Pop Mart accelerates European expansion with new London, Paris, and Berlin stores
Pop Mart's European push is accelerating. The Chinese blind box giant is opening flagship stores in three major European capitals — London, Paris, and Berlin — as part of a broader international expansion strategy that has seen the company grow from a primarily Asian business to a genuinely global brand.
What's happening
New flagship locations are joining Pop Mart's existing European presence, which until now has been concentrated in smaller retail formats and roboshops (the company's distinctive vending machines). The flagship stores will carry the full product range, including exclusive European-market releases — a first for the brand in Western markets.
Berlin is particularly significant. Germany is Europe's largest plush market, commanding approximately 15% of European plush sales. Pop Mart's entry into the German market puts blind box collectibles directly in front of Europe's most established collector culture.
The Labubu effect
This expansion is driven almost entirely by Labubu. The character's global virality — propelled by celebrity endorsements from BLACKPINK's Lisa, Rihanna, and David Beckham — created demand that Pop Mart's existing distribution couldn't serve. Over 1.3 million TikTok videos carry the #labubu hashtag, and Google searches for the character have increased by over 4,000% since late 2024.
Resale platforms have responded to the demand surge with a reported 7,000% increase in plush-related sales, driven primarily by blind box trading.
Why this matters for the European plush market
Pop Mart's entry disrupts the traditional European plush landscape, which has been dominated by heritage brands (Steiff, Nici, Sigikid) and premium newcomers (Jellycat). The blind box format is fundamentally different from European purchasing patterns — Europeans tend to buy specific products, not random ones.
Whether European consumers embrace the blind box model with the same enthusiasm as Asian markets remains the key question. If they do, Pop Mart could capture significant market share from traditional brands. If European consumers resist the randomised format, the stores may need to adapt their model for local preferences.
PlushPulse will provide coverage as these stores open. Follow us for drop alerts and first-look reports.
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