Global lifestyle brand Funko is expanding its footprint in Asia with the launch of its first Southeast Asia flagship store, choosing the Philippines as its entry point into the region.
Drawn by the country’s deep connection to pop culture and its highly engaged fan base, Funko Asia-Pacific’s vice president of sales, Andy Clempson, shared that Filipino fans have long embraced the brand’s quirky collectibles and pop culture icons.
“The Funko fan already in the Philippines is fantastically passionate and fantastically knowledgeable. There’s a very strong feeling from the fans here already,” Clempson told Manila Standard Life.
Set to open this month, the new store is being developed in partnership with Funtastik Enterprises Corporation, a leading collectibles distributor. The launch marks a key milestone in Funko’s global expansion, bringing with it an expansive product lineup, exclusive merchandise, and immersive experiences for collectors and casual fans alike. Clempson said the choice to debut in the Philippines was backed by both data and the undeniable energy of its fan base.
“We manage our business based on facts, not just emotions. We know what sort of revenue Funko has done in the Philippines and what our projected revenue is. That’s why we’re confident that the Philippines will remain our biggest share of the Asia market,” he added.
The store will carry over 1,000 products, including Asia-only exclusives, Philippines-limited editions, and iconic local-themed items such as the Jollibee Pop!, along with upcoming Funko Philippines apparel. Designed as more than just a retail space, the store will also feature photo ops, interactive displays, and the Funko Funcade, a retro-inspired arcade area where visitors can win prizes and play games tied to major franchises like Disney, Marvel, DC, and anime.
“We want people to spend time in here. We aim to make sure the existing fan and the new fan who are passing the door are attracted to come in and have a great experience, and they tell all their friends and family to come back in,” Clempson continued.
The country’s enthusiastic collector community played a major role in Funko’s decision. Online groups like the Funko Fanatics Philippines Facebook group—with more than 56,000 members—highlight the growing appetite for pop culture merchandise.
“Pop culture is all about getting the message out. Social media here in the Philippines is massive,” he said, crediting the diverse buying behavior in the country for fueling demand.
“You don’t have to be a diehard collector. You can be someone who just loves Harry Potter or Disney. Or you may just love the product because it makes a great gift for someone else,” he stated.
While the global toy industry remained flat in 2024, Clempson said Asia performed better, with collectibles showing double-digit growth. Funko has embraced the nostalgia-driven “kidult” trend by expanding beyond 4-inch figures into formats like Bitty Pop!, mystery minis, and larger collectibles.
The company aims to deepen ties with local culture, following the success of the Jollibee Pop!, and is exploring more Philippines-themed products. Clempson said exclusives and limited editions will be key draws, but managed carefully, noting the strong awareness of Filipino collectors.
Although there are no immediate plans for a second store, Clempson said expansion is possible if the flagship performs well. Physical stores, he added, are just one part of Funko’s broader strategy.
Funko’s first Southeast Asia flagship opens July 12 at Level 2, North Entertainment Wing, SM Mall of Asia, with exclusive drops and events throughout the year.
