SHANGHAI, China: Chinese toymaker Pop Mart, best known for its viral Labubu dolls, has chosen London as the location for its new European headquarters, signalling a fresh investment boost for Britain during Prime Minister Keir Starmer's visit to China.

The company said it would also open seven additional stores across the United Kingdom as part of a broader European expansion, with London playing a central role in its overseas growth strategy.

Starmer's four-day trip to China aims to revive Britain's economy by strengthening bilateral ties through improved market access, lower tariffs, and new investment agreements, including Pop Mart's retail expansion.

Labubu dolls, recognisable for their toothy grin, pointed ears, and intentionally imperfect "ugly-cute" aesthetic, have surged in popularity since going viral on social media around 18 months ago, turning them into sought-after collector's items.

According to a statement from Starmer's office, the visit has secured export deals worth £2.2 billion (US$3.02 billion), alongside market access valued at £2.3 billion over five years and hundreds of millions of pounds in investment commitments.

Pop Mart said its seven new UK stores will include outlets in Birmingham and Cardiff, as well as a new flagship location on London's Oxford Street. Beyond Britain, the company plans to open 20 more stores across Europe.

The expansion is expected to create more than 150 jobs in the UK, the statement said.

"London stands at the heart of the global creative ecosystem, and we are thrilled to plant our European roots here," said Grant Wang, Pop Mart's founder and chief executive, in a statement.

Pop Mart joins a growing list of Chinese consumer-facing brands, including fashion retailer Urban Revivo and coffee chain Luckin, that are increasingly looking overseas to offset softer domestic demand. A prolonged property downturn and concerns over wage security have pressured consumer spending in China.

Starmer's office also announced additional Chinese investments tied to the visit. Energy storage firm HiTHIUM plans to invest £200 million in Britain, creating around 300 jobs, while life sciences group Asymchem will add 150 jobs through an expansion of its UK operations.