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Pop Mart’s plan to ride the Labubu wave with its Beijing theme park
Beijing, ChinaTuesday, May 5, 2026
# **Pop Mart’s High-Stakes Gamble: Can Labubu Save Its Theme Parks?**
## **From Toy Aisle to Theme Park Star**
What started as a niche vinyl figure in a quiet corner of the toy aisle has now become a global phenomenon. **Labubu**, the quirky creations from **Pop Mart**, have taken over streets, fashion runways, and even fast-food menus—now, they’re aiming for theme parks. Earlier this month, the company relaunched its **Beijing theme park**, betting big on Labubu to pull in crowds.
But is it a smart move?
## **Speed Over Tradition**
Theme parks usually take **years** to refresh their attractions, but Pop Mart is moving at **lightning speed**. The gamble? Whether Labubu’s pop-culture appeal can survive beyond the initial hype. Early reports show **long lines** for the new Labubu zones, but the real test will be whether the crowds stick around beyond opening weekend.
A New Kind of Theme Park Experience
Forget the usual "more rides, fewer characters" approach. Pop Mart is flipping the script by turning plastic figures into park attractions. Labubu zones now feature rides, photo spots, and immersive experiences, blending collectibles with theme-park thrills.
The Big Question: Can Labubu Last?
With collectibles, fashion collabs, and fast-food tie-ins already riding the wave, Labubu’s popularity shows no signs of slowing down. But will it translate into long-term success for Pop Mart’s parks? Only time will tell.
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