THE Chinese toy company, Pop Mart, unveiled its sixth physical store in Bangkok with remarkable sales surpassing 10 million yuan (US$ 1.37 million) on its inauguration day.

The highly regarded art toy company, known for its blind box collectibles, is quickly making its mark in Thailand.

Anticipating the grand opening of the Labubu-themed store, fans like Nok, who camped outside overnight, expressed their dedication to Pop Mart. Nok, an avid enthusiast of the popular fuzzy dolls from the company, shared that products are snapped up quickly in her country, with many fans traveling to China to make purchases.

Pop Mart’s collaboration with local artists has garnered positive feedback not only in the Thai market but also in China, the United States, and Europe.

“Our primary focus is discovering exceptional artists worldwide. We aim to identify budding talents, support them in transforming their artwork into intellectual property, and ultimately bring joy and warmth to our customers,” said Wang Ning, the founder of Pop Mart, in a recent interview in Bangkok.

Functioning as a nurturing ground for artists, the character-centric entertainment company oversees the production, marketing, and distribution of selected artists’ creations. Through branding, social media initiatives, pop-up events, and exhibitions, it commercializes and promotes the artists’ works.

The fusion of art with engaging characters has positioned the company as a prominent player in the toy industry. By the close of 2023, Pop Mart had established over 450 physical stores and more than 2,300 Robo Shops across 30 countries and regions.

Having entered the Thai market in September last year, Pop Mart’s unique blind box marketing strategy has been a game-changer in Southeast Asia’s second-largest economy.

The concept involves selling products in opaque packaging, concealing the design until opened, adding an element of surprise. Limited or rare editions hidden within these boxes elevate the excitement of unboxing.

The frequent release of limited edition figures and special series cultivates a sense of exclusivity and urgency among collectors, driving repeat purchases.

The brand also fosters a sense of community for fans. The company provides platforms, both online and offline, for enthusiasts to meet and share their passion for discovering new pieces.

The vibrant collector culture in Thailand, along with its tradition of appreciating art and miniatures, has further fueled the enthusiasm for Pop Mart’s art toy collectibles. The intricate and charming characters resonate with the younger demographic, said Justin Moon, the president of Pop Mart International.

Moon outlined plans for Pop Mart to expand into travel retailing in Thailand, leveraging the country’s popularity as a tourist hotspot.

Beyond Bangkok, the company is eyeing the prospect of opening additional stores in sought-after destinations such as Chiang Mai and Phuket.

(Xinhua)