New mini Labubu series Photo: screenshot from WeChat account of Pop Mart
Chinese pop toy giant Pop Mart launched its latest Mini Labubu series online at 10 pm on Thursday. Within 60 seconds of launch, the products were sold out across JD.com, Taobao, and other stores, according to media reports.
Five minutes after the launch, the Global Times found that Pop Mart’s official flagship store on Taobao showed the products were sold out, with sales exceeding 300,000 units. On JD.com, the products page showed that more than 120,000 units of the four different product specifications had been sold in total.
According to a social media post by Pop Mart on August 22, the company officially announced the new mini LABUBU products, available in two sets, each containing 14 regular figures named after letters A-Z, plus a hidden figure. Each blind box is priced at 79 yuan ($11). The new product will be available online starting at 22:00 on August 28 and offline starting on August 29.
The resale prices of the mini Labubu series have seen a certain increase on second-hand selling platform Xianyu. The Global Times observed on the platform that a full set of 14 blind boxes is listed by resellers at prices ranging from the original retail price 1,106 yuan up to 2,000 yuan. Individual blind boxes are priced between 85 yuan and 200 yuan, with some sellers asking even higher.
The topic of mini Labubu was also listed on the top trending list of Chinese X-liked social media platform Sina Weibo with nearly 17 million of views as if press time. Some netizens posted the screenshot of their order that was successfully placed, while others complained they missed the chance again.
Some netizens also noted that the supply of the mini Labubu appeared to be larger than previous releases, making it relatively easier to purchase.
The new products came after the company on August 19 released its financial results for the first half of 2025, reporting revenue of 13.88 billion yuan, up 204.4 percent year-on-year. Adjusted net profit reached 4.71 billion yuan, up 362.8 percent year-on-year.
Previously, Pop Mart’s founder Wang Ning emphasized in an interview that the company’s rise has been powered by both Chinese culture and Chinese manufacturing.
“We want to be an enterprise like a tree, with its roots deeply planted. China’s inclusive culture, strong manufacturing capacity, and broad market… all provide the soil for rooting. It is precisely Chinese manufacturing and Chinese culture that have made us what we are,” said Wang in an exclusive interview with the People’s Daily.
Global Times