SINGAPORE, July 29, 2025 /PRNewswire/ — On July 27, 2025, POP MART successfully hosted a 5km themed run in Singapore, drawing over 3,000 enthusiastic participants. As part of the annual Lazada Run series, the event was held against the scenic backdrop of Marina Barrage, where fans crossed the finish line and engaged in photo ops, mini-games, and immersive experiences with Twinkle Twinkle, POP MART’s beloved IP character in Southeast Asia.
This partnership marks a key milestone in POP MART’s year-round collaboration with Southeast Asia’s leading e-commerce platform Lazada. Lazada Run, first launched in 2023, is one of the platform’s flagship initiatives, spanning Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. After two years of successful operation, POP MART joined Lazada Run in 2025 to bring a more dynamic, immersive IP experience to runners across the region, integrating into multiple physical and digital touchpoints.
To date, POP MART has successfully completed the Philippines leg on June 1, the Vietnam race on July 13, and now the Singapore run on July 27. Each location saw overwhelming fan enthusiasm, with the Twinkle Twinkle experience zone emerging as a major highlight and social media hotspot, significantly enhancing brand visibility and emotional resonance. At the Singapore event, POP MART further enriched the on-site experience by introducing a giant Twinkle Twinkle inflatable at the Runners’ Village, drawing crowds for photos and fan interactions. A "Best Dressed" contest also encouraged runners to showcase POP MART-inspired looks — from playful costumes to limited-edition merch — celebrating creativity and deepening fan-brand connection.
In addition to Lazada Run, POP MART and Lazada will co-launch the Super Brand Day campaign in late August across five Southeast Asian countries — Singapore, Malaysia, Thailand, the Philippines, and Vietnam, which will also coincide with the opening of PTS (Pop Toy Show) events in Singapore later, combining a seamless online and offline exposure. With Lazada offering full-platform promotional support, including exclusive gifts and trending product launches, the collaboration aims to drive both engagement and sales at scale.
Looking ahead, the Lazada Run x POP MART tour will continue in Malaysia, Thailand, and Indonesia from October to December. Through this year-long partnership, POP MART not only strengthens its IP exposure in Southeast Asia but also builds emotional resonance with emerging audiences — laying the groundwork for its next generation of global breakout characters.
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