Pop Mart gains fans as Chinese toymaker leverages 'blind box' craze

Toy retailer's elf-like character Labubu wins followers, including Blackpink's Lisa

20241121 Pop mart Thailand

Vinyl figurines are displayed at a Pop Mart store in Bangkok. The Chinese toy retailer has opened over 100 overseas stores since 2020. (Photo by EPA/Jiji) 

WATARU SUZUKI, Nikkei staff writer, and BELINDA YOHANA, contributing writer

SHANGHAI/JAKARTA -- Chinese toy retailer Pop Mart is expanding quickly overseas, helped by the growing popularity of its randomly packed "blind box" figurines among young collectors.

The Beijing-based company opened its first store in Jakarta in July, the 100th store it has opened outside mainland China since 2020.

Sponsored Content

About Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.