POP MART marks Makassar debut with citywide CRYBABY campaign

POP MART has expanded its Indonesian retail footprint into eastern Indonesia with the opening of its newest store at Trans Studio Mall Makassar, bringing the brand closer to collectors and pop culture enthusiasts in the region.

The launch extends the entertainment and IP company's presence beyond Java, Bali and Sumatra, reflecting its strategy of pairing physical retail with large-scale experiential marketing to deepen engagement with local communities.

Located within one of Makassar's best-known lifestyle destinations, the new outlet has been designed as an immersive retail space where visitors can explore POP MART's portfolio of designer toys, collectibles and character-driven storytelling.

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To support the opening, POP MART rolled out a series of citywide activations, led by its first inflatable installation in Indonesia. The activation, inspired by CRYBABY's "Cry me an ocean" collection, featured a giant puffer fish character installed at Losari Beach, one of Makassar's best-known waterfront landmarks.

The outdoor installation was intended to generate visibility ahead of the store opening while encouraging user-generated content across social media.

The campaign extends into Trans Studio Mall Makassar with an interactive collectible hunt running throughout July. Three large CRYBABY fibreglass statues have been placed around the shopping centre, encouraging visitors to search for the installations, photograph them and share their experiences online.

The activation transforms a conventional shopping trip into an interactive brand experience, while creating additional touchpoints for fans, collectors and families.

The Makassar opening also brings POP MART's portfolio of globally recognised IPs closer to consumers in eastern Indonesia, including MOLLY, DIMOO, SKULLPANDA, THE MONSTERS, HIRONO, CRYBABY and TWINKLE TWINKLE.

The company continues to expand its product offering across blind boxes, figures, plush keychains and lifestyle merchandise, using original IP, storytelling and emotional engagement as core pillars of its brand strategy.

Rather than positioning the new outlet solely as a retail destination, POP MART said the Makassar store is intended to serve as a space where collecting culture, creativity and community intersect, giving local fans a place to discover new characters, connect with fellow collectors and celebrate designer toy culture.

Globally, POP MART operates over 570 stores across more than 30 countries and regions, alongside over 2,500 ROBOSHOP vending machines. The company said it reaches consumers in more than 90 countries through its physical retail network and cross-border eCommerce platforms.

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