Collectibles retailer POP MART has opened its first pop-up store in Cebu, using the temporary outlet as a springboard for a broader expansion into the Visayas and Mindanao as demand for designer toys and collectibles grows in the Philippines.
The pop-up at Ayala Center Cebu marks the company’s first presence outside Metro Manila, where it has opened four locations over the past six months.
The Cebu launch reflects POP MART’s strategy of testing new markets through temporary outlets before committing to permanent stores.
“Cebu is a very important market for us,” said Marilen Villamayor, country head of POP MART Philippines. “We intentionally wanted our first expansion outside Metro Manila to be here.”
Villamayor said the company chose Cebu because of its established retail market, strong consumer spending base and growing community of collectors.
The Cebu pop-up features CRYBABY merchandise and other products from POP MART’s portfolio of collectible characters.
The company is known for its “blind box” model, in which customers purchase sealed boxes without knowing which figure is inside.
While the Cebu outlet is initially temporary, Villamayor said the company is considering opening a permanent inline store in the city, potentially by 2027.
“Normally, what we do is we open our pop-up first and then the inline store will follow,” she said.
POP MART’s expansion comes as retailers increasingly look beyond Metro Manila for growth opportunities.
Cebu, the Philippines’ second-largest urban economy, has attracted a growing number of international brands amid rising tourism, business process outsourcing activity and consumer spending.
Villamayor said POP MART’s Philippine operations have performed strongly since the company opened its first official inline store in SM Megamall in December 2025.
“We are very happy with the market. We’re really doing well, especially in Manila,” she said.
The company plans to explore additional locations across the Visayas and Mindanao following its Cebu debut.
Business News Asia
