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As pop culture-inspired merchandise gains traction among younger consumers, eyewear is emerging as a new canvas for collectible-driven fashion. Tapping into this trend, Lenskart has partnered with global collectibles brand POP MART to introduce an exclusive eyewear collection in India, marking the Chinese company’s first official collaboration in the country.
Launched at an event in Gurugram on June 20 and endorsed by actress Janhvi Kapoor, the limited-edition collection brings POP MART’s popular Sweet Bean character universe to the Indian market through a range of eyeglasses and sunglasses.
Inspired by Sweet Bean’s widely recognised “I Want A Hug” series, the collection features 21 eyewear styles that blend playful design with self-expression and collectability. The range incorporates character-themed detailing, signature temple artwork, Sweet Bean branding, and motifs such as stars and hearts drawn from the franchise.
The collaboration comes amid rising demand for character-led merchandise and collectibles across Asia. POP MART, known for its viral Labubu phenomenon and pioneering the blind-box format, has cultivated a strong global fan base through storytelling, limited-edition releases, and community-driven engagement.
For Lenskart, the partnership reflects the evolving role of eyewear among younger consumers. Beyond functionality, eyewear is increasingly viewed as a fashion accessory and a means of personal expression, particularly among Gen Z shoppers seeking products that align with their cultural interests and identities.
The India launch builds on the success of similar POP MART collaborations by Lenskart in Singapore and Thailand, where character-inspired eyewear received a positive response. The company now aims to capitalise on India's growing appetite for collectibles, pop culture, and personalised fashion.
Adding an interactive element to the offering, purchases of compatible Lenskart Bitz frames will include Sweet Bean-themed magnetic Bitz charms packaged in surprise blind packets. Inspired by POP MART’s signature blind-box concept, the charms can be attached to frames, allowing consumers to customise their eyewear and transform it into a collectible fashion statement.
Commenting on the collaboration, Lenskart Co-founder and CEO Peyush Bansal said Pop Mart has emerged as a global cultural phenomenon and that the partnership represents the brand’s first step in bringing that appeal to Indian consumers.
The Pop Mart x Sweet Bean “I Want A Hug” Collection is now available at more than 1,000 Lenskart stores nationwide as well as on the brand’s e-commerce platform, with prices starting at Rs 3,000.
The launch underscores the growing intersection of fashion, pop culture and collectibles, as brands increasingly cater to consumers seeking products that reflect their personalities and interests. With this collaboration, Lenskart is positioning eyewear not just as a functional accessory, but as a form of self-expression that blends style, storytelling and fandom.
