Michael Ye Looks Ahead: Beyond Labubu and Building Boxtastic
Gil Asakawa • April 1, 2026

When people discover Boxtastic at Denver International Airport, they’re often drawn in by the bright displays, colorful characters, and the excitement of opening a “blind box.”


Behind that experience is Michael Ye, quietly building and shaping the vision of Boxtastic alongside his wife, Mimi Luong Ye. While Mimi is often the face of the brand—connecting with the community, sharing stories, and bringing energy to events—Michael is the one carefully crafting what Boxtastic is becoming.


In 2024, he noticed a growing trend while running their family gift shop, Truong An Gifts, in Denver. Labubu dolls made by Pop Mart, a Beijing-based toy company, had become an explosive fad. Pop Mart sells the line of various Labubus in a “collect them all” ethos of blind boxes, in which the exact item inside is a surprise until it’s open. Then consumers keep buying them to collect the other ones. Labubus became Pop Mart’s biggest worldwide hit.


After Truong An’s Labubu popularity and long lines waiting outside their gift shop door caught the attention of Denver International Airport, the Ye’s came up with Boxtastic, which was more open-ended and not tied to just the Labubu fad.


Like a spinoff for a hit television show, Boxtastic, is inspired by the blind boxes that generate repeat purchases.


“It’s kind of become the thing that I love,” Ye says of the Truong An-inspired world of retail. “And Boxtastic is just a version of that. It’s a spin-off.” 

And it’s a spin-off with potentially many seasons ahead, one that could span generations, as the Ye’s two sons continue to grow up with the family business and could carry on their legacy. “It’s not just Truong An anymore. It’s going to be a fleet of stores, with day-to-day management of a company.”


The first Boxtastic opened last November in Concourse B; the second location in December in Concourse C; and a third spot right at the top of the Concourse A escalators as travelers get off the trains and come up to the gate level to head for their flights, opened in February this year.


The small shops are attracting curious shoppers who see the Labubus and other character-driven products like Hello Kitty and Pokemon, and other game cards and paraphernalia.


Ye, who studied business at the University of Denver, has carefully mapped out plans to expand beyond DIA. From blind boxes and collectible figures to trading cards and playful gifts, the stores continue to evolve with what people love. Ye understands that trends will come and go, but the feeling Boxtastic creates, that excitement of unboxing and collecting, is what brings them back.


“It’s not about just one item,” he shares. “It’s about always having something that people are excited to find.”


Ye says he knows how to run a store, but his next goal is building a brand. “When people think of blind boxes, Pokémon cards, toys, gifts—anything like that—I want them to think of Boxtastic.”

Find Boxtastic at the Denver International Airport


• Concourse A – Center Court

• Concourse B – B22

• Concourse C – C48


Open daily: 7:00 AM – 9:00 PM

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