A Journey of Innovation, Expansion, and Reimagining Chinese Folklore

From Labubu Craze to Global Powerhouse

Pop Mart, the Chinese toy company behind the Labubu craze and the sell-out Ne Zha 2 movie toy line, has set its sights on becoming a global powerhouse. After a year of explosive growth across Asia, the company now aims to have overseas business account for over 50% of its total revenue by 2025.

Southeast Asia has emerged as Pop Mart's largest overseas market, generating over 560 million yuan (US$77.2 million) in revenue for the first half of 2024, a nearly 480% year-on-year surge. The company plans to further expand its reach in the region with new product lines, pop-up stores, and exciting collaborations.

Pop Mart's success is partly attributed to its ability to tap into the appeal of Chinese folklore and mythology. The company has successfully reimagined classic heroes like Monkey God Sun Wukong and Ne Zha, the mischievous child deity, in its toys and merchandise. This has resonated with both domestic and international audiences, as evidenced by the success of the Ne Zha 2 movie and the popularity of Pop Mart's Ne Zha 2 toys.

Beyond its core business of blind box toys and collectibles, Pop Mart is also expanding into theme parks and other experiences. The company plans to add rides to its existing Pop Land theme parks in China and is exploring the possibility of launching its first overseas park outside of mainland China.

Pop Mart's future success will depend on its ability to continue to innovate and stay ahead of trends. The company is investing heavily in R&D to develop new products and experiences that will appeal to consumers around the world. With its ambitious growth plans and focus on innovation, Pop Mart is well-positioned to achieve its goal of becoming a global leader in the toy and entertainment industry.