When Blackpink’s Lisa shared an Instagram story in April featuring a large Labubu plush toy and another showing a Labubu charm on her bag, Labubu quickly created a buzz across social media. As a result, Labubu became especially popular among K-pop enthusiasts and designer toy collectors.
For various reasons, Labubu has gained immense popularity, and the trend has officially reached the Philippines, drawing in fans and collectors alike. As the craze hits fever pitch, collectible toy company Pop Mart, which has gained popularity throughout Southeast Asia, opened its first pop-up location in the country at SM Mall of Asia in Pasay City on Nov. 2. The store will remain open until early 2025.
This pop-up couldn’t have come at a better time, with Labubu’s popularity soaring thanks to celebrities like Lisa and local star Marian Rivera. Lisa’s “Fall in Wild” Labubu series stirred up so much interest that it became the top-searched plush item on Carousell. And when Kathryn Bernardo recently showcased her “Wings of Fantasy” Labubu collection, Filipino fans were even more captivated.
With Labubu mania in full swing, the online marketplace Carousell has seen a significant increase in searches for Labubu items, rising over 24 times from July to October. Listings for these collectibles have also surged, and Carousell launched a campaign to help fans track down rare items, with prizes like the “Dada” Labubu from the “Have A Seat” series up for grabs.
Among Filipino collectors, the most sought-after series include the “Have A Seat,” “Macarons,” and “Lazy Yoga” Blind Box series, with plush favorites like “Fall in Wild,” “Happy Halloween Party,” and “Wings of Fantasy” also trending. Labubu-themed accessories, including clothes, bags, and shirts, are hot items as well.
During a special preview of the pop-up, Pop Mart executive Jeremy Lee described Pop Mart as more than just a shopping destination; it’s an experience.
Fans can pose with a life-sized Hirono Mime Devilry statue and explore characters like Labubu, Molly, and Hirono in new ways.
“We believe there is a boom in Southeast Asia, and we did not want to miss the Philippines,” Lee said.
This opening is a strategic step in Pop Mart’s broader expansion across Southeast Asia, with additional plans in development, including potential collaborations with Filipino artists.
“We are an art, culture, and entertainment company. We believe we have an impact on those industries. We bring a sense of design and sportsmanship. Whenever we bring our stores, we add to the creative vibe of the country,” he said.
“Our mission is to bring and inspire joy and passion. Each character has a different story and a unique personality—whether introverted or extroverted. Whether you’re into fantasy, there’s something for everyone,” he added.
Pop Mart’s global reach now spans designer toys, theme parks, and digital entertainment. With popular IPs like Dimoo and Skullpanda, they see themselves as more than just a brand, as Lee puts it, “We are aiming to infuse creativity and joy into everyday life.”
