Visitors shop at a store during a pop toy show organized by Pop Mart in Beijing on August 2, 2025. Photo: Chen Qingrui/GT

Pop Mart, a leading force in China's booming pop toy industry, reaffirmed on Wednesday its plans to expand overseas, as its first-half financial results revealed a dramatic surge in global sales. 

A representative for Pop Mart said at the company's first-half investor briefing that it expects to operate more than 200 overseas stores by the end of 2025, up from the current 141, driven by fast-rising demand in major markets overseas.

The company will focus its expansion in the Middle East, South Asia, Latin America and Russia, and continue strengthening its presence in major cities, including Paris, Sydney, Milan, and New York, through flagship and travel retail stores, according to the representative.

Industry experts noted that China's comprehensive and highly efficient manufacturing supply chain is a key driver behind the rapid global expansion of guochao, or China-Chic products in emerging markets.

"From raw material sourcing to component production and final assembly, China's manufacturing process is well-integrated and exceptionally responsive. This enables brands like Pop Mart to deliver high-quality products at competitive prices while quickly adapting to global market demands," said Wang Peng, associate research fellow at the Beijing Academy of Social Sciences.

Wang noted that Pop Mart's success overseas stems not only from its cost advantages and operational efficiency, but also from its sharp market positioning, robust intellectual property (IP) development capability, and strong ability to localize products and services. "These factors together form the foundation for its steady and sustainable global expansion," he added.

Pop Mart is also exporting its digital retail experience, according to the company's Chief Operating Officer Si De. Si said the brand has localized its iconic mystery box vending machines in foreign markets and has seen notable success. In the US, for example, the company's official website accounts for more than half of local sales, and its livestream sales on TikTok consistently rank in the platform's national top three.

It has emerged as one of the breakout Chinese brands in the global pop toy sector, with its pace of overseas expansion drawing widespread attention. 

Currently, plush toys have become one of the most popular product categories worldwide. The company's supply chain director revealed that plush toy production surged 10 times in the first half of 2025, surpassing 30 million units in August alone. This growth was attributed to precise manufacturing coordination and the strength of its 3A-grade supply chain.

Just a day earlier, Pop Mart reported record first-half revenue of 13.88 billion yuan, surpassing its full-year 2024 performance. The company posted a 204.4 percent year-on-year increase, driven by strong growth across all four major regional markets. 

Beyond its commercial success, Pop Mart also benefits from the cultural resonance of China's guochao movement, said Wang Peng. The integration of traditional and contemporary Chinese cultural elements into its product design gives the brand a distinctive identity in overseas markets, and this cultural branding helps attract international consumers and sparks growing interest in Chinese pop toy culture, Wang Peng said.