Unboxings and IRL Events: POP MART Connects with Southeast Asia's Toy Collectors Through Lazada
With LazMall, POP MART is now reaching fans in a more direct and hyper-personalised way. Since joining the platform in 2023, it has grown over 5-fold to become one of LazMall's fastest-growing toy brands — a testament to the region's deep love for collectibles and character storytelling.
From live-streamed unboxings to data-backed product launches, POP MART's success reflects how digital discovery and fandom go hand-in-hand. The global blind box collectibles market is set to hit USD 38.4 billion by 2031 — a boom fuelled by Gen Z and millennial collectors seeking rarity, emotional connection, and a bit of playful nostalgia.
'Whether it's the thrill of the mystery or the joy of finding your favourite character, our collectors are looking for more than just toys — they're seeking stories,' said a POP MART spokesperson. 'With Lazada, we're able to deliver those stories in a more seamless way.'
Global Exclusives Launching in June
This month, POP MART will release two globally limited figures — MOLLY and Zsiga, and also unveil the second-generation SKULLPANDA plush toys, adding a soft and huggable twist to its cult-favourite character lineup.
These products will be available on Lazada's LazMall from June 2025 onwards. POP MART will also increase its stock levels and scale up visibility on its LazMall storefront to meet fan demand.
Where Community Meets Commerce
On Lazada, POP MART fans don't just shop — they discover and experience. Using AI-powered recommendations and region-specific insights, the brand curates its releases based on what collectors love most in each market. SKULLPANDA, for instance, has become a breakout favourite in Thailand, while DIMOO charms fans in Malaysia.
Collectors also benefit from prompt deliveries, with 85% of orders in all key Southeast Asian cities like Bangkok and Manila guaranteed to arrive within 48 hours upon order confirmation. Collectibles are also delivered in custom shock-proof packaging to ensure they arrive in pristine, collector-worthy conditions, and the parcel can be tracked in real time on the Lazada app.
POP MART collectibles are not just toys, they are a lifestyle and the epitome of luxury and exclusivity that has been fuelled by the energy of its fans and creators. More than one-third (34%) of its sales on Lazada now come from affiliate creators in Southeast Asia — livestreamers, toy reviewers, and content creators who bring the world of POP MART to life through their own lens. Their curated content, character deep-dives, and unboxing videos don't just sell toys — they build community and elevate collecting into a shared lifestyle.
Taking the Experience Offline
Fans in Malaysia can look forward to experiencing the magic in-person, where the Lazada X POP MART 5KM run will be happening on 12 October 2025. Designed to be a vibrant, community-driven event that blends fitness, music, and fandom, POP MART will be hosting an exclusive booth at the event, creating a playground for pop culture lovers to meet iconic characters and immerse themselves in the joyful surprise of the trend culture and brand stories.
IRL experiences like this are part of POP MART's strategy to connect more deeply with its community – both online and offline.
'POP MART's world is built on creativity and connection,' said Kaya Qin, Chief Executive Officer at Lazada Malaysia. 'Through Lazada's platform, brands like POP MART are able to inspire and engage a new generation of collectors with stories that extend beyond the digital channels.'
Zsiga
MOLLY
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Star
3 days ago
- The Star
Pop Mart opens first Berlin store to "endless" queues
BERLIN, July 25 (Xinhua) -- Not even the rainy weather could dampen the enthusiasm of hundreds of devoted fans who queued for kilometers outside a major Berlin shopping center early Friday morning, eagerly awaiting the opening of China's toy-maker Pop Mart's first store in Germany. By the time the doors opened at 10 a.m. local time, the queue of people with umbrellas and camping chairs, fizzing with excitement, had already wrapped around the building. Some fans had traveled distances of up to 500 kilometers, just to get their hands on Labubu, the wildly popular plush collectible. One 41-year-old father told German media Berliner Rundfunk that he and his 10-year-old son had arrived 21 hours before opening time. "We got here yesterday at 1 p.m., and my son stood by the door. We realized we were the first ones. Then he clung to it and said, 'Dad, I'm not letting go,'" he recalled. When the doors finally opened, the crowd surged forward. "It was chaotic, it was very hot, but it was all worth it," said Cynthia Schlater, 25, who waited in line for 14 hours. She told German media BZ Berlin that she spent about 500 euros in the store. Labubu, one of Pop Mart's most beloved characters, has transformed from a quirky figure with googly eyes and sharp teeth into a global icon. Founded in 2010, POP MART has risen to fame through its original character designs and collaborations with emerging artists, and it has attracted 1.2 million annual visitors to its flagship stores worldwide.
Hype Malaysia
4 days ago
- Hype Malaysia
R&B Legend Babyface To Bring Long Awaited Asia Tour To KL This October
After his last Southeast Asian tour in 2010, Malaysian fans have been eagerly anticipating R&B legend Babyface's return—and the wait is finally over! This October, the iconic singer is set to grace the Malaysian stage once again, bringing an unforgettable night filled with timeless hits, smooth vocals, and the heartfelt energy only he is globally known for. Prepare to get swept away by a musical infused with love, soul and classical tunes as the 13-time GRAMMY winner makes his much-anticipated comeback to Asia. With a career spanning over four decades, Babyface promises a performance packed with beloved anthems, emotional moments, and the signature artistry that has defined his legendary legacy. Widely recognised as one of R&B's most influential figures, Babyface has shaped modern soul music through his songwriting and production. He has crafted iconic hits for artists like Whitney Houston, Toni Braxton, Boyz II Men, and Beyoncé, making an indelible impact both on stage and behind the scenes. Fans can look forward to a soulful journey through his extensive catalogue, featuring classics such as 'Whip Appeal,' 'Every Time I Close My Eyes,' and 'When Can I See You.' The concert will highlight his signature love ballads, smooth grooves, and possibly a few surprises from his recent work. So, whether you're a longtime fan or seeking some '90s nostalgia, here's everything you need to know about the upcoming concert: Babyface 'Asia Tour 2025' In Malaysia Date: 30 October 2025 (Thursday) 30 October 2025 (Thursday) Time: 8:30pm 8:30pm Venue: Idea Live Arena, Petaling Jaya Idea Live Arena, Petaling Jaya Ticketing: TBA Tickets will be open to the public starting on 7th August (Thursday) at 12pm, so don't miss your chance to book your seat at GoLive Asia. For further information, head to his official website and social media. Are you ready for the return of a legend? Zaima Humaria contributed to this article
Hype Malaysia
4 days ago
- Hype Malaysia
Ice Spice & Charli D'Amelio Slay In kate spade new york's Spring/Summer 2025 Brand Campaign
Look out, world! kate spade new york has unveiled its Spring/Summer 2025 global brand campaign, 'To The Ones Who Carry Us,' starring Grammy-nominated Artist, Ice Spice, and dancer and multi-faceted social media star, Charli D'Amelio. Introducing a bold, seasonal campaign that embraces a fresh aesthetic to connect to younger audiences, the campaign celebrates the universal roles friends play in a girl's life with creative scenes that bring modern, relatable energy to the brand. 'This campaign is a vibrant love letter to the friends who shape a girl's life,' said Eva Erdmann, CEO and Brand President of kate spade new york. 'Since joining the brand, we've been exploring new meaningful ways to connect with a younger audience. In a world where digital interactions often overshadow genuine connections, the profound bond of friendship becomes, more than ever, an indispensable anchor. 'kate spade new york's latest campaign celebrates fierce friends: the ones who show up, have your back, and brighten the everyday. As Kate Spade herself once said, 'A good friend is like the perfect handbag – always by your side, effortlessly lifting your spirit, and making every adventure a little more fabulous.'' Starring Ice Spice – known for her fearless authenticity – and Charli D'Amelio – celebrated for her ability to resonate with her audience – kate spade new york's latest campaign spotlights the Deco Chain Shoulder Bag in two new seasonal colourways. Set in a vibrant cityscape, the film captures the energy of Gen Z's bold, fast-moving lives – and the fierce friends who carry them through it all. At the centre is Deco: a versatile essential that seamlessly transitions from day to night, casual to polished, proving one bag can do it all. From the post-breakup pep talker to the friend group unifier, the campaign celebrates those who show up, stand out, and make every moment count. Erdmann continued, 'We celebrate the many facets of friendship, honouring the unique qualities that make every friend group special. Like the friends who carry us, the Deco handbag from kate spade new york takes centre stage – symbolising simplicity, functionality, and versatility as the perfect companion to your life.' 'Growing up in New York, I've always been a fan of kate spade and their iconic designs. This campaign was exciting to me because it's all about celebrating friendships,' says Ice Spice. 'My friends mean everything to me – they keep me grounded, especially my sister and cousins. They're the ones I call when I'm homesick, when I'm hyped, or when I just need to be reminded of who I am and where I came from.' 'I'm so excited to partner with kate spade new york,' says Charli D'Amelio. 'I've loved the brand for years, especially how its modern designs allow me to express my own personal style. I think it's really cool to see how this campaign celebrates the power of friendship and the joy it brings. It makes me think of the lifelong friendships I have that started as a child, growing up, going to school together, being in the same dance company, or new friends I've met through work or moving to new cities – I am so grateful to have had the amazing opportunity of forming friendships with new people along the way.' The Deco handbag steps boldly into the spotlight, reimagined for the season in standout Spring/Summer colourways – Blue Multi Denim, Jungle Vine, Sweet Cream and Apricot Cream. A modern expression of kate spade's design DNA, Deco fuses clean lines, minimalist form, and effortless, everyday luxury. It's made for the one who carries more than just her essentials – she carries her world, and often, everyone else's too. The Spring/Summer 2025 collection is now available to shop with new styles continuing to roll out through spring and summer in-stores. The campaign will be revealed on kate spade new york's channels from today.
