Pop Mart showcases character toys, cultural fusion at Beijing trade fair

Pop Mart debuted as the exclusive trend culture brand partner at the China International Fair for Trade in Services (CIFTIS) last week, showcasing its popular characters and offering unique cultural experiences through creative interactions.

Crowds flock to a Pop Mart booth at the China International Fair for Trade in Services in Beijing, Sept. 13, 2025. [Photo courtesy of Pop Mart]

The company operated two booths featuring character toys, merchandise, desserts and large art installations. The displays attracted crowds and became among the fair's most popular attractions.

This year marks Pop Mart's sixth consecutive year participating in CIFTIS. A Pop Mart International Group representative said the company "aims to use CIFTIS as a global platform to showcase the diversity and expandability of pop toy IPs to the world."

"At this year's event, we brought multiple IP products beloved by consumers both in China and overseas, while also offering visitors innovative interactive experiences," he said. "Moving forward, as our company continues to expand its global operations, Pop Mart will remain committed to its IP-driven innovation strategy, delivering more diverse emotional experiences and cultural value to consumers worldwide."

One Pop Mart booth featured the "Cake a Wish" theme, incorporating its character brands into dessert-themed decorations that drew crowds. The company extended the concept from Molly's Dessert House at its Beijing theme park, which opened in August 2024 and became popular.

Star Man ice cream is sold during the China International Fair for Trade in Services in Beijing, Sept. 13, 2025. [Photo courtesy of Pop Mart]

Visitors could sample character-themed treats including Star Man and Skullpanda ice cream, Dimo biscuits, The Monsters cookies and Molly chocolates. Pop Mart displayed its Space Molly Mega collectible series and plush toys from franchises including The Monsters, Molly, Crybaby and Hacipupu. A large-scale outdoor Star Man art installation offered photo opportunities.

Pop Mart's second booth showcased its products featuring intangible cultural heritage techniques, including porcelain and velvet flowers. The booth's red and yellow design evoked traditional Chinese aesthetics, featuring Molly, Dimo, Skullpanda and Hirono figures that combined heritage crafts with modern pop culture.

Pop Mart products on display at the China International Fair for Trade in Services in Beijing, Sept. 13, 2025. [Photo courtesy of Pop Mart]

Pop Mart posted first-half revenue of 13.88 billion yuan ($1.91 billion), up 204% year-on-year, while adjusted net profit jumped 363% to 4.71 billion yuan. Thirteen of its character brands each generated over 100 million yuan in revenue, including five major brands such as the Labubu series that each exceeded 1 billion yuan.

The company said these brands resonate across cultures and serve as communication tools that connect people worldwide through creativity and positivity.

The toy maker is expanding beyond collectible toys into building blocks, plush products, desserts and jewelry. It reported triple-digit growth across all regions in the first half, including tenfold growth in the Americas.

Pop Mart operated 571 stores in 18 countries as of June 30, with flagship locations in Cambridge, U.K., and Bali, Indonesia.