Labubu Mania: The Curious Rise of a Bizarre Toy Phenomenon
At first glance, the Labubu doll looks like something out of a child’s fever dream – pointy ears, an unsettling grin revealing nine jagged teeth, and eyes that sit somewhere between mischief and madness. But don’t let its odd appearance fool you. This strange-looking creature has morphed into one of the world’s most coveted collectibles, sending fans scrambling from London to Bangkok, and even causing the occasional scuffle in front of Pop Mart stores.
Once a fringe art toy from Chinese designer Kasing Lung, Labubu has become the unlikely poster child of Pop Mart’s global toy empire – and perhaps even a soft power emblem for modern China.
The Birth of a Monster
Labubu is part of a fictional universe called The Monsters, conceived by Hong Kong-born illustrator Kasing Lung. The dolls are small, typically palm-sized, made of vinyl or plush materials, and sold primarily through blind boxes – sealed packages where the buyer doesn’t know which version they’re getting until they open it. It’s like a scratch card for collectors, and the thrill of the unknown is part of the addictive appeal.
The name “Labubu” means nothing – literally. It’s a made-up name for a made-up character with no clear backstory, except that it’s mischievous, well-meaning, and prone to chaos. And somehow, that ambiguity is working in its favour.
From spin-offs like Zimomo, Tycoco and Mokoko to limited-edition releases such as Big Into Energy and Fall in Wild, Labubu’s world has grown into a full-blown collectible universe. And its fans? They’re devoted, competitive, and often fully grown adults.
Pop Mart: The Puppet Master Behind the Craze
When Beijing-based Pop Mart launched in 2010 as a discount variety store, few predicted it would one day list on the Hong Kong Stock Exchange or operate over 2,000 “roboshops” globally. The real game-changer came in 2016 when the company began selling blind box figurines. By 2019, it had struck gold with Labubu.
The strategy was simple: combine scarcity with cuteness, then wrap it in mystery. Pop Mart’s marketing made every purchase feel like a lottery win. As Labubu exploded in popularity, so did Pop Mart’s profits. In 2024 alone, nearly 40% of the company’s revenue came from outside China – an astonishing leap from where it began.
The Labubu craze has grown so massive that Chinese customs officials recently intercepted over 70,000 counterfeit dolls. Online, black-market prices for limited-edition versions have skyrocketed.
From Local Quirk to Global Obsession
Labubu’s international breakthrough didn’t happen overnight. After simmering quietly within China’s collector circles for years, the post-pandemic era gave it a jolt. Fans, craving escapism and comfort, latched onto the doll’s oddball charm. As one fan put it: “Labubu is chaotic, but in a lovable way – it reminds me it’s okay not to be perfect.”
By early 2023, Labubu’s popularity had spread through Southeast Asia and began making waves in Western countries. Then came the celebrity endorsements.
In April 2024, Blackpink’s Lisa posed with a Labubu on Instagram. Weeks later, Rihanna was spotted with one clipped to her Louis Vuitton bag. Kim Kardashian showed off her collection in May. Even David Beckham got in on the act, posting a snap of a Labubu gifted by his daughter.
With that, Labubu wasn’t just viral – it was iconic.
The Allure of the Weird
Labubu’s rise defies logic in the same way most viral trends do. It’s weird. It’s cute. It’s collectible. And thanks to the blind box format, it’s also a game. For collectors like Desmond Tan in Singapore, the hunt is half the thrill.
Desmond admits to shaking blind boxes in Pop Mart stores, trying to guess the contents by weight and feel. He hunts for “chasers” – rare editions with better designs and higher resale value. “When I guess right, it’s like winning the lottery,” he says.
Prices for common dolls start around $18, but rare editions can fetch hundreds, even thousands, in resale markets. It’s not just a toy – it’s a status symbol.
The Bigger Picture
Beyond the hype and hashtags, Labubu represents something deeper: a subtle yet powerful form of cultural export. State-run news outlets in China are hailing the doll’s success as proof of “cool China” – a shift from traditional soft power tools to viral cultural exports that transcend language and politics.
Even foreign analysts agree. “You can’t ignore companies like Pop Mart,” says Chris Pereira, CEO of iMpact consulting. “They’re so good, no one cares that they’re from China.”
And that might be Labubu’s greatest trick. It doesn’t try to be Chinese, or Western, or anything in between. It just is – a quirky little monster that’s managed to capture the world’s imagination, one blind box at a time.
Final Thought
In a world increasingly obsessed with perfection and polish, Labubu is a refreshing oddity. It’s strange. It’s flawed. And maybe that’s the point. Because in embracing Labubu, we might just be learning to embrace a bit of chaos – and ourselves.
