Labubu Maker Pop Mart Chooses London for European Base
Chinese toy and collectibles company Pop Mart has selected London as the location for its new European headquarters, signalling growing confidence among Chinese consumer brands in the UK market despite global economic uncertainty. The decision forms part of a wider expansion plan that includes opening seven additional stores across Britain, alongside a broader retail push into continental Europe. The move was confirmed during a period of intensified UK China engagement, as London seeks to attract foreign investment to support growth and job creation. For Pop Mart, the UK offers both a large consumer base and a globally influential creative environment, making it a strategic entry point for scaling its distinctive intellectual property driven business model beyond Asia.
Pop Mart is best known for its Labubu character, whose deliberately imperfect design and playful aesthetic have helped turn the dolls into sought after collectibles after gaining traction on social media. Demand has been fuelled by limited releases and blind box sales, a strategy that has resonated with younger consumers worldwide. By anchoring its European operations in London, the company aims to tap into fashion, art and pop culture networks that shape global trends. Executives have described the city as central to the global creative ecosystem, positioning the headquarters as both a commercial hub and a platform for future collaborations, licensing and brand development across multiple markets.
The expansion will include new stores in cities such as Birmingham and Cardiff, as well as a flagship location on Oxford Street, one of Europe’s most prominent retail destinations. Pop Mart has also outlined plans for up to 20 additional outlets across Europe, underlining its ambition to build a pan regional presence. The UK investment is expected to create more than 150 jobs, contributing to the government’s efforts to boost employment and inward investment. Officials have highlighted the deal as part of a broader package of export agreements, market access gains and capital inflows linked to recent diplomatic engagement with China.
Pop Mart’s overseas push reflects a wider trend among Chinese consumer facing companies seeking growth abroad as domestic spending remains under pressure. Slower consumption linked to property market strains and income uncertainty has encouraged brands to diversify geographically and reduce reliance on the home market. London’s selection as a regional base also underscores the UK’s appeal as a gateway to Europe for Chinese firms in retail, lifestyle and creative industries. The investment adds to a growing list of Chinese companies expanding UK operations, reinforcing London’s role as a bridge between Chinese brands and global consumers.
