Shares of Chinese toymaker Pop Mart on Wednesday reversed course and rose 12.5 percent, the most in almost four months, after the company posted a nearly 400 percent surge in net profit in the first half of the year, compared to the same period last year.

The increase also came as the company's chief executive, Wang Ning, said at an earnings conference that the firm, which is the maker of Labubu dolls, is well positioned to hit its annual target revenue of 20 billion yuan for this year, adding that "reaching 30 billion yuan should be quite easy".

The firm's rise came amid a global collection frenzy over its Labubu toys, a sharp-toothed, big-eared doll under "The Monsters" series of toys designed by Hong Kong-born artist Lung Kasing, which became a global pop culture and intellectual property phenomenon.

Demand surged in overseas markets with higher-margins, with its keychains spotted on bags of various celebrities including Rihanna, and Lisa from K-pop band Blackpink.

Speaking to analysts, Wang also announced plans for the firm to launch a new mini version of the Labubu toy that can be attached to phones.

The Beijing-headquartered company said on Tuesday that its revenue jumped 204.4 percent year on year to 13.88 billion yuan for the first six months of 2025, while net profit soared 396.5 percent to 4.57 billion yuan during the period.

"The Monsters" toy series raked in 4.81 billion yuan in the first half, accounting for 34.7 percent of the total revenue, while other toy series, including "Molly" and "Crybaby", earned over one billion yuan during the period.

The company is now pushing ahead with its global expansion plan by leveraging the global Labubu craze, as overseas revenue jumped 440 percent to 5.6 billion yuan between January and June.

While online and in-store revenue in the Asia-Pacific region accounted for the most of its overseas market sales, rising 258 percent to 2.85 billion yuan, North and South America made up its second largest overseas market, with revenue rocketing tenfold to 2.3 billion yuan. Sales in Europe, meanwhile, surged sevenfold.

Looking ahead, Moon Duk II, the group's co-chief operating officer, said he expects total foreign store numbers to surpass 200 by the end of the year, up from the current 140.

He noted that Pop Mart will open its first store in Doha, Qatar in the second half of the year as it explores emerging markets in Central Asia, Central and South America.

It will also establish flagship stores and travel retail shops in Paris, Sydney, Milan and New York in the coming months, he added.