Pop Mart is accelerating its transformation from collectibles retailer into a full-fledged IP company, expanding its Beijing theme park Pop Land as a testing ground for immersive experiences. A newly upgraded Labubu Forest Zone opens April 30, featuring new rides, carnival games, performances, and merchandise hubs centered on The Monsters and Dimoo. Visitor traffic has risen 70% YoY, with non-family visitors at 59% of footfall and non-local tourists at 58%, said VP Jeffrey Hu. A Phase II expansion is planned for 2027. The company also has a Labubu film in development with Sony Pictures.

Related reading: From Popland to Sony Pictures: Is Pop Mart becoming China’s Disney?