Turning Australian store openings into cultural moments

Challenge

In 2025, POP MART was rapidly expanding its presence in Australia, fuelled by a growing obsession with its collectible characters, including the global phenomenon LABUBU. But with a passionate fan base already following the brand's every move, the challenge was bigger than simply announcing new stores.

We needed to transform a series of retail openings and brand activations into cultural events that would excite collectors, build broader interest and capture the attention of Australia's mainstream media. The opportunity was to take POP MART beyond its existing fan base and introduce the brand to a much wider audience.

Solution

We developed a media and influencer strategy designed to turn each launch into a moment worth talking about. Across Melbourne Walk, Sydney's World Square and Pitt Street Mall flagship openings, alongside the LABUBU Wacky Mart activation, we brought together national news, business and lifestyle media with influential content creators to generate excitement on the ground and extend it across Australia.

We brought journalists and creators into the launches through exclusive store previews, product unboxings, interviews and launch events, giving them first-hand access to the brand and its latest releases. That access translated into extensive media coverage and creator content across social channels. Our strategy brought together established personalities and emerging talent, including Charlene Davies for the Melbourne launch and Lily May Mac, Jack Cooper and Tara Whiteman for the Sydney flagship, with Lily May Mac continuing the partnership for the Wacky Mart activation.

By combining national media coverage with creator-led storytelling, we connected with existing POP MART collectors while introducing the brand to new audiences. Each launch became a story in its own right, generating coverage across television, print, digital and social media.

Results

Across the three major store openings, the campaigns generated an estimated $2.9 million in earned media value and 11.6 million estimated social impressions, driven by 49 influencers and content creators invited and managed by Rasic and Partners.

Coverage spanned major national television, business, news and lifestyle media, including 9 News, Seven News, 10 News, the Today Show, The Australian Financial Review, Herald Sun, news.com.au, The Daily Telegraph, Time Out, Pedestrian, Concrete Playground, Life Without Andy, Secret Sydney and Refinery29. The Melbourne Walk opening featured across all three major commercial television networks, including a live cross on the Today Show. World Square secured a five-minute prime-time feature on 10 News, while the Pitt Street Mall flagship received a five-minute feature on 10 News Plus.

The Wacky Mart activation extended the momentum further through Lily May Mac and coverage from LiSTNR and BuzzFeedOz.

Together, the work helped turn POP MART’s Australian expansion into a major retail and pop-culture story.