Just like opening a blind box, opening up your heart requires courage in a world that demands a "perfect" exterior. Our "Unbox Your Feelings" camapign empowers Gen Z to stop holding back and start embracing the full spectrum of your joy and 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 is a playful digital extension of the Pop Mart Cry Baby universe, designed to transform the act of “collecting” into an emotional, community-driven experience.

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