What began as a distinctive art toy, born from the whimsical imagination of Hong Kong artist Kasing Lung, has transcended its niche origins to become an unexpected global sensation. Labubu, the impish elf-like monster character, has captivated collectors and enthusiasts worldwide, cementing its status as a leading figure in the booming “blind box” collectible market and redefining contemporary pop culture.
Introduced to a broader audience through collaborations with Chinese toy giant Pop Mart, Labubu’s ascent is a testament to the power of unique design combined with a savvy distribution model. Kasing Lung, known for his fantastical creature designs, initially conceived Labubu as part of his “Monster Little” series. Its transition from limited-run art pieces to mass-produced collectibles marked a pivotal moment in its journey to widespread recognition.
Also Read: Labubu Lands its Own Animated Series and Feature Film
Central to Labubu’s explosive popularity is the “blind box” phenomenon. This marketing strategy involves selling sealed boxes containing a random figure from a series, creating an element of surprise and excitement. The thrill of anticipation, coupled with the rarity of certain “secret” or chase figures, fuels a fervent collecting culture, encouraging repeat purchases and fostering a dedicated community of enthusiasts eager to complete their sets.
Labubu’s enduring appeal lies in its distinctive aesthetic. With its oversized, slightly mischievous grin, prominent ears, and often vibrant attire, the character embodies a playful yet edgy charm. Its versatile design allows for countless variations and collaborations, enabling it to seamlessly integrate into diverse themes and pop culture crossovers, from classical art to street fashion, broadening its fan base across different demographics.
The character’s global spread has been amplified by social media, particularly platforms like Instagram and TikTok, where collectors proudly display their finds and engage with a vast, interconnected community. This digital virality, combined with strategic partnerships and appearances at international toy conventions, propelled Labubu from its Asian stronghold to a coveted item among collectors in Europe, North America, and increasingly, emerging markets.
Pop Mart itself has now become a major retailer. It operates more than 2,000 vending machines, or “roboshops”, around the world. And you can now buy Labubu dolls in stores, physical or virtual, in more than 30 countries, from the US and UK to Australia and Singapore, although many of them have recently paused sales due to overwhelming demand. Sales from outside mainland China contributed to nearly 40% of its total revenue in 2024.
From China to Canada, South Korea, the United States, the United Kingdom, Italy, Spain, Nigeria, the UAE, and across Southeast and East Asia, the Labubu wave is in full swing.
The trend gained massive traction after K-pop superstar Lalisa Manobal (Lisa of BLACKPINK) showcased her collection, including Labubu bag charms.
Nigeria celebrities like kiekie and other global celebrities, Rihanna, Dua Lipa, Kim Kardashian, Amelia Gray, David Beckham, Lizzo, Hailey Bieber, Simone Biles, Holly Madison, Sharvari, and Olivia Attwood have since jumped on the trend.
Beyond its artistic and cultural impact, Labubu’s popularity has generated a significant economic ripple effect. Limited edition releases and highly sought-after variants command substantial prices on secondary markets, often far exceeding their initial retail value. This robust resale market underscores the tangible investment value that these art toys now hold, attracting not just enthusiasts but also speculative collectors.
Labubu’s journey from an artist’s personal creation to a mass-market phenomenon reflects broader trends in consumer culture, where scarcity, community, and the allure of the unknown drive demand for tangible collectibles in an increasingly digital world. As the character continues to evolve and surprise, its story serves as a compelling example of how a blend of artistic vision and smart market strategy can forge a truly global sensation.
