Pop Mart Leaps From Blind Boxes to Bling: First POPOP Jewelry Flagship Opens in Shanghai
COMING SOON: CRY BABY “Stupid Cupid” Studs
Two-tone S925 silver with a rose-gold halo—POPOP’s mischievous cherub lands at Grand Gateway 66 on June 13.
⏰ Fri May 30, 2025 @ 10 AM PST
🐟 Published from Seattle, WA
🔨 Built by Chase Burns Broderick
Pop Mart is crossing the merch-line from vinyl toys to fine accessories. Its new light-luxury sub-brand POPOP soft-launches at Shanghai’s Grand Gateway 66 on Friday, 30 May, 2025, with an official ribbon-cut on 13 June. The single-brand boutique is Pop Mart’s first permanent store dedicated to jewelry, framing a strategic pivot that could push the company well beyond its blind-box comfort zone.
POPOP × Hirono Collection — S925 silver with 14K gold accents, inspired by artist HIDETOMO’s Hirono character.
Why This Matters
Category upgrade = margin upgrade. Pieces mix S925 sterling silver with selective 14K gold plating and nanogems, signaling higher ticket prices—and fatter margins—than ¥59 blind boxes.
Built-in fan demand. Flagship inventory riffs on top Pop Mart IPs—Labubu, SKULLPANDA, HIRONO, MOLLY, CRYBABY—giving superfans a new, wearable spend channel.
Expansion already queued. A second POPOP location in Beijing’s Guomao/International Trade Center is under construction; execs say roll-outs will accelerate if Shanghai performs.
POPOP Skullpanda “Snow Blossom” series — S925 silver & nano gems. Necklace, bracelet, dual-band ring, and star band.
Flagship Launch — Day-One Collections
HIRONO
• Book-locket pendant (S925)
• Envelope pendant (S925)
• Yawning open-cuff bracelet (S925)
• Black-enamel cube ring (S925, low-temp enamel)
SKULLPANDA “Snow-Flower”
• Snow-flower necklace (S925 + icy-blue nanogem)
• Snow-flower bracelet (S925 + icy-blue nanogem)
• Snow-flower cocktail ring (S925 + icy-blue nanogem)
• Snowflake band ring (S925 + synthetic cubic zirconia)
FRUITION
• LABUBU cord-knot bracelet (S925)
• MOLLY red-agate bead bracelet (S925 + red agate)
• Six character pendants (S925, selective 14 K gold-plated details)
HIRONO Mixed-Metal
• “Odyssey” astronaut pendant (S925 + 14 K gold accent)
• Bear-mask double-layer necklace (S925 + synthetic garnet)
• Unsent-letter necklace (S925)
• Classic bangle (S925)
• Crest signet ring (S925)
• Antiqued hoop earrings (S925)
“Stupid Cupid” Studs
• Two-tone S925 sterling with rose-gold halo (hero SKU)
POPOP Fruition Collection — S925 silver & 14K-gold accents. Mix-and-match charms featuring Labubu, Molly, and friends with silk-cord or bead bracelets.
Perfect Timing
Labubu 3.0 frenzy: April’s figure drop pushed Pop Mart’s share price higher and reignited reseller mania.
Global scarcity headlines: UK store riots and customs seizures in China underline pent-up demand Pop Mart can now monetize in jewelry form.
POPOP Twinkle Twinkle Collection — gold-tone star charms and alphabet accents. Adjustable letter necklace, small-star choker, and star drop earrings.
Executive View
“Beyond plush toys, sub-categories like building blocks and accessories have vast potential,” says Pop Mart public-affairs GM Wang Tao, framing jewelry as the next growth lever.
What’s Next
If Shanghai’s store hits sales targets, expect a rapid POPOP mall roll-out and broader use of precious metals. For collectors, that means limited-edition jewelry may become the new chase item—and for Pop Mart investors, a fresh revenue engine that finally steps outside the box.
🤩 Update – Gold makes its debut!
Hours after teasing the store’s soft-open, POPOP dropped the Twinkle Twinkle capsule (photos above ⬆️)—star-shaped letter necklace, mini-star choker, and dangling star hoops, all finished in gleaming yellow gold. The timing signals Pop Mart’s intent to christen its Grand Gateway 66 flagship with premium-metal “day-one” exclusives, cementing the brand’s leap from ¥59 blind boxes to fine, collectible jewelry.
