The most adorable and beloved Korean lifestyle brand, Wiggle Wiggle, has officially landed in the Philippines!
Its pop-up store officially opened to the public on November 28, 2025, just in time for the holidays! This globally renowned, Seoul-born brand’s entry into the Philippines is facilitated by the National Book Store Retail Group. It’s the newest addition to the Group’s portfolio, anchored by its namesake brand along with its specialty stores Art Bar and Kids Ink.
From Humble Origins to International Success: Wiggle Wiggle’s Story
Founded in 2014 by Artshare, a design company that is known for manufacturing electronic products and fashion accessories, the brand evolved into a trendsetter and gained recognition for its bold, colorful aesthetic and distinctive designs.
The brand’s mission is to transform the mundane into the extraordinary and offer a daily dose of “unexpected joy and fun” through their products and recognizable characters and motifs, Wiggle Bear and its iconic, brightly-colored Smile We Love flower.
Wiggle Wiggle is owned by BMSmile, a Korean global lifestyle platform whose name is an acronym for Business Makes the Earth Smile.
With its extensive product range — living & homeware, fashion, outdoor & travel gear, and digital accessories —Wiggle Wiggle delivers maximal happiness for every customer.
K-Pop Idol Approved!
The brand's popularity and "must-have" status, particularly with younger consumers, is largely driven by famous K-pop stars and idols who frequently wear or use Wiggle Wiggle's vibrant and quirky products, making them instant bestsellers.
BLACKPINK’s Jennie
BLINKs have spotted in Jennie’s photo that she has been using the brand's stylish smartphone cases and signature socks.
TWICE’s Nayeon and Tzuyu
Nayeon was photographed with a Wiggle Wiggle phone case, and further attention was drawn when Jeongyeon was seen using Tzuyu’s phone, which also sported a Wiggle Wiggle case.
NMIXX’s Sullyoon
The 21-year-old K-pop idol posted a picture where she accessorized with the Wiggle Wiggle’s Little Play Bunny keychain on her right shoulder.
Monsta X’s Shownu
A MONBEBE (Monsta X’s fandom name) spotted the group’s leader wearing a pair of comfortable slippers from Wiggle Wiggle.
LE SSERAFIM x Wiggle Wiggle
The brand collaborated with the K-pop girl group, LE SSERAFIM, for a collection that merges Wiggle Wiggle’s signature cheerful designs with the group's bold, monochromatic style.
Tactile, Immersive, and Incredibly Colorful: Welcome to the Pop-up Store
Curious about what surprises and memorable experiences await you inside this vibrant lifestyle pop-up? Enter an immersive space where you can experience the aesthetic, wonderful, and whimsical world of Wiggle Wiggle!
Experience the coziness of five distinct & photo-ready zones, where every corner is creatively designed to mimic a lively, aesthetic Wiggle Wiggle-filled home:
The Kitchen Zone
Find perfect, colorful living and homeware to energize your daily routines, turning cooking, dining, and lounging into a one-of-a-kind experience—such as blankets, floor mats, slippers, and more!
The Bathroom Zone
Treat yourself to happy, colorful essentials for your bathroom with soap trays, showerheads, and toothbrush holders. Step out of the shower and grab one of their plush towels, then relax in style with their cheerful and lively bathrobes.
The Study Room Zone
Study mode on? Discover accessories and digital essentials that make school or work more enjoyable! Find bags, keyrings, pouches, stationery, cases, and phone grips that will allow you to personalize your workspace with Wiggle Wiggle’s cheerful aesthetic.
The VIP Zone
This area showcases premium collaborations and high-value items. It’s perfect for finding that one-of-a-kind holiday gift for yourself or a special someone.
The Photo Zone
Pose for photos with the giant Wiggle Bear, the brand's signature and beloved character, featured here as a colossal installation.
And that’s not all!: Wiggle Wiggle amplifies the fun and makes it more rewarding with these exclusive perks:
- Special appearances by Wiggle Bear and Little Play Bunny throughout the opening week
- Earn Wiggle Wiggle points from every purchase (1 point = 1% of any amount spent) that can be used to redeem items
- Shop more to get 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.
With K-culture deeply integrated into the Filipino lifestyle, the debut of Wiggle Wiggle arrives at the ideal moment to offer fans the popular aesthetic seen across K-idols and trends.
Adrian Ramos, National Book Store President and CEO, expressed excitement about bringing the brand to the Philippines, noting that Filipinos' unmatched passion for K-culture makes it the perfect market for Wiggle Wiggle's "awesome designs and amazing products," which have already brought significant joy across Asia.
“Filipinos’ love and passion for K-culture remains unmatched, and Wiggle Wiggle has brought so much happiness to consumers in Korea and other parts of Asia with their awesome designs and amazing products. We’re thrilled to bring their signature dose of Seoul-born joy to the Philippines for the first time, and have Filipino shoppers experience the best they have to offer.”
Adrian Ramos, National Book Store President and CEO
Don’t forget to visit the Wiggle Wiggle pop-up store at the Ground Floor, North Entertainment Mall, SM Mall of Asia!
Entry is free, and it’s open daily from 10 / 11 AM to 10 PM. You have a limited time to shop, until January 28, 2026, only!
For more updates, follow Wiggle Wiggle PH’s official social media accounts — @wigglewiggle.ph on Facebook, Instagram, and TikTok, and @wigglewiggleph on X and YouTube.
