(Pop Mart gains growing attention across various countries. /CFP)

At a popular shopping mall in Bangkok, Thailand, Pop Mart’s Labubu series toys dressed in plush and quirky outfits are neatly displayed on shelves, attracting many young consumers. As a leading Chinese trendy toy brand expanding overseas, Pop Mart is accelerating its layout in the Southeast Asian market, sparking a blind box craze.

(Shoppers browse and make purchases inside a Pop Mart store. /CFP)

In recent years, Pop Mart has steadily expanded its presence across Southeast Asia, opening stores and hosting pop-up events in Thailand, Malaysia, Singapore, and the Philippines, while actively partnering with regional e-commerce platforms. Since 2023, Pop Mart has entered LazMall—part of Lazada, one of Southeast Asia’s largest e-commerce platforms—quickly reaching young consumers through algorithm-driven recommendations and live unboxing events. According to Lazada data, Pop Mart’s overall sales in Southeast Asia have grown over fivefold, making it one of the fastest-growing toy brands in the region.

Popular series like “Labubu,” “Molly,” and “Skullpanda” have gained wide acclaim, with Labubu standing out for its “cute and ugly” look and diverse costumes, becoming an iconic IP in trendy culture. Today, Southeast Asia is one of Pop Mart’s largest overseas markets. According to Xinhua News Agency, Pop Mart’s overseas revenue in the first quarter of 2025 grew nearly 480% year-on-year, with over 40% coming from Southeast Asia.