Toys - POP MART Opens Its First Bordeaux Store, Blending Art, Wine, and Collectibles

By Mulder, Bordeaux, POP MART, 14 september 2025

The global designer toy giant POP MART has opened its very first boutique in Bordeaux, an event that signals not only the brand’s rapid expansion across France but also its growing place in the cultural fabric of European cities. Located at 8 Rue Sainte-Catherine, in the heart of Europe’s longest pedestrian shopping street, the store establishes itself at the crossroads of Bordeaux’s historic heritage and the playful imagination of a global cultural phenomenon. For centuries, Bordeaux has been celebrated for its wines, its architectural elegance, and its art de vivre, but with this opening it now embraces a new form of cultural expression, one that reflects the tastes of Millennials and Generation Z who have turned collectible designer toys into a lifestyle. The decision to open in Bordeaux, rather than limiting expansion to Paris, reflects both ambition and trust: ambition in establishing POP MART as a household name in France, and trust in Bordeaux’s unique combination of youthful energy, tourism, and deep cultural resonance that makes the city an ideal setting for the brand’s universe.

Stepping inside the 129 square meter boutique, visitors are struck by the way POP MART transforms shopping into an exhibition-like experience. This is not a traditional toy store but rather a carefully staged space where each collection is given its own identity and atmosphere. Iconic characters such as Molly, with her wide-eyed innocence, Labubu, the mischievous and slightly unsettling creature that has become one of the brand’s most successful figures, Skullpanda, whose edgy aesthetic appeals to fans of darker designs, and Pucky, whose dreamlike forms recall fairy tales, are displayed like pieces in an art gallery. Other popular lines such as Crybaby, Dimoo, Twinkle Twinkle, and Hirono occupy entire corners of the store, immersing visitors in distinct narratives. Every shelf, every display case is carefully curated to blur the boundaries between retail and spectacle, a strategy that reinforces POP MART’s identity as not just a brand but a cultural destination. The opening itself was treated like a theatrical performance, with visual installations inspired by Dimoo decorating the windows and creating an immediate sense of wonder for those queuing outside.

The launch weekend itself was an event in its own right, drawing large crowds who lined up along Rue Sainte-Catherine despite the autumn drizzle, eager to be among the first to discover the new store. In a gesture that perfectly captured the balance between global identity and local heritage, a Champagne bottle specially branded with Dimoo artwork was uncorked at the entrance to mark the opening, while Saint-Émilion wine labels were integrated into the interior displays as a playful homage to Bordeaux’s global reputation as the capital of wine. These gestures, while seemingly simple, reflect POP MART’s deliberate strategy of cultural integration: the brand does not simply open stores, it creates experiences tailored to the cities it enters, weaving its identity into the local fabric. The event also carried the exclusivity that fans have come to expect. Guests were invited to participate in a lottery to purchase the newly released vinyl plush series THE MONSTERS: Pins-for-Love, a highly anticipated launch that added another layer of excitement and reinforced the aura of scarcity that has always been part of POP MART’s appeal.

That sense of scarcity is not an accident but the foundation of POP MART’s success. Since its creation in 2010 by Wang Ning in Beijing, the brand has relied on the simple but powerful concept of the blind box—sealed packages that conceal which figurine a customer is buying until it is opened. What could have been dismissed as a gimmick became a retail revolution, tapping into the psychology of chance, collection, and community. Collectors purchase again and again, driven by the thrill of discovery and the hope of finding rare editions, and in the process a community forms around shared rituals and passions. Today, POP MART is no longer a niche Chinese startup but a publicly traded company listed on the Hong Kong Stock Exchange, once valued at $7 billion, and operating nearly 300 stores and more than 1,800 vending machines across China. Its growth is not just financial but cultural, with collaborations that range from Disney to Keith Haring and Moncler, and its figures becoming staples of contemporary design as much as play. A telling example came in 2024, when Blackpink’s Lisa posted a photo with a Labubu doll, sending demand soaring worldwide and demonstrating POP MART’s ability to fuse celebrity culture, fandom, and consumer desire in a way that few other brands can.

For Bordeaux, the arrival of POP MART is both symbolic and practical. Symbolic, because it shows how deeply globalization now intertwines with local culture, allowing a Beijing-born company to converse directly with a city known for its centuries-old traditions of wine and architecture. Practical, because the city’s population and reputation as a hub for students, tourists, and young professionals make it fertile ground for a brand that thrives on youthful energy and community-driven trends. As Peter Shipman, Managing Director for Europe, explained during the inauguration: “Bordeaux is a city rich in culture, history, and style. Opening our store on Rue Sainte-Catherine allows us to get closer to our fans in an inspiring environment, bringing the joy, creativity, and imagination of POP MART to the heart of the city. We are delighted to begin this new chapter with collectors and enthusiasts from all over France.” His words encapsulated the philosophy driving the expansion: each store is conceived not as a simple retail outlet but as a cultural hub, a node in a global network that resonates with local traditions while projecting a universal message of creativity and play.

The parallels between Bordeaux’s culture of wine and POP MART’s culture of collectibles are particularly striking. Just as wine lovers treasure the discovery of a rare vintage, toy collectors revel in the unboxing of a rare figurine. Both experiences rely on ritual, chance, and a connoisseur’s eye for rarity, creating communities of enthusiasts who connect through passion and knowledge. By toasting the city with Champagne and nodding to Saint-Émilion, POP MART acknowledged this shared sensibility and rooted its launch in Bordeaux’s cultural DNA. On opening day, as corks popped and fans snapped photos of the immersive displays, it was clear that Bordeaux was not just witnessing a commercial launch but participating in a global cultural movement that has redefined the meaning of collecting.

In the end, the opening of POP MART Bordeaux is a reminder that what might appear at first to be a boutique toy shop is in fact part of a much larger phenomenon. It is a gateway into a global ecosystem of collectors who span continents, from Seoul to New York, united by a shared language of rarity and imagination. For Bordeaux, it represents an expansion of identity, adding playful creativity to a legacy of elegance and tradition. For POP MART, it is another step in a journey that began in Beijing fifteen years ago and now stretches across the world, proving that the joy of discovery, the ritual of collecting, and the blending of global trends with local cultures can turn toys into something far greater than play.

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POP MART - BORDEAUX
Address: 8, rue Sainte-Catherine - Bordeaux
Sales area: 129 square meters

Photos : Laurent Baruch for Mulderville
Video : Justin Baruch for Mulderville

(Source : press release)