POP MART: Inside Scoop on PH Expansion, Rare Collectibles + More

(SPOT.ph) It was in 2010 when the first POP MART store opened its doors. Founded by Wang Ning, it started with a quaint shop in Beijing selling a variety of knickknacks and toys, including the now-iconic Sonny Angels.

More than a decade later, POP MART continues to grow with hundreds of physical stores and vending machines around the world. Global flagships in other countries have become tourist destinations themselves, featuring floors upon floors of POP MART collectibles. Just recently, the brand stepped foot into the Philippines for the first time, albeit in the form of a pop-up that will run for three months—for now.

Our team at SPOT.ph got to talk to Mr. Jeremy Lee, POP MART Southeast Asian Go-To Market Director during the exclusive media preview of the store. We got the inside scoop on their big plans for the Philippines, plus where fans can get rare POP MART pieces and more.

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POP MART sweeps across Southeast Asia

Before setting up a pop-up store in our country, POP MART has already established a presence throughout Southeast Asia. Besides a pop-up in Thailand, the brand has stores in Singapore, Vietnam, and Indonesia. In the Southeast Asian region, POP MART collectibles have grown to be "wildly popular", according to Lee.

And that's saying something, coming from someone who has been in the toy industry for a while. Lee, who used to work for another globally recognized company known for buildable blocks (IYKYK), observes a fascinating trend: the brand resonating strongly with younger markets. He says about POP MART's popularity, "I feel the reason behind it is each of the designs is so intricately designed, and I think there's something about [the design] that the Gen Z; the young people; young professionals really enjoy and appreciate." 

He highlights a key factor behind POP MART’s explosive popularity in Southeast Asia compared to other parts of the world: a massive youth population. According to the Association of Southeast Asian Nations, "the youth comprise approximately a third of the combined population of ASEAN, constituting the largest ever cohort of ASEAN youth." It is said to peak at over 220 million by 2038.

"If you look globally, we have the largest population of young people. The Philippines [for one, has a] huge population of young people, right? [There's also] Vietnam, Indonesia," he says. "So, I think the reality is when it comes to our toys, fashion and style, and entertainment—young people are driving it."

"I'm not surprised at all that this is catching a lot faster in our part of the world. In [terms of] popularity we are right up there," Lee adds. "This is probably the huge growth engine for the company in terms of sales and revenue."

Another factor in POP MART's boost in the region? Lee extends his gratitude to global star LISA from BLACKPINK, who is credited to have launched Labubu into fame. He says, "Thank you so much LISA. We love you very much." 

PH-exclusive POP MART collectibles and collaborating with local artists

Filipinos love seeing a semblance of the country everywhere they go, and having a collectible from none other than POP MART will surely top the cake. Are there any plans for PH-exclusive POP MARTs? 

Lee says: "At some point in time, perhaps yeah."

However, it's still too early to say. First, they want to make sure that they gain momentum and they're well-established in the market. "Give us time," Lee says. "I think we just really want to start by serving our Philippine customers, and then at some point go beyond that."

How about collaborating with local artists for a figurine?

"Yeah, for sure," he answers, adding that the team is always on the lookout for IPs, interesting designers, and characters. 

On the hunt for unique POP MART collectibles? We also asked Lee for his insider tips and insights on scoring rare figurine pieces. 

"I'll say two things. One, this business thrives on novelty," he shares. "We always have new products, new designs every week. [It's] like finding something new every day. So, I think when it comes to these exclusive items or limited-edition and all that, get [into the] communities. The fan communities. In Facebook, Telegram, Instagram, whichever. They have stuff organized."

Lee admits that he's also in these communities. He's truly one of us. "It's fun! Because you'll see, 'Oh, I have this, you want this?' or 'I don't mind having that.' So these are [also] good places to interact with other members of the community and at the same time, you could potentially look out for IPs there."

Global POP MART flagship stores and bringing it to the Philippines

POP MART only has three global flagship stores in the world: Shanghai, Taipei, and Seoul. Lee's personal favorite is the one in Taipei, smack dab in the vibrant shopping district that is Ximending. 

"It's incredible," he excitedly says. "The design that went behind it, the thinking. And what they did was to ensure that the design of the store was in touch with what was happening with the building. The heritage of the building; they paid a lot of tribute [to it]."

Despite the POP MART's popularity in the region, there's no global flagship store yet in Southeast Asia. Currently, the biggest store in the region is probably the one that opened last year in Thailand.

However, Southeast Asia is definitely a region that they want to grow in. By extension, the Philippines is part of that expansion plan as well. Last year, POP MART opened their first stores in Thailand and Malaysia, followed by Vietnam and Indonesia this year, and culminating in their recent arrival in the Philippines.

When asked if they have plans for a permanent store in the country, Lee responds in the affirmative. He adds, "Coming very soon. Watch out for us in 2025. Big plans coming up."

For now, though, POP MART's first-ever pop-up store in the Philippines is now open in Manila. It will run for about three months, so you have enough time to drop by before, during, and even after the Christmas season. It's located on the second floor of the North Entertainment Mall, SM Mall of Asia, Seaside Boulevard, Pasay.