What Comes After Labubu? Pop Mart COO Addresses Investor Pressure

Why It Matters

Pop Mart’s pivot to a focused IP strategy and aggressive global rollout positions it as a leading Chinese consumer brand capable of generating diversified, long‑term revenue, while its regulatory compliance safeguards growth amid tightening oversight.

Key Takeaways

• Pop Mart pivots to IP-centric strategy after Labubu success.
• Focus narrows to few top-tier IPs, mirroring Disney model.
• Global expansion includes 3,000+ international staff across 10,000 employees.
• Regulatory compliance prioritized for blind boxes in China, Singapore.
• Diversification plans extend IPs into apparel, food, media sectors.

Summary

In an exclusive Beijing interview, Pop Mart’s chief operating officer, SA, outlined the company’s post‑Labubu roadmap, emphasizing a shift from generic trendy toys to an IP‑centric growth model. The discussion traced Pop Mart’s evolution through three distinct phases: early retail diversification, a 2016‑2020 focus on collectible toys that powered its IPO, and the current “IP operation” stage where a handful of flagship characters drive global expansion.

SA explained that the firm now concentrates resources on four‑to‑six high‑potential IPs, echoing Disney’s strategy of nurturing a few marquee properties. The Labubu phenomenon—sparked by Blackpink’s Lisa and bolstered by two years of internal design iteration—illustrates how a single character can become a cultural touchstone and a soft‑power asset for China. Pop Mart’s workforce now exceeds 10,000, with more than 3,000 employees stationed worldwide, underscoring its ambition to operate as a truly global brand.

Regulatory vigilance also featured prominently. The company pledged swift compliance with emerging blind‑box restrictions in China and Singapore, positioning itself as a proactive market participant. Beyond toys, Pop Mart is licensing its IPs to partners such as Uniqlo and Mona, and experimenting with apparel, desserts, and video content, signaling a broader diversification of revenue streams.

For investors, the narrative signals a maturing Chinese consumer firm transitioning from hype‑driven sales to sustainable, multi‑category monetization. Success hinges on the ability to scale flagship IPs internationally while navigating regulatory headwinds, making Pop Mart a bellwether for China’s next wave of global consumer brands.

Original Description

Pop Mart’s global breakout came with Labubu but can it create the next hit?

In this exclusive, the COO breaks down how the company evolved from a retail concept into a global IP powerhouse, what drove Labubu’s explosive success, and how Pop Mart is expanding beyond toys. He also addresses investor pressure to replicate Labubu and the strategy behind building the next world-class character.

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