Pop Mart turns Grand Indonesia into a festive playground with 'Christmas town' takeover

Pop Mart is kicking off the festive season in Central Jakarta with a branded experience designed to blend retail theatre, immersive storytelling, and family-friendly engagement. Its latest activation, “Unbox joy: Pop Mart Christmas town”, has taken over the main atrium of Grand Indonesia, running from 22 November 2025 to 4 January 2026.

Positioned as a hybrid between a holiday attraction and a brand-building playground, the installation transforms the high-traffic mall into a Pop Mart-themed wonderland.

Anchoring the space is the Pop Mart Christmas Ferris Wheel, which lights up at selected hours each day - a visual centrepiece the brand says “symbolises the ever-turning wheel of joy.”

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Around it, the experience leans heavily on tactile touchpoints and festive interactivity to drive dwell time. Visitors weave through a themed pop-up lined with cotton candy, a gift-wrapping station, balloon artists, magicians, and a ballet performance set against a Christmas backdrop.

The activation extends into hands-on creativity through the “Christmas Wreath with Pop Mart” workshop, where participants design their own décor inspired by Pop Mart’s signature creativity.

To maintain commercial momentum through the holidays, the brand is pairing the installation with time-limited Gift with Purchase offers - an increasingly common tactic among lifestyle IP brands seeking to convert experiential footfall into sales.

The company describes the activation as an open invitation to rediscover festive wonder. “Pop Mart Christmas town is more than a festive attraction; it is a celebration of togetherness, creativity, and the simple joy of unboxing life’s little surprises,” it noted in its announcement.

The push aligns with Pop Mart’s broader strategy of strengthening its presence in Southeast Asia through experiential extensions of its fast-growing IP universe. The brand, which now operates over 570 stores in more than 30 markets, has been increasingly active in blending retail, events, and character-driven storytelling designed to deepen emotional affinity with collectors and casual shoppers alike.

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