Labubu

Labubu is a line of collectible plush toys created by Hong Kong illustrator Kasing Lung. The series features zoomorphic elves with exaggerated facial expressions, of which the central figure is Labubu, a monster with sharp teeth, large ears and a scruffy appearance.

The toys are produced and sold exclusively by the China-based retailer Pop Mart, which primarily releases Labubu figures in sealed "blind box" packaging that conceals the specific character inside. Over time, the series expanded to include different versions of Labubu and other related figures, often released in limited runs or as part of themed sets.

Labubu toys became especially popular in 2024 across East and Southeast Asia, becoming one of Pop Mart's signature characters and a central figure in the global blind box collecting trend. The character has also inspired collaborations with fashion brands and limited-edition art figures. Academic research has examined consumer behavior surrounding the Labubu series, particularly in relation to scarcity-based marketing strategies.[1]

History

Labubu began as a character designed by Kasing Lung (born 1972),[2][3] a Hong Kong-born artist raised in Utrecht, Netherlands, who later settled in Antwerp, Belgium.[4] Labubu was part of Lung's story series The Monsters, which was influenced by Nordic folklore[5][6] and mythology that he enjoyed during his childhood.[7]

Labubu was introduced in 2015[7] with "Monsters" figurines produced by the company How2Work; the toy gained wider recognition in 2019 following a collaboration with Pop Mart.[8] This partnership boosted Labubu's popularity among collectors.

By 2025, the brand had released over 300 different Labubu figurines, ranging in size and price, from US$15 for an 3 in vinyl figure to $960 for a 31 in "mega" edition. In June 2025, a 4 ft mint-green Labubu was sold for $170,000 at the first official Labubu auction, held in Beijing.[9] An anime adaptation of 156 short episodes in a 7-minute time slot was planned for broadcast in 2025.

Pop Mart CEO Wang Ning's 48.73% stake in the company has secured a US$21.1billion fortune as of 7 July 2025 (up from $1.8billion in 2024), making him the youngest member of China's top ten billionaire list at 0.[10]

Commercial performance

Pop Mart attributes a substantial share of its sales to Labubu's IP, The Monsters. In its 2024 annual report, the company reported revenue of RMB 3.04 billion (roughly US$430 million) from The Monsters, equal to 23.3% of total revenue that year.[14] In the first half of 2025, The Monsters generated RMB 4.81 billion (about US$670 million), accounting for 34.7% of Pop Mart's revenue for the period.[15][16]

Design

Labubus are described as having a playful yet slightly fierce look, featuring round, furry bodies, wide eyes, pointed ears, and nine sharp teeth that form a mischievous smile.[17][6] Aside from Labubu herself, other figures also belong to a "tribe" called "The Monsters", including the characters Mokoko, Pato, Spooky, Tycoco (Labubu's "skeleton-looking" boyfriend),[18] and Zimomo (the leader of The Monsters, with a spiked tail).[19][20] The dolls have been produced with a variety of appearances.[17][21][22]

The first Labubu key-ring line, titled "Exciting Macaron" (心動馬卡龍), was released in October 2023.[21] Other collections include "Fall in Wild", the seven-figurine "Have a Seat" (坐坐派對) line,[23] and "Massive into Energy" (大動力系列).[21]

Pop Mart has also collaborated with various brands,[24] producing a Coca-Cola–themed winter blind box series of eleven Labubus in late 2024[25] and a 13-figurine line of The Monsters re-imagined as characters from the manga and anime One Piece in early 2025.[26] Other figures have been released exclusively at various museums,[23] such as the "Labubu's Artistic Quest" series sold at Pop Mart's store at the Louvre in Paris.[27]

Popularity and public issues

The toy gained widespread attention in April 2024 after K-pop group Blackpink member Lisa was spotted with a keychain Labubu on her bag.[8][30] This sparked a trend that quickly contributed to its growing recognition in Thailand and other parts of Southeast and East Asia.[17] Labubus have also received endorsements from celebrities such as Rihanna and Cher, and have been used in promotional efforts for unrelated films, with actors like Javier Bardem interacting with the toys as part of marketing campaigns.

In 2025, New York magazine's Liza Corsillo wrote that the "toy's appeal is fueled by a hard-to-explain cuteness—they're kind of ugly, but huggable, with a devilish grin—as well as surprise and scarcity." Corsillo also wrote that, like Jellycat, Labubus blur "the line between toys and fashion".[31]

Demand for Labubus has been high enough to crash the website on at least one occasion.[31] Due to the brand's popularity, counterfeit versions, sometimes colloquially referred to as "Lafufus", have appeared in the market.[9] Counterfeit accessories are also available for purchase online. Some collectors have reportedly also taken interest in these fakes, due to their unconventional designs.[31]

Pop Mart's 2024 interim report, released on 20August, stated that the line generated sales of 6.3billion Chinese yuan (approximately US$870million) in the first half of the year.[32]

In May 2025, Pop Mart announced it had paused selling Labubus in all 16 of its stores in the United Kingdom until June to "prevent any potential safety issues" following multiple reports of customers fighting over them.[33]

The Federation Council of Russia proposed banning the sale of Labubus. The reason was their "frightening appearance" and potential harm to children's mental health. In Russia, Ekaterina Altabaeva, deputy chair of the Committee on Science, Education and Culture, stated that the figures cause children to feel fear. She called on Rospotrebnadzor and Rosobrnadzor to consider banning them.[34] Tatyana Butskaya, first deputy chair of the State Duma Committee on Family Protection, reported that Labubus were being sold in Russia in violation of regulations: according to her, there was not a single word in Russian on the toys, and the marking did not indicate that they were manufactured in Russia.[35][36]

In July 2025, authorities in Iraq's Kurdistan Region announced they had banned the sale of the doll due to claims that they resulted in behavioral problems in children. Authorities also seized at least 4,000 dolls in the Erbil area, following media reports of the dolls also containing 'demonic spirits'.

The New York Times noted the widespread cultural presence of Labubu toys, describing them as "adorable furry monsters with sharp teeth" and comparing their chaotic-cute appeal to popular film characters like Stitch (Lilo & Stitch) and Toothless (How to Train Your Dragon). The article credited Labubu with influencing the season's surge in cute sidekick characters across major studio films.[37]

Cultural impact

See also

• List of Sanrio characters

External links