Shares of POP MART (ASX: 09992) have risen more than 4%. At the time of writing, the stock is up 3.98% to HK$185.4, with a turnover of HK$2.798 billion.

The catalyst for the move is the debut of the company's intellectual property character LABUBU at the opening ceremony of the 2026 FIFA World Cup in the United States, Canada, and Mexico, which began on June 12th Beijing time. Appearing as a special guest of the event, two LABUBU figures dressed in soccer jerseys made their first appearance on the world-class sports stage, marking the entry of a Chinese-original IP into the international arena. POP MART's THE MONSTERS collaboration series with the FIFA World Cup has officially launched for sale.

Diversification Strategy in Focus

In other developments, the company's Chief Operating Officer recently disclosed for the first time detailed data for its largest overseas market. It was noted that last year, products other than those featuring Labubu accounted for approximately 50% of total revenue in the U.S. market. In markets such as Japan, South Korea, and Southeast Asia, non-Labubu series products already constitute the majority of sales.

Expanding the IP Portfolio

POP MART is currently accelerating its diversification strategy. The company is expanding its portfolio with other characters like Skullpanda and Hirono. Furthermore, it is collaborating with Sony Pictures on a Labubu feature film, which is expected to be released in 2028.