Labubu is the star plushy from Hong Kong artist Kasing Lung, part of his 2015 Nordic-mythology-inspired picture-book series, “The Monsters,” and now brought to life by Chinese brand Pop Mart. Think strange-cute elf with wide eyes, pointy ears, and quirky teeth; that toothy grin is the signature. But it’s more than a toy.
How Did It Explode from Soft Toy to Global Fad?
It didn’t happen overnight. Pop Mart started selling Labubu figures in 2019, but traction exploded around 2023 when celebrity influencers like Blackpink’s Lisa, Rihanna, Kim Kardashian, and Dua Lipa flaunted theirs. This sparked a flurry on social media, with over 1.4 million TikTok posts tagged #Labubu by early June 2025.
Pop Mart’s genius? The blind-box model—you never know which variant you’ll get. It’s the thrill of chance, a collector’s paradise… and a marketer’s dream.
The Real Cost
These bite-sized plushies retail for around $8.99–$20 (R159.87–R355.65), but resellers are cashing in; rare colorways fetch hundreds or even thousands on secondary markets.
— In 2024, Labubu fuelled US$410 million (R7 290 845 500.00) in sales, boosting Pop Mart’s annual revenue to roughly US$1.81 billion
— Demand is so intense that UK stores have temporarily halted in-store vending to avoid chaos and public safety issues.
— Even South African fans wait for limited drops and chase after boxes with renewed fervor.
What Makes Labubu a Cultural Icon?
- Straddling toy and fashion
Accessories fans are plastering Labubu on bags, cars, and even as keychains. It’s become a lifestyle statement.
2. Scarcity = desirability
Weekly drops, secret variants, and blind-box mechanics mean people go hard—standing for hours, paying premiums, and even risking fights at vending hubs .
3. Emotional nostalgia
Whether you’re 8 or 38, the thrill of unboxing speaks to something deep. It’s not just a doll — it’s a piece of joy, a shared moment.
Looking Ahead: Is the Craze Cracking?
Pop Mart plans 50 new North American stores by year’s end, new colorways (One-Piece collab!), and more robot-vending hubs worldwide. This isn’t a fad; it’s a careful rollout of a brand that’s learned how to create hype with culture-rich design.
What does a small plush elf teach us? Even tiny things can spark massive joy and big business. It reflects our need for fun, surprise, community, and yes, a good dopamine hit.
So, will you be standing in line for your Labubu? Or watching the trend unfold? Either way, this doll is teaching us about our greater craving for shared moments and playful collecting. I, for one, am totally embracing the whimsy, even if I don’t wind up with a rare colorway in hand.
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