest in trading cards continues to grow, with “Pokémon” cards rising from the twenty-second most-searched keyword in Q1 2024 to the seventh in Q1 2025.
- Toys and Games: Searches for “board games” and “puzzles” surged to chart as the fourth and fifth most-searched keywords in Q1 2025, reflecting a growing interest in interactive collecting experiences. This trend is further echoed by the rising popularity of Board Game Cafés, which have become popular spots for Hong Kongers to enjoy tabletop games.
- Books: Recent titles like “Solo Leveling”—a popular South Korean web novel that later became a manhwa—have gained rapid traction, emerging to chart as the eighteenth most-searched keyword in Q1 2025. Meanwhile, interest in the classic novel “Harry Potter” has steadily grown, moving from the forty-fourth most-searched keyword in Q1 2024 to the fortieth in Q1 2025.
More than collecting: collectors are embracing market opportunities
The poll finds that 92% of respondents are also selling their collectibles—leveraging the booming market and turning their hobby into an opportunity amid rising demand. The poll shows that selling serves multiple purposes:
- 40% sell to free up space, ensuring their collections remain well-curated.
- 32% sell to fund new purchases and expand their collections without additional financial strain.
- 20% sell for profit, capitalising on growing demand.
“With a deep-rooted passion for collecting and strong purchasing power, Hong Kong’s ‘kidults’ are shaping a vibrant collector community and an active collectibles economy,” said Ms Angel Koh, Carousell Hong Kong’s Market Representative. “With 1 in 5 Hongkongers using Carousell, and around 50% of them being active users in the Hobbies & Toys category, we are grateful that collectors choose Carousell as their go-to platform to buy, sell, or reinvest in their passion.”
With demand for sought-after collectibles on the rise, now is the perfect time to list your items for sale at https://www.carousell.com.hk/toys-hk-eng/l/ or on the Carousell app.
Safety tip:
Please note that just like any other e-commerce website, users do not need to share their email address nor exchange any personal or banking information to use the ‘Buy’ button. Users can check their order status on their Profile Page under “Purchases” (for items you bought) and “Sales” (for items you sold).
About Carousell
Carousell is a multi-category classifieds and recommerce marketplace that makes selling as easy as taking a photo, buying as simple as chatting. Carousell is available in Singapore, Hong Kong, Indonesia, Malaysia, the Philippines and Taiwan. In Hong Kong, the Carousell marketplace has a diverse range of products in over 30 categories, including Hobbies & Toys, Fashion, Beauty & Personal Care, Furniture and Luxury.
Carousell is part of Carousell Group. Founded in August 2012 in Singapore, the Group has a leading presence in seven markets under the brands Carousell, Carousell Media Group, Cho Tot, Laku6, LuxLexicon, Mudah.my, OneShift, REFASH and Revo Financial, serving tens of millions of monthly active users. Carousell is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, STIC Investments, 500 Global and Peak XV Partners (formerly known as Sequoia Capital India).
「大細路」帶動收藏熱潮 港人年花萬元買童年回憶
Carousell調查：31歲以上收藏家佔58% 22%年耗逾萬港元
香港，2025 年 4 月 10 日—— 由熱衷於童年興趣的「大細路」（Kidults）帶動熱潮，香港收藏品市場持續升溫。這一趨勢在香港領先二手買賣平台 Carousell 旋轉拍賣上尤為明顯，2024 年「興趣與玩具」類別成為二手交易量最高的品類，佔東南亞、香港及台灣交易總量近 45%。
為深入分析此現象，Carousell針對平台上的香港玩具及收藏品活躍買家進行調查，揭示這群收藏家的消費習慣、社群互動及市場動向。
肯花肯買：年均消費最高逾萬港元
調查顯示，58%受訪收藏家年齡超過31歲，其中50歲以上群體佔23%，為最大比例。51%受訪者更已收藏玩具超過5年，反映「大細路」的長情投入。
這種熱情也體現在他們對 Carousell 的高度參與度上。37% 受訪者每天瀏覽平台，另有 36% 每週瀏覽，以緊貼最新上架商品和市場趨勢。
此外，這份熱愛也反映在他們的消費習慣中。大多數受訪者每年在收藏品上花費港幣 1,000 至 10,000 元，其中 31–40 歲群體最為活躍。在 26-30歲受訪者中，亦不乏每年豪花超過10,000港元的狂熱收藏家。
收藏成生活日常 線上線下齊發掘
香港的「大細路」不僅熱衷於收藏，也積極參與收藏社群，將收藏視為一種生活方式。調查揭示了他們的收藏習慣：
- 74%的受訪者使用 Carousell 探索及購買收藏品，使其成為首選平台，而實體店（67%）則緊隨其後。
- 42%的受訪者每月至少購買一次收藏品，保持穩定的購買節奏來擴展收藏。
- 59%會系統整理收藏，這種習慣在 31 歲以上的收藏者中特別常見，他們會使用筆記本或電子表格來詳細記錄藏品。
- 48% 活躍於收藏社群，參與討論與交易。
世代偏好大不同：Chiikawa壓倒龍珠 LEGO迷集中31-40歲
調查亦顯示，手辦及玩具（64%）是各年齡層最受歡迎的收藏品，特別是「泡泡瑪特」(POP MART)及「S.H. Figuarts」等知名品牌。交易卡則排名第二，書籍及漫畫緊隨其後。
不同年齡層的收藏偏好亦有所不同。26 歲以下的受訪者更偏愛明星周邊商品，而 26 歲及以上的受訪者則更熱衷於書籍和漫畫。樂高（LEGO）在 31–40 歲的收藏者中最受歡迎，而 50 歲及以上的收藏者則更偏好郵票收藏，體現較傳統的收藏風格。
2025熱搜趨勢：Chiikawa‧寶可夢卡‧盲盒公仔
Carousell 的調查結果與搜索趨勢數據交叉對比後發現，香港用戶對收藏品的需求正不斷變化。過去數年，「PS5」、「任天堂 Switch」、「iPhone」及「香奈兒」等電子及奢侈品關鍵詞一直佔據搜索榜前列，而近年來玩具與收藏品的熱度亦顯著上升。「Jellycat」公仔是首批熱度激增的收藏品之一。對比 2024 年第一季度與 2025 年第一季度的「興趣與玩具」類別搜索趨勢可見，這股熱潮持續演變，香港收藏群體不斷追求新興與經典收藏品。
- 公仔： 截至 2025 年第一季度，「Chiikawa」從 2024 年第一季的第八大搜尋關鍵字上升，超越了先前排名第一的「龍珠」，成為最受歡迎的搜索關鍵詞。這一轉變延續了 2024 年的顯著增長，當時「Chiikawa」已經躍升至第二大搜尋關鍵字。此外，「泡泡瑪特」的「Labubu」與「Crybaby」等系列亦躍升至第二及第六位，顯示盲盒及限量版收藏品的熱潮仍在增長。
- 集換式卡牌：集換式卡牌熱度持續上升，「寶可夢」卡牌的搜索排名由 2024 年第一季度的第 22 位上升至 2025 年第一季度的第 7 位。
- 玩具與遊戲：「桌遊」與「拼圖」的搜索量大增，分別佔據 2025 年第一季度的第四及第五位，顯示互動式收藏體驗的興趣正在提升。同時，桌上遊戲的興起也反映了這一趨勢，成為香港人休閒娛樂的熱門選擇。
- 書籍類：近期熱門的韓國漫畫《我獨自升級》（改編自網絡小說）搜索量迅速增長，2025 年第一季度排名第 18 位。此外，經典小說《哈利波特》在香港的熱度亦持續升溫，從 2024 年第一季度第 44 位上升至 2025 年第一季度的第 40 位。
92%人邊買邊賣 三大動機：騰空間‧換新歡‧賺差價遇
調查發現，92% 的受訪者同時也在出售收藏品，把握市場需求，將收藏轉化為商機。出售收藏品的主要原因包括：
- 40% 的受訪者出售藏品以騰出空間，確保收藏保持精緻與有序。
- 32% 的受訪者出售藏品以獲取資金，繼續擴展收藏且不增加額外財務壓力。
- 20% 的受訪者出售藏品以獲取利潤，把握市場熱潮。
Carousell香港市場代表葛彥希女士表示：「『大細路』憑藉高消費力與熱情，推動本地收藏經濟蓬勃發展。目前每五位香港人中就有一位是 Carousell 的用戶，並且大約50%的用戶活躍於『興趣與玩具』類別。我們很榮幸成為他們交易、交流的首選平台。」
隨著收藏品需求不斷增長，現在正是最佳時機，在 Carousell 網站（https://www.carousell.com.hk/toys-hk/l/）或 Carousell 應用程式上刊登您的收藏品，抓住商機。
安全提示：
當你使用Carousell「購買」按鈕，不僅無需提供電郵或銀行資料，系統更會自動啟動「買家保障」（Buyer Protection）服務，確保交易安全。用戶可隨時在個人檔案的「購買」及「銷售」中查看訂單狀態。
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有關Carousell旋轉拍賣
Carousell旋轉拍賣是一個多品類分類及再商務交易平台,將賣出過程簡化得像拍照一般輕鬆,而購買則像聊天一般簡單。Carousell旋轉拍賣在新加坡、香港、印尼、馬來西亞、菲律賓和台灣提供服務，平台商品涵蓋多個熱門類別，包括興趣與玩具、時尚服飾、美容與個人護理、家具及奢侈品等。
Carousell旋轉拍賣是東南亞、台灣及香港領先多品類買賣集團Carousell Group旋轉拍賣集團的一部分。該集團於2012年8月在新加坡成立,以Carousell 旋轉拍賣、Carousell Media Group、Cho Tot、Laku6、LuxLexicon、Mudah.my、OneShift、REFASH和Revo Financial,品牌在七大市場中處於領先地位, 每月為數千萬活躍用戶提供服務。Carousell獲得了主要投資者的支持,包括Telenor Group、Rakuten Ventures、Naver、STIC Investments、500 Global和Peak XV Partners (前稱為 Sequoia Capital India)。