The Chinese toy company and retailer Pop Mart has announced its first brick-and-mortar bakery, as the maker of viral collectibles seeks to expand its brand identity and diversify its business operations.

Inside the two-storey store, located in Singapore’s Resorts World Sentosa opposite the Universal Studios theme park, customers can purchase baked goods themed around Pop Mart’s most popular brands.

This includes popsicles in the shape of its Labubu plush collectibles range, dessert cups with iced toppers in the shape of its Twinkle Twinkle range of star-shaped cartoon character collectibles, and cheesecakes in the shape of its Molly collectible dolls range.

With the Singapore site set to run as a trial location, Pop Mart is already targeting a worldwide bakery expansion.

Zhang Xiaoyang, head of Pop Bakery at Pop Mart, told Reuters: “We're also considering opening bakeries in Europe and the United States. ⁠It’s a matter of timing, and we need to address issues like local supply chains.”

Pop Mart already runs 15 brick-and-mortar stores in the UK, a number of pop-up sites in locations such as Hamleys and Birmingham’s Bullring, and automated vending machines it calls “Roboshops”.

The brand became a major name in China in the late 2010s, before becoming well-known in the West through the popularity of its blind-box collectible figurines such as Labubu. In 2025, the firm reported 37.12 billion yuan ($5.4 billion) in revenue, a 184.7 per cent jump on the year before.

Labubu dolls are typically bought in a blind box, meaning the customer doesn’t know which specific figure they will receive at the point of purchase. They range from $10 to $40, though limited-edition figures have sold for over $10,000 on eBay.

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