The brief was to design and create a bold, joy-filled brand moment that fused art, design, and fandom to mark POP MART’s first flagship store opening at World Square, Sydney.
We delivered a multi-day experience designed to turn curiosity into collector excitement, starting with an invite-only media and influencer preview, followed by a public opening event that transformed the precinct into a toy-box come to life.
Custom-themed entry features, interactive flower crown stations, on-brand mocktails, and live DJ sets by Asia Carin built an immersive world of play and creativity.
Every detail was choreographed to express the brand’s playful DNA and drive cultural momentum for Labubu’s debut in Australia.
The launch exceeded every benchmark, drawing more than 5,000 visitors across three days and achieving full-capacity attendance at both the media preview and public opening. Queues extended through World Square as fans lined up to be among the first to enter.
Social engagement surged, generating over 500,000 impressions and organic interactions across REDNote, Xiaohongshu, and Instagram within 48 hours. Retail sales at the flagship exceeded opening weekend forecasts.
Mainstream and digital media amplified the momentum, including coverage in The Australian Financial Review, REDNote, and Xiaohongshu, driving exceptional earned ROI and positioning POP MART as a major new player in Australia’s design and collectibles landscape.
The result was a cultural flashpoint that merged creativity, community, and commerce, a truly Unbelievable Group moment that turned a brand opening into a national talking point.
“We are so pleased with the results, thank you so much team.” Christine Huo, Marketing, PopMart AsiaPac
