A unique monster character “Labubu,” a rabbit-like plush toy of Chinese maker Pop Mart, has proved to be a global hit, with fans forming long lines every time new products are launched and some even fighting to obtain the merchandise.
Labubu, the brainchild of Hong Kong-born, Europe-based artist Kasing Lung, is a mischievous character inspired by a Nordic elf, featuring pointed ears and serrated teeth. Much of its popularity stems from celebrity endorsements and savvy marketing strategy.
A wide range of Labubu collectibles from figurines to soft toys and key chains are often sold in “blind boxes,” fueling excitement among fans who are unaware of which items they will receive.
“Labubu” goods are sold at a Pop Mart shop in Beijing on May 27, 2025.(Kyodo)
Celebrities including Lisa, a Thai member of K-pop group Blackpink, as well as Rihanna and Dua Lipa, have expressed their fondness for Labubu on social media.
Reflecting high demand, limited-edition Labubu items are resold online at prices approaching $3,000.
Pop Mart International Group Ltd. has pulled Labubu toys from its shops in Britain following reports that customers fought over them, according to local media.
The global success of Labubu reflects how China is transforming in the toy market from being primarily a subcontractor for overseas businesses to becoming a creator of original products.
Women hold “Labubu” dolls, the rabbit-like monster character created by Chinese toymaker Pop Mart, which has become a global hit, in Beijing on May 27, 2025. (Kyodo)
As of Friday, Pop Mart shares on the Hong Kong stock exchange were valued at some HK$329 billion ($42 billion), about 3.7-fold the figure of Sanrio Co., which markets Hello Kitty, one of the world’s most beloved feline-like characters, on the Tokyo bourse.
“I became a (Labubu) fan because my favorite male idol has its goods,” said a 30-year-old woman who visited a Pop Mart theme park in Beijing from southern China’s Guangdong Province last month. “I like the character’s ‘ugly-cute’ appearance.”
Performers in “Labubu” (C) and other Pop Mart character costumes entertain the crowd at a Pop Mart theme park in Beijing on May 27, 2025. (Kyodo)
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