POP BAKERY Opens Second Overseas Store in Singapore: POP MART Brings Bakery Business Abroad

For the first time, POP MART has expanded a consumer business format beyond its trendy toy shelves to overseas markets.

On July 29, POP BAKERY, the bakery brand under POP MART, opened its first Southeast Asian store at Resorts World Sentosa in Singapore.

POP BAKERY was originally incubated from the POP MART City Park. Previously, its domestic expansion relied mainly on more than 30 themed pop-up trucks, with only one permanent store, which newly opened in June at Aranya in Qinhuangdao.

Its second permanent store has been established overseas.

Located in Villa A at Resorts World Sentosa, the store is situated in a core local tourist resort area, adjacent to Universal Studios Singapore and coastal scenery. However, unlike the Aranya store, the Sentosa outlet is a two-story space integrating trendy toy retail, themed dining, and IP interactions.

The first floor is primarily a trendy retail area, centrally displaying POP MART’s core IP trendy toys and derivative merchandise; the second floor is the main operating area for POP BAKERY.

The store combines its IPs with Southeast Asian flavors, launching limited-edition products such as Star Person Sea Salt Coconut Sticks, Star Person Sour Green Coconut Mousse, and PUCKY Xiaolongbao Desserts.

During the opening period, POP MART not only hosted the first overseas meet-and-greet for the Star Person character at the store but also invited IP artists such as HACIPUPU and CHAKA to participate in meet-and-greets and signing events.

Zhang Xiaoyang, head of POP BAKERY, stated that the Singapore store aims to leverage the cultural and tourism resources of Sentosa to bring the experience of POP MART City Park overseas. By offering themed desserts, creative drinks, and immersive interactions, it seeks to create a consumer experience that blends trendy culture, dining, and leisure entertainment.

The emergence of this combined business format represents both a new focal point for POP MART’s push toward conglomerate development and an extension of its offline store operational strategy.

At its 2025 earnings conference, POP MART revealed that the number of new store openings and renovations would increase in 2026. The core logic is to extend user dwell time and enhance the experience through the “stores as theme parks” model.

Bakery products have a higher consumption frequency and are more closely linked to scenarios such as gatherings, celebrations, socializing, and tourism. Even if consumers do not have a clear plan to buy trendy toys, they may enter the store for desserts, drinks, character meet-and-greets, or tourist check-ins.

For POP MART, while the City Park model may not be suitable for large-scale replication in the short term, its mature modules for dining, interaction, and fan operations can be disaggregated and embedded into overseas stores first.

Conglomeration and globalization thus support each other: more diverse business formats help POP MART expand IP touchpoints overseas, while the continuously expanding global network provides space for fan interactions and long-term operations.