Whether you find them undeniably cute, slightly peculiar, or just plain weird, it’s increasingly likely you’ve encountered Labubu. These furry, elf-like figures have exploded into a global sensation, sparking intense demand, long queues, and even bidding wars that push prices into the stratosphere. But how did these charmingly chaotic characters from Chinese toy giant Pop Mart capture the world’s attention?
Meet Labubu: More Than Just a Toy
Labubu isn’t just a random plushie; it’s a character originating from “The Monsters” series, created by renowned Hong Kong-born artist Kasing Lung. Pop Mart secured the rights to Labubu in 2019, nearly a decade after the company was founded as a variety store in Beijing.
The dolls are distinctive: vinyl faces attached to plush bodies, featuring signature pointy ears, large, expressive eyes, and a mischievous grin revealing precisely nine teeth. Pop Mart’s official description paints Labubu as “kind-hearted and always wants to help, but often accidentally achieves the opposite.” This blend of adorable appearance and chaotic personality seems to be a key part of their appeal, particularly resonating with those seeking an “emotional escape” and embodying “anti-perfectionism,” as noted by analysts observing their initial rise.
Labubu is the most famous figure in “The Monsters” universe, which includes other popular characters like the leader Zimomo and her friend Mokoko, whose popularity has also grown alongside Labubu’s fame.
The Blind Box Phenomenon and the Thrill of the Hunt
A major driver of Labubu’s success, and Pop Mart’s overall strategy, is the “blind box” model. Customers purchase a sealed box without knowing exactly which Labubu design or variant they will receive until they open it. This element of surprise fuels collectibility and the thrill of the hunt.
For dedicated fans and collectors, the process becomes an addictive quest. Many develop techniques, like shaking the boxes, to try and guess the contents, adding to the excitement. The ultimate goal is often finding a rare “chaser” edition, which can appear in as few as 1 in 100 boxes (though lucky collectors might have better odds!). The sense of achievement in securing a desired or rare figure amidst fierce competition is a significant part of the craze.
From Chinese Trend to Global Domination
Labubu’s journey to global fame wasn’t overnight. Their popularity first surged within China in late 2022 as the country emerged from the pandemic. The trend quickly spread through neighboring South East Asia before breaking into the global mainstream.
A pivotal moment came in April 2024 when Thai-born K-pop superstar Lisa began featuring various Labubu dolls in her Instagram posts. This visibility instantly amplified awareness and desire for the dolls worldwide. Global celebrities quickly followed suit: Rihanna was seen with a Labubu bag charm in February, Kim Kardashian showcased her collection in April, and even David Beckham posted a photo with one in May. Suddenly, Labubu felt ubiquitous, appearing on bags, shelves, and social media feeds everywhere.
Unprecedented Demand and Pop Mart’s Soaring Success
This celebrity-fueled virality ignited unprecedented demand. Long queues became commonplace at Pop Mart stores and vending machines (“roboshops”) around the world, sometimes leading to chaotic scenes. In the UK, the frenzy was so intense that Pop Mart temporarily suspended Labubu sales in all 16 of its stores until June to prevent safety issues and manage the out-of-control crowds. Eyewitnesses reported fans camping overnight and alleged resellers exacerbating scarcity by selling queue spots. Pop Mart has since stated they are working on a “new release mechanism” for when the dolls return to physical stores, aiming for a more structured and equitable experience.
The immense demand has also fuelled a booming second-hand market, where dolls originally retailing for accessible prices (around $7-$18 USD or £13-£50 for standard editions) can fetch hundreds of pounds for rare variants. The scale of the craze is further underscored by reports of Chinese customs seizing over 70,000 fake Labubu dolls in recent days.
This global phenomenon has dramatically boosted Pop Mart’s fortunes. The company’s profits have nearly tripled in the past year, and its shares on the Hong Kong Stock Exchange have soared by over 500%. Pop Mart’s revenue reached 13 billion yuan in 2024, more than double the previous year’s figure. The company has expanded its presence significantly, operating thousands of vending machines and selling in over 30 countries, with sales outside mainland China contributing nearly 40% of total revenue in 2024.
Adding another layer to the craze, a human-sized, 131cm (4ft 4in) Labubu figurine recently sold at auction in Beijing for a staggering 1.08 million yuan (over $150,000 USD), setting a new record for the most expensive toy of its kind sold globally.
The Mystery of Viral Appeal
Despite the detailed timeline and contributing factors, the core question remains: why Labubu? Like many viral trends, its widespread appeal is difficult to definitively pinpoint. It appears to be a perfect storm of timing (post-pandemic emotional seeking), aesthetic appeal (whether charming or bizarre), the addictive nature of blind box collecting, smart marketing, potent celebrity endorsement, and the unpredictable randomness of internet virality.
Beijing has taken note of the success, viewing Labubu as a positive example of “Chinese creativity, quality and culture” resonating globally and showcasing a “cool China.” Analysts suggest that successful Chinese brands like Pop Mart are becoming “so good that no one cares they’re from China,” making them “too good to ignore” on the global stage.
Ultimately, whether drawn by their quirky design, the thrill of the blind box hunt, or simply the desire to own a piece of a global trend, millions around the world have welcomed Labubu into their lives, turning this elf-like monster into an undeniable cultural phenomenon.
