On December 19, Pop Mart (泡泡玛特) officially opened its first offline store in the Philippines. Located at SM Megamall, a core commercial hub in Manila, the store quickly became a new focal point for local fashion consumption and cultural life during its opening period, attracting large numbers of consumers to visit and experience the brand.
The launch not only underscores Pop Mart’s commitment to the Philippine market, but also marks a new stage of deeper localisation and refined operations in its Asia-Pacific expansion.
SM Megamall is not only the largest shopping mall in the Philippines, but also ranks as the world’s seventh-largest mall by scale, known for its diverse retail offerings and exceptionally high foot traffic. The Philippine flagship store spans nearly 300 square metres and offers local consumers an immersive designer toy shopping experience through a wide range of IP products and distinctive store design. The store also features popular Pop Mart IPs, including Hirono (小野) and THE MONSTERS.
The opening coincided with the peak of the Philippines’ Christmas shopping season. Pop Mart integrated local festive culture by installing a 12-metre-tall themed Christmas tree in the mall’s central atrium. Decorated with the brand’s signature IP characters and enhanced by festive lighting and holiday elements, the installation quickly became a popular photo spot in Manila, driving organic social media sharing and boosting local brand awareness and affinity.
“The Philippines has long been a key market for us in the Asia-Pacific region,” a company representative said. “We previously held multiple limited-time pop-up events locally, each of which received a warmer-than-expected response, further reinforcing our decision to open a permanent store.” Pop Mart has previously hosted themed pop-up events at high-end Manila malls such as SM Mall of Asia and SM Makati, building a stable consumer base and brand recognition.
More recently, Pop Mart opened a “Coffee Factory”-themed pop-up store at SM North EDSA, its largest pop-up to date in the Philippines. Designed around a café concept, the store features lifestyle-oriented displays, lighting and merchandise, and showcases a range of coffee-themed derivative products, including fragrances and cushions.
To further strengthen emotional connections with local consumers, Pop Mart also held its first artist fan meeting in the Philippines. Lang, the artist behind the popular Hirono IP, attended in person to interact with fans and sign autographs. The company also launched a region-exclusive Hirono character dressed in traditional local attire, attracting strong attention from Filipino fans. Hirono has previously gained significant popularity through offline pop-up events in markets such as Thailand.
Industry observers said the opening of Pop Mart’s first Philippine store represents a key step in its Asia-Pacific strategy. With a young population, high social media engagement and strong receptiveness to trend-driven culture, the Philippines offers significant growth potential. Pop Mart has been systematically advancing localisation through a series of initiatives. Previously, the company opened offline stores at prominent Asia-Pacific landmarks such as Bali in Indonesia, Ba Na Hills in Vietnam, and Singapore’s Changi Airport. Looking ahead, Pop Mart plans to continue deepening its presence in the Asia-Pacific market, further enhancing brand influence and IP value while delivering richer designer toy cultural experiences to consumers.