POP MART has opened its first pop-up store in Cebu, bringing its popular blind-box collectibles and designer toys closer to fans in the Visayas.
The pop-up store opened on June 5 at Ayala Center Cebu, marking the brand’s first location outside Metro Manila. It features CRYBABY merchandise and other collectible lines from POP MART’s growing portfolio of character-based toys.
Marilen Villamayor, country head of POP MART Philippines, said Cebu was chosen as the brand’s first expansion market outside the capital because of its strong retail scene and growing collector community.
“Cebu is a very important market for us,” Villamayor said. “We intentionally wanted our first expansion outside Metro Manila to be here.”
POP MART is known for its blind-box concept, where customers buy sealed boxes without knowing which collectible figure they will get. The surprise element has helped make the brand popular among collectors, students, young professionals and families.
Villamayor said many Filipino fans were already familiar with POP MART before it expanded locally, with some buying products abroad or through online channels.
“We are very happy with the market. We’re really doing well, especially in Manila,” she said.
The Cebu pop-up offers products across different price points, including smaller items starting at about P300, blind boxes, plush toys, dolls, accessories and larger collectible pieces.
Among the brand’s popular lines in the Philippines are Hirono, The Monsters, Labubu and Skullpanda.
Villamayor said POP MART keeps fans engaged by regularly launching new products.
“It’s not just a trend because every week we keep on launching new products,” she said. “The most important thing is we offer something new to the market.”
The Cebu outlet is initially a pop-up, but the company is already considering a permanent store in the city. Villamayor said POP MART usually opens a pop-up first before launching an inline store.
“Normally, what we do is we open our pop-up first and then the inline store will follow,” she said.
A permanent Cebu store could open by 2027, she added.
The company also plans to explore more locations in the Visayas and Mindanao as it expands its presence in the Philippines.
The opening adds another international lifestyle brand to Cebu’s retail scene, giving local collectors and fans easier access to POP MART’s limited-edition toys and character merchandise.
