From Beijing to Cairo, TikTok to luxury handbags, one small toy has taken the world by storm. Labubu—a mischievous, toothy collectible by Pop Mart—has grown from blind-box mystery to fashion accessory, collector staple, and internet identity symbol. But behind the hype is a deeper story of cultural design, emotional appeal, and the rise of a new kind of global soft power.
What Is Labubu? Meet the Artist Behind the Monster
Labubu is the signature character of The Monsters, a designer toy series by German-Chinese illustrator Kasing Lung. Originally developed for art books and comics, Labubu was commercialized in partnership with Chinese toy brand Pop Mart in 2019. It features nine pointy teeth, oversized ears, and a mischievous grin—a mix of whimsy and weirdness that has become its trademark.
According to Pop Mart, Labubu is “kind-hearted and always wants to help, but often accidentally achieves the opposite.” The figure’s design and story reflect Lung’s ongoing fascination with misunderstood creatures, dreamlike worlds, and emotional imperfection.
Labubu and Friends: The Monsters Universe Explained
Labubu is part of a full cast of characters in The Monsters line, each with distinct personalities and fan bases:
Labubu
The central figure, appearing in countless themed versions—pirate, punk, wizard, ghost. Always recognizable by its ears, eyes, and iconic nine teeth.
Spooky Labubu
A Halloween-exclusive variant featuring vampire cloaks, dark eyes, and glow-in-the-dark features. Highly prized by horror and gothic collectors.
Zimomo
The tribe leader and Labubu’s emotional counterweight. Calm and nature-themed, with antlered hair and a serene face. Symbolizes intuition and grounding.
Tycoco & Mokoko
Zimomo’s boyfriend and gentle friend. Tycoco is often sporty and adventurous, Mokoko more reflective. Both add balance to the storyline.
Baby Labubu
A miniaturized, chibi-style version of Labubu often released as accessories or pastel sets. Popular among casual collectors and kawaii fans.
How Labubu Took Over TikTok and Celebrity Culture
Labubu’s viral journey began in post-COVID China, where fans embraced art toys as emotional outlets. But the tipping point came in 2024. According to BBC News, Labubu hit global consciousness when Thai K-pop star Lisa (BLACKPINK) shared her collection on Instagram. Weeks later, Rihanna was spotted with a Labubu keychain on her Louis Vuitton bag, followed by Kim Kardashian, Dua Lipa, and even David Beckham.
These celebrity moments drove a buying frenzy, with long queues in Shanghai, Bangkok, and Dubai. According to Fiona Zhang, a Toronto-based collector quoted by the BBC: “The more popular it gets, the more I want it. My husband doesn’t get it, but it makes me feel good.”
Blind Boxes, Chasers, and Collector Psychology
Part of Labubu’s appeal is the blind-box format: you don’t know which figure you’re getting until you open it. This randomness creates dopamine-fueled excitement—especially for rare “chaser” editions, which can have odds as low as 1 in 100. Experienced fans claim they can predict box contents by weight, shape, or sound.
Singapore-based collector Desmond Tan told the BBC he hunts chasers by shaking boxes: “If I get the rare one in just one or two tries, it feels like a win.”
From Retail Toy to Cultural Soft Power
Pop Mart began as a low-cost variety store in 2010. It launched its first major hit, Molly, in 2016, and signed Kasing Lung for Labubu in 2019. After listing on the Hong Kong Stock Exchange in 2020, Pop Mart has grown into a global retail force. It now operates in 30+ countries with over 2,000 automated vending machines (roboshops), physical stores, and a fast-growing e-commerce network.
Sales outside mainland China accounted for 39.5% of Pop Mart’s revenue in 2024, according to company filings. Labubu alone was responsible for nearly half of its blind box revenue. In early 2025, Chinese customs seized over 70,000 counterfeit Labubu dolls—a sign of overwhelming demand and grey market activity.
Chinese media, including state-run Xinhua, has dubbed Labubu a symbol of “cool China”—a soft-power export that showcases design, quality, and storytelling over political branding. It joins a shortlist that includes Nezha (film), Black Myth: Wukong (game), and BYD (electric cars).
What Comes Next for Labubu?
Labubu isn’t just a viral moment. Its emotional design, narrative depth, and global fandom suggest long-term staying power. Pop Mart continues to drop seasonal and cultural collections—like Chinese New Year editions, Ramadan themes, and European winter styles—to cater to local collectors worldwide.
Collectors in Egypt and the Gulf are increasingly turning to Telegram groups, pre-order drops, and resale markets to secure rare editions. On TikTok, Arabic-language creators are sharing Labubu unboxings and styling videos, blending the global trend with regional culture.
Labubu is strange. It’s small. It doesn’t speak. But for millions, it’s a mood, a mirror, and a collectible that feels like them.
Source: Reporting and insights adapted from BBC News, June 2025
