Once a whimsical
character in a children’s book, Labubu, the mischievous,
elf-like doll with rabbit ears and sharp little teeth, has exploded into a
billion-dollar collectible craze, captivating pop stars, fashion icons, and
everyday enthusiasts alike.
THE BIRTH OF LABUBU
Labubu is the brainchild of Hong Kong-born artist Kasing Lung, an illustrator known for his
whimsical creations.
In 2015, Lung created Labubu, along with its companions like
Zimomo, Spooky, and Tycoco, as part of the characters for his children’s book
series ‘The Monsters’. Labubu’s character features a mischievous grin, rabbit‑like
ears, and sharp little teeth that were inspired by Nordic
folklore.
Labubu took physical form in 2019 when Chinese toy
giant Pop
Mart partnered with Lung to produce a line of collectible blind‑box
figurines of the series. The character-based product company revolutionized the
toy market by packaging figures in opaque boxes so the buyer doesn’t know which
specific design they’ll get until they open it. The element of surprise and the
thrill of the chase for rare “secret” editions fueled an addictive collecting
frenzy.
The first Labubu keychain series, called ‘Exciting Macaron’,
was released in October 2023. Other collections include ‘Fall in Wild’,
the seven-figurine ‘Have a Seat’ line, and ‘Big into Energy’.
The doll has been depicted as a magician, a diver, an
astronaut, and countless other personas, each maintaining the character’s core
identity while offering novelty. This wide variety encourages collectors to
complete series and eagerly anticipate new releases.
WHY IS LABUBU SO POPULAR?
Celebrity endorsements supercharged Labubu’s meteoric rise.
In April 2024, BLACKPINK’s Lisa casually showed off a Labubu keychain on her
Instagram, igniting a shopping frenzy across Asia. The organic endorsement
sparked what Teen Vogue and Vogue Italia described as the “first wave of fame”
for the doll.
Soon after, global stars like Rihanna and Dua Lipa were
spotted with Labubu dolls dangling from their designer bags, including
appearances at Paris Fashion Week. Even David Beckham jumped into the trend,
showcasing Labubu in public outings.
Pastel furry doll Labubu
Photo credit: KUA CHEE SIONG
In May 2025, Indian actress Ananya Panday’s pastel-pink
Labubu went viral, prompting beauty brand Lakmé to launch a Labubu-themed
campaign. K-pop idols from SEVENTEEN and other groups further amplified the
hype, posting customized Labubus online. Demand grew so intense that Pop Mart
temporarily suspended in-store sales in South Korea due to safety concerns.
THE COST OF LABUBU
Adults, especially young women, have begun treating Labubu
as a collectible accessory: bag charms, car ornaments, and fashion accessories.
Miniature couture versions appeared at events in Indonesia and Paris, where designers
like Sebastian Gunawan created outfits tailored for tiny Labubus.
Pop Mart also extended its collaborations, releasing limited
editions with Coca‑Cola, One Piece, and luxury brands like Louis Vuitton in
exclusive blind‑box runs at places like the Louvre. These collaborations often
result in limited-edition, highly coveted items, further driving up demand and
perceived value.
Prices reflected the craze. By 2025, Pop Mart had released
over 300 different Labubu figurines, ranging in size and price. Standard
Labubus retail around $15–$30; rare “secret” variants often sell for over
$1,000. This month, a four-foot-tall mint-green Labubu was sold for $170,000 at
the first official Labubu auction held in Beijing.
As the brand’s popularity continues to soar, counterfeit
versions — known as ‘Lafufus’ — have begun circulating in the market. Fake
accessories have also surfaced online, attracting a surprising level of
interest from some collectors drawn to their offbeat designs.
According to Pop Mart’s report released on August 20, 2024,
the product line raked in 6.3 billion Chinese yuan (about $870 million) in
sales within just the first half of the year.
CONTROVERSY AND CRITICISM
Despite its success, Labubu’s blind-box model has faced
backlash. Critics compare it to gambling, as the randomised nature fuels
compulsive buying, especially among young fans. In response, Chinese regulators
imposed restrictions, banning sales to children under eight and mandating
clearer odds disclosure. Consumer advocates continue pushing for stricter
corporate accountability, warning of the psychological risks tied to
collectible obsessions. The federation council in Russia also proposed banning the sale of Labubus due to the
“frightening appearance” and potential harm to children’s mental health.
WHAT NEXT?
As Labubu’s popularity shows no signs of slowing, Pop Mart
teases even more ambitious projects — from augmented-reality collectibles to
animated series. Whether as a fashion statement, investment, or cultural icon,
Labubu has cemented its place in the global toy hall of fame, proving that
sometimes, the weirdest little creatures make the biggest impact.
culled: TheCable
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