What is Pop Mart: Why is it so popular in Thailand
Pop Mart, the Chinese company behind those trendy collectible art toys and mystery blind boxes, has blown up in Thailand. It’s not just a fleeting trend, it’s about how Thai consumer culture is shifting. People are loving the mix of nostalgia, social media buzz, and the focus on design and self-expression. So, what’s driving Pop Mart’s huge success in Thailand? Let’s break it down.
Collectible culture, nostalgia, and the blind box craze
Pop Mart has become a hit in Thailand by tapping into the nation’s love for collectibles and the excitement of blind boxes. Collecting figurines has always been big in Thai culture, with items like amulets and traditional pieces cherished for generations. Pop Mart adds a fresh spin with its blind boxes, where you don’t know which figure you’ll get until you open it, making the experience thrilling like a mini lottery.
This mix of nostalgia and surprise resonates with Thai consumers, bringing back childhood memories while delivering trendy, stylish designs. The unboxing thrill, especially with the chance of getting rare figures, has created a whole community of collectors who trade and share their finds, turning Pop Mart into more than just a hobby, it’s a cultural trend on the rise.
Social media hype
In today’s social media-driven world, trends take off fast, and Pop Mart is no exception. Platforms like Instagram, Facebook, and TikTok are buzzing with collectors showing off their latest finds, creating a fun sense of community and friendly competition. Thai fans love sharing their collections, jumping on trends, and following influencers who promote Pop Mart.
Blind box unboxing videos are a huge hit on Thai social media, pulling more people into the craze and tempting them to try their luck. The cute designs and limited-edition releases make these collectibles even more desirable and perfect for sharing online.
Labubu fever in Thailand
One of Pop Mart’s most popular characters, has sparked a major craze in Thailand, leading to the opening of the first Labubu Concept Store outside China at Megabangna in Bangkok. “Labubu fever” kicked off when Blackpink’s Lisa posted a photo with a Labubu Macaron on Instagram, sending sales through the roof and causing products to sell out across the country. Despite having the largest Labubu stock in Asia, the store’s new collections often sell out within a day.
The Labubu Concept Store perfectly blends luxury, simplicity, and street style. It features limited-edition collections like Zimomo Lava, Labubu Kingmon, and Dimoo–Dodgems Snooks, all in a sleek space that mixes warm wood with industrial vibes. There’s also a Mega Lifestyle zone where fans can snap pics with characters from The Monsters collection.
Pop Mart’s expansion into Thailand shows how the brand’s character-driven phenomena, like Labubu, connect deeply with Thai consumers, making them a key player in the local art toy scene.
The cute and quirky aesthetic
Pop Mart’s designs are known for being cute, quirky, and sometimes a bit surreal, which resonates perfectly with Thai tastes. Characters like Molly, Bunny, and Pucky have an adorable charm that appeals to a wide range of people, from teenagers to adults. This aesthetic plays into the growing popularity of “kawaii” culture in Thailand, which celebrates all things cute and playful.
Many of Pop Mart’s figures have universal appeal, but they also produce region-specific designs that cater to local tastes. By blending international trends with Thai preferences, Pop Mart has found a sweet spot that keeps fans engaged and coming back for more.
A unique retail experience
Pop Mart’s selling style is a huge part of its success. Their vending machines and bright stores create a fun, immersive shopping experience. Unlike regular shops, the vending machines bring the thrill of surprise, keeping people excited about what they’ll get. This taps into the ‘gachapon’ culture, already big in Thailand thanks to Japanese influences.
This unique, hands-on shopping vibe makes it more fun and adds a sense of mystery, which is exactly what keeps customers coming back for more.
Limited editions and exclusivity
Pop Mart’s exclusivity is a huge part of its charm. Limited edition drops and collaborations with top designers and brands create a sense of urgency. Thais love the feeling of owning something rare, so these figures feel more like collector’s items than simple toys. It’s common for people to line up for hours, or even days, to get special edition figurines.
The fear of missing out (FOMO) plays a big role too, driving people to collect entire sets or hunt down that one elusive figure. This collector mentality is a major reason why Pop Mart is so popular.
Affordable luxury
Even though Pop Mart’s figures are considered designer toys, they’re still pretty affordable, making them accessible to a wider audience. They give you that high-end art vibe without breaking the bank. This affordable luxury idea really resonates with Thai consumers, who love stylish and well-designed products but also watch their budgets.
Pop Mart has nailed the balance between looking premium and being accessible, which is crucial in a market like Thailand.
Pop Mart’s popularity in Thailand isn’t just luck. It perfectly combines the country’s love for collecting, the social media influence, and a fun design style that appeals to today’s shoppers. By creating a unique shopping experience, dropping limited-edition items, and keeping prices friendly, Pop Mart has secured its spot as a favourite among Thai collectors and toy fans. With a keen understanding of what Thai consumers want, it’s no wonder Pop Mart has become a cultural sensation in Thailand.
