POP MART serves up fandom with SEA's first POP BAKERY

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POP MART has unveiled a new two-storey standalone store at Resorts World Sentosa (RWS), marking the Southeast Asian debut of POP BAKERY as the collectibles brand continues expanding beyond traditional retail into immersive consumer experiences.

Located opposite Universal Studios Singapore, the new outlet combines a flagship retail space on the ground floor with POP BAKERY on the second level. Originating from POP LAND, the brand's theme park in Beijing, POP BAKERY offers character-inspired desserts, drinks and interactive experiences, with the Sentosa outlet becoming only the second permanent POP BAKERY location globally.

The opening comes as POP MART doubles down on experiential retail, blending shopping, food and entertainment to deepen fan engagement and create destination-led experiences. The store also marks the first overseas residency of POP MART character Twinkle Twinkle, which will regularly appear for meet-and-greet sessions with visitors.

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The concept brings together POP MART's designer toy retail with themed food and beverage offerings inspired by its intellectual properties. Exclusive menu items created for Singapore include the Twinkle Twinkle tangy coconut mousse, Twinkle Twinkle sweet coconut mousse, Go around with Twinkle Twinkle sea salt & coconut flavoured popsicle and the PUCKY Xiao long bao dessert, combining local flavours with the brand's signature characters.

The launch also introduces exclusive Singapore merchandise, including a Twinkle Twinkle design inspired by the Merlion, alongside themed collectibles available only at the store.

To celebrate the opening, POP MART will host appearances by artists behind HACIPUPU and CHAKA for fan meet-and-greet and autograph sessions. The opening day will also feature a live performance by Twinkle Twinkle, with the character set to make regular appearances at the store going forward.

"This new store at Resorts World Sentosa brings our characters to life in a space where fans can shop, discover and immerse themselves in the POP MART universe. Housed within its standalone villa, with POP BAKERY making its Southeast Asia debut on level two, we're extending that experience beyond just retail. Twinkle Twinkle, our POP MART Friend, will also make its first overseas residency right here at this store, bringing joy and fun to all our fans," said Justin Moon, chief growth officer at POP MART.

Meanwhile, according to Xiaoyang Zhang, head of POP BAKERY, the launch reflects the company's long-term commitment to Singapore while building on the tourism appeal of Sentosa.

"As we celebrate our sixth anniversary in Singapore, the launch of the first SEA POP BAKERY marks an important milestone in our long-term commitment to the country. Leveraging the unique tourism, leisure and cultural advantages of Resorts World Sentosa, we aim to break the boundary between traditional art toy culture and experiential consumption," he said.

In addition, Lee Shi Ruh, chief executive officer of Resorts World Sentosa, said the partnership aligns with the integrated resort's strategy of introducing distinctive lifestyle experiences for visitors.

"We're delighted to welcome POP MART's newest store, along with its first Southeast Asian POP BAKERY, to Resorts World Sentosa. This addition strengthens our retail and dining offering with an experience that's playful, shareable and completely unique to Singapore. It's exactly the kind of distinctive, only-in-RWS attraction we want our visitors to discover," she said.

The opening follows POP MART's broader efforts to expand its intellectual properties beyond collectibles into entertainment, tourism and food experiences. POP BAKERY first launched within POP LAND, the company's Beijing theme park, before expanding to more than 30 mobile dessert kiosks across mainland China. The Sentosa outlet is its second permanent brick-and-mortar POP BAKERY globally.

The launch builds on POP MART's growing investment in experiential offerings in Singapore. Last year, the brand partnered with the National Museum of Singapore and the Singapore Tourism Board to bring its "SKULLPANDA CAGE-UNCAGE" showcase to the city-state, marking the exhibition's international debut outside Shanghai. The collaboration underscored POP MART's ambitions to extend its characters beyond collectibles through immersive cultural experiences and destination-led activations.

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