Pop Mart’s plan to ride the Labubu wave with its Beijing theme park

Pop Mart brought its Beijing theme park back online earlier this month, making a bold bet on the Labubu series. The tiny vinyl figures—once a quiet corner of the toy aisle—have exploded into a global craze, landing everywhere from street stalls to high-end collabs. Instead of playing it safe, the company has bet big on Labubu to pull crowds back to its parks.Industry watchers say the move is risky. Theme parks usually wait years to refresh their image, but Pop Mart is moving at lightning speed. The gamble hinges on whether Labubu’s pop-culture magic can outlast the first-day rush. Early visitors report long lines for the new Labubu zones, but keeping those crowds beyond the weekend will decide if the gamble pays off. Collectibles, fashion drops, and even fast-food tie-ins have all leaned hard on Labubu’s cute, quirky style. Now the toys get their own land inside the park, turning plastic figures into park rides and photo spots. It’s a bold twist on the usual “more rides, fewer characters” theme-park rulebook.