What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 33% → 47% | +14pp |
| Consideration | 19% → 22% | +3pp |
| Investigation | 21% → 24% | +3pp |
| Claimed usage | 13% → 19% | +6pp |
| Preference | 9% → 12% | +3pp |
What's behind the growth
Labubu (Pop Mart) has been building real brand presence in the UK, from a Harrods pop-up and an exclusive Dover Street Market drop giving fans real retail access, to British celebrities Olivia Attwood, David Beckham and Gemma Collins fuelling UK chatter, to queues so intense Pop Mart had to pause in-store sales - genuine word-of-mouth demand, not just manufactured hype.
That momentum has since turned into permanent UK infrastructure too, with Pop Mart naming London its European regional headquarters and announcing seven new UK stores off the back of Keir Starmer's China trip (SCMP). On a brand health metric level, the movement is strong with every funnel stage significantly moving together.
