01/08/2026

LYFE SATURDAY | AUG 1, 2026

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Carlsberg M’sia brews ChongQing Beer o Introducing local consumers to southwest China’s iconic, hotpot-favourite lager

POP Mart, the Beijing-based maker of collectible “blind box” toys including the toothy-grinned Labubu, is diversifying its business by opening its first international bakery in Singapore. The toymaker is turning its best known characters into three dimensional edible treats, from black sesame Labubu popsicles to double cheesecake Molly. The two-storey bakery, opposite Universal Studios Singapore, sells 45 toy-inspired pastries and beverages priced from S$5 to S$32 (RM16 to RM101). Singapore is the first stop. “We’re also considering opening bakeries in Europe and the US. It’s a matter of timing, and we need to address issues such as local supply chains,” Zhang Xiaoyang, head of Pop Bakery at Pop Mart, said in an interview. The company also plans to open C ARLSBERG Malaysia is now producing ChongQing beer locally, making it the first brewer to brew a Chinese beer brand outside of China. Originally crafted in Chongqing in 1958, ChongQing beer is one of China’s most recognised beer brands, carrying nearly 70 years of brewing heritage, shaped by China’s vibrant food scene. ChongQing beer is one of Carlsberg China’s iconic brands within its portfolio. Carlsberg Malaysia sees it as a complementary fit to the growing demand of local beer market, while Carlsberg China sees Carlsberg Malaysia as a strategic fit for ChongQing beer’s regional expansion. Together, these competitive advantages have supported ChongQing beer’s expansion strategy, offering better drinking experiences to consumers while preserving its Chinese heritage and provenance. Designed with its signature light, refreshing and easy-drinking profile with 3.8% ABV, ChongQing beer is available in 490ml cans at 99 Speedmart outlets nationwide as part of its initial launch. The lager complements flavourful Chinese dishes and communal dining

occasions, making it a natural fit for Malaysia’s evolving food and beverage scene. Carlsberg Malaysia managing director Stefano Clini said: “In recent years, Malaysian consumers have shown growing interest in Chinese brands and lifestyles. Consumption occasions such as hotpot and Chinese cuisine have become increasingly popular. The introduction of ChongQing beer into the Malaysian beer market not only provides consumers with more choices, but also enriches the experience of Chinese dining culture. “As the first brewery in the world to produce ChongQing beer outside China, we combine our brewing craftsmanship, product innovation expertise, nationwide route-to market network to iconise ChongQing beer – being the first and only Chinese beer brewed in Malaysia.” From recipe alignment and brewing parameters to product specifications and quality validation, every stage of the process was calibrated to ensure the beer brewed in Malaysia retains the same refreshing and approachable profile that consumers have come to associate with ChongQing beer. A key contributor to this success

Chinese media representatives experience ChongQing beer paired with Chinese cuisine, showcasing its natural affinity with communal dining occasions. – HANDOUT PIC

brewed in Malaysia while preserving ChongQing beer’s refreshing, smooth and easy-drinking distinctive character that consumers have come to know and enjoy. By brewing locally, ChongQing beer becomes more accessible to consumers while staying true to its distinctive character and quality,” said Li.

years of production and brewery management experience across Chongqing Brewery and Carlsberg China, Li brought deep expertise in brewing operations and quality management. “Having started my brewing career in ChongQing, it is especially meaningful to see this iconic beer

was regional sustainability director Roger Li, who previously served as Carlsberg Malaysia supply chain director. He played a pivotal role in facilitating technical alignment and knowledge transfer between the China and Malaysia teams from August 2025 to June 2026. With more than 20 Carlsberg Asia

Pop Mart brings Labubu to dessert table in global bakery push

Character-themed desserts are lined up for display. – PICS FROM REUTERS

The airy, fantasy-inspired interior of Pop Bakery transforms a cafe visit into an immersive experience inspired by Pop Mart’s beloved characters.

of Management. However, should Pop Mart eventually launch bakeries in US, it remains to be seen how well they will be received considering the Labubu craze is losing steam, she said. Following a global wave of demand for its plush toys, bag charms and collectibles, Pop Mart has increasingly branched out beyond selling toys, and has said it plans to follow in the footsteps of entertainment giant Disney as a way of converting short term virality into long-term success. This year, Pop Mart announced it is teaming up with Sony Pictures to develop a Labubu movie and opened an expansion of its Beijing theme park Pop Land. “We hope to use our intellectual property to accompany all aspects of consumers’ lives and desserts are one of them,” Zhang said. – Reuters

dessert shops across Southeast Asia, including in Thailand, Indonesia and Malaysia, he added. The Singapore opening follows the debut of Pop Mart’s first bakery in the northern Chinese coastal city of Qinhuangdao in April, after the company tested the concept through more than 30 dessert truck pop-ups in China. It also comes at a time when the company navigates higher production costs, and analysts have questioned the sustainability of its business model as annual sales and earnings growth missed expectations in recent quarters. “Pop bakery is a great diversification tool because there’s only so much a toy company can do, and they’ve probably hit the ceiling with toy manufacturing,” said Laura Pan, lecturer at SDA Bocconi School

Twinkle Twinkle Tangy Coconut Mousse and Twinkle Twinkle Sweet Coconut Mousse desserts are available at the bakery.

Oversized pastries, character displays and playful decor create countless photo opportunities inside Pop Bakery. – HANDOUT PICS