The Labubu Phenomenon: How a Cute Monster Conquered Pop Culture
Joy·
Labubu – a small, bug-eyed creature with rabbit-like ears and jagged teeth – has rapidly grown from an art toy into a global pop culture sensation. In just a few years, this mischievous-looking character leapt from niche collectible to mainstream fame, adorning celebrity handbags and sparking frenzied queues at toy shops worldwide. The following report examines the factors behind Labubu's success, from its cross-cultural aesthetic charm to shrewd marketing, creative vision, and international market impact.
Labubu figures and dolls on display in a Pop Mart store in China, illustrating the character's whimsical design and variety.
A unique "ugly-cute" charm: Labubu's design strikes a memorable balance between cute and creepy, which gives it broad appeal across age groups. With oversized eyes, a toothy crocodile grin, and elf-like ears, Labubu stands out from typical sweet mascots. Fans often describe the character as "ugly-cute," finding endearment in its quirky, mischievous look. This distinctive aesthetic resonates especially with younger generations who appreciate characters that are adorable and a bit edgy. Labubu embodies a "creepy-cute" style that has become a symbol of creativity and individual taste in youth culture.
Relatable personality and lore: Beyond looks, Labubu has a backstory that fans connect with. Created as part of artist Kasing Lung's The Monsters storybook trilogy, Labubu is portrayed as "kind-hearted and always wants to help, but often accidentally achieves the opposite". This playful irony – a well-meaning little monster causing trouble – makes the character lovable and relatable. The Monsters universe provides Labubu with friends and even a hinted romance (with Tycoco, a vegetarian skeleton), adding depth that fuels fan imagination. Its ambiguous gender (often debated by fans) further broadens Labubu's appeal across different demographics. In essence, Labubu embodies universal themes of friendship and mischief in a whimsical package, allowing fans from various backgrounds to find something to identify with.
A cross-cultural design: Labubu's cultural appeal is amplified by its fusion of influences. Its creator drew inspiration from Nordic fairy tales and mythical elves when designing The Monsters in 2015. At the same time, the character's big-eyed cuteness and furry charm align with East Asian "kawaii" sensibilities. This East-meets-West blend makes Labubu accessible globally. Even in Japan – home to beloved cute characters – fans have embraced Labubu's offbeat aesthetic, recognizing it as an example of kimo-kawaii (cute-grotesque) style. One Chinese fan at a Beijing theme park summed it up, calling Labubu's appearance "ugly-cute" in an affectionate way. By defying classic cuteness with a quirky twist, Labubu manages to stand out in the crowded character market while still eliciting a warm emotional response.
From toys to fashion icon: The cultural impact of Labubu extends beyond toy collectors into the worlds of art and fashion. Enthusiasts create fan art, dress up their Labubu figures in custom outfits, and even cosplay as the character. Labubu's image has appeared on clothing and in high-fashion settings – for example, life-sized Labubu figures featured on the runway at Milan Fashion Week 2024 as part of a Chinese designer's show. Models there wore outfits emblazoned with Labubu's face, cementing its status as a style symbol. Today, carrying a Labubu plush charm on a luxury handbag is a trendy statement among celebrities and influencers, blending street fashion with pop culture. In short, Labubu's whimsical look and persona have transcended the toy shelf to become a broader cultural icon representing playful self-expression.
Blind boxes and collectible hype: Labubu's rise is inseparable from the clever marketing tactics of POP MART, the Chinese company that licenses and produces the toys. Central to this strategy is the "blind box" model – Labubu figures are sold in sealed boxes concealing the exact design inside. This introduces a lottery-like thrill to each purchase, as buyers chase rare variants. Ultra-rare "secret" Labubu figures (with odds as low as 1 in 72) create a treasure-hunt dynamic that keeps fans buying repeatedly in hopes of a lucky pull. By deliberately limiting production of each design, POP MART fuels scarcity and collectibility – a strategy that has led to fierce competition and even sell-outs within seconds of new releases. The result is a booming secondary market where limited-edition Labubus fetch many times their retail price (some rare pieces have resold for $3,000–$7,000). This engineered rarity has turned Labubu into not just a toy, but a status symbol and "currency" among collectors.
Social media virality: POP MART has expertly leveraged social media to amplify Labubu's popularity. Unboxing videos and #Labubu posts flood platforms like TikTok and Instagram, turning each product drop into an online event. The hashtag #labubu has appeared in well over a million TikTok posts worldwide, as fans share their latest finds and display elaborate Labubu collections. This viral content creates FOMO (fear of missing out) and lures new audiences into the craze. POP MART actively stokes the buzz with official livestreams and online "drops" for new Labubu merchandise. For example, the company runs TikTok live-shopping sessions where limited Labubus are suddenly made available to viewers – a tactic that forces fans to stay glued to their screens and act fast. By merging retail with social media entertainment, POP MART turned Labubu buying into an addictive game. As one observer noted, "The harder it became to get a Labubu, the more I wanted one", underscoring how scarcity and hype combined to drive demand.
Influencer and celebrity boosts: Labubu's marketing went into overdrive once celebrities organically embraced the toy. A turning point came when BLACKPINK's Lisa, a global K-pop star, began publicly collecting Labubus in early 2024. She shared photos of herself with a giant Labubu plush and bag charms, even decorating her Christmas tree with Labubu figures. Lisa's enthusiasm introduced Labubu to millions of her followers and is widely credited with igniting a frenzy across Southeast Asia. Soon after, other A-listers followed suit: Rihanna was spotted carrying a pink Labubu on her Louis Vuitton tote, Kim Kardashian flaunted a dozen Labubu dolls on social media, and even soccer icon David Beckham proudly clipped one to his bag (a gift from his daughter). Dua Lipa, Lizzo, Simone Biles, and many others have been photographed with Labubu charms as well. This cascade of high-profile endorsements elevated Labubu from niche collectible to "bucket list fashion item on everybody's mind," as People magazine quipped. POP MART capitalized on the momentum by featuring these celebrity moments in their promotions and ensuring supply of the more affordable Labubu keychain charms, which quickly became a must-have accessory in celebrity street style.
Product diversification and collaborations: Another factor in Labubu's success is the continual expansion of its product line and strategic partnerships. POP MART releases new Labubu series at a rapid pace – from seasonal themes to imaginative settings like the recent "Wacky Mart" convenience store series. With over 300 design variations to date, fans always have something new to seek out, keeping the fandom engaged. Crucially, POP MART didn't limit Labubu to vinyl figurines; they introduced plush toys, keychain charms, and more, hitting multiple price points and use-cases. The plush Labubu keychains (around $20) in particular became a breakout hit in 2023, as their portability let fans turn Labubu into a daily fashion companion. At the higher end, POP MART has produced premium large figures and crossover art collectibles (costing $100–$300+), ensuring even hardcore collectors have grail pieces to covet. The company has also collaborated with global brands and artists to keep Labubu in the spotlight. For instance, a Labubu × Coca-Cola collection depicted the character in scenes inspired by the iconic soda brand, while a collaboration with fashion label Pronounce put Labubu on the runway and apparel. There have even been museum tie-ins – a Pop Mart store at the Louvre in Paris offered exclusive "The Monsters Art" Labubu figures reimagined as famous paintings. These collaborations extend Labubu's reach into new consumer segments and reinforce its image as a pop culture chameleon.
Community engagement: POP MART's marketing strategy also cultivates a loyal community around Labubu. The company hosts swap events and online forums for collectors to trade duplicates and share displays, mitigating some frustration from the blind-box format. It has acknowledged fan concerns by offering an exchange policy for certain releases and using more sustainable packaging, addressing ethical and environmental critiques of blind-box collectibles. Such gestures show an effort to keep the fan community positive. POP MART's hundreds of retail stores and vending machine kiosks worldwide further create physical hubs for fans to gather and experience the thrill of unboxing Labubu in person. All these tactics – scarcity, social virality, influencer hype, diverse products, partnerships, and fan community building – work in concert. The result is a marketing machine that has propelled Labubu to the forefront of the global toy market and made it as much a lifestyle brand as a toy.
Kasing Lung – the visionary artist: The heart and soul of Labubu is its creator, Kasing Lung, a Hong Kong-born illustrator whose creative vision set the character's foundations. Born in 1972 and raised in the Netherlands, Lung grew up absorbing a mix of European art, Nordic folklore, and classic cartoons. This diverse upbringing shaped the imaginative style evident in Labubu. In 2015, Kasing introduced Labubu as part of The Monsters, a trilogy of picture books inspired by fairy tales and mythology. He deliberately gave Labubu a distinctive look – "a small monster with high, pointed ears and serrated teeth" – to stand out from any other character on the market. "I wanted to create a big universe with a lot of monsters," Kasing recalls, noting that he gave many of his creatures wide toothy smiles to make them unique and memorable. Labubu was actually one of the first characters he sketched for The Monsters, envisioned as a friendly elf-like creature among a cast with no single main character.
Kasing's storytelling approach has been central to Labubu's identity and reception. "Storytelling – I love telling stories through my work," he explains, and indeed Labubu's mischievous personality and adventures were fleshed out in illustrated books long before becoming a toy. This narrative depth gave Labubu an edge over fad toys lacking lore. Lung's art background also ensured Labubu would be seen as more than a toy – it's a piece of designer art. He first gained recognition in the Asian art toy scene through collaborations with Hong Kong's How2work, producing limited-edition figures and gallery shows. This pedigree helped Labubu be taken seriously by adult collectors and creatives. In recent years, Kasing has even transitioned into painting fine art pieces of his characters, holding exhibitions under the mentorship of famed artist Takashi Murakami. That crossover into the art world further elevates Labubu's cultural status.
Collaboration with POP MART: While Kasing Lung provided the creative spark, POP MART provided the engine to amplify Labubu globally. The partnership began around 2016, when POP MART discovered Kasing's work at a toy convention and saw its potential. POP MART's team worked with him to adapt the hand-drawn charm of Labubu into mass-produced figures without losing its character. Emily Brough, POP MART's head of IP licensing, notes that Labubu's "quirky aesthetic and unique backstory" are what resonate with fans – elements that were preserved thanks to Kasing's continued involvement in design. Lung has credited POP MART with helping Labubu "reach a mainstream audience," especially in China. Before POP MART, his fanbase was 90% male, focused on high-end vinyl art toys. After the partnership and the introduction of plushies and cute accessories, the audience flipped to about 80% female, vastly expanding Labubu's appeal. This shows how the creative and business teams together shaped Labubu's image to attract different demographics. Kasing even tweaks details like character names for branding – he chose the whimsical name "Labubu" because it's catchy and unique in search results, unlike a common name that would get lost online. Such decisions, though small, have big impact on Labubu's recognizability and global marketing.
Influence on identity and reception: Kasing Lung's artistic influence is evident in how fans perceive Labubu. He imbued the character with a mix of Asian and European art styles, refusing to make it conventionally cute despite pressure from some publishers who felt his designs were "too cute" for European tastes. Instead, he stuck to his vision of blending cultures into a new style – a strategy that clearly paid off as Labubu filled a niche no one else did. Kasing's emphasis on a "world of many monsters" means fans have an entire cast of characters to explore, enriching the fandom experience beyond just Labubu. For example, collectors often learn the differences between Labubu and its counterpart Zimomo (different tail and face shapes) as part of the fun trivia. Moreover, Kasing's delight in seeing how people use Labubu – from taking travel photos with the figurines to dangling plush charms on designer purses – shows the reciprocal relationship between creator and fans. He was astonished that "people would put the [Labubu] charms on their Hermès bags", but acknowledges that this unexpected fusion of luxury fashion and toy culture helped catapult Labubu's fame. In summary, Kasing Lung's creative vision and openness to collaborate have ensured that Labubu retains its artistic integrity even as it morphs into a commercial powerhouse, which in turn earns respect and love from fans worldwide.
Labubu's journey from a Hong Kong art toy to a global phenomenon has seen remarkable success in multiple regional markets, each with its own dynamics:
China: The epicenter of Labubu mania. As home base of POP MART, China leads in Labubu sales and fandom. Labubu (as part of The Monsters series) was POP MART's best-selling IP in 2024, with sales of about $419 million that year. Chinese consumers have embraced Labubu with an enthusiasm comparable to past crazes like Beanie Babies or Sanrio characters. It's common to see long lines and "sold out" shelves at POP MART stores in Beijing, Shanghai and other cities whenever new Labubu items launch. In fact, demand so far outstrips supply that some fans resort to extreme measures. Chinese news outlets reported suitcases of Labubus being smuggled across borders for resale, to the point that customs officials have intercepted contraband caches of the toys. POP MART's revenue reflects this fervor – the company's China income surged to ¥7.8 billion RMB in 2024 (a 34% jump from 2023), thanks in large part to Labubu fever. The craze even led to the opening of a POP MART theme park in Beijing, where life-sized Labubu mascots entertain crowds of fans daily. With such dominance at home, it's no surprise that as of mid-2025 POP MART's market capitalization in Hong Kong hit HK$329 billion – astonishingly 3.7 times the valuation of Japan's Sanrio (Hello Kitty's parent company). This underscores how a China-born character like Labubu has become a major player in the global character industry, signaling China's shift from manufacturing toys to creating original pop-culture IP.
Japan: Embracing the monster's charm. In Japan – a country with its own rich tradition of character goods – Labubu has carved out a niche among collectors and fashion-forward youth. Japanese fans appreciate Labubu's busukawa (ugly-cute) aesthetic, which aligns with a trend of embracing imperfect, quirky mascots. POP MART established a flagship store in Tokyo and offers exclusive Japan-only Labubu editions, some themed around local culture, to cater to this market. These limited Japan releases have attracted foreign buyers as well, making Tokyo a hotspot for Labubu treasure hunts. Japanese resale platforms like Mercari often list rare Labubus at competitive prices, reflecting a robust local collector community. While Labubu may not (yet) rival native icons like Pikachu or Hello Kitty in general public awareness, it has gained a strong following in designer toy circles and street fashion subcultures. Notably, Japanese media have covered Labubu's rise as a global hit, with Kyodo News highlighting how fans overseas fight over the toy and how Labubu's success exemplifies China's growing cultural exports. The character's success in Japan is also symbolic: the fact that a Chinese toy character can find an audience in Japan (often seen as the gold standard for cute character markets) indicates Labubu's broad cross-cultural resonance.
Southeast Asia: Driven by star power and tourism. Labubu fever has swept across Southeast Asia, particularly in Thailand and Singapore, fueled in large part by K-pop star Lisa's advocacy. Thailand – Lisa's home country – saw Labubu popularity skyrocket in 2024 after she introduced it to Thai pop culture. Labubu quickly became so popular in Thailand that it was enlisted as an ambassador for tourism: in July 2024, the Tourism Authority of Thailand partnered with POP MART to host a life-sized Labubu mascot on a tour of Bangkok's landmarks. Dressed in traditional Thai attire, Labubu was named an "Amazing Thailand Experience Explorer," essentially becoming a fluffy goodwill mascot to entice Chinese tourists to visit Thailand. This unprecedented move — using a toy character in a national tourism campaign — speaks to Labubu's star status in the region. It also led to huge crowds: fans flocked to see Labubu's appearances, and local media reported "more and more locals flying to China to purchase Labubu toys" either as souvenirs or for profit. The frenzy wasn't without issues: Thai authorities had to warn of scams as some fraudsters took pre-orders for Labubus and disappeared with the money. Singapore has likewise seen Labubu mania. In late 2023, chaotic scenes broke out at a Marina Bay Sands toy convention when crowds pushed and shouted to grab limited-edition Labubu Merlion figures. Singaporean collectors report prices for rare Labubus reaching thousands of dollars on resale, and even local government groups playfully referenced Labubu – one community TikTok video featured a Labubu in a politician's outfit as a tongue-in-cheek mascot for a welfare project. All told, Southeast Asia's embrace of Labubu illustrates how the character transcended cultural barriers once a regional influencer (Lisa) put a spotlight on it, creating a feedback loop of pop culture and commerce.
Western markets: From niche to mainstream curiosity. In North America and Europe, Labubu started as an underground trend but has recently broken into mainstream awareness. The United States saw a Labubu boom in early 2025, with Google search interest spiking and Americans scrambling to obtain the toy. Pop Mart opened stores in cities like New York and launched a U.S. webshop, yet demand still exceeded supply. Reports emerged of collectors camping overnight outside a Chicago Pop Mart location and lines snaking down streets for new Labubu drops. In the UK, the situation got so intense that POP MART temporarily halted in-store Labubu sales in London after customers literally fought over the toys on launch days. This scarcity in the West has made Labubu even more desirable as an "imported" status symbol – much like rare sneakers or handbags. 2019 was the first time Labubu was introduced overseas at all, but by 2024–25 it has become "the internet's latest accessory craze" in fashion capitals from Los Angeles to Paris. European luxury and fashion communities took notice when style influencers began clipping Labubu charms to high-end bags (as seen during fashion weeks). The Western media, from Forbes to ABC News, have run explainers on "What is Labubu?" to satisfy curious readers encountering the phenomenon. Even People Magazine – a barometer of pop culture – dubbed Labubu "the high-fashion accessory everyone loves right now," underlining how far this little monster has come. POP MART's global expansion strategy (rolling out hundreds of vending machines and shops abroad) is meeting this surge in interest, and the company is closely monitoring international logistics to keep Labubu mania going strong despite import challenges.
In sum, Labubu's regional success stories all share a common theme: a once-obscure character leveraging local trends (be it K-pop in Asia or street fashion in the West) to achieve worldwide appeal. From China's colossal market to trendsetting hubs abroad, Labubu has proven adaptable and genuinely cross-cultural in its popularity.
Labubu's ascent in broader pop culture is the result of a perfect storm of factors. Aesthetically, it offers a fresh take on "cute" that mixes sweetness with mischief, attracting a wide fanbase from children to adult fashionistas. Strategically, POP MART turned Labubu into a viral commodity – using blind-box gamification, social media buzz, celebrity influencers, and constant innovation in products and collaborations. Creatively, the guiding hand of Kasing Lung ensured that Labubu remained an authentic piece of art with a rich story, helping it sustain interest and credibility beyond the typical fad. And globally, Labubu has been astutely positioned to delight different markets – becoming a beloved "elvish monster" at home in China, an "ugly-cute" trend in Japan, a tourism ambassador in Thailand, and a fashion-forward curiosity in the West.
Ultimately, Labubu's success illustrates how a well-crafted character can capture the zeitgeist when backed by savvy marketing and genuine creative passion. What began as a niche collectible has transformed into a worldwide lifestyle phenomenon, uniting a diverse community of fans who see in Labubu not just a toy, but a reflection of modern consumer culture – "small in size, enormous in impact".