“We decided on social because it kind of encapsulates many things [that are central to the experience of] the young generation,” said Vicson Guevara, Pop Mart’s executive creative director and co-creator of the magazine, in an interview on Wednesday.
“Social media is [one part of it],” he said. “It’s something that young people can’t live without, but the other piece is relationships – real connections with people, which are closely tied to our brand value as well.”
The magazine’s mission is to connect people and communities, Guevara said.
“By expanding our reach, we can unlock more possibilities for the Pop Mart brand, whether offline or online,” he said. “This will open up new opportunities for our IPs, allow us to use Playground as a platform to connect with artists we admire and add value for both our customers and non-customers.”
