Labubu Toys

Labubu is a striking character that has transformed from a toy with rabbit-like ears, sharp teeth, and a mischievous smile into a global pop culture icon. This rise has been driven by its aesthetic appeal and narrative depth. The popularity of Labubu figures has surged rapidly thanks to endorsements from celebrities such as Lisa from the K-pop group BLACKPINK, Rihanna, and Kim Kardashian, as well as the viral impact of “unboxing” videos on social media. This phenomenon has created long lines and crowds in toy stores worldwide.

Labubu figures have made a significant contribution to Chinese toy giant POP MART’s 2024 revenue of $1.81 billion (13.04 billion yuan) and its 350 percent profit increase. This financial success demonstrates that Labubu is not merely a cultural trend but also an economic phenomenon. As the art toy market is projected to reach $6.07 billion in 2025 and grow to $19.15 billion by 2033, Labubu serves as a major driving force behind this expansion. By rejecting traditional notions of “cuteness” and embracing individualistic and rebellious visual elements, Labubu has become a reflection of contemporary street culture and the personalized expression sought by younger generations.

Labubu was born in Kasing Lung’s 2015 illustrated book series titled “The Monsters” and was later adapted into a collectible figure through a collaboration with Hong Kong-based How2work. Its popularity exploded after POP MART included Labubu in its “blind box” series. Celebrity interest and “unboxing” videos on TikTok played a pivotal role in making Labubu go viral. This development illustrates the necessity of a strong platform and cultural catalysts for a product to transition from a niche fanbase to a mainstream phenomenon.

The Birth of Labubu: Kasing Lung’s Vision

The creator of Labubu is Kasing Lung, a Hong Kong-born illustrator and art toy designer based in Belgium. Lung transitioned from illustration to toy design in 2010 and began collaborating with How2work. He is the first Chinese artist to win the Illustration Award in Belgium. Recently, under the mentorship of Takashi Murakami, he has begun producing fine art pieces featuring characters like Labubu.

Lung’s creative vision was inspired by Scandinavian folklore he encountered as a child in the Netherlands, particularly mischievous trolls. Fairy tales such as “The Three Billy Goats Gruff” and the Belgian comic series “The Smurfs” influenced the expansive cast of characters in “The Monsters” universe. The vibrancy and pace of Hong Kong also infused Lung’s artistic process with a sense of rhythm. This multicultural background has endowed Labubu with universal appeal.

In 2015, Kasing Lung began producing “The Monsters,” an illustrated story series inspired by Scandinavian mythology. This universe is a fairy realm inhabited by both benevolent and malevolent monsters, featuring characters such as Zimomo, Tycoco, and Pato. Labubu is one of the earliest characters in this universe and belongs to a group of “good-natured spirits” who unintentionally cause mischief. The name “Labubu” was invented by Kasing Lung as a purely fictional term with no specific meaning in Chinese. Lung designed Labubu as a “small monster with tall, pointed ears and serrated teeth,” endowing it with a “mischievous but good-hearted” personality. This “cute and creepy” (kimo-kawaii) aesthetic has enabled Labubu to resonate with broad audiences.

Labubu’s Distinctive Appeal and Design Philosophy

The foundation of Labubu’s global success lies in the unique fusion of its visual and personality traits.

Appearance and the “Kimo-kawaii” Aesthetic

Labubu is a small, instantly recognizable creature with rabbit-like long ears, sharp teeth, and a mischievous expression. Its distinctive grin, featuring nine small teeth, elongated limbs, and wild fur, forms the core of its physical appeal. According to POP MART’s official descriptions, Labubu’s design reflects a “mischievous but good-hearted” personality.

Labubu’s design has become a global hit by masterfully blending “cute and creepy” elements. This paradoxical aesthetic explains the character’s uniqueness and its ability to appeal to wide audiences. This “anti-traditional” design language is a fundamental feature of contemporary street culture and aligns with the personalized expression sought by modern youth. In Japan, it is even recognized as an example of the “kimo-kawaii” (cute-grotesque) style.

Labubu’s Personality and Status as Art

Labubu is part of a rich world created by Kasing Lung, with friends, a detailed backstory, and dozens of blind box collections. The character is portrayed as a being who is “good-hearted and always eager to help, yet often unintentionally does the opposite.”

Labubu’s success has transformed it from a niche art object into a global cultural phenomenon. Its design and craftsmanship have endowed Labubu figures with the core qualities of art collecting. Kasing Lung’s background in illustration and fine arts has ensured that Labubu is perceived not merely as a toy but as a piece of design art.

POP MART’s Role and the “Blind Box” Strategy

POP MART, a Chinese toy company, has played a central role in Labubu’s global rise.

Collaboration Between POP MART and Kasing Lung

POP MART, founded in 2010 by Wang Ning, designs, produces, and sells popular culture figures based on intellectual properties (IPs). In 2019, Kasing Lung signed a special licensing agreement with POP MART. This collaboration broke sales records for Labubu in the art toy category and significantly amplified the character’s popularity. POP MART’s extensive distribution network—288 stores and 1,800 automated kiosks in China, 37 stores and 52 “roboshops” in the United States—and marketing expertise have been critical to Labubu’s transformation into a global phenomenon.

Details of the “Blind Box” Marketing Model

POP MART is known for selling collectible toys in “blind box” format, where buyers do not know which specific design they will receive until they open the box. This model creates artificial scarcity, contributing significantly to the company’s success. This scarcity generates “fear of missing out” (FOMO) among consumers and encourages repeat purchases. Researchers link the success of blind boxes to psychological factors such as “herd mentality” and “gambling mindset.” Most collections include rare or “secret” figures that can sell for thousands of dollars on the secondary market. The majority of consumers belong to Generation Y and Generation Z, whose stronger emotional attachment to physical objects aligns with this model.

POP MART’s Marketing Strategies and Financial Success

POP MART has launched social media campaigns and toy trading apps to promote its products. “Unboxing” videos and #Labubu posts on platforms like TikTok and Instagram have turned every product launch into an online event. The company maintains interest through official live streams and online “drops” (limited-time sales) for new Labubu products. “Roboshop” kiosks also ensure broad accessibility to its products.

In 2023, POP MART generated a net profit of $165 million, with its main revenue coming from blind boxes featuring popular characters such as Skullpanda, Molly, and Dimoo. In 2024, the company’s revenue rose to $1.81 billion (13.04 billion yuan), aided by Labubu’s contribution. Revenue from plush toys increased by over 1,200 percent in 2024, accounting for approximately 22 percent of total revenue. Labubu’s success has made POP MART founder Wang Ning one of China’s youngest billionaires, with a net worth of $22.7 billion. The company’s market value is reported at $44.1 billion.

POP MART Financial Indicators

Factors Driving Global Frenzy

The key drivers behind Labubu’s transformation into a global phenomenon are the influence of celebrities, the power of social media, the psychology of its target audience, and strategic market tactics.

Celebrity Endorsement and Social Media Impact

Labubu’s popularity has reached new heights thanks to endorsements from celebrities such as Lisa from BLACKPINK, Rihanna, Kim Kardashian, and NBA star Dillon Brooks. In particular, Lisa’s sharing of Labubu imagery on her Instagram and TikTok accounts, which have over 100 million followers, triggered a “Labubu pandemonium.” Social media has been an indispensable tool in Labubu’s rise to global fame. “Unboxing” videos and #Labubu posts on TikTok and Instagram have turned every product launch into an online event.

Scarcity Economy and Secondary Market

A significant component of Labubu’s success is POP MART’s “scarcity economy” model. Artificial scarcity created through limited editions and secret figures satisfies collectors’ desires for uniqueness and exclusivity. This strategy has led to the emergence of a vibrant secondary market where products sell for prices far above their retail value—sometimes reaching thousands of dollars. For example, a life-sized Labubu figure was auctioned in Beijing for $150,000, demonstrating the value of this secondary market. This has turned Labubu into a status symbol and even a form of “currency.”

Target Audience Psychology and Community Formation

Labubu’s success offers insight into the consumer behavior of younger generations, particularly Generation Y and Generation Z. Their stronger emotional attachment to physical objects and desire for personalized expression have made the blind box format and Labubu’s “anti-traditional” aesthetic resonate deeply with this demographic. The community culture surrounding Labubu has played a critical role in its success. Collectors gather on social media platforms to share experiences, exchange information about new releases, and even trade rare pieces.

Labubu Collections and Collaborations

Labubu’s popularity is continuously sustained through diverse and extensive collection series and strategic collaborations.

Themed Blind Box Series and Variety

As part of Kasing Lung’s “The Monsters” universe, Labubu appears in dozens of themed blind box collections. These series span a wide range, from forest elf versions and space adventures to sweet-themed editions. Each collection presents Labubu in a different context, highlighting the character’s versatility. Labubu is also released in seasonal editions—such as those themed for Chinese New Year and Valentine’s Day—and regional special versions. A search for “Labubu” on POP MART’s official website yields over 100 results, illustrating the vast breadth of its product range.

Key Collaborations and Brand Expansion

To solidify its place in popular culture, Labubu has engaged in strategic collaborations with various global brands and artists. Notable partnerships include Coca-Cola, the One Piece manga series, and the fashion brand Pronounce. Such collaborations expand Labubu’s cultural relevance by placing it in new contexts. POP MART’s broader collaboration list includes popular IPs such as DIMOO Jurassic World, Snoopy, League of Legends, Harry Potter, Teletubbies, Minions, Transformers, Molly, and Casper.

Labubu’s Production and Materials

While Labubu figures stand out for their aesthetic appeal and collectible value, the materials and dimensions used in their production also contribute to their overall attractiveness.

Typical Dimensions and Materials

Labubu figures are produced in various sizes and materials. Blind box figures are typically 7–9 cm tall. Some collections, such as the “Vinyl Face Plush Blind Box” series, combine plush textures with smooth vinyl faces. These figures are generally made from a combination of ABS (Acrylonitrile Butadiene Styrene) and PVC (Polyvinyl Chloride), while plush toys use materials such as polypropylene, polyester, and cotton.

Care and Display Recommendations

Proper care and display methods are essential to preserve the collectible value of Labubu figures. Plush-vinyl hybrids should be handled gently. Keeping them away from direct sunlight is critical to prevent color fading. They are best displayed in dust-free environments. Collectors commonly use special display cases or stands to showcase their figures.