POP MART Launches KPop Demon Hunters Collection Following Labubu Success
The collectibles brand partners with Netflix to release new blind box bag charms.
1Strategic Brand Expansion
Collectibles brand POP MART is launching a new collaboration with Netflix titled Peach Riot x KPop Demon Hunters. This release follows the massive popularity of their Labubu plush charms, which gained significant cultural traction in 2025 after being endorsed by high-profile celebrities like Lisa from the K-pop group Blackpink.
2Reimagining Fictional Characters
The collection features Peach Riot bandmates Gigi, Frankie, and Poppy reimagined as characters from the film KPop Demon Hunters. These figures are styled after the iconic stage outfits worn by the fictional group HUNTR/X during their performances of How It’s Done and What It Sounds Like within the animated movie universe.
3Blind Box Mechanics
The series consists of six distinct collectible charms sold in blind boxes, meaning customers do not know which specific figure they are purchasing until the packaging is opened. This format is designed to drive consumer engagement through the element of surprise, a core component of the brand's successful retail strategy.
4Rare Secret Edition
Beyond the standard six characters, the collection includes a rare Secret Edition bag clip featuring the character Gigi dressed in a Derpy costume. POP MART has stated that collectors have a one in seventy-two chance of pulling this specific figure, adding a layer of scarcity that typically encourages repeat customer purchases.
5Product Specifications
Each individual Peach Riot x KPop Demon Hunters figurine measures approximately 6.5 inches in height, excluding the attached keychain loop. The items are presented in colorful, branded packaging suitable for the holiday gifting season. The official collaboration aims to leverage the film's status as a highly successful animated production.
6Cross-Platform Synergy
This product launch arrives just one week after the KPop Demon Hunters film was released on Blu-ray and DVD as part of an official Criterion Collection set. By aligning the physical merchandise release with the home media debut, POP MART seeks to maximize visibility among the film's dedicated fan base.
7Expanding Product Ecosystem
This release follows previous iterations of KPop Demon Hunters merchandise, including a series that featured movie characters depicted inside ramen cups. These consistent product drops demonstrate POP MART's commitment to maintaining momentum within the collectibles market by frequently refreshing their inventory with new, themed designs based on popular Netflix intellectual property.
8Market Outlook
POP MART is banking on the combination of blind box thrill-seeking and established film fandom to replicate the viral success of their 2024 Labubu line. Whether this new partnership can achieve similar cultural saturation remains to be seen, but the timing aligns perfectly with peak consumer spending during the holidays.