Lazada has partnered with Chinese art toy company POP MART to support POP TOY SHOW Singapore 2025, organisers announced on Friday (22 Aug).

The event will be held from 22 to 24 August at Sands Expo and Convention Centre, and is expected to attract more than 40,000 visitors from across Southeast Asia.

Lazada’s Role in POP TOY SHOW

As the official eCommerce partner, Lazada will host POP MART’s first regional Super Brand Day, giving collectors access to exclusive intellectual property (IP) products, vouchers and online deals. The platform will also provide visibility for emerging creators, enabling fans across the region to connect and grow the art toy community.

A Lazada spokesperson said the partnership combines “Lazada’s eCommerce strength with the creativity of the art toy community”, making exclusive releases more accessible to fans in Singapore and the wider region.

The partnership comes as POP MART ramps up efforts to engage collectors beyond China. Singapore secured a three-year agreement with the company and the Singapore Tourism Board, making the city-state the exclusive host of POP TOY SHOW outside China for 2025 and 2026.

Super Brand Day Launch

Lazada’s Super Brand Day will debut new POP MART series including Twinkle Twinkle and SKULLPANDA, alongside limited releases of popular lines such as The Monsters and Crybaby.

Shoppers can access the campaign through POP MART’s LazMall store starting 22 August in Singapore, Malaysia and Thailand, followed by the Philippines on 27 August and Vietnam on 28 August. Offers will include up to 8 per cent discounts and limited-edition gifts such as Hirono badges and Crybaby notebooks.

POP MART is also scaling up inventory and storefront visibility on LazMall to meet rising demand. Organisers said the combined offline and online campaigns aim to attract both long-time collectors and newcomers to the art toy scene.

Spotlight on Artists and Designers

Beyond retail, the POP TOY SHOW will showcase works from 19 POP MART designers, including Lang, creator of HIRONO. International and regional artists such as Singapore’s ClogTwo, Japan’s GRAPE BRAIN®, Indonesia’s Liunic, Taiwan’s Po Yun Wang, US-based Tara McPherson and Hong Kong’s Tik Ka are also set to feature.

The event will host a broad roster of exhibitors bringing toys, collectibles and pop culture merchandise to Singapore, strengthening the country’s position as a hub for creative industries.

What’s Next

Lazada said the partnership aligns with its broader push to support creativity and community engagement across Southeast Asia, citing earlier initiatives such as its Lazada Runs that mix pop culture with fitness events.

With Singapore set to host POP TOY SHOW for the next two years, the collaboration is expected to deepen ties between eCommerce platforms and pop culture brands, further boosting the city’s reputation as a regional centre for collectors and creators.