Labubu

Labubu is a fictional character and collectible-toy line created by Hong Kong illustrator Kasing Lung. The character is the best-known member of The Monsters, a group of zoomorphic elves inspired in part by Nordic folklore and mythology. Labubu is typically depicted with a furry body, large pointed ears, wide eyes, a mischievous expression, and nine sharp teeth. The design combines a cute, approachable silhouette with a slightly fierce or unsettling appearance. Lung developed The Monsters while drawing on stories and imagery associated with European folklore. The first Labubu-related figurines were produced in 2015 by How2Work. The character reached a broader collector audience after Pop Mart began collaborating with Lung in 2019. Pop Mart's distribution model, especially its use of sealed blind boxes, helped turn the character from an art-toy property into a mass-market collectible phenomenon. Buyers generally know the theme of a series but not the specific figure inside the package; selected series may include scarce secret designs. This mechanism encourages repeated purchases, trading, and secondary-market activity. The line expanded from small vinyl figures to plush toys, key rings, larger display figures, themed series, museum exclusives, and licensed collaborations. The first Labubu key-ring collection, Exciting Macaron, was released in October 2023. Other notable ranges include Fall in Wild, Have a Seat, and Massive into Energy. Collaborations have included a Coca-Cola winter series and a One Piece-themed collection featuring The Monsters characters. Pop Mart has also sold special designs through selected locations, including a Louvre store series marketed as Labubu's Artistic Quest. Labubu's popularity accelerated sharply in 2024, particularly across China, Thailand, and other East and Southeast Asian markets. Public visibility increased after Blackpink member Lisa was seen carrying a Labubu keychain, after which the character became closely associated with fashion accessories and celebrity culture. Rihanna, Cher, and other celebrities have also been reported using or promoting Labubu-related items. The character's appeal has been linked to its combination of cuteness, eccentricity, scarcity, and the ability to function both as a toy and as a fashion accessory. The brand became one of Pop Mart's signature intellectual properties and a prominent example of the global blind-box collecting trend. Pop Mart's 2024 interim report attributed approximately 6.3 billion yuan in first-half revenue to The Monsters line; that figure is a Pop Mart-reported product-line figure rather than an independently audited standalone Labubu company result. By 2025, the line reportedly contained more than 300 different figures, spanning small affordable items and much larger premium editions. Labubu's rapid growth has also produced controversy. Critics have questioned whether blind-box scarcity encourages overconsumption, compulsive collecting, and excessive spending. Counterfeit products, sometimes nicknamed Lafufus, have appeared in multiple markets. Crowd-control and safety concerns led Pop Mart to pause Labubu sales temporarily at its United Kingdom stores in May 2025 after reports of disputes among customers. Officials in Russia and Iraq's Kurdistan Region also raised concerns about the character's appearance and possible effects on children, with the latter region announcing a sales ban and seizing counterfeit or unapproved products. These reactions remain external criticisms or regulatory actions rather than findings that the character itself causes psychological or behavioral harm. Labubu has also entered wider popular culture and local cultural practices. In Thailand, some people incorporated Labubu imagery into amulets and tattoos associated with luck. Singapore religious and political events used Labubu figures in highly visible promotional or community settings, prompting debate about cultural appropriateness. The character's…

Labubu originated within The Monsters, a character and story world developed by Hong Kong-born illustrator Kasing Lung. Lung was raised in Utrecht in the Netherlands and drew inspiration from Nordic folklore and mythology that interested him during childhood. The Monsters are represented as a group of small, elf-like or monster-like beings, with Labubu becoming the central and commercially dominant character. The first Labubu figurines appeared in 2015 through a production partnership with How2Work. At this stage, the character belonged primarily to the designer-toy and art-collectible scene. Its subsequent relationship with Pop Mart, beginning in 2019, transformed the scale and distribution of the property. Pop Mart's retail network and blind-box system gave the character a repeat-purchase format that supported themed series, secret editions, collector trading, and frequent product refreshes. The character's visual identity remained consistent while the product formats diversified. Labubu figures generally have furry or textured bodies, large ears, round eyes, and a grin showing nine pointed teeth. Related characters include Mokoko, Pato, Spooky, Tycoco, and Zimomo, the leader of The Monsters. Designs have been adapted into vinyl figures, plush products, keychains, large-scale sculptures, and special-edition merchandise. A significant format change came in October 2023, when Pop Mart launched the Exciting Macaron key-ring series. This made Labubu especially suitable for attachment to handbags and other fashion items. The character's visibility grew rapidly in 2024 after Blackpink's Lisa was seen with a Labubu keychain. The resulting attention was particularly strong in Thailand and other Asian markets, where Labubu became both a collectible and a style accessory. Celebrity exposure, social-media circulation, limited releases, and the surprise mechanics of blind boxes reinforced one another. The line subsequently expanded through collaborations and location-specific releases. A Coca-Cola-themed winter series, a One Piece collection, and museum-related products demonstrated Pop Mart's strategy of placing The Monsters in multiple cultural and commercial contexts. Labubu's presence also extended beyond ordinary retail: Thai consumers incorporated its image into amulets and tattoos associated with good fortune, while Singapore events used figures in community and religious settings, generating debate about whether the character was being used appropriately. By 2025, the property had become one of Pop Mart's most important characters, with more than 300 reported figure designs across different sizes, editions, and price points. Demand created stock shortages, website disruptions, secondary-market speculation, and disputes at some retail locations. The same scarcity-driven model that supported commercial growth attracted criticism for encouraging overconsumption and compulsive collecting. Counterfeit products, often called Lafufus, also became widespread and prompted enforcement efforts and consumer-authentication discussions. Labubu's cultural prominence produced additional criticism and regulatory attention. Some Russian officials argued that its appearance could frighten children and questioned product labeling. Authorities in Iraq's Kurdistan Region announced a sales ban and reported large seizures, linking the toys to alleged behavioral and supernatural concerns. Online conspiracy theories compared Labubu with the Mesopotamian demon Pazuzu, although cultural commentators and designers have described the character as a folklore-influenced design without occult intent. These claims are contested and should not be treated as established facts. The character remains commercially active through Pop Mart's product launches, collaborations, stores, online channels, and limited editions. Its development illustrates how an artist-created character can become a global consumer brand when distinctive design is combined with collectible mechanics, celebrity visibility, social media, and controlled scarcity.

1. 2025More than 300 reported figure designs

   The line was reported to have expanded to more than 300 figures in multiple sizes and editions.

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2. 2024Popularity surges across Asia

   Celebrity visibility and social-media circulation helped Labubu become a major collectible trend in East and Southeast Asia.

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3. 2023Exciting Macaron key rings launch

   The first Labubu key-ring line broadened the character's use as a bag accessory and fashion collectible.

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4. 2019Pop Mart collaboration begins

   The partnership with Pop Mart expanded Labubu's distribution and integrated the character into the company's blind-box collectible system.

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5. 2015First Labubu figurines produced

   How2Work produced the first Labubu-related figurines based on Kasing Lung's The Monsters characters.

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A designer-toy and collectible character brand positioned between art toys, plush merchandise, fashion accessories, and pop-culture collectibles. Its commercial proposition combines distinctive character design, limited editions, blind-box surprise, scarcity, and collaboration-driven cultural relevance.

• The Monsters blind-box figuresCollectible vinyl figures2019

  The core product format consists of small vinyl figures sold in sealed boxes. Each themed series contains several known designs and may include a rarer secret figure. The random-selection format supports collecting, swapping, repeat purchases, and secondary-market trading.

• Labubu plush toysPlush toys

  Plush versions translate Labubu's furry body, pointed ears, large eyes, and toothy smile into a larger and more tactile format. They are sold as both ordinary character merchandise and limited or themed releases.

• Exciting MacaronKey rings and accessories2023

  Released in October 2023, Exciting Macaron was the first Labubu key-ring line. Its compact format helped move the character from display shelves onto handbags, backpacks, and other personal accessories.

• Have a SeatThemed collectible series

  Have a Seat is a seven-figure themed series built around seated Labubu designs. It exemplifies Pop Mart's use of distinct poses and settings to create collectible variation within a single release.

• Coca-Cola collaborationLicensed collaboration2024

  The Coca-Cola winter blind-box collection presented eleven Labubu designs using Coca-Cola-associated seasonal styling. It extended The Monsters property into a recognizable global consumer brand partnership.

• One Piece collaborationLicensed collaboration2025

  This thirteen-figure collection reimagined The Monsters characters through the visual language of the One Piece manga and anime franchise.

• 2025One Piece collaboration

  International

  The Monsters characters were redesigned for a thirteen-figure One Piece-themed collection.

  Outcome. Strengthened the property's position within licensed pop-culture collectibles.

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• 2024Celebrity and social-media visibility campaign

  Thailand · China · Southeast Asia · East Asia

  Labubu's visibility increased after Lisa of Blackpink was seen carrying a Labubu keychain. Subsequent celebrity associations and social-media sharing helped establish the character as both a collectible and a fashion accessory.

  Outcome. The character became a major regional and then international pop-culture trend.

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• 2024Coca-Cola winter collaboration

  International

  Pop Mart and Coca-Cola released a winter-themed blind-box collection featuring eleven Labubu designs.

  Outcome. Expanded Labubu's reach through a globally recognized consumer-brand partnership.

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• 2025Pause UK store salesOther

  Reports of customer fights created potential safety and crowd-management concerns at UK stores.

  What changed. Pop Mart paused Labubu sales in all sixteen UK stores until June.

  Aftermath. The pause temporarily limited retail availability while the company addressed possible safety issues.

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• 2023Extend Labubu into key-ring accessoriesProduct launch

  The character was increasingly suitable for use as a fashion and personal-accessory item.

  What changed. Pop Mart launched the Exciting Macaron key-ring series.

  Aftermath. Key rings helped increase everyday visibility and contributed to the character's association with handbags and fashion styling.

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• 2019Adopt Pop Mart's blind-box distribution modelStrategy

  Labubu moved from a niche art-toy property toward broader commercialization through Pop Mart.

  What changed. Pop Mart distributed The Monsters products through blind boxes, themed collections, limited editions, and its retail network.

  Aftermath. The model supported repeat purchases, collecting, trading, and rapid international expansion.

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• 2025Counterfeit Labubu productsControversy

  The character's popularity generated widespread counterfeit toys and accessories, commonly nicknamed Lafufus. Reports described authentication problems and legal enforcement activity related to alleged counterfeit sales.

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• 2025Retail crowd-control and safety disputesControversy

  Pop Mart temporarily paused Labubu sales at its UK stores after reports of customers fighting over products. The company cited prevention of potential safety issues.

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• 2025Regulatory and psychological-effect concernsControversy

  Officials in Russia and Iraq's Kurdistan Region raised concerns about Labubu's appearance, effects on children, labeling, or alleged supernatural associations. The claims were disputed and do not establish that the products cause psychological or behavioral harm.

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• 2025One Piece collaboration released

  Pop Mart released a thirteen-figure collection reimagining The Monsters characters through the visual world of One Piece.

  CampaignProduct launch
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• 2025United Kingdom Labubu sales temporarily paused

  Pop Mart paused sales at its sixteen UK stores after reports of customer fights and stated that the measure was intended to prevent potential safety issues.

  RegulationOther
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• 2025Kurdistan Region announces Labubu sales ban and seizures

  Authorities in Iraq's Kurdistan Region announced a ban and reported seizing at least 4,000 dolls amid claims about children's behavior and alleged supernatural associations.

  Regulation
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• 2025Russian officials propose restrictions on Labubu sales

  Russian lawmakers and officials called for consideration of a ban, citing the character's frightening appearance, possible effects on children, and alleged labeling deficiencies.

  Regulation
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• 2024Celebrity visibility accelerates Labubu's popularity

  Blackpink member Lisa's public use of a Labubu keychain helped drive attention in Thailand and across Asian markets. Other reported celebrity users included Rihanna and Cher.

  CampaignOther
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• 2024The Monsters reports strong first-half sales

  Pop Mart's interim reporting attributed approximately 6.3 billion yuan in first-half revenue to The Monsters line, which includes Labubu.

  Other
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• 2024Coca-Cola collaboration expands Labubu merchandise

  A winter blind-box collaboration produced eleven Coca-Cola-themed Labubu designs.

  CampaignProduct launch
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• 2023Labubu key-ring line Exciting Macaron released

  Pop Mart introduced the first Labubu key-ring collection, expanding the character into a portable fashion and accessories format.

  Product launchProduct generation
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• 2019Labubu becomes a major Pop Mart collectible character

  Pop Mart's collaboration with Kasing Lung helped move Labubu from an art-toy property into a widely distributed blind-box collectible line.

  OtherProduct launch
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1. Labubu
2. Pop Mart