Pop Mart expands theme park to drive growth

Pop Mart International Group is accelerating its shift from a collectibles retailer into a full-fledged intellectual property company, as it expands its theme park business as a key testing ground for immersive, experience-driven growth.

On Friday, Pop Land unveiled a major upgrade in Beijing, featuring three new zones and five large-scale amusement facilities built around its best-known IPs — The Monsters and Dimoo.

Hu Jian, vice-president of Pop Mart International Group and general manager of Pop Land, said the company considers the park as a live platform to test how IP translates into physical experiences and consumer spending.

Hu said the ongoing renovations are aimed at building a fully immersive IP environment — what he described as a world "wrapped in IP." This includes integrating themed performances, customized food and beverage offerings.

As Pop Mart pushes deeper into international markets, the company said globalization and IP development remain top priorities.

Last year marked a pivotal phase for Pop Land, with more than two-thirds of the park currently under renovation. Despite the reduced operating footprint, performance has continued to climb.

Visitor traffic has risen 70 percent year-on-year, while the park's audience profile is also evolving. Non-family visitors now account for 59 percent of total footfall, and non-local tourists make up 58 percent. The park is also seeing a rising number of international travelers, as it becomes a major tourist attraction in the city, said Hu.

The park's early concepts, drafted in 2020, included large-scale attractions such as roller coasters, many of which were later shelved due to feasibility constraints.

"When we opened in 2023, we hadn't achieved even 50 percent of our original vision," Hu said. Despite that, visitor traffic and revenue both exceeded internal forecasts the following year, prompting the company to accelerate upgrades and refine its commercial mix.

He likened the project to a "never-ending assignment". The Phase II expansion, planned to be launched in 2027, will introduce additional IPs, further expanding the narrative ecosystem.

While the company is currently focused on the Beijing park, it does expect to open more urban parks in the future, though there are no immediate plans and locations have not yet been confirmed. "We have plans of making a resort consisting of different lands, hotels and a commercial mix," he said.

wangzhuoqiong@chinadaily.com.cn