You know you’re in deep when a four-inch vinyl figure makes you scream in public.

It starts with a glance. Then you spot the box—your bias, your childhood hero, your ultimate villain. Suddenly, you’re elbow-deep in shelves, negotiating with your wallet like it’s a hostage situation.

Sure, they all have the same glossy stare, chubby cheeks, and impossibly big heads. But ask any Filipino collector and they’ll tell you that no two Funko Pops are the same. Each one tells a story.

So when the doors slid open for the first official Funko Pop flagship store in Southeast Asia, right here in Manila, the stories came pouring in. From multiple versions of the fast food icon Jollibee, to the Father of Philippine Christmas himself, Jose Mari Chan, and even Funko’s mascot Freddie decked out in a Gilas Pilipinas jersey, the store proudly showcases a range of Philippine-exclusive collectibles. It doesn’t stop at figures either. There’s exclusive apparel, Loungefly accessories, and enough pop culture eye candy to send any fan’s heart racing.

The experience goes beyond figures. Tucked inside the North Entertainment Wing of SM Mall of Asia, the store spans over 1,300 square feet of pure pop culture delight. Think themed display zones, over a thousand products on rotation, Loungefly accessories, and even a retro-style arcade corner called the Funcade, where you can win Funko prizes through old-school gaming.

It’s not just retail but a playground for every type of fan. That’s exactly how Andy Clempson, Funko Asia-Pacific vice president of Sales, describes the Manila flagship experience.

“We believe everyone is a fan of something—and we have something for everyone. Whether you’re a longtime collector or just buying your first Pop, this space is meant for you,” explained Andy.

Why open the first Funko Asia store here? According to Andy, the answer was easy. “In my opinion, and in the company’s opinion, we probably have the most passionate, knowledgeable, and excellent fan base right here in the Philippines. No one comes close,” he declared.

It’s no accident that Funko planted its Southeast Asian flag in the Philippines. The fandom is both fierce and deeply rooted. Walk into any convention and you’ll see packed halls, passionate cosplayers, and collectors proudly flaunting “shelfies” (yes, that’s shelf + selfie) on their social feeds.

Beyond business strategy, the Englishman pointed to community and culture as key drivers for the launch. “Wherever I go—in Manila or the provinces—I see a deep sense of community. That’s what this store is about: A place for fans, old and new, to connect, talk, and immerse themselves in pop culture.”

Timing too was deliberate, with Andy elaborating how the collectibles market has never been stronger. “People are looking for excitement, for nostalgia—things that take them back to when they were kids. In today’s world, with so much going on, people want something that brings joy.”

“This is a historic moment for us. Franklin [of the local distributor] told me two years ago, ‘Andy, I want the Philippines to have the first-ever Asia store.’ And here we are. He, and the whole team, should be proud,” Andy ends.

If you thought this was just for fun, think again. The collectibles scene in Southeast Asia is gaining serious momentum, with market forecasts estimating an annual growth rate of 8.2 percent, pushing the sector to a value of $3.2 billion by the end of the decade. Right at the heart of this surge is the Philippines, where collector culture is evolving from niche hobby to mainstream lifestyle.

Each Pop isn’t just a collectible but a memory. A reminder of a show we loved, a character we saw ourselves in, or a moment in life we want to hold onto. That’s the magic. These aren’t just toys but tiny tokens of who we are.