Labubu Mania: How a Mischievous Monster Doll Took Over the World
Whether you find them charming, creepy, or downright strange, chances are you've seen or heard of Labubu — the quirky vinyl-and-plush toy that’s become a global craze. Created by Chinese toy giant Pop Mart (9992.HK), Labubu has surged in popularity with a fanbase that spans everyone from everyday collectors to A-list celebrities like Rihanna, Dua Lipa, Kim Kardashian, and Lisa from Blackpink.
In cities from Shanghai to London, fans have lined up — and even clashed — over the chance to get their hands on a Labubu figure. “It feels like a major win when you manage to score one, especially with so many people trying,” says collector Fiona Zhang.
The phenomenon has been more than just a cultural wave; it’s been a financial windfall. Pop Mart’s profits have nearly tripled thanks to Labubu’s soaring appeal, and the toy's success is even being credited with boosting China's cultural influence on the global stage after a tough few years marked by pandemic-related challenges and geopolitical tensions.
What Exactly Is Labubu?
Even among devoted fans, Labubu’s origins and appeal can be hard to define. The character is part of The Monsters toy line, dreamed up by Hong Kong-born artist Kasing Lung. Labubu has an instantly recognizable look: elf-like features, big expressive eyes, nine jagged teeth in a wide grin, and pointy ears. The figure is described as well-meaning but often hilariously unhelpful — a kind-hearted troublemaker, if you will.
Labubu stars in multiple themed series like Big into Energy, Fall in Wild, Exciting Macaron, and Have a Seat. And it's not alone — the world of The Monsters also includes characters like Zimomo, her boyfriend Tycoco, and their friend Mokoko, many of whom have their own diehard fans. To casual observers, these dolls may look similar, but enthusiasts know each one’s unique details — and want them all.
POP MART’s Labubu entering the Thailand market and its tourism industry.
Pop Mart’s Rise to Power
Pop Mart wasn’t always the toy empire it is today. It began as a low-cost variety shop in Beijing in 2010, founded by entrepreneur Wang Ning. Its fortunes changed dramatically when it began selling "blind boxes" — toys sold in sealed packaging so buyers don’t know what character they’re getting until they open it.
The company first found success with Molly dolls, created by another Hong Kong artist, Kenny Wong. But it was the 2019 partnership with Kasing Lung that truly lit the fuse. By 2020, Pop Mart went public on the Hong Kong Stock Exchange, and its shares have skyrocketed more than 500% in the past year alone.
Today, Pop Mart is a global operation with over 2,000 vending machines ("roboshops") and retail stores in over 30 countries — including the U.S., UK, Singapore, and Australia. In fact, demand has become so intense that some stores have paused Labubu sales altogether. International buyers now make up nearly 40% of Pop Mart’s revenue. And with soaring demand comes counterfeits — Chinese customs recently confiscated over 70,000 fake Labubu dolls.
BLACKPINK’s Lisa holding a handbag attached with Labubu’s dolls
How Labubu Conquered the Globe
Labubu’s popularity didn’t happen overnight. It gained traction in China after COVID-19 lockdowns ended in late 2022. According to China marketing expert Ashley Dudarenok, the toy’s playful imperfection offered a kind of emotional release for a public emerging from hardship: “Labubu is chaotic but lovable — it represents a break from perfection.”
Soon, word spread to nearby regions like Southeast Asia. Fiona, a fan based in Canada, says she first heard about Labubu from her Filipino friends in 2023. “It’s super cute, but what really draws me in is how hyped it is — everyone wants one,” she explains. “It’s not that expensive either, especially compared to what people spend on accessories these days.”
Labubu's true global breakout moment came in 2024, thanks to social media. In April, Thai K-pop star Lisa posted Instagram photos of her Labubu dolls. That kicked off a domino effect: Rihanna was spotted in February with one clipped to her Louis Vuitton bag, Kim Kardashian flaunted her 10-doll collection in April, and David Beckham posted about his Labubu in May — a gift from his daughter.
Why the Obsession?
There’s no clear formula to explain Labubu’s magic. Like many viral trends, it's a blend of timing, relatability, online buzz, and sheer luck. Chinese state media has seized on Labubu’s fame as an example of “cool China,” a form of cultural export that resonates internationally without relying on politics or language barriers.
Other successful Chinese pop culture exports, like the game Black Myth: Wukong and the animated movie Nezha, are also seen as examples of China’s creative power going global.
“Whether it’s EVs, AI, or collectibles like Labubu, Chinese brands are proving they can compete — and win — on the world stage,” says Chris Pereira, CEO of iMpact consultancy.
Meanwhile, the community of fans just keeps growing. Millions watch unboxing videos online, drawn in by the thrill of the unknown. One popular clip even shows U.S. airport security eagerly crowding around a traveller’s sealed Labubu box, guessing which figure it might be.
Labubu blind boxes in a Pop Mart store.
The Art of the Blind Box
The mystery element is central to Labubu's charm. In Pop Mart stores around the world, fans can be seen gently shaking boxes, hoping to "feel" which figure is inside — especially the rare ones known as "chasers".
Collector Desmond Tan, shopping in a Pop Mart outlet in Singapore, proudly admits he’s gotten good at guessing. He claims to find a rare chaser about once in every 10 boxes — much better than the official odds of 1 in 100. “Being able to guess it right just by feel — it’s such a rush,” he grins. “If I get it in one or two tries, it makes my whole day.”
