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\u2019s exhibition, an important part of the \u201cBeijing \u00d7 Singapore POP TOY SHOW Dual-City Plan,\u201d 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.<\/p>\n
Founded in 2022, Heyone focuses on creating trend culture and sharing pure playfulness. The brand has developed a diverse IP portfolio represented by \u201cOZAI\u201d and \u201cMIMI,\u201d both of which have gained popularity among Gen Z consumers at home and abroad. As a \u201cregular guest\u201d of PTS, Heyone has participated in the show for three consecutive years with consistently remarkable results. At this year\u2019s exhibition, themed \u201cHeart-signal in Singapore\u201d, the brand ingeniously incorporated elements of Southeast Asian architecture with vibrant rainbow visuals to create an immersive \u201cColorful Nanyang Dream\u201d 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\u2019s strong track record at previous shows and further cementing its position as one of the most influential PTS exhibitors.<\/p>\n
Heyone\u2019s IP lineup shone brightly at this year\u2019s PTS. Its signature IPs OZAI and MIMI launched several exclusive releases that sold out instantly, sparking an enthusiastic market response. Among them, the \u201cOZAI \u2013 Cowboy Utopia\u201d series cleverly integrated denim cowboy elements, vividly expressing a spirit of freedom and individuality; the \u201cOZAI \u2013 Resonance Seeker\u201d series featured a unique magnetic design and glossy finish, perfectly interpreting the concept of \u201ccapturing moments of the heart.\u201d Meanwhile, the MIMI collection carried forward an Oriental aesthetic, with new releases such as \u201cScent of a Memory\u201d and \u201cPoetic Spring\u201d 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: \u201cHeyone has such a rich IP portfolio, combining creativity and storytelling. I\u2019ve 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.\u201d<\/p>\n
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\u2019s deep cultivation of the Southeast Asian market but also marks a critical step in its international growth. \u201cOur sales performance at this year\u2019s 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,\u201d said a Heyone representative. \u201cThrough the exhibition, we aim to let fans truly \u2018experience\u2019 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.\u201d<\/p>\n
As China\u2019s 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 \u201clanguage\u201d for China\u2019s cultural dialogue with the world\u2014bringing 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.<\/p>\n