Pop Mart Bakes Its Way Into Global Dessert Market With Labubu Treats

Pop Mart has opened its first international bakery, Pop Bakery, on the second floor of a new two-storey store at Resorts World Sentosa in Singapore.

The cafe sells 45 character-themed pastries and drinks, including black sesame Labubu popsicles, Twinkle Twinkle coconut mousse, and Pucky xiao long bao panna cotta.

Zhang Xiaoyang, head of Pop Bakery at Pop Mart, said the location was picked deliberately.

"It was our first market in Southeast Asia, which we entered in 2021, and over the years, we have built a strong connection with local and regional fans," he said, per CNA Lifestyle.

He added that the company is not stopping in Singapore and is considering opening bakeries in Europe and the United States. 

"It's a matter of timing, and we need to address issues like local supply chains," Zhang explained.

Resorts World Sentosa Chief Executive Officer Lee Shi Ruh saw the launch as a joint effort.

"We're especially proud that our culinary team worked closely with Pop Mart to bring the Pop Bakery experience to life, creating an offering that can only be found at RWS," she said.

Additionally, she called the store a part of a wider brand partnership between the two companies.

Blind Boxes Turn Into Bakery Cases

The Singapore opening follows Pop Mart's first bakery in Qinhuangdao, China, in April, after the company tested the format through more than 30 dessert truck pop-ups.

The Beijing-based toymaker behind the toothy-grinned Labubu also plans dessert shops in Thailand, Indonesia, and Malaysia.

The pastries themselves boast IP favorites as much as flavor.

Items like the Labubu Butter Cookies come shaped after the character, while the coconut mousse arrives inside an edible chocolate shell shaped like a shell.

Zhang said the company prides itself on making three-dimensional treats, unlike competitors that tend to use flat prints or plastic toppers.

Diners visiting Pop Bakery through Monday can also join meet-and-greet sessions with the character Twinkle Twinkle.

The occasion will be held three times daily, with a minimum spend of S$40 (approx. $31) per person required.

The bakery push arrives as Pop Mart faces questions about how long its toy boom can last.

The company posted 2025 revenue of 37.1 billion yuan (approx. $5.4 billion), up 185% from the prior year, though shares still fell more than a fifth after the results.

This comes as concerns over the sustainability of Labubu-driven growth overshadowed the numbers.

Analysts have also flagged a slowdown taking shape closer to home.

One Deutsche Bank analyst pointed to mounting sales pressure in Pop Mart's domestic market from the second quarter of 2026 onward.

The Wider Diversification Play

Pop Bakery is one piece of an extensive plan Pop Mart has laid out to stretch its characters beyond toy shelves, spanning food, entertainment, and physical spaces.

On entertainment, Pop Mart is developing a Labubu movie with Sony Pictures, a move meant to give its characters a storyline.

On physical retail, the company expanded its Beijing theme park, Pop Land, this year, giving fans a place to encounter characters outside of stores entirely.

On food, Pop Bakery represents the most literal version of that strategy, building and staffing its own cafes.

Zhang has been explicit about the goal behind all of it.

"We hope to use our IP to accompany all aspects of consumers' lives, and desserts are one of them," he said.

The company has also pointed to Disney as a model for forging a lasting entertainment business out of short-term virality.

Pop Mart's bakery move is worth studying for how a toy company is trying to buy itself more shelf life:

• Turning a toy into a food format multiplies the ways a fan can engage with a character without needing a new collectible drop.
• Testing through pop-up trucks before opening permanent stores lowers the cost of finding out whether a format works.
• Diversifying into food gives investors a growth story that does not depend entirely on the next character's popularity.

The Pop Bakery model reminds us that a fanbase's brand loyalty can be stretched into new categories.

However, this is the case only if the format still feels true to what made people fans in the first place.

Our Take: What Happens When a Toy Company Starts Selling Food?

Here's the number that matters: a plush Labubu gets bought once and sits on a shelf for years.

Meanwhile, a cookie gets eaten in five minutes, which means the customer has to come back and buy another one next week.

We think that's the real engineering behind Pop Bakery, dressed up as a cute marketing stunt.

Pop Mart spent years building a business on scarcity and resale hype, and both of those things wear thin.

A pastry can't be resold on the secondary market, so the only way to get more is to walk back through the door.

Overall, Pop Bakery throws the merch mindset out the window.

Instead, it uses bakery math that acts more like a subscription business wearing a chef's hat.