WANA (Sep 23) – On a summer afternoon in central Tehran, as you pass by the display windows of toy stores, or even stationery shops, clothing stores, etc, a single image constantly appears before your eyes: Labubu! a small creature with round eyes, strange ears, and a somewhat mismatched face—yet strangely cute.
The doll itself, or its design printed on various items, fills the shop windows, shelves, and even the stalls of street vendors—it’s everywhere. Everywhere is full of Labubu. Children excitedly point at it, teenagers hang it from their backpacks, and even adults don’t pass by indifferently. Over the past few months, Labubu has gone from an unknown doll to a social phenomenon in Iran.
Labubu dolls are displayed in a store in Tehran Bazaar in Tehran, Iran, September 20, 2025. Majid Asgaripour/WANA (West Asia News Agency)
From Post-Corona to Anti-Perfectionism
The story of Labubu actually began years ago. The Chinese company Pop Mart introduced the doll to the market about nine years ago, but it remained relatively unknown for a long time.
The turning point came in late 2022, at the end of the COVID-19 pandemic in China. After long lockdowns, people were searching for emotional release and a new symbol—and in Labubu, they found something that defied the usual trends.
If Barbie and Western animations emphasised slim bodies and flawless beauty, Labubu—with its messy appearance, a bit mischievous yet lovable—emerged as a symbol of anti-perfectionism. For Generation Z, it embodied what could be summed up in one word: cute.
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A Global Wave Fueled by Celebrities
The domestic success in China quickly spread across borders. In 2023, Labubu reached Southeast Asia and then made its way to Canada and the United States. But the peak came in April 2024, when Lisa, the beloved star of K-pop group Blackpink, posted photos with Labubu on Instagram. From there, everything accelerated.
Farzad, an Iranian businessman working in Tehran’s Sattarkhan street, came to Bazar to buy goods (Labubu) for his store, commenting about Labubu’s trend in Iran stated: “It’s been trending for about 8-9 months now. The story started with a celebrity in America who hung it on her bag. Then it came to Iran, and the sale of Labubu blew up! ”
As Mr Farzad stated, one celebrity after another joined in this trend: Rihanna hung the doll on her Louis Vuitton bag, Kim Kardashian showed off her ten-piece collection, Dua Lipa, and even David Beckham shared their own photos with Labubu. That was enough for long lines to form in front of Pop Mart stores in Shanghai, London, and New York, turning Labubu into a global cultural icon.
Labubu dolls are displayed in a store in Tehran Bazaar in Tehran, Iran, September 20, 2025. Majid Asgaripour/WANA (West Asia News Agency)
The Astonishing Economy of a Doll
Behind this popularity lie staggering figures. In just the first six months of 2024, Pop Mart’s sales in the Americas grew by 1,000 percent. Estimates suggest the global revenue of this product will reach around $4 billion.
Labubu’s appeal is not limited to direct sales. Its secondary market is booming as well: “hidden” editions that originally cost only 99 yuan are now traded for up to 1,400 yuan ($195), while new collections starting at 199 yuan have risen to over 2,000 yuan. This very element of being “collectible” fuels buyers’ enthusiasm.
Mr Mousavi, A shop owner in Bazar, regarding the sales in Iran, stated: ” I think it’s been trending for about five months. At first, it was more popular, but as time goes by, it gets less. The queues that were formed abroad to buy it didn’t go unnoticed. In fact, word of mouth spread here, and some of it spread. Well, the discussion is like this: not here, everywhere, when some people see others doing something, they’re eager to go see what’s going on and try to do it.”
A shop owner holds notebooks with a picture of Labubu on the cover in a store in Tehran Bazaar in Tehran, Iran, September 20, 2025. Majid Asgaripour/WANA (West Asia News Agency)
Iran: An Underserved Entertainment Market
In Iran, the story of Labubu takes on a different tone. Estimates indicate that more than one million units (original or copies) of the doll have been sold in the country so far, generating a turnover of around 7 million dollars.
Yet nearly all sellers emphasise that Pop Mart’s original versions have not yet entered the Iranian market. What is available consists mainly of Chinese copies of varying quality—some count as many as eight different quality levels for Labubu. Still, even these non-original versions have conquered the Iranian market.
The high level of demand in Iran can be attributed to several factors:
A gap in the domestic entertainment industry: The lack of diverse and appealing local productions has paved the way for a strong reception of any new product.
Surprise boxes: Buyers do not know which version of Labubu they will receive when purchasing. This element of curiosity encourages repeated purchases.
A desire for global trends: Iranian youth, especially Generation Z, quickly align themselves with global trends on social media, and Labubu has entered their homes and bags through this very path.
A child looks at Labubu dolls in a store in Tehran Bazaar in Tehran, Iran, September 20, 2025. Majid Asgaripour/WANA (West Asia News Agency)
Pedram Agheli, 55 years old, Toy store owner about the demand of these types of products in Iran explained: “Basically, those kids who are more into Pinterest and social media, most of are fan this work , but I have to say that when the price was high, the range of people who wanted to buy it was very small, but now that the price has come down to 4-4.5 dollars, now the vendors and in the subway have started selling it, so that a lot of people can buy it, all kinds of people. ”
Repetitive Trend or Cultural Phenomenon?
Labubu is not the only example of this wave. Earlier, products like the “talking cactus,” the “Telegram hamster bot,” “matcha drinks,” or “Dubai chocolate” had trended in Iran. All of these show how companies, by playing on curiosity and the need to be different, conquer new markets. The difference in Iran is that weakness in domestic production causes such trends to spread faster and more intensely.
Labubu dolls are displayed in a store in Tehran Bazaar in Tehran, Iran, September 20, 2025. Majid Asgaripour/WANA (West Asia News Agency)
Labubu: A Mirror Held Up to Society
Looking at the Labubu phenomenon is not just looking at a toy. This doll is a reflection of cultural and economic gaps: on one side, a young generation seeking variety and a new identity, and on the other, a market unable to meet this demand.
Labubu, with its strange and imperfect appearance, reminds people that attractiveness does not necessarily lie in perfection. Perhaps this subconscious message is what has made such a creature so popular in times of fatigue and social pressure.
From Tehran’s shop windows to the streets of Shanghai and the stores of New York, Labubu tells a global story: a story about fashion, economy, and culture. It is a product that has crossed borders, promoted by global stars, and has now—even in a market flooded with counterfeit versions like Iran—become a symbol.