Cinema VinesPop Mart, the Beijing‑based toy company best known for its blind‑box collectibles such as the toothy‑grinned Labubu, has opened its first international bakery in Singapore, turning its popular characters into edible treats. The two‑storey shop, located opposite Universal Studios Singapore, offers 45 pastry and beverage items inspired by the brand’s toys, ranging from black sesame Labubu popsicles to a double‑cheesecake version of the character Molly. Prices start at S$5 and go up to S$32.
The Singapore launch follows the debut of Pop Mart’s first bakery in Qinhuangdao, a northern Chinese coastal city, where the concept was tested through more than 30 dessert truck pop‑ups across China. Head of Pop Bakery at Pop Mart, Zhang Xiaoyang, said the company is now looking to expand the bakery model to other markets, including Southeast Asian countries such as Thailand, Indonesia and Malaysia, as well as Europe and the United States. He added that timing and local supply‑chain issues would determine when new locations open.
Pop Mart’s move into food reflects a broader strategy to diversify beyond toys. The company has already announced plans to develop a Labubu film in partnership with Sony Pictures and to expand its Beijing theme park, Pop Land. According to Zhang, the goal is to “use our IP to accompany all aspects of consumers' lives,” and making the characters three‑dimensional and edible is a key part of that vision.
Industry observers note that the bakery venture could help the company weather rising production costs and a slowdown in the Labubu craze. SDA Bocconi School of Management lecturer Laura Pan said the diversification is a smart move, but warned that the brand’s popularity in the U.S. might not be as strong if the company opens bakeries there. Pop Mart’s CEO said the company is focused on turning short‑term virality into long‑term success, following the example of entertainment giants like Disney.
