Just when you thought the Labubu craze was over, think again. Pop Mart, the Chinese toymaker known for its extensive range of adorable collectables, including the iconic Labubus, is launching its mini versions of the wildly popular doll this week. And yes, it’s smaller than the bag charms themselves—in fact, it’s small enough to clip onto your phone! The move comes at a time when demand for Labubu—particularly in overseas markets like the US—is nothing short of explosive.
Mini Labubu 2025: Release date, hype and everything you should know
1. When was Labubu launched? 2. How did Labubu get popular?3. Mini Labubu: From bag to phone charm4. A booming empire5. When is the mini Labubu launching?6. ROCK THE UNIVERSE Vinyl Plush Doll7. What does the mini Labubu look like?
When was Labubu launched?
Before it became a collectible, Labubu was actually a character from a storybook created by artist Kasing Lung. The character was inspired by Kasing’s love for Nordic fairy tales, especially those featuring elves. In 2015, he brought his dream to life with an illustrated book series titled The Monsters, which featured a group of female elves known as the Labubus.
Not long after, in 2019, Kasing teamed up with Pop Mart to launch his first Monsters series—a collaboration that, unsurprisingly, broke sales records. The dolls came in different colours and were sold in blind boxes, adding to the thrill of mystery and making fans eager to keep buying in hopes of snagging their desired Labubu. For many collectors, the ultimate prize was the elusive “secret”—an exclusive version of the doll that was much rarer and more sought-after than the rest.
How did Labubu get popular?
Fans quickly grew obsessed with the ugly-cute creature, though some still wonder why people are so captivated by such an odd-looking character to this day. But that hasn’t stopped collectors from snapping them up. In fact, the Labubu craze has caught the attention of celebrities like Blackpink’s Lisa and Rosé, Lady Gaga, Dua Lipa, and Rihanna, to name a few.
Even footballers such as Marcus Thuram, Paul Pogba, and Rodrigo De Paul have been spotted accessorising with these cheeky bag charms—cementing Labubu’s status as a true cult favourite.
Mini Labubu: From bag to phone charm
While most of us know Labubu as a quirky bag charm, Pop Mart is now shrinking it down for the next wave of collectors. The mini Labubu is designed to be portable, playful, and an easy addition to your everyday look. Expect to see them popping up on phone cases, mirror selfies, and TikToks everywhere in the weeks to come.
According to Pop Mart’s website, the new charms are about 10.5cm each and is slightly smaller than an iPhone 16 which measures at 14.7cm in height.
A booming empire
The news of the mini Labubu launch comes as Pop Mart’s CEO, Wang Ning, revealed in an Aug 20 interview that the company’s revenue for the first half of 2025 had surged, with profits soaring nearly 400 per cent. He remains confident the brand will hit 20 billion yuan (about S$3.6 billion) in revenue next year, and even hinted that 30 billion yuan (S$5.4 billion) in 2025 would be “quite easy.”
When is the mini Labubu launching?
The new mini Labubus are expected to launch on August 29 at Pop Mart’s official stores in Singapore via an online raffle draw, online on Pop Mart’s website, as well as Lazada (starting from 10am).
ROCK THE UNIVERSE Vinyl Plush Doll
Aside from the launch of the Pin For Love collection, Pop Mart will also be adding a new plush doll to its lineup that’s also up for grabs on August 29. Peep the ROCK THE UNIVERSE Vinyl Plush Doll. Larger in size, this new toy is a must-have for collectors who are eyeing adding another plushie to their ever-growing collection. It’s 37cm in height and adds a bright pop of colour to your display.
The ROCK THE UNIVERSE Vinyl Plush Doll will also be on sale online on Pop Mart’s official website and Lazada (from 10am).
What does the mini Labubu look like?
During his interview, Wang Ning gave a brief first look at the new phone charms, while creator Kasing Lung teased fans with a video of what’s to come.
In the clip, a multi-coloured Labubu, also known as the new ROCK THE UNIVERSE Vinyl Plush Doll, peers through a maze with a magnifying glass—only to find a mini Labubu waving back. The teaser ends with the collection name: the “Pin For Love” Series—Vinyl Plush Pendant Blind Box.