Pop Mart eyes bigger slice of the Philippines with creative collaborations, DTI says

Beijing-headquartered designer toy giant Pop Mart International Group is gearing up for a deeper push into the Philippine market, eyeing new retail locations and local creative partnerships as part of its 2025 expansion strategy.

According to the Department of Trade and Industry (DTI), Pop Mart vice president Karen Chen outlined the company's development plans in a recent engagement with key Philippine agencies and stakeholders.

"These plans involve forging partnerships with local business enterprises, and expanding their physical presence through new store openings," DTI said in a statement.

Don't miss: Pop Mart plans to take legal action against unauthorised use of Labubu

Pop Mart, known globally for its highly stylised collectible characters such as MOLLY, DIMOO, SKULLPANDA, and THE MONSTERS, currently operates two pop-up outlets in the country — one in SM Makati and another in SM Mall of Asia. However, the brand appears ready to go beyond pop-ups, as it explores more permanent and widespread retail footprints in the region.

During a business mission to Manila on 10 April, Pop Mart executives met with the Philippine Franchise Association and key government agencies including the Board of Investments, the Design Centre of the Philippines, and the Intellectual Property Office. The sessions, facilitated by DTI's Philippine Trade and Investment Centre in Beijing and the Foreign Trade Service Corps, centred on navigating regulatory frameworks, market entry, and the intricacies of intellectual property protection.

A standout point in the discussions was Pop Mart's enthusiasm for tapping into the local creative ecosystem. "Specifically, the company conveyed a strong interest in working with Filipino creatives to develop new intellectual property and original designs," the DTI noted.

The toy firm hopes to produce collectibles "deeply inspired" by Filipino culture, marking a shift from mere product rollout to meaningful cultural engagement — a strategy that could resonate strongly with today's experience-driven consumers.

This local push builds on Pop Mart's strong financials in 2024, when it posted a 106.9% jump in revenue to 13 billion yuan (US$1.8 billion) and a 185.9% rise in net profit to 3.4 billion yuan (US$465 million). The Southeast Asian region was a key contributor to this growth, with the DTI reporting a "sixfold increase" in revenue.

"The company aims to leverage its strong brand recognition and loyal customer base, driven by the popularity of plush toys and an aggressive overseas market expansion, particularly in Southeast Asia," DTI added. Beyond the Philippines, Pop Mart has expanded across Southeast Asia, including Indonesia, where it recently opened its largest store in the country at Kota Kasablanka Mall.

Globally, Pop Mart boasts over 500 stores across more than 30 countries and regions. Its offerings span beyond designer toys to include theme parks, digital entertainment, and an IP incubation and operations arm.

Related articles:
Pop Mart launches co-branded collection with Uniqlo
J.P. Morgan bets on the Philippines in regional AI payments push
What's driving PR agencies to expand in the Philippines?