Lazada teams up with Pop Mart for 5KM Lazada Run 2025

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Online shopping platform Lazada has joined forces with Pop Mart for the Lazada x POP MART 5KM Run, to bring Pop Mart character Twinkle Twinkle (pictured) along for the race. The first stop of the Lazada x POP MART 5KM Run will be in Manila Philippines on 1 June, and is set to make its way to other countries in the Southeast Asian region soon.

Limited slots for the Pop Mart run opened on 11 April at 2,050 pesos per person, and runners who registered would be entitled to an exclusive Pop Mart race kit, blind box, and themed on-site activities that bring the world of Pop Mart to life.

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Lazada shared with MARKETING-INTERACTIVE, that Twinkle Twinkle will run alongside participants in every 5km race. Runners registered for this race category will also receive an exclusive POP MART race kit, which includes a race bag, hydration flask, UV-protection arm sleeves, hook-and-loop patches, towel, and a mystery blind box, all designed exclusively for this event by Pop Mart.

This is Lazada Run's second edition, following its earlier success in 2023 which brought together over 11,000 runners in the Philippines alone. Besides the 5km run carried out in collaboration with Pop Mart, the Lazada Run also features a 21.1km half marathon, and a 10km competitive run.

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"Targeting shopaholics and fitness enthusiasts across Vietnam, Indonesia, Thailand, the Philippines, Malaysia, and Singapore, Lazada Run expects to attract around 60,000 runners. Whether you're a casual jogger, a seasoned marathoner, or simply in it for the exclusive deals, there's something for everyone," said Marcus Chew, chief marketing officer, Lazada Group in a conversation with MARKETING-INTERACTIVE.

“Lazada Run is all about bringing more excitement to every step. Whether you’re running, shopping, or celebrating at the finish line. We want to empower our customers to add more to life, and this event is the perfect way to experience fitness and shopping like never before," he added.

Chew also said that Lazada is committed to offering memorable experiences which go beyond online purchases, while Pop Mart has a vision to light up passion & bring joy around the world. "By participating in Lazada Run, Pop Mart hopes to connect with local communities and bring playful, inspiring moments to runners across Southeast Asia," he said.

Based on checks by MARKETING-INTERACTIVE, slots of the 5km run in the Philippines were officially sold out on 21 April, but there were still openings available for the 10km and 21km races.

Earlier last month, Beijing-headquartered designer toy giant Pop Mart International Group was reported to be gearing up for a deeper push into the Philippine market, eyeing new retail locations and local creative partnerships as part of its 2025 expansion strategy.

According to the Department of Trade and Industry (DTI), Pop Mart vice president Karen Chen outlined the company's development plans in a recent engagement with key Philippine agencies and stakeholders. "These plans involve forging partnerships with local business enterprises, and expanding their physical presence through new store openings," DTI said in a statement.

Meanwhile, Lazada's Birthday Sale in March generated significant buzz with the Hippo Pabitin challenge, an on-ground and social media campaign in the Philippines. Designed to harness curiosity, virality, and Filipino cultural traditions, the activation sparked conversation in the lead-up to the shopping event.

Random locations in Metro Manila saw the sudden appearance of Hippo Bank Pabitins, a playful spin on the traditional Filipino birthday game, pabitin. Passersby were invited to participate, attempting to grab the Hippo Bank—but with one rule: "Don't break it!" The activation was strategically filmed and shared across social media, triggering speculation and engagement among online audiences.