What happened
Pop Mart has launched the first stop of its City Park Carnival tour in Shanghai, marking the tour's debut at two major locations: the Oriental Pearl Tower and the No.1 Department Store commercial center. The event is scheduled to continue through November 1.
Using LABUBU's adventure as the narrative thread, the Shanghai stop recreates the 'LABUBU Warrior Fjord' scene from Pop Mart City Park. At the Oriental Pearl Tower city square, a giant adventure ship features a ZIMOMO captain figure at the bow, and visitors can try nine interactive attractions such as 'Catapult Treasure Cave,' 'Helm Hat Toss,' and 'Fjord Racing.'
The tour also includes a POP BAKERY limited-time pop-up offering themed ice cream and cookies, while the nearby Oriental Binjiang Hotel presents THE MONSTERS retro barbershop-themed cake and afternoon tea. The experience extends to the No.1 Department Store with a route designed to combine play, dining, shopping, and sightseeing.
Why it matters
This event represents the first deep cooperation between Oriental Pearl New Media Co., Ltd. and Pop Mart International Group, two listed companies. It shows how Pop Mart is taking its IP experiences beyond its own theme park and embedding them into city landmarks.
Pop Mart has said it is shifting from a model driven by single IP hits toward broader offline expansion and multi-IP synergy. By turning a temporary carnival into an immersive city-scale event, the company is testing whether its IP portfolio can sustain engagement beyond core characters and attract both fans and general visitors.
Key facts
The Shanghai leg is the first stop of Pop Mart's City Park Carnival tour and will run until November 1.
This is the first deep cooperation between Oriental Pearl New Media Co., Ltd. and Pop Mart International Group.
Pop Mart City Park is described as China's first immersive trendy-toy IP theme park, combining amusement, performance, dining, retail, and sightseeing.
What to watch next
Pop Mart says the carnival tour will visit more cities in the future, so upcoming destinations may indicate how it tailors its IP experiences to different urban cultural settings.
Industry observers will likely watch whether the multi-IP strategy and offline scene expansion can maintain growth momentum after the earlier phase of single-IP-driven high growth.