The Pop Mart pop-up is located at Mall of Asia in Pasay City. Anna Cerezo, ABS-CBN News

Long-time "anik-anik" enthusiast Rhea Bue Ong was thrilled to see more people catching the quirky fever. And with the country launching its first-ever Pop Mart pop-up, making collectibles more accessible, she is certain this viral trend will not slow down soon. 

"Yeah, it was harder to get with more people. So, it is nice we have this now. And it is fun people are appreciating the plushies. Dati iniisip nila, 'Ang tanda mo na, bakit ka pa ganyan?' I never felt I could connect with anyone. I'm happy more understand," Bue Ong said in an interview during the launch of the pop-up at the Mall of Asia in Psay City, Thursday. 

Pop Mart is the home of iconic characters such as Molly, Crybaby, Hirino, Dimoo, and the collectible craze that gained a recent surge in popularity, Labubu. 

Data gathered by Carousell revealed that keyword searches for Labubu and related items in the Philippines had an uptick in July 2024. By October, the searches soared some 24 times.  

"We believe there is a boom in Southeast Asia. And we did not want to miss Philippines," Pop Mart executive Jeremy Lee shared.  

While the figurines and plushies can be irresistibly cute, Lee clarified they are not toys aimed at children, but collectibles designed for all age groups and personalities alike. 

"We are an art, culture, and entertainment company. We believe we have an impact in those industries. We bring a sense of design and sportsmanship. Whenever we bring our stores, we add to the creative vibe to the country," he said.  

"Our mission is to bring and inspire joy and passion. There are different stories. Every single one is different story, personality— introvert or extrovert. Whether you are into fantasy, there is something for somebody," he added.  

Marian Rivera (center) at the launch of the Pop Mart pop-up in the Philippines. Anna Cerezo, ABS-CBN News

Among the celebrities known to have gotten hooked with the beloved characters and even helped push the Labubu fever is blockbuster star Marian Rivera. 

According to the "Rewind" actress, who shares the hobby with her daughter, it was the unique and captivating styles that drew her, but it was the nostalgia and element of surprise when opening the blind boxes that got her hooked. 

"Nakakatuwa siya i-collect. Nagko-collect ako before — Sanrio, si Hello Kitty. Bumalik ulit ako, parang bumalik 'yung dating ako," she enthused.  

"Nag-unbox kami ng daughter ko together. Mamaya gagawin din namin, request niya Skull Panda," she added. 

Like many Labubu fans, Marian Rivera uses the well-loved dolls as a fashion accessory. Anna Cerezo, ABS-CBN News

Other Pop Mart collectors agreed that unboxing is among the best parts of the trend that made it addicting. "Maririnig mo 'yung sound pag-open ng box. And It is really addicting. It is random kasi you can't choose the color, but you want to collect more," Sofia Jahrling explained.  

For her part, Denise Annthea shared that Pop Mart items let her express her creativity and individuality, saying that customizing and accessorizing Labubu figures captivated her.  

"When I found out you dress them up, it got me hooked. Sunod-sunod na. Fashion statement din," she said. "When I was buying or choosing 'yung mga damit, I wanted it to resonate my style. When they see it, I want them to know it is me." 

Pop Mart's Lee said they hope to set up shop as well as bring more branches to the country in the following year.