Labubu, an elf-like creature from the Chinese toy maker Pop Mart, has become a viral global sensation. Whether viewed as cute, creepy, or quirky, the collectible dolls have found fans among celebrities like Rihanna, Dua Lipa, Kim Kardashian, and Lisa from Blackpink, as well as everyday consumers worldwide. Demand has skyrocketed, with long queues, sell-outs, and even scuffles over purchases. The frenzy has significantly boosted Pop Mart’s profits and arguably enhanced China’s soft power amid tense global relations.
Labubu originated as a character from “The Monsters,” a toy series created by Hong Kong artist Kasing Lung. Though the name means nothing in particular, Labubu’s signature look—pointy ears, wide eyes, and a mischievous nine-toothed grin—has captured global attention. The universe includes other characters like Zimomo, Tycoco, and Mokoko, many of which are hard to distinguish for non-collectors. Despite its odd appearance, Labubu is described as kind-hearted but clumsy, adding to its whimsical appeal.
From Beijing Storefront To Global Phenomenon, Pop Mart’s Labubu Captures Worldwide Attention
Pop Mart began as a small variety store in Beijing in 2010 but struck gold with its blind box model—purchases where buyers only discover which figure they’ve received after opening the box. The Labubu series, launched after acquiring rights from Kasing Lung in 2019, became the brand’s most successful line. Today, Pop Mart operates over 2,000 “roboshops” globally and sells in 30+ countries, with international markets accounting for nearly 40% of its 2024 revenue. Counterfeit dolls are so widespread that Chinese customs recently seized over 70,000 fakes.
Labubu Becomes a Global Collectible Craze as Pop Mart’s Viral Toy Redefines Chinese Soft PowerLabubu’s global appeal took off after China emerged from the pandemic in late 2022. According to market analysts, the quirky character offered an emotional escape and anti-perfectionist appeal that resonated with many. Its popularity spread from China to Southeast Asia and then to the West, especially after celebrity endorsements in 2024 and 2025. People like Fiona in Canada admit they were drawn in by the hype, the character’s charm, and the affordable price point, even comparing it to the cost of a typical bag accessory.
Celebrity Buzz, Viral Mystery, And Lucky Draws Fuel Labubu’s Global Collectible Craze
Celebrity endorsements have been instrumental in Labubu’s rise. K-pop star Lisa sparked a social media trend in April 2024 by sharing her Labubu dolls. Soon after, stars like Rihanna, Kim Kardashian, and even David Beckham showcased their collections online, turning Labubu into a cultural phenomenon. Now, the dolls are not only collectibles but also fashion accessories and status symbols, with some editions becoming especially sought-after due to limited availability and rising second-hand prices.
Despite its widespread popularity, the reason behind the Labubu craze is elusive. Analysts suggest it’s a perfect storm of aesthetics, emotional resonance, internet randomness, and smart marketing. Chinese state media celebrates Labubu as an example of modern Chinese creativity going global, alongside other cultural exports like the game Black Myth: Wukong and the film Nezha. Observers note that global consumers seem unconcerned about the toy’s Chinese origin—its charm and quality speak for themselves.
Labubu’s blind box model adds a layer of excitement and community around collecting. Unboxing videos go viral online, and in Pop Mart stores, collectors are often seen shaking boxes to guess which figure is inside. For avid fans like Desmond Tan in Singapore, the thrill lies in scoring rare “chaser” editions, which have far lower odds of being found. This blend of chance, strategy, and collectability fuels the ongoing craze—making Labubu not just a toy, but a global cultural and consumer experience.
