On August 22, 2025, the third edition of the overseas international POP TOY SHOW (PTS) grandly opened at the Marina Bay Sands Expo and Convention Centre in Singapore. As an important part of the “Beijing × Singapore POP TOY SHOW Dual-City Plan,” this exhibition gathered hundreds of internationally renowned toy artists and manufacturers. Crowds surged in front of multiple booths, fans were full of enthusiasm, and the buying atmosphere was intense, highlighting the extraordinary popularity of designer toys in the Singapore market.
On the first day of the exhibition, Chinese original designer toy brand Heyone once again became the focus of the entire event. As a “resident guest” of the Singapore PTS, the brand continued its remarkable performance from previous editions. At this exhibition, Heyone presented the theme “Heart-signal in Singapore,” creating an immersive booth called “A Rainbow-tinted Dream of the Old Nanyang” by fusing Nanyang architectural elements with rainbow colors. As soon as the booth opened, it attracted large crowds lining up, with many limited-edition new products quickly sold out. On the first day, the booth welcomed more than 1,000 consumers, with dozens of KOLs visiting to take photos and check in, making it one of the most popular areas of the exhibition.
Heyone’s popular IP “OZAI” made a stunning debut at this exhibition and became a best-selling product sought after by toy fans. Among them, “OZAI – Cowboy Utopia” cleverly integrated denim cowboy elements, presenting a casual cowboy image through exquisite fabric craftsmanship; “OZAI – Resonance Seeker” adopted a unique magnetic attraction design and glossy finishing process, vividly interpreting the concept of “capturing moments of resonance.” In addition, the newly launched “OZAI – The Hooded Adventures” MINI blind box series reproduced OZAI’s adventurous journey with delicate craftsmanship and was also warmly welcomed by the audience.
In addition to the “OZAI” series, Heyone’s new generation IP “MIMI,” representing Eastern culture and healing power, also performed brilliantly. Two limited-edition figurines, “MIMI – Scent of a Memory” and “MIMI – Poetic Spring,” sold out quickly on the first day. Among them, “Scent of a Memory” ingeniously integrated the traditional incense lamp element, fully displaying the beauty of classical Chinese aesthetics; “Poetic Spring” used imagery such as leaves, rivers, and the moon to vividly recreate the poetic scenes in ancient Chinese poetry, showcasing Heyone’s innovative interpretation of traditional culture. A Singaporean fan who successfully purchased the MIMI limited edition said: “As a die-hard MIMI fan, I have always been fascinated by traditional Chinese culture. This new MIMI series not only continues the brand’s consistently high-level design but also integrates traditional aesthetics. I am very happy to have gotten one, and I will buy more Heyone products at the exhibition.”
On the first day, Heyone’s other IPs such as FurFur, FAYA, and HUDODO also achieved impressive sales results. The brand also specially set up interactive activities such as “Share Your Purchase Photos to Win Blind Boxes,” attracting enthusiastic participation from many fans. “We look forward to bringing more original IPs that combine creativity and artistic expression to overseas players through the PTS platform,” said a Heyone brand representative. “At the same time, through face-to-face interaction with fans, we gain valuable suggestions and creative inspiration.” This concept was fully demonstrated in the lively interactive atmosphere at the scene.
In recent years, Heyone has continued to accelerate its pace of globalization, successively entering international stages such as Paris, Singapore, Seoul, and Bangkok. Its original designs and cultural heritage have won widespread acclaim from designer toy lovers worldwide. Returning once again to the Singapore PTS, Heyone’s performance on the first day was particularly outstanding, making it one of the most popular booths at the event. During the exhibition, Heyone will continue to launch new products and organize engaging interactive activities, and its subsequent performance is highly anticipated.
Heyone Global Independent Store: https://heyoneglobal.com/