The Affordance of Material Media and Meaning Blanks: A Study on the Visual Production of Pop Mart's Storyless IP in Digital Communities

Abstract

Pop Mart has emerged as a leading enterprise in China's designer toy industry by centering its business model on "storyless IPs" such as Molly and Labubu. These intellectual properties deliberately eschew predefined narratives, instead leveraging open material media design to enable massive user-generated visual content within digital communities. Drawing upon media affordance theory, the materiality of media theory, and visual communication perspectives, this study systematically explores how strategically designed "meaning blanks" enhance IP affordances and stimulate user co-creation. By integrating Li's interview transcripts with Pop Mart founder Wang Ning, the research analyzes how the brand's IP incubation strategy effectively transfers interpretive rights to consumers, thereby forming a participatory visual production ecology characterized by "design as language." The findings reveal that the material blanks inherent in storyless IPs not only lower narrative thresholds for audience engagement but also construct a self-reinforcing, user-driven growth flywheel that facilitates the extension of IP value from physical collectible toys to digital cultural symbols. This study contributes to a deeper understanding of the interplay between material affordances and meaning blanks in contemporary digital visual culture, offering theoretical insights for scholars and practical implications for practitioners in the creative industries seeking to harness participatory design strategies.