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.

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, and a Wacky Mart activation, we combined national news, business and lifestyle media with 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 events, giving them first-hand access to the brand and latest releases. That access translated into extensive media coverage and creator content. Our strategy included 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. By combining national media coverage with creator-led storytelling, we connected with existing POP MART collectors while introducing the brand to new audiences.

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.

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.