Labubu, the quirky plush toy created by Hong Kong-born illustrator Kasing Lung, has become a global phenomenon as fans across Asia and beyond clamour to collect the latest release. The new Big Into Energy series, launched on Friday, sparked large crowds at malls and sold out rapidly online.
With its mischievous grin, large eyes, and rabbit-like ears, Labubu has become a cultural icon, frequently seen at fan events and fashion shows, including Paris Fashion Week.
Photo: Instagram
First introduced in 2015 through Lung’s “The Monsters” series, Labubu’s popularity has soared in the past year, largely fuelled by celebrity endorsements. Blackpink’s Lisa, who recently called Labubu “my baby,” has been a notable influence in boosting the toy’s profile among younger fans.
The Big Into Energy collection includes six pendants and a secret figure, each representing different emotions. Sold for between $13 and $16 across Asia, the figures are already reselling for as much as $90 on platforms like StockX. In Bangkok, buyers queued at CentralWorld’s Pop Mart store hours before opening, despite pre-registered slots. According to Pop Mart, sales increased by 619% last year.
Photo: Reuters
Pop Mart’s strategy of selling Labubu in blind boxes, where the contents are a mystery until opened, has added to the brand’s allure. The Monsters series is Pop Mart’s highest-selling franchise, generating around 3 billion yuan ($410 million) in sales last year.
The brand’s expansion into markets like the United States and Australia continues, although American buyers now face higher prices due to trade tariffs.