SME

By FedEx | First published: March 7, 2024   Updated: April 21, 2025

After a chance discovery on a trip to Southeast Asia, entrepreneur duo Lovepop kickstarted a unique business idea: bringing 3D pop-up greeting cards from Vietnam to customers worldwide.

• Vietnam-based company Lovepop was founded by two college friends who discovered pop-up 3D greeting cards in Vietnam in 2014.
• After a lucky break on Shark Tank brought in new customers and caught the attention of an investor, the e-commerce business expanded to target a global audience.
• Over a decade later, Lovepop is on a mission to create one billion magical moments by introducing new customers to its exquisite laser-cut cards and gifts.

How many souvenirs do you buy on overseas trips? For most people, collecting keepsakes and locally made crafts or products is a great way to engage with local traditions. For two American college students, shopping for souvenirs would lead to a life-altering career path.

In 2014, Wombi Rose and John Wise were studying naval architecture and marine engineering at the Webb Institute in New York, US. A pivotal moment that would change the course of their careers happened unexpectedly during a college trip to Vietnam. 

While browsing in a local store, the pair discovered a range of decorative pop-up 3D cards. As they stocked up on the greeting cards as souvenirs, both Wombi and John realized there might be an opportunity to introduce this unique product to consumers back home.

Exploring a new kind of creative product through e-commerce

John and Wombi had the beginnings of a business idea. Applying their technical knowledge of shipbuilding engineering to the Japanese art of kirigami paper cutting, they created an exclusive paper-cutting technique: Slicegami™.

Armed with a skillful new technique for creating exquisite paper cards, the two friends launched Lovepop. As the business started to grow in popularity in 2015, the founders were featured on the TV program Shark Tank, securing the interest of an investor.

With expansion on the horizon, the new business owners realized they needed a reliable logistics provider to ship products from their factory in Danang, Vietnam to customers on the other side of the world. Many orders were seasonal and for special occasions, meaning the delivery window was time-critical.   

Lovepop needed a logistics provider that could offer varied, flexible shipping options, with the agility to respond promptly to sudden increases in order volumes.

Global shipping solutions a key ingredient for SME success

For e-commerce businesses, a dependable global logistics network is pivotal to success, directly influencing the overall customer experience. 

Though Lovepop would go on to open several physical stores, the company started primarily online. With growing success, it expanded its customer base beyond Vietnam and the US to other markets in Europe and Asia.

Choosing FedEx as a strategic provider was a turning point for Lovepop. Besides helping address challenges like import and export customs procedures, working with FedEx also streamlined the entire end-to-end delivery process.

One key step was integrating FedEx's systems with Lovepop's, ensuring more accurate and time-saving shipping processes. As a result, Lovepop optimized delivery efficiency, improved cost management, and could respond more quickly to fluctuations in order volumes. By expanding its market reach while reducing shipping costs, Lovepop strengthened its competitive edge in the e-commerce space.

Lovepop's story is a testament to the power of passion, creativity, and the right business strategy. With over 3,000 retail partners, the company has collaborated with Disney, Marvel, and Walmart. 

On a mission to ‘create one billion magical moments’, Lovepop’s unique laser-cut pop-up cards and gifts are bringing smiles to customers around the world.