TITLE:
From Collectibles to Experiences: Beijing’s POP MART Theme Park Venture
AUTHORS:
Melanie Fernandes, Dongxue Lyu
KEYWORDS:
POP ART, POP LAND, Engagement, Collaboration, IP, Campaign
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.2,
March
12,
2024
ABSTRACT: This study explores POP MART’s theme park, POP LAND,
and its marketing strategy, user enrichment efforts, partnerships, and
practical implications. This study also discusses how initiatives such as “passports”, partner collaborations,
and stamp collecting can not only boost visitor engagement but also lay the
foundation for long-term interaction with POP MART’s intellectual property.
This case analysis focuses on various secondary sources, including company
reports, press releases, marketing materials, and media coverage related to POP
MART and POP LAND. POP LAND’s success serves as a model for businesses seeking
audience connections through a blend of physical and experiential elements in a
themed amusement park industry. Apart from collaborative strategies, POP LAND employs a variety of communication tactics that work together
to create online and offline buzz while exploring ways to increase user engagement. POP MART has redefined
the entertainment landscape, setting the standard for immersive and engaging
experiences in the theme park industry.