China's "blind box" toy maker Pop Mart opens 1st Malaysian store in Kuala Lumpur

A limited edition of ZIMOMO designed for the country of France is seen at the official store of Pop Mart in Paris, France, March 1, 2023. (Xinhua/Gao Jing)

China's "blind box" toy maker Pop Mart opened its first Malaysian store in the Pavilion Kuala Lumpur shopping mall of the country's capital Kuala Lumpur, amid its broader efforts to expand its business in the Southeast Asian market, reported the Xinhua-run Shanghai Securities News.

A "blind box" is a type of packaging that keeps its contents hidden. Pop Mart sells collectible figures mixing pop culture and trendy content in its "blind boxes".

The launch of the new store means Malaysia is the second heavyweight Southeast Asian market that Pop Mart has entered, following the opening of the first store in Singapore in 2021.

The toy maker made the first foray into Malaysia back in 2021 through cross-border e-commerce platforms, laying a foundation for its offline business in the country.

Pop Mart began entering the global market in 2018. It expects to bring the total number of its overseas stores to 80 to 90 by the end of 2023.