The Labubu Phenomenon: How a Mischievous Toy Redefined Global Collectibles in 2025
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INTRODUCTION: A QUIRKY CHARACTER GOES GLOBAL
Once dismissed as bizarre by some and adored by others, the fuzzy, mischievous Labubu doll has become an unstoppable force in the world of collectibles.
Originally developed by Chinese toy giant Pop Mart, Labubu has managed to blur the line between quirky art toy and mainstream sensation.
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What began as a local novelty has now exploded into a global trend, with lines wrapping around stores from Shanghai to London, Instagram feeds filled with influencer endorsements, and secondhand prices soaring beyond expectation.
In this article, we’ll explore the meteoric rise of Labubu, examining the toy’s origins, the marketing machine behind it, its cultural significance, and what its explosive popularity tells us about shifting consumer tastes in 2025.
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WHAT IS LABUBU, REALLY?
Labubu is not just a doll — it’s a fully formed universe.
Designed by Hong Kong-born illustrator Kasing Lung, Labubu is part of “The Monsters” series and has become the centerpiece of Pop Mart’s offerings.
Though the name “Labubu” carries no literal meaning, it has come to symbolize a unique personality: a clumsy yet well-meaning creature with elfin features, spiky ears, wide eyes, and a mischievous nine-toothed grin.
A TOY WITH LORE
- Labubu is described as kind-hearted but often causes unintended chaos.
- Characters like Zimomo, Tycoco, and Mokoko expand the world of Labubu, attracting devoted fans who track every new release.
- Distinct series such as “Exciting Macaron” and “Fall in Wild” offer thematic variations, making each doll release a collectible event.
To outsiders, these toys may seem confusingly similar, but to collectors, every detail matters.
Each variation reflects a blend of playfulness, artistry, and storytelling, transforming what could be a mere toy into a cultural artifact.
THE POP MART ENGINE BEHIND THE CRAZE
The massive success of Labubu can largely be attributed to Pop Mart, a brand that pivoted from being a budget-variety store in 2010 to one of the most powerful toy empires in the world.
| Aspect | Details |
|---|---|
| Company Launch | Pop Mart was launched in Beijing by Wang Ning, with a concept similar to a pound shop. |
| Breakthrough Product | The company became popular thanks to “blind boxes,” where customers only discover the toy after opening the package. |
| Key Character | Labubu, introduced in 2019 through a licensing deal with Kasing Lung, became a game-changer for the brand. |
A WORLDWIDE NETWORK OF TOY DISPENSERS
- Over 2,000 vending-style roboshops now operate across 30+ countries.
- Pop Mart stores and e-commerce platforms in the US, UK, Australia, and Singapore regularly sell out Labubu dolls.
- In 2024, nearly 40% of Pop Mart’s revenue came from outside mainland China.
As of June 2025, demand is so intense that many international outlets have paused sales temporarily due to stock shortages.
Meanwhile, authorities in China recently intercepted over 70,000 counterfeit Labubu dolls, underscoring the brand’s massive popularity.
FROM LOCAL FAVORITE TO GLOBAL SENSATION
Labubu’s rise was not instant. The character simmered in popularity for several years before igniting on the global stage.
POST-PANDEMIC EMOTIONAL RESONANCE
According to marketing expert Ashley Dudarenok, Labubu filled an emotional gap left by the COVID-19 pandemic.
People were craving imperfection, spontaneity, and cuteness, and Labubu delivered just that,” she explains.
In a society increasingly critical of polished, filtered imagery, the oddball charm of Labubu brought a fresh, liberating energy.
The toy was embraced not only in China but rapidly gained traction in Southeast Asia, and soon after, across North America and Europe.
CELEBRITY ENDORSEMENTS THAT IGNITED DEMAND
By mid-2024, global celebrities began joining the Labubu frenzy:
- Lisa (Blackpink) showcased her Labubu collection on Instagram.
- Rihanna was seen with a Labubu clipped to her luxury handbag.
- Kim Kardashian posted her ten-piece Labubu stash to millions of followers.
- Even David Beckham shared a touching photo featuring a Labubu gifted by his daughter.
These endorsements propelled Labubu beyond niche collector forums into mainstream culture.
WHY IS LABUBU SO ADDICTIVE?
Labubu’s global domination cannot be boiled down to just one factor.
The phenomenon is a result of several forces working in tandem:
THE SURPRISE ELEMENT
Blind boxes create an experience reminiscent of a treasure hunt, and unboxing videos have become a booming trend on social media platforms.
Collectors like Desmond Tan report immense satisfaction in recognizing the box that contains a rare “chaser” — a limited-edition figure hidden among the regular stock.
When you manage to get a chaser just by shaking the box… that’s the ultimate rush! — Desmond Tan, Singapore-based collector
AFFORDABLE LUXURY
With prices ranging from $18 to $70 CAD, Labubu sits comfortably in the zone of impulse-accessible luxury.
Fans describe it as a functional fashion accessory that doesn’t break the bank but offers emotional satisfaction.
CULTURAL CROSSOVER APPEAL
The hybrid aesthetics of Labubu — a mix of Western cartoon mischief and East Asian mythology — strike a chord with global consumers seeking something both novel and relatable.
LABUBU AS A SYMBOL OF CHINESE SOFT POWER
Beijing has celebrated Labubu’s success as an example of Chinese cultural products gaining international acclaim.
According to Xinhua, the character offers a window into Chinese creativity that resonates beyond language and borders.
This surge in cultural exports aligns with other successful Chinese IPs:
- The video game Black Myth: Wukong
- The animated hit Nezha
A LESSON IN GLOBAL BRANDING
Analyst Chris Pereira points out that the success of Labubu and brands like BYD or DeepSeek stems from their irresistible quality and innovation.
These brands are so good, people forget they’re from China. They simply can’t be ignored.”
THE FUTURE OF LABUBU
With massive international demand, a devoted fanbase, and growing cultural capital, Labubu seems poised to become a long-term player in the global toy market.
Plans are reportedly underway to launch:
- Animated web series
- Expanded character universes
- Fashion collaborations and luxury capsule drops
The toy has moved from a shelf in Beijing to becoming a collectible, a statement piece, and a cultural bridge all at once.
CONCLUSION: FROM TOY TO CULTURAL TOUCHSTONE
Labubu’s rise is more than just a marketing triumph. It signals a global shift in how people find comfort, joy, and identity through collectibles.
In an age where perfection is no longer the ideal, Labubu embodies a refreshing kind of charm — one that is messy, lovable, and unpredictably human.
Whether it’s through a TikTok unboxing, a celebrity Instagram post, or a blind box at a roboshop, Labubu has carved out its place not just as a toy, but as a cultural icon that continues to redefine what global fandom looks like in 2025.
