Just like a blind box, opening up your heart requires courage in a world that demands a perfect exterior. Our Crybaby campaign empowers younger generations to embrace the full spectrum of sadness—because true resilience begins when the tears flow.

OOH

PopMart Crybaby characters will feature NFC tags, so when two keychains are within range of one another, they “hug” and alert users’ phones. They’re able to share songs, messages, and contact info, leading to new friends and a sense of community.

Ice cream has earned its reputation as a top-tier comfort food. To embrace this emotional connection, we will launch a limited edition Crybaby collection with unique flavors reminding us that it’s okay to cry, and every emotion deserves to be savored. It’s a spoonful of self care.

Let’s Cry Together

Cry Club: the digital extension of the Pop Mart Cry Baby universe, designed to turn “collecting” into an emotional, community-driven experience.

The app reframes crying as a universal language, blending emotional self-expression with pop culture, making every collectible a key to both connection and comfort.