Pop Mart founder Wang Ning once used a metaphor to explain the ultimate secret of consumption: "If you're a super-rich person living in a mansion and forget to turn off a faucet, spending 40 yuan on water for a day might make you anxious. But if a fountain in your yard runs all day, costing 400 yuan, you wouldn't feel anxious." He asked, "In the consumer goods business, are we pulling people to the 'faucet' or the 'fountain'?"
In late July, the VivoCity mall at Resorts World Sentosa in Singapore welcomed a new kind of "dessert maker"—the first Southeast Asian outlet of POP MART's standalone dessert brand, POP BAKERY. This marks the company's second independent bakery globally, following its first store in Aranya, Hebei, China. It signals that the Chinese toy giant, famous for its blind boxes, is now experimenting with a shift from "selling toys" to "selling a lifestyle" in Singapore.
Expanding the IP Universe: From Labubu to Movies, Theme Parks, and Ice Cream
Pop Mart's "diversification" has long been part of a strategic blueprint. In a March 2026 interview with China Central Television, founder and CEO Wang Ning stated that the company's IP "is not limited to toys but can extend to theme parks, video content, and desserts." He noted that the company has built a more sustainable IP management system, and its popular character Labubu is in a strong position to further enrich its IP story.
One of the most notable moves is into film. In March 2026, POP MART announced a partnership with Sony Pictures to develop a movie starring Labubu, combining live-action and CGI. The creative team is impressive, with Paul King, director of *Paddington*, and Tony Award winner Steven Levenson co-writing the script. Labubu's creator, Kasing Lung, will also be deeply involved. POP MART called the partnership "a significant milestone" and promised a "unique cinematic experience combining creative storytelling, artistic vision, and lasting global appeal." Wang Ning suggested the film could eventually be extended into theme parks, merchandise, and other experiential projects. The film is in early development with no release date set.
In the theme park sector, POP MART's urban park in Beijing's Chaoyang Park opened in September 2023. After a partial closure for upgrades in early 2025, a new section opened on April 30, 2026, featuring about 70% new content. The park fully opened on July 30, 2026. POP MART plans to start construction on a second phase of the urban park in 2027, adding new scenes themed around SKULLPANDA and Twinkle Twinkle. The urban park achieved profitability in 2024.
In the dessert category, POP MART has launched an online gelato line called "Twinkle Twinkle Sweet Pop Gelato," covering markets like Singapore, Vietnam, Indonesia, Malaysia, and the Philippines. The company also plans to open its first dessert shop in the first half of the year, having previously tested the concept with pop-up stores.
Opening a Restaurant: POP BAKERY Lands in Singapore with a Blind Box + Dessert Experience
Against this backdrop of cross-industry expansion, the opening of POP BAKERY in Singapore is particularly meaningful. The store at VivoCity in Resorts World Sentosa is a two-story standalone space. The ground floor continues POP MART's retail DNA, displaying the latest toys and accessories. The second floor is a 40-seat themed café where customers can enjoy desserts surrounded by blind boxes.
To celebrate its first Southeast Asian outlet, POP BAKERY has launched several locally exclusive desserts and drinks. These incorporate characters like Labubu, Twinkle Twinkle, DIMOO, and PUCKY, while infusing Southeast Asian flavors like coconut, pandan, and sea salt. Prices range from S$12 to S$18. The menu includes two S$18 Twinkle Twinkle coconut mousse cakes and a S$18 PUCKY xiaolongbao (soup dumpling)-shaped dessert. In addition to dining in, customers can buy a Labubu butter lace cookie gift box with three flavors—original, chocolate, and coconut—for S$32.
The store's soul character is Twinkle Twinkle, a popular healing toy IP launched by POP MART in 2024, created by illustrator Daxin. During the opening period, the store holds meet-and-greet sessions with Twinkle Twinkle from Thursday to Monday at 2:00 PM, 4:00 PM, and 6:00 PM. Participation requires a minimum spending of S$40 per person for retail or S$80 per table for dining. The store will also regularly host meet-and-greet events with other POP MART IP characters.
A Practical Guide to Opening a Blind Box Store in Singapore: From ACRA Registration to Business Strategy
For entrepreneurs wanting to open a toy or blind box store in Singapore, POP MART's expansion offers valuable lessons, but the real process starts with ACRA registration. Here is a complete guide based on the latest 2026 policies.
The first step is choosing a company structure. The most common options are a sole proprietorship, which is simple to register but exposes the owner to unlimited personal liability; a partnership, which involves two or more partners and also carries unlimited liability risk; and a private limited company, which is the structure POP MART uses in Singapore and the top choice for most retail entrepreneurs. Shareholder liability is limited to their paid-up capital, separating personal assets from company debts.
The registration process consists of seven steps, all done digitally through the ACRA platform BizFile+. First, confirm eligibility—all individuals or entities engaging in profit-making activities in Singapore must register. Second, reserve a company name via BizFile+ for a fee of S$15, which holds the name for 120 days. Third, prepare documents including the proposed company name, SSIC code, director information, shareholder details and shareholding ratios, a Singapore registered office address, the company constitution, and the paid-up capital amount. Fourth, determine the SSIC code—for toy and blind box retail, the code is 4764, "Retail Sale of Games and Toys in Specialised Stores." Fifth, meet director and secretary requirements: at least one director must be "ordinarily resident" in Singapore (a citizen, permanent resident, or holder of a valid Employment Pass or EntrePass). EP holders need a minimum monthly salary of S$5,000 (S$5,500 for financial services). A company secretary must be appointed within six months of incorporation. Sixth, submit the application via BizFile+, with a registration fee of S$315. Adding the name reservation fee of S$15, the total official cost is S$330. Seventh, upon successful registration, ACRA issues an electronic certificate with a unique entity number (UEN).
Foreign entrepreneurs face special rules: all foreign companies must register through an ACRA-registered business service provider. Foreign individuals and overseas companies can hold 100% of a Singapore company's shares, but even with 100% foreign ownership, at least one local director is required.
POP MART's strategy offers three key lessons for entrepreneurs. First, choose a location based on traffic flow—POP MART started with its first store at Funan Mall in 2021 and now has over 10 stores. Its POP BAKERY at Resorts World Sentosa targets tourist traffic. Second, localization is essential—POP BAKERY launched Singapore-exclusive desserts that blend IPs like Labubu and Twinkle Twinkle with local flavors. Blind box businesses cannot simply copy domestic selections; they must study Singaporean consumer preferences. Third, a mixed-use format can increase average spending—POP BAKERY uses a "retail + dining" two-floor model, extending the IP experience from purchase to consumption. The meet-and-greet sessions with minimum spending thresholds turn IP interaction into tangible revenue.
Conclusion: From Blind Boxes to a Lifestyle Empire
From blind boxes to movies, theme parks, dessert shops, jewelry, and even home appliances, POP MART's "diversification" is essentially a deep dive into IP value. As Wang Ning said, once a product has a functional attribute, it implies a short life cycle and inherent decay. Only "useless" things can last longer. That is the charm of art and the appeal of the toy industry. POP MART has never just sold plastic figurines; it sells an IP world that can continuously expand and create new experiences. It takes consumers from the "faucet," where they calculate water bills, to the "spiritual garden" of the fountain.
In Singapore, a global hub, the opening of POP BAKERY is not just a foray into food and beverage. It is a key step for POP MART in transforming its IP from collectibles into everyday life experiences. For entrepreneurs looking to replicate this model, understanding ACRA's compliance requirements, choosing the right location, and creating an immersive experience may be the true secret to success in the "blind box" business. After all, the real business is not about selling the function of a "faucet," but the presence of a "fountain."
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