Chinese toy maker Pop Mart, best known for its viral Labubu dolls, has chosen London as its new regional headquarters and announced plans to open seven additional stores across the United Kingdom.
The announcement followed a four-day visit to China by UK Prime Minister Keir Starmer, during which his government secured several trade and investment commitments to boost economic growth.
Labubu Dolls Drive Global Demand
Labubu dolls, recognised for their toothy grin and pointy ears, have gained a cult following for their intentionally imperfect “ugly-cute” design. The collectables surged in popularity after going viral on social media around 18 months ago and have since become sought-after items among collectors worldwide.
Pop Mart said London’s global creative reputation and strong consumer market influenced its decision to base its European operations there.
Labubu is expanding its territory in the UK as Pop Mart confirms seven new stores in 2026
The company has also named London as its European headquarters following the PM's visit to China pic.twitter.com/v7CxlD9p3J
— Dexerto (@Dexerto) January 31, 2026“London stands at the heart of the global creative ecosystem, and we are thrilled to plant our European roots here,” said Grant Wang, founder and chief executive of Pop Mart.
New Stores Across the UK
The company plans to open seven new UK outlets, including locations in Birmingham and Cardiff. A flagship store will also open on London’s Oxford Street, one of Europe’s busiest retail destinations.
Beyond Britain, Pop Mart aims to expand its footprint further by opening 20 additional stores across Europe. The UK investment is expected to create more than 150 jobs, according to a statement from the prime minister’s office.
Starmer Secures Major Trade Deals
Starmer’s visit to China focused on improving bilateral ties through enhanced market access, lower tariffs, and fresh investment deals. His office said the trip delivered export agreements worth £2.2 billion and market access valued at £2.3 billion over the next five years, alongside hundreds of millions of pounds in new investment.
Pop Mart forms part of a broader wave of Chinese consumer brands seeking overseas growth as domestic spending weakens. Other companies expanding abroad include fashion retailer Urban Revivo and coffee chain Luckin Coffee.
Further Chinese Investment in Britain
Starmer’s office also confirmed that Chinese energy storage firm HiTHIUM will invest £200 million in the UK, creating around 300 jobs. Life sciences group Asymchem plans to add a further 150 roles by expanding its British operations.
Officials said the agreements underline Britain’s appeal as a destination for global investment and innovation.
