POP MART

Location: Beijing

Industry: Retail

Suitable time: 0.5 Day, 1 Day

Company Profile

POP MART (09992.HK), founded in 2010, is a leading global company in the trend culture and entertainment industry. Centered around IP, POP MART has built a comprehensive platform for creative incubation and IP operation, empowering global creators while delivering exciting products, services, and immersive entertainment experiences to consumers.

POP MART identifies and nurtures emerging artists and designers worldwide, creating popular character IPs through a well-established IP development and operation system. Its portfolio includes iconic IPs such as MOLLY, SKULLPANDA, DIMOO, THE MONSTERS, and Hirono. By launching art toys and derivative products based on these IPs, POP MART continues to lead trends in consumer culture. As of the end of first half of 2025, POP MART operates over 550 physical stores and more than 2,500 Robo Shops across the world. Through multiple cross-border e-commerce platforms, the company has reached audiences in over 90 countries and regions, bringing joy to young consumers around the world.

Significance of investigation

• Understand the complete IP operation system of POP MART, including artist cooperation, IP content creation, product iteration and IP lifecycle management, and learn how a creative image turns into sustainable commercial value.
• Explore the logic behind the blind-box economy and new consumer marketing, and analyse how emotional consumption and fandom culture drive brand growth and user loyalty.
• Study the brand's globalization strategy, covering overseas channel layout, cross-cultural content adaptation and international market promotion of Chinese cultural creativity.
• Observe the integration of IP and immersive cultural tourism, and see how the brand extends IP value from collectible toys to offline theme parks and diversified scene experiences.

Travel itinerary plan

09:30-10:00 Pre-visit guidance for the benchmark study at POP MART
Introduction to the enterprise background, visit rules, core observation points and agenda overview for the group.

10:00-10:30 Tour of POP MART Product Museum
View classic collectible works, milestone product series and brand development archives. The guide explains the birth stories of signature IPs and the evolution of China's trendy toy industry.

10:30-12:30 Themed sharing: Trendy Toy Economy in the Blind Box Era — Current Status and Future of the Trendy Toy Industry
The sharing covers POP MART's development path, IP incubation mechanism, user operation, marketing strategy and industry outlook, followed by Q&A and interactive discussion.

13:30-16:00 Visit POP LAND, POP MART City Theme Park
Explore immersive IP scenes, themed performances and interactive amusement zones. Witness how IP assets are transformed into offline cultural tourism experience and multi-scenario consumption.