Collectibles retailer POP MART has opened its first pop-up store in Cebu, marking its entry into the Visayas as the company moves to expand its Philippine footprint beyond Metro Manila.
The store opened on June 5 at Ayala Center Cebu and features CRYBABY, one of the brand’s popular collectible toy lines. It follows POP MART’s rollout of four stores in Metro Manila, including locations in SM Megamall, SM Aura, SM North EDSA and SM Mall of Asia.
Marilen Villamayor, POP MART Philippines country head, said Cebu was deliberately chosen as the brand’s first expansion market outside the capital because of its established retail base and growing community of collectors.
“Cebu is a very important market,” Villamayor said. “We really wanted to open here first.”
The Cebu outlet will initially operate as a pop-up store, but the company is already considering a permanent location in the city. Villamayor said POP MART usually opens pop-ups first before deciding whether to launch a full inline store.
“Normally, what we do is we open our pop-up first and then the inline store will follow,” she said, adding that a permanent Cebu store could come by 2027.
POP MART is known for its “blind box” retail model, where customers buy sealed boxes without knowing which collectible figure is inside. The concept has developed a strong following among fans of designer toys, limited-edition characters and artist collaborations.
Villamayor said demand in the Philippines has been strong, with many local customers previously buying POP MART products abroad before the company expanded in the country.
“We are very happy with the market,” she said. “We’re really doing well, especially in Manila.”
The company’s online stores are also performing strongly, supporting plans to open more physical outlets in the Philippines, she said.
POP MART’s best-performing character lines in the country include Hirono, The Monsters, Labubu and Skullpanda. Villamayor said the company keeps demand active by regularly launching new products rather than relying on a single character or short-term trend.
“It’s not actually only 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 pop-up will carry a range of products, including blind boxes, plush toys, dolls, accessories and larger collectible lines. Prices vary across product categories, with smaller items starting at about 300 pesos.
Villamayor said POP MART’s customer base cuts across age groups and income segments, although younger consumers remain a key market. Students, working women, men, children and families are among the brand’s buyers, she said.
“Everybody can enjoy blind boxes,” she said.
The Cebu store is expected to carry product allocations similar to those available in Metro Manila, although some items may be brought in gradually after the opening.
The company also plans to explore more locations in the Visayas and Mindanao after Cebu, Villamayor said.
The expansion comes as Cebu continues to attract more international lifestyle and retail concepts, supported by tourism recovery, business process outsourcing growth and rising consumer spending.
For POP MART, Cebu offers a gateway to a broader regional market as collectibles culture gains traction in the Philippines through fan communities, social media and demand for limited-edition merchandise.
