In the ever-evolving world of pop culture, few phenomena have captured global attention quite like Labubu, the quirky, toothy, plush collectible that has sparked long lines, viral social media trends, and even a thriving resale market. These elfin creatures, with their mischievous grins and distinctive nine-tooth smiles, have become a cultural juggernaut, adorning the bags of celebrities and everyday collectors alike. But what exactly is a Labubu, and why have they surged to such unprecedented popularity? This article delves into the origins, design, marketing strategies, and cultural significance of Labubu to uncover the reasons behind their global obsession.
The Origins of Labubu
Labubu was born from the imagination of Kasing Lung, a Hong Kong-born artist who spent much of his childhood in the Netherlands. Raised in Utrecht and later settling in Antwerp, Belgium, Lung was deeply influenced by Nordic folklore and fairy tales, particularly those featuring elves and mythical creatures. In 2015, he created a children’s book series called The Monsters Trilogy, set in a whimsical fairy world populated by magical beings. The central character, Labubu, is described as a small, kind-hearted monster with high, pointed ears, serrated teeth, and a furry exterior. Despite her energetic and mischievous personality, Labubu’s good intentions often lead to chaotic, unintended consequences, endearing her to readers.
Lung initially partnered with the toy company How2Work to produce figurines based on his Monsters characters. However, it was not until 2019, when he collaborated with Beijing-based retailer Pop Mart, that Labubu transformed from a niche storybook character into a global collectible sensation. Pop Mart, known for its innovative blind box strategy, licensed Lung’s characters and released Labubu as vinyl and plush figures, sparking a craze that would soon sweep across Asia and beyond.
What Makes Labubu Unique?
Labubu’s design is a paradox: simultaneously adorable and unsettling, with a devilish grin that reveals exactly nine sharp teeth, large, expressive eyes, and pointy ears. The plush versions, often used as bag charms or keychains, feature a soft, furry body, while the vinyl figures have a glossy, posable quality. Labubu’s aesthetic has been compared to characters like Stitch from Lilo & Stitch or Toothless from How to Train Your Dragon, blending a chaotic-cute appeal that resonates with both children and adults. According to New York Magazine, the toy’s charm lies in its “hard-to-explain cuteness, they’re kind of ugly, but huggable.”
Labubu is not a standalone character but part of a broader universe called The Monsters, which includes other quirky figures like Zimomo (the tribe’s leader), Tycoco (Labubu’s shy skeleton boyfriend), and Mokoko. Each character has its own distinct personality, but Labubu remains the star, appearing in various series such as Exciting Macaron, Big Into Energy, Have a Seat, and Fall in Wild. These series introduce new colors, outfits, and accessories, keeping collectors hooked on the ever-expanding range.
The most coveted Labubu items are sold in blind boxes, a sealed packaging format that conceals the specific design inside. Priced between $15 and $30 for plush bag charms, blind boxes offer a 1-in-72 chance of uncovering a rare “secret” edition, such as the Chestnut Cocoa Labubu with a red nose from the Exciting Macaron series. This element of surprise, coupled with limited-edition releases, fuels the thrill of the hunt, making each unboxing an event worthy of TikTok and Instagram posts.
The Rise to Global Fame
Labubu’s popularity did not happen overnight. While the toys gained a cult following among Asian toy collectors after their 2019 Pop Mart debut, their mainstream breakthrough came in April 2024, when Thai-born K-pop superstar Lisa from BLACKPINK posted Instagram photos of herself with a Labubu bag charm. Lisa’s endorsement, amplified by her massive global fanbase, sent demand skyrocketing. Pop Mart store managers jokingly noted that Lisa’s posts caught them off guard, leaving them unprepared for the ensuing frenzy.
Lisa was not the only celebrity to embrace Labubu. Rihanna was photographed with a pink Labubu clipped to her Louis Vuitton tote in February 2025, while Kim Kardashian shared her collection of 10 dolls on Instagram Stories in April. Dua Lipa, David Beckham, Simone Biles, and even British rapper Central Cee have been spotted with Labubu, cementing its status as a fashion accessory. These high-profile endorsements transformed Labubu from a collectible toy into a cultural status symbol, often seen dangling from luxury handbags like Hermès Birkins or Bottega Veneta totes.
Social media played a pivotal role in Labubu’s rise. The hashtag #labubu has been used in over 1 million TikTok posts worldwide, with fans sharing unboxing videos, styling tips, and even custom outfits for their dolls. The viral nature of these posts, combined with the scarcity of Labubu drops, created a self-fulfilling cycle of demand. As Northeastern University marketing professor Alexander DePaoli notes, “There’s definitely a self-fulfilling element at this point. It’s not merely our famous people wearing it, but people all over the world are wearing it.”
The Blind Box Phenomenon
At the heart of Labubu’s popularity is Pop Mart’s blind box strategy, a marketing tactic that taps into the human desire for surprise and scarcity. Blind boxes, which conceal the specific toy design until opened, are not a new concept. They draw on the same psychological thrill as cereal box prizes, Pokémon trading cards, or Japan’s capsule toys. According to Michelle Parnett-Dwyer, a curator at the Strong Museum of Play, the appeal of blind boxes lies in “childhood nostalgia” and the “fascination with mystery and chance.”
Pop Mart perfected this strategy, collaborating with popular intellectual properties like Disney and Warner Bros. while also developing its own characters, such as Labubu and Molly. The blind box model encourages repeat purchases, as collectors chase specific designs or rare editions. Reddit users have compared the experience to gambling, noting that the adrenaline rush of unboxing mirrors the excitement of slot machines or gacha games. This addictive quality has driven Pop Mart’s revenue to new heights, with The Monsters franchise generating $419 million in sales in 2024 alone.
The scarcity of Labubu drops further amplifies their appeal. Pop Mart releases are often limited, with new series like Big Into Energy or Exciting Macaron selling out within seconds online and crashing the retailer’s website. In physical stores, fans line up overnight, sometimes leading to chaotic scenes dubbed the “Labubu Hunger Games” by TikTok users. The combination of blind boxes and limited availability has turned Labubu into a commodity akin to luxury goods, with some rare editions reselling for hundreds or even thousands of dollars.
Cultural and Fashion Significance
Labubu’s appeal transcends the toy market, blurring the line between collectibles and fashion. The plush bag charms, equipped with hinged key rings, are designed to be wearable, clipped to purses, backpacks, or belt loops. This functional aspect aligns with the growing trend of men’s and women’s designer bags, which saw a 7% year-on-year increase in interest, according to market research firm Circana. Labubu offers a playful way to personalize serious luxury bags, injecting personality into high fashion.
The dolls have also inspired a subculture of customization, with fans dressing their Labubus in handmade outfits or bootleg designer clothing, such as miniature Prada or Louis Vuitton ensembles available on Etsy and Amazon. In Thailand, Labubu’s popularity led to the creation of Buddhist amulets and sacred tattoos, with some believing the dolls bring wealth and good fortune. In Singapore, a Labubu plush keychain dressed in a People’s Action Party shirt became a mascot for a community event, illustrating the toy’s integration into local culture.
Labubu’s global reach has also been interpreted as a form of Chinese soft power. Pop Mart’s success, with nearly 40% of its 2024 revenue coming from outside mainland China, showcases the appeal of “made in China” products that defy stereotypes of cheap, mass-produced goods. The dolls’ creative designs and high-quality craftsmanship have elevated China’s reputation in the global toy and fashion markets, with Beijing celebrating Labubu’s cultural impact.
Controversies and Counterfeits
With great popularity comes great scrutiny. Labubu’s viral success has spawned a thriving counterfeit market, with fake dolls affectionately dubbed “Lafufus” by fans. These knockoffs, often sold online or in unregulated markets, can be identified by uneven stitching, off-color paint, or incorrect tooth counts (authentic Labubus have exactly nine teeth). Chinese customs officials recently seized over 70,000 counterfeit Labubus, highlighting the scale of the problem.
The dolls have also faced cultural backlash. In Russia, authorities proposed banning Labubu due to its “terrifying appearance” and lack of Russian-language labeling, citing potential negative effects on children’s mental health. In Iraq’s Kurdistan Region, over 4,000 dolls were seized amid claims they could attract “demonic spirits,” fueled by conspiracy theories linking Labubu to the Mesopotamian demon Pazuzu. These claims lack scientific evidence but reflect the polarizing nature of Labubu’s eerie aesthetic.
Critics have also raised concerns about overconsumption and the ethics of reselling. TikTok videos with hundreds of thousands of likes accuse fans of buying Labubus solely for clout or profit, rather than genuine appreciation. The resale market, where rare editions can fetch up to $7,000, has drawn comparisons to the Beanie Baby bubble of the 1990s, with some warning that Labubu’s value may fluctuate.
Why Are Labubus So Popular?
Labubu’s popularity can be attributed to a perfect storm of factors. First, their unique design, blending cute and creepy elements, appeals to a broad audience, particularly Gen Z and Gen Alpha, who embrace “stuff that is a little bit off,” as DePaoli puts it. Second, the blind box strategy creates an addictive collecting experience, fueled by scarcity and the thrill of unboxing. Third, celebrity endorsements from Lisa to Rihanna have elevated Labubu to a fashion must-have, amplified by social media’s viral reach.
The dolls also tap into deeper cultural currents. In a world overwhelmed by complexity, Labubu offers a retreat into childhood simplicity, much like adult coloring books or Lego sets. As a wearable accessory, they allow individuals to express personality in a consumer society where possessions define identity. The limited availability of Labubus substitutes for creativity or specialness in an era of mass production, providing a sense of exclusivity.
Finally, Labubu’s global appeal reflects the power of Pop Mart’s marketing and the randomness of internet-driven trends. As the company’s shares soared by over 500% in 2024, Labubu became a symbol of innovative retail and cultural influence. Whether seen as cute, creepy, or a capitalist triumph, Labubu’s impact is undeniable, transforming a quirky monster into a worldwide obsession.
Labubu is more than a plush toy; it is a cultural phenomenon that encapsulates the zeitgeist of 2025. From its Nordic-inspired origins to its status as a fashion icon, Labubu has captured hearts through its unique design, clever marketing, and the unpredictable magic of social media. While controversies and counterfeits pose challenges, they also underscore the doll’s massive influence. As fans continue to line up for the next drop and collectors hunt for rare editions, Labubu’s mischievous grin remains a symbol of joy, nostalgia, and the enduring allure of the unexpected.