POP MART Connects with Southeast Asia’s Toy Collectors Through Lazada
In this article (8)
Southeast Asia’s blind box obsession is now mainstream, and POP MART is at the heart of it, fuelling demand with exclusive IPs, sought-after collectibles and even real-life fan events. The global designer toy brand, best known for turning characters like MOLLY, DIMOO, and SKULLPANDA into household names, is tapping on Lazada’s LazMall to connect with millions of fans across the region through surprise drops, unboxings, and community events.
With LazMall, POP MART is now reaching fans in a more direct and hyper-personalised way. Since joining the platform in 2023, it has grown over fivefold to become one of LazMall’s fastest-growing toy brands, a testament to the region’s deep love for collectibles and character storytelling.
From live-streamed unboxings to data-backed product launches, POP MART’s success reflects how digital discovery and fandom go hand-in-hand. The global blind box collectibles market is set to hit USD 38.4 billion by 203, a boom fuelled by Gen Z and millennial collectors seeking rarity, emotional connection, and a bit of playful nostalgia.
“Whether it’s the thrill of the mystery or the joy of finding your favourite character, our collectors are looking for more than just toys — they’re seeking stories,” said a POP MART spokesperson. “With Lazada, we’re able to deliver those stories in a more seamless way.”
Global Exclusives Launching in June
This month, POP MART will release two globally limited figures — MOLLY and Zsiga, and also unveil the second-generation SKULLPANDA plush toys, adding a soft and huggable twist to its cult-favourite character lineup.
These products will be available on Lazada’s LazMall from June 2025 onwards. POP MART will also increase its stock levels and scale up visibility on its LazMall storefront to meet fan demand.
“With Lazada, we’re able to deliver those stories in a more seamless way.”
Where Community Meets Commerce
On Lazada, POP MART fans don’t just shop, they discover and experience. Using AI-powered recommendations and region-specific insights, the brand curates its releases based on what collectors love most in each market. SKULLPANDA, for instance, has become a breakout favourite in Thailand, while DIMOO charms fans in Malaysia.
Collectors also benefit from prompt deliveries, with 85% of orders in all key Southeast Asian cities like Bangkok and Manila guaranteed to arrive within 48 hours upon order confirmation. Collectibles are also delivered in custom shock-proof packaging to ensure they arrive in pristine, collector-worthy conditions, and the parcel can be tracked in real time on the Lazada app.
POP MART collectibles are not just toys, they are a lifestyle and the epitome of luxury and exclusivity that has been fuelled by the energy of its fans and creators. More than one-third (34%) of its sales on Lazada now come from affiliate creators in Southeast Asia — livestreamers, toy reviewers, and content creators who bring the world of POP MART to life through their own lens. Their curated content, character deep-dives, and unboxing videos don’t just sell toys — they build community and elevate collecting into a shared lifestyle.
Taking the Experience Offline
Fans in Singapore can look forward to experiencing the magic in-person next month. On 27 July, Lazada X POP MART 5KM run will be happening in Singapore. Designed to be a vibrant, community-driven event that blends fitness, music, and fandom, POP MART will be hosting an exclusive booth at the event, creating a playground for pop culture lovers to meet iconic characters, explore exclusive new drops, and immerse themselves in the joyful surprise of the trend culture and brand stories.
IRL experiences like this are part of POP MART’s strategy to connect more deeply with its community – both online and offline.
“POP MART’s world is built on creativity and connection,” said Kaya Qin, Chief Business Officer at Lazada Group. “Through Lazada’s platform, brands like POP MART are able to inspire and engage a new generation of collectors with stories that extend beyond the digital channels.”
Questions & Answers
Q.Which specific POP MART characters are particularly popular in different Southeast Asian markets?
Which specific POP MART characters are particularly popular in different Southeast Asian markets?
SKULLPANDA has become a breakout favourite among collectors in Thailand. Meanwhile, DIMOO is charming fans and proving popular in Malaysia, showing region-specific preferences for different character lines.
Q.When will the new MOLLY and Zsiga figures, and the second-generation SKULLPANDA plush toys, be available for purchase?
When will the new MOLLY and Zsiga figures, and the second-generation SKULLPANDA plush toys, be available for purchase?
The two globally limited figures, MOLLY and Zsiga, along with the second-generation SKULLPANDA plush toys, will be available on Lazada’s LazMall starting from June 2025 onwards.
Q.What proportion of POP MART's sales on Lazada in Southeast Asia comes from affiliate creators?
What proportion of POP MART's sales on Lazada in Southeast Asia comes from affiliate creators?
More than one-third of POP MART's total sales on Lazada in Southeast Asia are generated through affiliate creators. This amounts to 34% of their sales from livestreamers, toy reviewers, and other content creators.
Q.What is the expected delivery timeframe for POP MART orders in major Southeast Asian cities?
What is the expected delivery timeframe for POP MART orders in major Southeast Asian cities?
Collectors in key Southeast Asian cities like Bangkok and Manila can expect prompt deliveries. 85% of orders are guaranteed to arrive within 48 hours upon confirmation of the order.
Reader pulse
POP MART's Lazada strategy:
23,869 votes so far