London Gets a Little Cuter as Labubu maker plants its European flag in our capital city.
China’s quirky collectible toy maker Pop Mart, best known for its “Labubu” characters, has chosen London as the site of its new European headquarters, in a move that could give UK high streets and jobs a welcome boost.
The announcement came during a high-profile event linked to UK Prime Minister Keir Starmer’s recent four-day visit to China – the first by a British premier in eight years as part of efforts to strengthen economic ties.
“This is a big deal for us,” said Pop Mart chief executive Wang Ning. He highlighted London’s creative energy and its central role in global culture as key reasons for planting roots here.
As part of the expansion, Pop Mart plans to open seven new UK stores, including a flagship on London’s Oxford Street, with additional locations in Birmingham and Cardiff. The firm also has its sights on rolling out about 20 more shops across major European cities over the next year.
The investment is expected to create more than 150 jobs in the UK, from retail and operations to logistics, offering opportunities for local workers and helping energise city centre shopping districts.
Collectors of all ages have taken to Labubu toys in recent years, helping the brand go viral on social media and turning the “ugly-cute” dolls into sought-after cultural icons.
By combining playful pop culture with serious investment, this move shows how international business deals can translate into real world jobs and choice for UK consumers, while underscoring the positive economic results from Starmer’s diplomatic outreach to China. Check out this story for another benefit from the PM’s China trip!
