In malls from Beijing to Bangkok, and even tucked away in corners of Paris, people are lining up. Not for sneakers. Not for handbags. But for something smaller: a little cardboard box with a big secret inside…..
This is Pop Mart, the Chinese brand redefining what it means to collect. What started as “blind box” toys has evolved into a global lifestyle movement.
It’s hype.
It’s identity.
And it’s serious business.
(Image for editorial use only)
A Billion-Yuan Surprise
Founded in 2010, Pop Mart was once just a distributor of Japanese Sonny Angel figures. But after losing distribution rights in 2016, the company made a bold pivot: create its own intellectual property. Enter MOLLY, LABUBU, and an entire universe of characters.
When LABUBU, the mischievous elf with wide eyes and crooked teeth, landed in Thailand, the reaction rivalled a K-pop concert. The creature was even named an “Amazing Thailand Experience Officer.” Meanwhile, MOLLY grew into an entire sub-series like Space Molly and Royal Molly, keeping each release fresh, premium, and highly collectable.
By 2024, Pop Mart reported revenues of 13.04 billion yuan ($1.8 billion), with overseas sales alone growing 375% year-over-year. Stores are popping up in New York, Paris, Melbourne, and beyond. And with celebrity collectors like Rihanna and Blackpink’s Lisa flaunting their LABUBUs, the hype has crossed borders and demographics.
Why Everyone’s Hooked?
It all comes down to anticipation.
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Every blind box is a gamble, and that pause before the reveal delivers a shot of dopamine. It’s a simple ritual, but one that never gets old.
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Designs that hit home from CryBaby’s glittery tears, MOLLY’s pout to LABUBU’s ugly-cute grin. They mirror emotions we all recognise.
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Social media has amplified the experience. TikTok hauls, livestream reveals, and global swap groups have turned what was once a private thrill into public content
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And beyond the buzz, a genuine community has taken shape, with fans organising meetups, trading boxes, and even travelling abroad for exclusives.
In a fast, noisy world, Pop Mart offers something rare: a pocket-sized spark of joy.
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Who Else Is Playing the Game?
Pop Mart may be the star, but plenty of other brands are in the game.
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Name |
Location |
What you need to know |
|---|---|---|
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China |
From mech-animal BEASTBOX to Disney collabs, blending cute and edgy. |
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Japan |
Glow-in-the-dark Smiski figures that “hide” in quirky poses. |
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Japan |
Classic Japanese toys with blind box figures from Pokémon and Sanrio. |
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New Zealand |
Affordable capsule-style collectables featuring Disney and Nickelodeon favourites. |
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USA |
The OGs of urban vinyl, bringing quirky collabs with The Simpsons and Andy Warhol. |
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USA |
Everyone’s fave for affordable POP! figures and mystery minis featuring Marvel, Disney, and more. |
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USA |
Creators of L.O.L. Surprise1, masters of unboxing layers and fun surprises. |
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Singapore |
Limited-edition art toys that fuse fine art with pop culture. |
Each brand takes the DNA of “surprise” and mutates it into something new: art, humour, nostalgia, affordability, or pure chaos.
So, Should You Join In?
If you’re a collector, you already know the answer. These figures are more than toys. They are stories, small discoveries, and shared connections with a community that understands the thrill.
For businesses, the takeaway is just as clear: don’t just sell products. Sell anticipation. Create worlds, not items. Turn every purchase into an experience.
Pop Mart has proven the model. Collecting has a new future, and it’s one built on joy, curiosity, and belonging.
So the only question left is this: will you open the box?