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On August 24, 2025, the third edition of the international POP TOY SHOW (PTS) concluded successfully at Marina Bay Sands Expo and Convention Centre in Singapore. Spanning three days, this year’s exhibition, an important part of the “Beijing × Singapore POP TOY SHOW Dual-City Plan,” gathered hundreds of internationally renowned designer toy artists and premium industry manufacturers, attracting nearly ten thousand toy enthusiasts. The event successfully created a global celebration that combined creativity and artistry, showcasing the dynamic vitality and international influence of the designer toy industry. Chinese original toy brand Heyone stood out with outstanding performance, drawing long queues of fans eager to purchase its products. It emerged as one of the breakout brands of the show, underscoring the global competitiveness of Chinese designer toys.
Founded in 2022, Heyone focuses on creating trend culture and sharing pure playfulness. The brand has developed a diverse IP portfolio represented by “OZAI” and “MIMI,” both of which have gained popularity among Gen Z consumers at home and abroad. As a “regular guest” of PTS, Heyone has participated in the show for three consecutive years with consistently remarkable results. At this year’s exhibition, themed “Heart-signal in Singapore”, the brand ingeniously incorporated elements of Southeast Asian architecture with vibrant rainbow visuals to create an immersive “Colorful Nanyang Dream” booth. Over three days, Heyone achieved a powerful breakthrough: welcoming more than 1,000 visitors, attracting dozens of KOLs for on-site photo moments, and drawing coverage from leading local media. Multiple limited-edition releases sold out immediately, continuing the brand’s strong track record at previous shows and further cementing its position as one of the most influential PTS exhibitors.
Heyone’s IP lineup shone brightly at this year’s PTS. Its signature IPs OZAI and MIMI launched several exclusive releases that sold out instantly, sparking an enthusiastic market response. Among them, the “OZAI – Cowboy Utopia” series cleverly integrated denim cowboy elements, vividly expressing a spirit of freedom and individuality; the “OZAI – Resonance Seeker” series featured a unique magnetic design and glossy finish, perfectly interpreting the concept of “capturing moments of the heart.” Meanwhile, the MIMI collection carried forward an Oriental aesthetic, with new releases such as “Scent of a Memory” and “Poetic Spring” beautifully evoking classical Chinese atmospheres. Notably, other IPs including FurFur, FAYA, and HUDODO also performed strongly, with an overall sell-through rate reaching 80%. Related topics generated over 50,000 impressions on Instagram. Fans enthusiastically engaged in interactive booth activities and collected exclusive gifts. This exhibition delivered both commercial success and brand growth for Heyone. One excited fan who participated in activities at the booth said: “Heyone has such a rich IP portfolio, combining creativity and storytelling. I’ve been collecting their figures for a while, and I was thrilled to finally get some of my favorites here. I hope Heyone continues to surprise global fans with new creations.”
In recent years, Heyone has accelerated its global expansion, making appearances at international exhibitions in Paris, Singapore, Seoul, and Bangkok, and organizing multiple pop-up events. Its unique original designs have won the admiration of fans worldwide. This third participation at PTS Singapore not only highlights Heyone’s deep cultivation of the Southeast Asian market but also marks a critical step in its international growth. “Our sales performance at this year’s PTS hit a record high, with fans driving organic discussions on social media and giving us widespread praise. This reinforces our determination to keep expanding in Southeast Asia,” said a Heyone representative. “Through the exhibition, we aim to let fans truly ‘experience’ the cultural depth and emotional resonance behind each IP, building a deeper brand connection and inviting them to join us in the co-creation journey. Moving forward, Southeast Asia will remain a strategic hub as we expand globally, delivering products rich in culture, creativity, and emotional value to designer toy enthusiasts worldwide.”
As China’s international influence continues to rise, Chinese designer toy brands are advancing cultural exchange through global expansion. The success of Heyone in Southeast Asia not only showcases the limitless potential of Chinese designer toys but also reflects the worldwide appeal of Chinese culture. Looking ahead, designer toys are set to become a new “language” for China’s cultural dialogue with the world—bringing Chinese stories to life, spreading cultural values, and promoting cross-cultural exchange. As an industry leader, Heyone will continue to play a pioneering role, driving the global journey of Chinese designer toy culture and helping Chinese creativity shine on the world stage.
Heyone Global Website: https://heyoneglobal.com/
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