Korean Lifestyle Brand Wiggle Wiggle Opens First Philippine Pop-Up at SM Mall of Asia

The world just got a little brighter in Manila. Wiggle Wiggle, the Korean lifestyle brand known for turning everyday essentials into bursts of joy, has officially landed in the Philippines! And its first-ever pop-up at SM Mall of Asia feels like stepping into a living, breathing mood-booster. From bold colors to quirky characters, this is a space built to make you smile before you even walk through the door.

K-culture lovers and color enthusiasts can now explore the vibrant pop-up at the Ground Floor of the North Entertainment Mall, open daily from 10/11 AM to 10 PM until January 28, 2026. Known globally for its bold designs and cheerful aesthetic, Wiggle Wiggle brings an immersive, maximalist playground filled with creativity, comfort, and personality.

Wiggle Wiggle VIP Room | Photo courtesy of Wiggle Wiggle

A Walk Through the Wiggle Wiggle House

Designed to look and feel like a Wiggle Wiggle-inspired home, the pop-up features five distinct, photo-ready zones, each highlighting the brand’s wide range of lifestyle products:

🍳 The Kitchen Zone
More than just kitchen finds: this zone showcases blankets, floor mats, slippers, and colorful homeware that add personality to any part of your home.

🛁 The Bathroom Zone
Step into a world of cheerful self-care with showerheads, soap trays, toothbrush holders, towels, and more, all dressed in Wiggle Wiggle's signature look.

📚 The Study Room Zone
Perfect for students, creatives, and remote workers alike, this corner showcases bags, keyrings, pouches, stationery, and digital accessories like cases and phone grips.

✨ The VIP Room
If you're hunting for a special holiday find, the VIP Room features premium collaborations, exclusive pieces, and unique gift-worthy selections.

📸 The Photo Zone
No visit is complete without meeting the giant Wiggle Bear, a massive installation that anchors the space and promises the perfect snapshot.

Wiggle Bear balloons and Wiggle Wiggle gift bags

A Quick Personal Take

We went in to see what the buzz was about and came out with bags we didn’t plan on carrying. That’s the Wiggle Wiggle effect. Everything is cute, functional, and dangerously tempting. It’s a space that makes you feel like a kid again but still gives you grown-up reasons to buy things you’ll actually use. There’s no pressure, no rush—just good vibes and a lot of color.

Wiggle Bear welcomes everyone at the entrance of the Wiggle Wiggle Pop-up at SM MOA

Perks, Rewards, and Holiday Cheer

To celebrate its Philippine debut, Wiggle Wiggle is offering several opening-week treats and rewards:

• Mascot appearances from Wiggle Bear and Little Play Bunny
• Wiggle Wiggle points with every purchase (1 point = 1% of the amount spent), redeemable for items
• Special gifts with minimum spend:
• Free Wiggle Bear balloon for ₱1,999 purchases (while supplies last)
• Free Wiggle Wiggle gift bag for ₱2,999 purchases

NBS COO Edwin Dipalac, SM Mall of Asia SAVP for Leasing Maria Carmela Baronia, KOTRA Manila Deputy Director Yunhwan Kim, NBS Vice President Presentacion Ramos, SM Supermalls AVP Carinna Sy, NBS President and CEO Adrian Ramos, BMSmile CEO Lily Park, and SM Mall of Asia SAVP for Operations Perkin So | Photo courtesy of Wiggle Wiggle

A Milestone for Wiggle Wiggle and a New Chapter for Local Retail

For Wiggle Wiggle’s parent company BMSmile, the pop-up marks a major expansion milestone.

“Following the incredible success of our pop-up stores in other parts of Asia, entering the Philippine market marks a key milestone in BMSmile's growth strategy for Wiggle Wiggle. We are confident that our colorful and fun products will resonate with Filipino shoppers’ tastes and lifestyles, and we’re thrilled to partner with the National Book Store Retail Group to make this happen,” said BMSmile CEO Lily Park.

National Book Store Retail Group President and CEO Adrian Ramos echoed the excitement, noting the perfect timing of the launch.

“This holiday season is a great time to bring Wiggle Wiggle to the Philippines, with Filipinos’ love for K-culture being stronger than ever and the local market’s desire for global brands. Their high-quality products and signature bold and playful designs are what shoppers look for,” he said.

“This incredible pop-up store is just the first step in establishing Wiggle Wiggle as a new retail destination and a cornerstone of the National Book Store Retail Group’s exciting transformation.”

Behind Wiggle Wiggle is BMSmile (Business Makes the Earth Smile), a Korean lifestyle platform bringing its upbeat, design-driven products across Asia. Its Philippine debut comes through a partnership with the National Book Store Retail Group, the company behind National Book Store, along with creative and kids’ lifestyle hubs Art Bar and Kids Ink.

The Bathroom Zone | Photo courtesy of Wiggle Wiggle

Whether you're looking for holiday gifts, a burst of creative inspiration, or a place that simply makes you smile, the Wiggle Wiggle pop-up is a must-visit.

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