Project debut: Iteration logic for Phase 1.5

Pop Mart City Park is about to welcome its... “ 1.5 “Phase” upgrade. The very name itself reveals Pop Mart’s unique vision for the park’s development—not just a simple expansion, but rather a... “ An important step in the continuous iteration process ”。

1.5 The core logic behind the upgrade is to make the architecture and the scene itself become... IP The story’s extension. Pop Mart hopes to... IP Integrate more closely into every corner of the park to create a more immersive experience.

Behind this strategy lies Pop Mart’s long-term confidence in the theme park business. Wang Ning is... 2025 Revealed at the mid-year results briefing, “ In the first half of this year, both the number of visitors and revenue at the theme park have exceeded last year's full-year figures. ”。

Current Situation: The Attraction Code of the Amusement Park

Despite being only two years old, Pop Mart City Park has already demonstrated remarkable appeal. Operational data shows that this innovative business model has successfully transcended geographical and age barriers.

The proportion of non-family users at the amusement park is approaching... 60% , breaking the traditional model of theme parks being primarily geared toward families. Meanwhile, the proportion of out-of-town visitors has also reached approximately... 60% Among them are no shortage of global tourists.

2025 Last year, the park ranked sixth among Beijing’s most popular inbound tourist attractions, an improvement of three places compared to the previous year. This achievement is particularly remarkable given that the area is densely populated. 4 For a “lightweight” urban park spanning tens of thousands of square meters, this is particularly worth noting.

The secret to Pop Mart’s success lies in a set of seemingly contradictory data:

User profiles break the norm.

Non-household user share: nearly 60%

Proportion of out-of-town tourists: Approximately 60%

2025 Ranking of Popular Tourist Attractions for Inbound Tourism in Beijing: Sixth Place

It’s precisely this cross-regional and cross-age appeal that makes Pop Mart so special. IP An embodiment of the unique charm of culture.

The operational core of Pop Mart City Park is to deepen consumer engagement through immersive offline experiences. IP emotional connection. Wang Tao, General Manager of Public Affairs at Pop Mart International Group, said, “We hope to make City Paradise a new hotspot for trendy consumption.”

The paradise by providing IP Match unique performance interactions, design stories based on their core, and transform what was originally static... IP It “came to life.”

《 LABUBU The song “______” has become a popular background track for social media shares; the “Dachouzhong’s Dance” once triggered a rapid sell-out of related products; and Xingxingren has achieved wider recognition through themed events and meet-and-greets.

This year LABUBU Its global popularity has boosted foot traffic to Urban Parks, and the performances at Urban Parks have, in turn, further deepened [this trend]. IP Image. This October, City Park made its debut attempt to present the “Star Guardians Dream Team” performance in the form of a musical, and also released a同名 (same-named) production. Music video With original music, it significantly enhances IP Influence.

This kind of IP The two-way empowerment between online and offline scenarios is continuing to gain momentum.

At At the level of the “experience economy,” urban theme parks are also exploring and developing innovative businesses. Themed dining has become a key link. IP Another important link with consumers.

For sharing the design “Star-People Ice Cream”—a treat that combines aesthetic beauty with a sense of ritual. MOLLY Themed desserts such as “cream cakes” have not only become popular spots for tourists to check in and share on social media, but also aim to ensure that “every bit of sweetness becomes a memorable highlight of your journey.”

Tourists are interested in IP Themed dining has shown great enthusiasm. Bubble Street's... Labubu In front of the waffle bus, 38 One yuan per piece Labubu The waffle-shaped pastry has attracted many tourists.

A customer voiced the sentiments of many fans: The taste isn’t exactly stunning, but it is... Labubu Ah, who could possibly say no?

Facing the future, Wang Tao frankly admitted that Pop Mart City Park remains... “Unfinished” status. Coming soon. 1.5 The upgrade phase is just an important step in continuous iteration.

“We will continue to create more interactive performances and themed activities, aiming to keep the urban amusement park experience fresh and ever-changing,” said Wang Tao. He added that this ongoing renewal not only brings consumers entirely new experiences but also aligns with the growing demand for “repeat visits” in tourism consumption.

Besides the one soon to be unveiled 1.5 Meanwhile, the second phase of Pop Mart City Park is also under simultaneous design. According to reports, the area of the second-phase project will be twice as large as that of the first phase.

From 1.5 Looking ahead to the second phase, Pop Mart is drawing up an ambitious blueprint for the development of its theme park. This series of upgrade initiatives demonstrates the company’s long-term confidence in and commitment to its theme park business.

In a corner of Chaoyang Park in Beijing, behind the construction barriers of Pop Mart City Paradise, workers are preparing to... 1.5 The upgrade period is busy. In the park, visitors are holding... LABUBU People pose for photos in front of the castle, snapping stylish waffle-shaped treats. Kids chase after star-shaped figures that seem to outpace their own legs, while young people stamp another mark onto their passport books.

This 4 The 10,000-square-meter space is not only a theme park that has already achieved commercial success but also a constantly evolving experimental hub for cutting-edge cultural trends. When... 1.5 When it makes its debut, it won’t be a “finished product”—rather, it’ll just be Pop Mart’s exploration. IP Another new chapter on spatial relationships.

CAAPA Important Event Recommendations

2026 China Cultural and Tourism IP Innovation Development Symposium

Registration is now open.

↓↓↓↓