DAVAO CITY – A collectible toy brand officially opened its first Mindanao pop-up store on Thursday, July 2, at Ayala Abreeza Mall here, bringing its popular blind-box collectibles closer to fans and collectors in the region.

Pop Mart's launching featured a Crybaby "Cry Me an Ocean" series, describing the collection as a line that turns emotions into a "sea of feelings" and invites people to experience their character displays, stations, and themed pop-up space.

Katherine May Magpatoc, general manager of Abreeza Mall, told reporters that Pop Mart's arrival in Davao reflects the brand's confidence in Davao City and Mindanao's growing consumer market.

"We are very excited, and we are looking forward to the Pop Mart exhibit because this is the first in Mindanao," Magpatoc said. "Finally, we are having a local Pop Mart in Davao. They need not travel elsewhere to get the much-awaited items."

Magpatoc said the expansion also shows confidence in the mall and in Davao's potential as a market for lifestyle, hobby, and collectible brands. She added that Pop Mart items at the store were described as having a wide price range.

The opening is expected to make Pop Mart products more accessible to local fans, including collectors of popular characters such as Labubu, Hirono, and Crybaby, as well as other intellectual property lines carried by the brand.

Pop Mart Philippines country head Marilen Villamayor said the opening of their pop-up here marks an important milestone for the brand and thanked Ayala Malls for supporting the launch.

Villamayor emphasized that Pop Mart is "beyond toys and collectible items," encouraging guests to appreciate the craftsmanship, stories, and details behind each product and character series.

She also said the launching was meant to allow guests to explore the products more closely, connect with the brand's intellectual properties, and discover new favorites among Pop Mart's collections.

During the program, guests were encouraged to share photos and videos of their pop-up experience using the hashtags #PopMart and #PopMartPH, and to tag Pop Mart Philippines' official social media pages.

The event was attended by officials and representatives of Pop Mart Philippines, Abreeza Ayala Malls, Filbar's, members of the media, digital content creators, and influencers.

Magpatoc said the mall's pop-up is seen as part of a wider move to bring more first-in-Mindanao brands and concepts to the city. She added that more brands are expected to come, including the first Foot Locker in Mindanao at Ayala Malls.

Organizers said the Davao launch gives collectors and new customers a chance to experience Pop Mart locally while strengthening the city's position as a growing destination for lifestyle and retail concepts in Mindanao.