Jellycat rockets ahead across Asia
Jellycat rivals Labubu in Asia as a collectible icon. Its quickly reaching stratospheric levels in Korea and China.
On Feb 1, they simultaneously opened a permanent flagship at Beijing SKP-S and a parallel pop-up at SKP Xi’an, both built around its traveling “Space” concept first seen in Seoul in 2025.
The pop-up spaces feel like sci-fi sets with astronauts, spacecraft, labs and Mars backdrops. It turns plush shopping into narrative and play — closer to a themed exhibition than retail.
A couple of things stand out:
1. Jellycat is scaling fast across China and Asia, moving from “cute plush” ...to leading lifestyle/collectible brand. They do a better job than almost anyone in building experience and storytelling into retail experiences.
2. The simultaneous two-city rollout signals the scale, speed and momentum that Jellycat has right now.
This approach reflects where toy and IP retail is heading. Young consumers aren’t just buying objects — they’re buying into "worlds."
