So how did Labubu become a global superstar in 2024?
“There is something quite universal about Labubu’s character and expression. Something about her has captured the hearts of many across South-east Asia,” said Jeremy of the character’s pointy ears and sly smile, revealing her serrated teeth.
For Yumiko, it was love at first sight when she caught a glimpse of Labubu boxes at a Pop Mart store. Despite not knowing what the character was supposed to be, she bought a whole set of six boxed Labubus.
From the moment she unboxed the collection, she knew she was going to keep collecting the character.
“I just thought that it was genuinely cute. It’s the colours and the expression. Then the teeth, the eyes… it’s very cheeky,” she said.
Labubu isn’t a new toy. It all began in 2015 when illustrator Kasing Lung created the story series The Monsters, which was influenced by Nordic folklore and mythology. This tribe includes Zimomo, Tycoco, Spooky, Pato and, of course, Labubu.
In 2019, the illustrator signed an exclusive licence agreement with Pop Mart, which then sold blind box figures based on The Monsters. (Blind boxes are sealed mystery boxes containing randomised figurines).
Jeremy said that Labubu was selling well in stores and gaining popularity.
But her star skyrocketed early in 2024 with a little bit of help from Blackpink’s Lisa. On one occasion, the K-pop star posted photos of herself accessorising her luxury bags with it in April.
Jeremy said Pop Mart was caught off-guard by the sudden demand for Labubu after Lisa’s Labubu picture went viral. He added jokingly: “She didn’t inform my supply chain that ‘hey, I’m going to do this tomorrow, yeah. Get your stock supply ready’.”
But he assured fans that its supply chain has been boosted to meet their insatiable appetite for more Labubu.
Labubu collectors are going all-out to personalise their dolls. From creating outfits to customising braces and eyelash extensions for her, or even painting her fur coat and adding accessories like a fanny pack, there are no limits to what one can do with their Labubu.
I discovered – unwillingly – that there’s even a Labubu song.
Jeremy said accessorising Labubu makes collecting the toy more fun. “You’re showing passion (and) interest in the product.”
But he drew the line at those who create fakes or use the Pop Mart logo without authorisation. Imitation, in this case, is not flattery.
“These artists spend a lot of time designing the products, and this is their and Pop Mart’s IP rights. So when you do this without any written approval from us, it’s disrespectful to the people who put in a lot of hard work,” said Jeremy.
He added that Pop Mart’s legal team is working on sussing out fake sellers or those who violate copyright issues.
As collectors, Jeremy and Yumiko get joy out of expanding their toy collection, to which they have dedicated sizeable space in their homes. Jeremy has a room dedicated to his collectibles, while Yumiko confessed she has spent about $2,000 on Pop Mart toys in the past month alone.
She said: “When I was a kid, I never indulged so much in toys and my parents didn’t buy me all the toys I wanted. So now that I’m finally making my own money, I can fund my hobbies. Why not, right?”
With Christmas around the corner, I wanted to know what Pop Mart will be “gifting” Labubu fans.
Jeremy said coyly: “We are aware that there is a huge demand out there, and we are doing our very best to make sure we get the supplies out there.”
Are you on board the Labubu fan train? Why or why not? Write to me at natashaz@sph.com.sg or DM me on Instagram to tell me what you think.
I’ll see you next time at The Usual Place,
Nat
6 things you did not know about Labubu: https://str.sg/dNhY
Host: Natasha Zachariah (natashaz@sph.com.sg)
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