Pop Mart, the Chinese retailer responsible for the wildly popular Labubu dolls, has revealed plans to establish seven outlets across Britain in the wake of Prime Minister Keir Starmer’s diplomatic mission to Beijing.

The company will set up its European base in London, with a flagship store planned for Oxford Street alongside additional locations in Cardiff and Birmingham.

Grant Wang, the firm’s founder and chief executive, stated: “London stands at the heart of the global creative ecosystem, and we are thrilled to plant our European roots here.”

The expansion is expected to create more than 150 positions in the UK, with a further 20 European stores planned for 2026.

Labubu figures captured global attention approximately 18 months ago when they became a social media sensation, drawing devoted collectors who queued for hours to purchase them.

These figures have a distinctive appearance that features toothy grins and pointed ears, achieving what fans describe as an “ugly-cute” aesthetic.

The collectible toys have attracted high-profile admirers including Rihanna, Dua Lipa and Kim Kardashian.

Pop Mart joins other Chinese consumer brands such as fashion outlet Urban Revivo and coffee chain Luckin in pursuing international expansion as domestic spending in China has weakened.

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The Prime Minister’s four-day trip marked the first visit to China by a British leader in eight years, with the aim of boosting economic growth and strengthening bilateral relations.

Downing Street confirmed the visit secured £2.2billion in export agreements and £2.3billion in market access over the coming five years.

Among the deals was a reduction in tariffs on Scottish whisky shipments to China, valued at approximately £250 million to the British economy over five years, which takes effect today.

Mr Starmer also held discussions with Chery’s chairman, with the Chinese car manufacturer confirming plans to establish its European headquarters in Liverpool.

However, the Prime Minister’s engagement with Beijing has drawn criticism from those who argue China presents risks to British national security and has a troubling human rights record. Reform UK called on the Labour Government to refuse trade agreements with China until imprisoned British citizen Jimmy Lai is freed.

Defending his approach, the Prime Minister responded: “Engaging with China, is how we secure growth for British businesses, support good jobs at home, and protect our national security.”

On the UK’s new trade deal with China, Mr Starmer said: “Prime Minister Keir Starmer said: “As one of the world’s economic powerhouses, businesses have been crying out for ways to grow their footprints in China.

“We’ll make it easier for them to do so – including via relaxed visa rules for short-term travel – supporting them to expand abroad, all while boosting growth and jobs at home.”