JAKARTA – Milan, a glamorous fashion city, now has a new trend that is slightly different, namely a long line for a tiny toy called Labubu.
This ugly-cute’ (bad but adorable) character has succeeded in stealing attention and being part of the lifestyle of young people to families in Italy.
Along Buenos Aires, one of the busiest shopping streets in Milan, a line of people can be seen snaking tens of meters just to enter the POP MART store. From behind the window window, Labubu with large eyes seemed to welcome fans who were willing to wait hours.
Alice, a Labubu fan from Alessandria, is willing to travel more than an hour to try her luck to get this little figure.
“Labubu is not just a toy. For me, it’s a trend that everyone is looking for and there’s a touch of fashion that makes it different,” he said, quoted from the Xinhua page.
Marta, a local Milan resident, is more fortunate. He won the purchase slot through an online lottery.
“Now you can see Labubu everywhere on the road,” he said while holding the newly purchased Blind Box.
“He’s trending, accessories, as well as toys,” he continued.
POP MART, a toy company for designers from Beijing, opened its first flagship store in Italy in July 2024. It didn’t take long for them to expand their business with pop-up stores at the Rinassente shopping center.
“The atmosphere is amazing, full of energy,” said Marco Ardizzone, Sales Director of POP MART for Southern Europe.
Most customers come from Milan, but we also see people from Bergamo, Venice, Turin, to Rome and Napoli. Every day there are queues, and this trend has not shown any signs of slowing down,” he continued.
Labubu comes from Kasing Lung’s collection of ‘Monsters’, a Hong Kong-born designer who grew up in the Netherlands. Even though it looks strange, that’s exactly what makes her loved. The character is ugly but cute, simple but full of characters.
Labubu fits perfectly with the tastes of our local clients. They like the storytelling behind each character,” added Ardizzone.
For many fans, Labubu is more than just a toy. Labbu is a form of self-expression as well as an emotional friend in the midst of the bustle of big cities.
Observers assess that the success of Labubu in Italy cannot be separated from the Guochao or Chinese-chic trend, which combines Chinese cultural nuances with modern designs. Italian media even call the MAP MART’s visual style in rhythm with Milan’s fashion culture, making it easy to accept.
This phenomenon also shows the need for young people for three things, namely the unique ‘ugly-cute’ aesthetic, storytelling that can be interpreted freely, and a sense of togetherness through collection and sharing activities on social media.
Now in every corner of the POP MART store, the queue is never quiet. From families with small children, streetwear students, to office workers at lunch hours, all are willing to wait to take Labubu home.
From the mystery box that was opened with curiosity to photos uploaded to social media, Labubu managed to weaving himself into Milan’s daily life.
Like Marta said, ‘Labubu is small, strange, but it makes a smile. It feels like Milan is incomplete without him.’ said Marta.
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