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The Marketing Strategy Analysis of POPMART in South Korea

Beijia Mao, Qiang Zhao


In recent years, the pursuit of spiritual satisfaction alongside material needs has driven the popularity of blind boxes among young individuals, injecting vitality into the designer toys market. Pop Mart has emerged as China's largest and fastest-growing company in this industry, seizing the opportunity presented by the rapid growth of the domestic market to embark on international expansion. This study examines Pop Mart as a case study, providing an overview of the its development progress in the Korean market. It further analyzes Pop Mart's marketing strategies in terms of product offerings and distribution channels in Korea. By summarizing Pop Mart's successful marketing experiences in Korea, this paper offers recommendations for its expansion into other overseas markets.


Pop Mart; Marketing Strategy; the South Korea Market

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Included Database


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DOI: http://dx.doi.org/10.18686/mmf.v6i9.9993