Signal POP MART added a LABUBU Forest zone to its Beijing theme park in May 2026

Summary

McKinsey uses POP MART, the toy company behind the LABUBU character, as an example of a product business building an experience ecosystem. After LABUBU became a global craze in 2025 and demand for the company's blind-box collectibles surged, POP MART invested further in its Beijing theme park, which first opened in 2023. In May 2026 it added a dedicated LABUBU Forest area to ride the enthusiasm of its fans. Early results have been strong, with high visitor numbers and merchandise sales positioning the park as an extension of the company's intellectual property flywheel. POP MART plans to take the model further in China and abroad, possibly with hotels next to the parks. The case shows how a physical experience can deepen engagement with a brand that started as a product.