A peculiar plush toy named Labubu has captivated collectors and pop culture enthusiasts worldwide. With its wide grin, sharp teeth and pointed ears, Labubu’s “ugly-cute” aesthetic has transformed it from a niche art toy into a global phenomenon.
Labubu was created by Hong Kong-born artist Kasing Lung, who drew inspiration from Nordic folklore and his childhood fascination with fairy tales. Initially introduced in 2015, Labubu gained significant attention in 2019 through a collaboration with Chinese toy company Pop Mart. This partnership led to the production of various Labubu figures, ranging from plush toys to vinyl collectibles, each featuring the character’s signature mischievous expressions.
A key factor in Labubu’s popularity is Pop Mart’s “blind box” marketing strategy. Consumers purchase sealed boxes without knowing which specific figure they contain, introducing an element of surprise and encouraging repeat purchases. Rare variants, known as “secret” editions, are particularly sought after, with some appearing in only 1 out of every 72 boxes.
Labubu’s rise to fame has been amplified by celebrity endorsements. Notably, Lisa from BLACKPINK was seen with a Labubu keychain, sparking interest across Southeast Asia. Other celebrities, including Rihanna and Dua Lipa, have also been spotted with Labubu figures, further boosting the toy’s status as a fashionable accessory.
Social media platforms like TikTok and Instagram have played a significant role in hoping the craze, with unboxing videos and collector showcases garnering millions of views.
Labubu’s appeal has transcended borders, leading to long queues and sold-out releases in various countries. In Australia, for instance, Pop Mart stores have witnessed fans queuing overnight, even in inclement weather, to purchase the latest Labubu figures. The toy’s popularity has also surged in the US, with Pop Mart’s app experiencing a significant increase in downloads following the launch of the Labubu 3.0 “Big Into Energy” collection.
Experts suggest that Labubu’s success is part of a broader trend where adults seek comfort and nostalgia through collectible toys. The “kidult” phenomenon reflects a desire for escapism and a connection to childhood joys. Additionally, the blind box model taps into the thrill of chance, similar to lottery systems, making the collecting experience more engaging.
As Labubu continues to captivate audiences worldwide, Pop Mart shows no signs of slowing down. With plans for new collections, collaborations and potential digital integrations, Labubu’s presence in the collectibles market is poised to grow even further.
Whether you’re a seasoned collector or a curious newcomer, the Labubu phenomenon offers a fascinating glimpse into the intersection of art, commerce and cultural trends in the modern age.
Pictures: Instagram