Labubu, the quirky elf-like plush toy with sharp teeth and a mischievous grin, has become a cultural phenomenon, capturing the attention of collectors and fashion enthusiasts worldwide. Created by Hong Kong–born artist Kasing Lung, Labubu debuted in 2015 as part of The Monsters, a story series influenced by Nordic mythology. Since then, over 300 variations of the character have been released, each featuring unique colours, sizes, and themes that continue to intrigue collectors.
The turning point came in 2019, when Lung partnered with Pop Mart, a global leader in blind-box collectables. This collaboration launched the Labubu Pop Mart series, which quickly became a collector’s staple. Pop Mart’s innovative retail model—through physical stores, roboshops (vending machines), and pop-ups—further fuelled demand. In 2024, the brand recorded a staggering 3 billion yuan (approximately USD 410 million) in sales, as reported by CNN.
Labubu’s popularity surged in April 2024, when Blackpink’s Lisa showcased a giant Labubu plush and a bag charm featuring the character on Instagram. The endorsement catapulted Labubu into the mainstream, especially among K-pop fans and followers of designer toys. Since then, celebrities like Rihanna and Dua Lipa have been spotted accessorising with Labubu charms, further cementing the character’s status as a fashion-forward icon.
The plush pendants—often dessert-themed and featuring movable limbs—have become a popular choice as bag charms and fashion accessories. Their eerie-yet-cute aesthetic, often described as “ugly-cute”, resonates with youth culture’s affinity for individuality, whimsy, and playful rebellion. For many, Labubu isn’t just a toy—it’s a personal expression of mood, identity, and creativity.
Fan communities across platforms such as Facebook and WeChat actively trade updates on exclusive releases and restocks. Enthusiasts even travel internationally to seek out rare editions, treating the hunt as a kind of modern treasure quest. As Lisa described in a Vanity Fair video: “I go Pop Mart everywhere… If I fly to New York, I go to Miami, I try to find Pop Mart there, Paris, you know, everywhere. Kind of like a treasure, finding treasure.”
According to consumer strategist Ashley Dudarenok, Pop Mart excels by aligning its offerings with the emotional states of its consumers—whether it’s a desire for escapism, rebellion, or relief from daily pressures. These toys serve as symbols of personal identity, offering a sense of joy and imagination in everyday life. Scholar Erica Kanesaka of Emory University echoes this, noting that while such toys may lack practical utility, they “add a sense of vibrancy and imagination to our mundane activities and environments.”
Amidst its commercial success, Pop Mart has also begun addressing environmental concerns. The company has adopted sustainable packaging practices and formed partnerships to support environmental conservation—signalling a gradual but necessary shift towards eco-consciousness in a sector driven by trend-based consumption.
Labubu’s evolution—from a myth-inspired figure to a fashion staple—mirrors broader cultural shifts in how consumers engage with collectables. What began as a niche character is now a symbol of contemporary youth culture, merging art, fashion, and fandom. At once cute and unsettling, niche yet mainstream, Labubu encapsulates the dynamic interplay between creativity, consumerism, and sustainability in the modern age.
Wikipedia contributors. (n.d.). Labubu. Wikipedia. https://en.wikipedia.org/wiki/Labubu
Fast Company. (2024, April 24). A new Pop Mart toy is sparking frenzy, crowds, and long lines. https://www.fastcompany.com/91323805/labubu-new-pop-mart-toy-big-into-energy-sparks-frenzy-crowds-long-lines
Novelship. (n.d.). 8 fun facts about Labubu: The toy that stole hearts worldwide. https://novelship.com/news/8-fun-facts-about-labubu-the-toy-that-stole-hearts-worldwide/?srsltid=AfmBOoqC0h-KDCo98f3nTeajAb1gz_jaogis_nlXE1cmHE1hOv3beHLh&utm
The New York Post. (2025, May 11). Labubu dolls are taking the internet by storm — and may soon be at the top of your kid’s wish list. https://nypost.com/2025/05/11/lifestyle/labubu-dolls-are-taking-the-internet-by-storm-and-may-soon-be-at-the-top-of-your-kids-wish-list
Griffiths, J. (2024, April 26). Pop Mart is winning over Gen Z with ‘blind box’ toys—and raking in billions. TIME. https://time.com/7271656/popmart-china-blindbox-labubu-designer-toys-genz-luxury-industry-revenue/
Han, B. K. (2024, April 15). Labubu: The whimsical phenomenon taking the world by storm. Medium. https://medium.com/%40BK.HAN/labubu-the-whimsical-phenomenon-taking-the-world-by-storm-c3a46b49abcc
