Funko enters Southeast Asia retail scene with first licensed store in Manila

Expanding its international ambitions, Funko announced that its first licensed retail store in Southeast Asia will open in the Philippines by June 2025. The store, to be operated by Funtastik Enterprises Corp, will be located in the SM Mall of Asia, one of the largest shopping destinations in the region.

The decision is a strategic one. The American collectibles brand views the Philippines not only as a fast-growing market but as home to one of the brand's most engaged fan communities. The country's thriving comic conventions, vibrant fan culture, and rising eCommerce infrastructure have laid a strong foundation for the brand's next phase of regional expansion, the company said.

"As a global brand, Funko is committed to expanding our presence in the most engaged and fastest-growing fan communities," Funko CEO Cynthia Williams said in a release. "The Philippines has been one of our strongest-performing markets in Asia, and this licensed store represents our investment in its passionate fanbase."

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The store is set to deliver an immersive experience, blending collectible culture with retail theatre. Filipino fans can expect exclusive product drops, interactive zones, and Manila-only merchandise that caters to a cross-section of entertainment—from anime to sports to classic pop icons.

This isn't Funko's first foray into licensed store models. "We've seen great success with similar licensed stores in the Middle East, and we're excited to bring that same momentum here," Williams added. "By deepening our local retail footprint and enhancing direct-to-consumer experiences, we're eager to inspire connection, self-expression, and fun for our fans—wherever they are in the world."

Funko has established a global presence through a mix of flagship locations and strategic partnerships with international retailers. While an exact country count is undisclosed, its footprint clearly extends well beyond the US—most notably with three branded stores operating in the UAE.

According to its latest financial report, Funko recorded net sales of US$1.05 billion in 2024—down from US$1.1 billion in 2023. The company said it's focused on disciplined growth through targeted expansion in high-potential categories such as sports, music, and gaming.

"We expect measured top-line growth in 2025, weighted toward the second half of the year, and we are confident that our initiatives will drive meaningful acceleration over time," Williams said.

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