Korean lifestyle brand Wiggle Wiggle opens first-ever PH pop-up store at SM Mall of Asia
The lovely Korean lifestyle brand, Wiggle Wiggle, has officially reached the Philippines!
Welcoming the holidays, they opened a pop-up store to the public, which began on November 28, 2025, and will run until January 28, 2026. The brand’s pop-up store can be visited at the Ground Floor, North Entertainment Mall, SM Mall of Asia! You can enter for free every day from 10/11 AM to 10 PM.
This globally renowned brand is the newest addition to the National Book Store Retail Group, about to be made available in stores nationwide, including Art Bar and Kids Ink. Recognized by its striking aesthetic using colorful and unique designs, Wiggle Wiggle has evolved to become a trendsetter through their broad range of products that bring joy to every customer.
With their products and distinct characters and motifs, Wiggle Bear and its iconic, vibrant Smile We Love flower, the brand aims to fulfill its mission of changing the ordinary into something special and giving a boost of “unexpected joy and fun” every day.
Frequently seen used by popular K-pop stars, the brand’s bright and eccentric products have quickly become bestsellers and gained significant hype, especially among younger shoppers.
Idols like BLACKPINK’s Jennie, TWICE’s Nayeon and Tzuyu, NMIXX’s Sullyoon, and Monsta X’s Shownu have been spotted with Wiggle Wiggle’s stylish smartphone cases, signature socks, Little Play Bunny keychain, and comfortable slippers.
The brand also had a partnership with K-pop girl group LE SSERAFIM for a collection combining Wiggle Wiggle’s classic, cheerful designs with the group’s strong, monochromatic style.
What are you waiting for? Try out this interactive space where you can experience a vibrant lifestyle pop-up where surprises await you as you go inside the aesthetic and whimsical world of Wiggle Wiggle!
With five unique and photo-worthy zones, every corner has cozy, creative designs that showcase a lively, stylish home filled with Wiggle Wiggle.
Inside the Kitchen Zone, you can discover colorful living and homeware to power up your daily lifestyle. With special blankets, floor mats, slippers, and more, your ordinary cooking, dining, and lounging can be turned into a one-of-a-kind experience!
By the Bathroom Zone, you can indulge yourself with bright, colorful bathroom essentials such as soap trays, showerheads, and toothbrush holders. Upgrade your shower regimen with their cute plush towels, and relax in style with their cheerful bathrobes.
Within the Study Room Zone, you can find accessories and digital essentials to help make school or work more enjoyable! From bags, keyrings, and pouches, to stationery, cases, and phone grips, you can select items to turn your study mode on and personalize your workspace with Wiggle Wiggle’s lively designs.
Meanwhile, the VIP Zone features exclusive collaborations and high-value items, where you can find that special holiday gift for yourself or your loved ones.
At the Photo Zone, you can take photos with your best poses alongside the giant Wiggle Bear, the brand’s iconic character, highlighted in the pop-up as a large installation.
In addition, Wiggle Wiggle adds to the fun by making it more rewarding with exclusive perks such as:
- Wiggle Wiggle points that can be earned from every purchase (1 point = 1% of any amount spent), which can be used to redeem items
- Shopping more can get you gifts – a free Wiggle Bear balloon (while supplies last) with every ₱1,999 purchase, or a free Wiggle Wiggle gift bag with every ₱2,999 purchase
National Book Store President and CEO Adrian Ramos shared excitement about bringing the brand to the Philippines, saying that our passion and love for K-culture is a perfect match for Wiggle Wiggle’s “awesome designs and amazing products,” evident with the joy it has already spread across Asia.
As K-culture has been greatly embedded into the Filipino lifestyle, Wiggle Wiggle’s arrival in the country presents fans with the chance to engage with the unique aesthetic well-liked by K-idols and trendy individuals.
Source: PR from National Book Store
