Wiggle your way to joy at this pop-up

“Maximal happiness.” That’s the motto of Wiggle Wiggle and that’s what National Book Store Retail Group hopes to share with Filipinos by bringing the brand from Korea to the Philippines.

“Wiggle Wiggle is a brand that is full of happiness and positive energy, with different characters, vibrant colors and practical products with good artwork and good design,” said Lily Park, CEO of BMSmile (Business Makes the Earth Smile), the parent company of Wiggle Wiggle. 

National Book Store Retail Group president and CEO Adrian Ramos told The Philippine STAR, “We love the aesthetic, we love their merchandise, and how every store is an immersive happy experience and we think it perfectly fits with what the NBS Group is trying to do in the Philippines.”

You can find the first Wiggle Wiggle pop-up store in the Philippines at SM Mall of Asia, where it will run until Jan. 28.

Photo zones

It’s not just a shop, it’s a playground where you can experience the whimsical world of Wiggle Wiggle and see characters like Wiggle Bear and Little Play Bunny. Walking into the pop-up is like walking into a Wiggle Wiggle-filled home, with five photo zones that showcase the different products.

A giant Wiggle Bear welcomes you to the pop-up—the perfect spot for a photo.

In the Kitchen Zone, you’ll see Wiggle Wiggle products for cooking, dining and chilling at home. In the Bathroom Zone, you’ll see self-care essentials like soap trays, toothbrush holders, towels and even showerheads.

Wiggle Wiggle’s office and school accessories can be seen in the Study Room Zone, where the cool and colorful keyboard is a standout.

There’s a VIP room where premium collaborations and exclusive items are on display.

We had the chance to preview the pop-up and were overwhelmed by the many cute offerings. Stop watches, calculators, beer glasses, nail care sets, even pimple patches got the Wiggle Wiggle treatment. There are sleep cushion sets shaped like burgers and bears and car air fresheners shaped like flowers. 

For those who are always jetting off, there are travel pillows, travel bottles, carry-on luggage and luggage straps. We loved the robes, rugs and mats, blankets, slippers and socks.

There are lunch boxes, key rings, hair accessories, stationery, phone cases and phone grips—so many ways to give your life a dose of Wiggle Wiggle. 

Shoppers can earn Wiggle Wiggle points from every purchase that can be used to redeem items. When you reach a minimum spend, you can also get gifts (while supplies last).

Bestsellers

Wiggle Wiggle has expanded to other countries—Japan, Singapore, Indonesia and now the Philippines—in just the past year. Their picnic bags, eco bags and socks are always popular everywhere, Lily said, but there are unique bestsellers for each place. In Korea, the robes are the top seller, while in Singapore, the calculator is a top choice. 

Adrian said, “I also bought the calculator. I love my calculator. It brings color to my desk.”

That’s just one of his Wiggle Wiggle favorites. “There’s a massage ball that I really love, and today, I’m wearing my lucky socks.”

Meanwhile, Lily loves her Wiggle Wiggle laptop bag. “It’s my favorite. I have all these expensive brands, leather bags, but you’ll always see me bringing my Wiggle Wiggle laptop bag. It’s so light and practical and has so many pockets. It’s cute and convenient and practical.”

For both of them, that mix of playfulness and everyday usefulness is what makes Wiggle Wiggle stand out. The products aren’t just cute accessories—they’re items people actually use daily, turning ordinary moments at work or at home into something a little more cheerful.

“These days, so many things are going on around the world. We want to add a little luxury to people’s lives and bring joy into your lifestyle,” said Lily.

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The Wiggle Wiggle pop-up store is on the ground floor of the North Entertainment Mall at SM Mall of Asia, Seaside Blvd. Pasay City. Visit www.wiggle-wiggle.com.ph.