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7/24/2025, 9:18:28 PM
Chinese Figurine Maker APEX-TOYS Rises to Industry Leader Backed by miHoYo Contents and Investments
https://www.jfdaily.com/staticsg/wap/newsDetail?id=950633)
What was once a niche hobby has grown into a booming business as APEX-TOYS (hereinafter "APEX"), a Chinese figurine manufacturer, has risen to become an industry leader in just seven years - thanks in part to gaming giant miHoYo’s investment and popular IPs.
In 2018, Ma Li founded APEX with investments from miHoYo. APEX quickly gained attention after releasing a high-quality figurine of Yae Sakura from miHoYo’s hit game Honkai Impact 3rd, which became a sales champion. "Japanese industry insiders had no clue how a Chinese firm made it".
Premium figurines, unlike mass-produced ones, require intricate craftsmanship, combining design inspiration, precision machinery, and hand assembly. Each part must be individually cut and glued by hand, making high-precision manufacturing a time-consuming process.
To achieve top-level quality, APEX has adopted advanced five-axis CNC machines - typically used in producing medical heart stents - allowing them to replicate digital models with twice the accuracy of traditional plastic injection moulding.
Despite expanding its workforce to 1,000 employees, APEX’s production of high-end figures remains limited to around 400,000 units annually. However, demand for game character figurines is surging. For example, miHoYo released 14 figures in the first half of this year, up from six in the same period last year. APEX has launched over 80 figures this year, a 70% increase.
The best selling product was Elysia ~Because of you~, selling around 100,000 copies.
Her game Her company Her world.
https://www.jfdaily.com/staticsg/wap/newsDetail?id=950633)
What was once a niche hobby has grown into a booming business as APEX-TOYS (hereinafter "APEX"), a Chinese figurine manufacturer, has risen to become an industry leader in just seven years - thanks in part to gaming giant miHoYo’s investment and popular IPs.
In 2018, Ma Li founded APEX with investments from miHoYo. APEX quickly gained attention after releasing a high-quality figurine of Yae Sakura from miHoYo’s hit game Honkai Impact 3rd, which became a sales champion. "Japanese industry insiders had no clue how a Chinese firm made it".
Premium figurines, unlike mass-produced ones, require intricate craftsmanship, combining design inspiration, precision machinery, and hand assembly. Each part must be individually cut and glued by hand, making high-precision manufacturing a time-consuming process.
To achieve top-level quality, APEX has adopted advanced five-axis CNC machines - typically used in producing medical heart stents - allowing them to replicate digital models with twice the accuracy of traditional plastic injection moulding.
Despite expanding its workforce to 1,000 employees, APEX’s production of high-end figures remains limited to around 400,000 units annually. However, demand for game character figurines is surging. For example, miHoYo released 14 figures in the first half of this year, up from six in the same period last year. APEX has launched over 80 figures this year, a 70% increase.
The best selling product was Elysia ~Because of you~, selling around 100,000 copies.
Her game Her company Her world.
7/24/2025, 4:24:47 AM
Chinese Figurine Maker APEX-TOYS Rises to Industry Leader Backed by miHoYo Contents and Investments
(Summary + translation by Chibipiyo. Original article Jiefang Daily https://jfdaily.com/staticsg/res/html/web/newsDetail.html?id=950633)
What was once a niche hobby has grown into a booming business as APEX-TOYS (hereinafter "APEX"), a Chinese figurine manufacturer, has risen to become an industry leader in just seven years - thanks in part to gaming giant miHoYo’s investment and popular IPs.
In 2018, Ma Li founded APEX with investments from miHoYo. APEX quickly gained attention after releasing a high-quality figurine of Yae Sakura from miHoYo’s hit game Honkai Impact 3rd, which became a sales champion. "Japanese industry insiders had no clue how a Chinese firm made it".
Premium figurines, unlike mass-produced ones, require intricate craftsmanship, combining design inspiration, precision machinery, and hand assembly. Each part must be individually cut and glued by hand, making high-precision manufacturing a time-consuming process.
To achieve top-level quality, APEX has adopted advanced five-axis CNC machines - typically used in producing medical heart stents - allowing them to replicate digital models with twice the accuracy of traditional plastic injection moulding.
Despite expanding its workforce to 1,000 employees, APEX’s production of high-end figures remains limited to around 400,000 units annually. However, demand for game character figurines is surging. For example, miHoYo released 14 figures in the first half of this year, up from six in the same period last year. APEX has launched over 80 figures this year, a 70% increase.
The best selling product was Elysia ~Because of you~, selling around 100,000 copies.
(Summary + translation by Chibipiyo. Original article Jiefang Daily https://jfdaily.com/staticsg/res/html/web/newsDetail.html?id=950633)
What was once a niche hobby has grown into a booming business as APEX-TOYS (hereinafter "APEX"), a Chinese figurine manufacturer, has risen to become an industry leader in just seven years - thanks in part to gaming giant miHoYo’s investment and popular IPs.
In 2018, Ma Li founded APEX with investments from miHoYo. APEX quickly gained attention after releasing a high-quality figurine of Yae Sakura from miHoYo’s hit game Honkai Impact 3rd, which became a sales champion. "Japanese industry insiders had no clue how a Chinese firm made it".
Premium figurines, unlike mass-produced ones, require intricate craftsmanship, combining design inspiration, precision machinery, and hand assembly. Each part must be individually cut and glued by hand, making high-precision manufacturing a time-consuming process.
To achieve top-level quality, APEX has adopted advanced five-axis CNC machines - typically used in producing medical heart stents - allowing them to replicate digital models with twice the accuracy of traditional plastic injection moulding.
Despite expanding its workforce to 1,000 employees, APEX’s production of high-end figures remains limited to around 400,000 units annually. However, demand for game character figurines is surging. For example, miHoYo released 14 figures in the first half of this year, up from six in the same period last year. APEX has launched over 80 figures this year, a 70% increase.
The best selling product was Elysia ~Because of you~, selling around 100,000 copies.
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