We dive into the world of POPMART, the brand that's taken Asia by storm with its wildly hyped blind boxes and designer toys. We speak with POPMART’s Head of Southeast Asia and Middle East, Jeremy Lee, to unpack the youth-driven culture, creative strategies, and global expansion behind the craze.

This interview comes as the Chinese toy firm announced yesterday that its profits for the first six months of the year are expected to jump by at least 350%, with revenues more than tripling.

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