The jewelry line features elements tied to Labubu, Molly, Crybaby, and more, making them a must-have for any Pop Mart fan.
Talk about Pop Mart, and the first thing that (literally) pops into people’s minds is Labubu dolls and other designer toys stashed in “blind boxes.” For fans of cute culture, Pop Mart is anything and everything that sparks joy. Now, the beloved toy maker is bringing more cheer and thrill in a form that’s more luxe than usual—jewelry.
Pop Mart launched its first jewelry store, “Popop,” in China earlier this June. Like the company’s globally renowned toy store, Popop’s shelves are adorned with its top-selling characters like Labubu, Molly, Hirono, Crybaby, and Skullpanda. This time, though, they come in even smaller sizes as pendants in rings, bracelets, and necklaces.
Popop’s grand launch was celebrated with the opening of its first two stores last week—one in the bustling city of Shanghai and another in Pop Mart’s birthplace, Beijing. Its grand launch is a reflection of Pop Mart’s ability to think—and expand—outside the toy box. “We’ve always wanted to explore more possibilities through different product categories. Jewelry is a key segment we’ve been eager to develop,” Pop Mart founder and CEO Wang Ning said at the event in Beijing.
Related story: How Labubu dolls became the ‘It accessory’ we never saw coming
Related story: A limited-edition Seventeen x Sacai Labubu sells for P1.7M at auction
Anyone who has been to Pop Mart would know—the store speaks “cute” in all corners. Aside from its quirky and intricately designed toys, the space is brought to life with unique facades and eye-catching displays perfect for photo ops. Popop, on the other hand, takes a more premium approach.
Unlike its toy stores that are bedecked with colors and graphics, Popop boutiques shimmer with an all-white minimalist interior. Each store evokes elegance and refinement, as even its characters, which are usually decorated in many colors, are now rendered as 3D displays in pure white. Apart from the brand’s refined aesthetic, Popop’s distinct upscale approach is defined by its products’ higher price points and personalized shopping experience.
Popop’s focus is on sterling silver, 14k gold, and pearls, with prices ranging from CNY 399 to CNY 2,699 (PHP 3,150 to PHP21,300). But what ultimately sets it apart from other jewelry brands is that Popop’s designs feature elements and stories tied to its intellectual properties. It’ll definitely be hard for Labubu, Molly, or Crybaby lovers to unsee them or resist the temptation of buying at least one.
Its Hirono-themed jewelry, for example, has a gender-neutral, rugged aesthetic and features elements like foldable books and crumpled letters. The Space Molly collection, meanwhile, has a simpler, minimalist style, which is also seen in the classic Molly line but enhanced with nacre (mother-of-pearl) and silver beads.
Besides its IPs, Popop is made different as it incorporates fun into its offerings. Its most popular line, according to 36kr Europe, is the Labubu series, which offers customers the option to create their own bracelets and necklaces. They can freely match cords, shell beads, and other trinkets to create pieces that are unique and not available in its range of pre-matched pieces.
Expanding beyond toys has been a part of Pop Mart’s plans since it rose to fame in 2024. Wang gave a glimpse of the company’s pipeline during an interview with journalist Li Xiang, which was published in the book “Because of Uniqueness” that speaks about the tremendous success of Pop Mart.
“In China, I want to focus on more innovative ventures. Our core team is based here, so we aim to pursue creative projects,” Wang said. The 38-year-old CEO cited theme parks, games, and jewelry as examples of these initiatives.
Related story: From Trolls to Labubu dolls: 10 iconic toys we were obsessed with over the last 30 years
Related story: Why adults can’t stop collecting toys: The rise of designer figures and the blind box hype
Prior to the opening of Popop stores in Beijing and Shanghai, Pop Mart launched two Popop concept stores in Shanghai and Shenzhen, which ran from Jan. 15 to Feb. 14, 2025. It also partnered with Hong Kong-based jeweler Chow Sang Sang on a collection featuring Pop Mart’s Molly.
Popop’s launch coincides with Pop Mart’s plan to open approximately 100 overseas stores in 2025. It comes months after Wang announced that the company expects to surpass its total revenue by 50% in 2025. According to Pop Mart’s annual report, its revenue reached 13.04 billion yuan (US$1.8 billion), representing a 106.9% increase from the previous year. The company’s net profit, meanwhile, reached 3.4 billion yuan (US$468 million) with a year-on-year increase of 185.9%.
With its outstanding financial performance, Pop Mart has expanded the number of its stores to more than 530 and its roboshops (or vending machines) to over 2,490 worldwide as of December 2024. Wang, meanwhile, surged into the top 10 of China’s wealthiest, proving how toys can generate immense fortune in just a year.
Related story: How Labubu turned Pop Mart founder Wang Ning into China’s 10th richest man
Related story: Cute culture 101: A look into the science and benefits of obsessing over all things cute
