Labubu: The Viral Designer Toy
Origin and History
Labubu was created by Hong Kong designer Kasing Lung, who grew up in the Netherlands. In 2015 Lung introduced a fantasy story series called The Monsters – inspired by Nordic fairy tales – in which Labubu was a minor character 1 2 . The toy version of Labubu only emerged after Lung signed a licensing deal with Chinese blind-box company Pop Mart in 2019 3 4 . Pop Mart began producing Labubu figures and blind-box merchandise under its “The Monsters” franchise, bringing the character to a global audience. (According to ABC News, Labubu was “a decade in the making,” first appearing as a background figure in Lung’s picture-book series before Pop Mart popularised her 5 .)
Design and Character
Labubu is portrayed as a small, fluffy monster with rabbit-like features. She has a round furry body, large pointed ears and wide, expressive eyes, plus a row of sharp teeth shown in a mischievous grin 6 7 . Official descriptions emphasise Labubu’s dual nature: her face looks a little fierce, but she is actually kind-hearted. Pop Mart’s profile of Labubu notes she “always wants to help … but often accidentally achieves the opposite” 7 8 . In other words, Labubu is depicted as a playful troublemaker – loyal and well-meaning despite her wild appearance 6 8 . (She is explicitly
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characterised as female in Pop Mart materials 9 .) Figures and keychains of Labubu often come in pastel or bright colours with various outfits (for example, a purple Labubu in a denim jacket is shown above), reflecting her whimsical style.
Labubu’s design draws on Nordic folklore elements. Lung himself described Labubu as an “elvish, furry creature” based on the elves and monsters of European fairytales 10 2 . In the toy universe, Labubu is part of a monster family (including related characters like Zimomo and Mokoko) 11 . (For collectors, Labubu is easy to spot: unlike Zimomo she has no tail and a squarish face 8 .) Across different releases, Labubu’s appearance varies – she may wear hats, scarves or even tiny jackets – but she is always recognisable by her big ears and jagged-toothed smile 6 7 .
Connection to Pop Mart and Collaborations
Labubu’s rise is closely tied to Pop Mart, a Chinese company known for blind-box collectibles. After obtaining the license in 2019, Pop Mart integrated Labubu into its “The Monsters” line, where she quickly became a flagship character 4 . Pop Mart’s influence has been key: its 2024 financial report notes that The Monsters generated about RMB6.3 billion in sales in H1 2024 (roughly US$870 million) 12 . In addition to blind-box toys, Pop Mart has promoted Labubu through high-profile tie-ins. For example, in early 2024 Labubu and Zimomo figures featured in a Milan Fashion Week runway show for Chinese designer Pronounce 13 . Pop Mart has also produced special-edition Labubu items and crossovers with other brands. Notable examples include:
• Fashion and streetwear: A Labubu collaboration with Vans (the shoe brand) and festive Chinese New Year editions 14 .
• Media franchises: A 2025 “One Piece” series where Labubu is dressed as characters from the anime (e.g. Labubu as Tony Tony Chopper) 15 . (Pop Mart even offers “Mega” Labubu
collectibles at 400% and 1000% scale for this crossover 16 .)
• Other IP: Collaborations with games and entertainment (such as Riot Games’Arcane) often feature Labubu-themed figures.
Pop Mart’s global retail network means Labubu can be sold anywhere the company has a presence. (As of 2025, Pop Mart operates hundreds of stores worldwide 17 .) In short, Labubu is a Pop Mart character through and through – almost all official Labubu merchandise is sold via Pop Mart or its licensed partners, and the brand’s marketing clout has driven Labubu to mainstream attention.
Popularity Timeline and Viral Spread
Labubu was a niche collectible through 2019–2023, but skyrocketed in popularity during 2024–2025 thanks to social media and celebrity endorsements. The tipping point came in April 2024 when Lisa, a member of K-pop group Blackpink, posted an Instagram story holding a giant Labubu plush and a Labubu bag charm 18 19 . This instantly raised Labubu’s profile in Asia – especially Thailand (Lisa’s home country) and neighboring markets. From that point on, reports of crazed buying sprees became common: for example, in mid-2024 Singapore police had to manage chaotic crowds at a Pop Mart toy show where fans “shouted, push[ed] and caus[ed] chaos” chasing limited-edition Labubu toys 20 . Pop Mart even teamed with Thailand’s Tourism Authority to send a life-sized Labubu mascot on a tour of Bangkok’s landmarks in summer 2024, marking how big the trend had become 21 .
By late 2024 and into 2025 the Labubu craze had spread globally. Influencers and designers helped carry the fad to Europe and North America. In the UK, streetwear stores sold out of Labubu figures (British rapper Central Cee famously bought out an entire stock) 22 . In April 2025, dozens of collectors camped out overnight outside Pop Mart’s new store on Chicago’s Michigan Avenue for a “Big Into Energy” Labubu release 23 . Media coverage (like ABC Chicago and GQ UK) highlighted Labubu as “the toy that has taken the world by storm” 23 24 .
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Social media played a huge role. Unboxing videos on TikTok and Instagram – showing fans’ excited reactions (or disappointment when they fail to get rare colours) – helped fuel demand 19 14 . Celebrity sightings kept interest high: besides Lisa, Rihanna and Blackpink’s Rosé have been seen with Labubu charms 19 . By early 2025 Labubu collectibles were everywhere in relevant feeds. Indeed, StockX (a resale platform) reported a surge from under 100 Labubu sales in all of 2023 to over 1,000 sales per day by 2025 25 . Throughout 2024–25, Labubu consistently trended on search and social media in East and Southeast Asia, and then caught on with toy collectors in the West.
Collectability and Limited Editions
Labubu figures are sold mainly through blind boxes (sealed packages where the contents are random) 26 . Each blind box yields one figure, so collectors often buy multiples hoping for a desired colour or pose. Because Labubu’s drops are highly themed, many collectors treat each release like a treasure hunt. Major Labubu series (with The Monsters branding) include:
• Core collections: Regular series like “Time to Chill” (released Oct 2022) or “Let’s Checkmate” (Feb
2025) feature Labubu in cute seasonal costumes 27 28 . Each box usually offers several colourways.
• Seasonal/holiday editions: Special Labubu designs tied to holidays or events (for example, a
Chinese New Year “Walk by Fortune” edition 29 or Christmas-themed versions) add rarity value.
• Collaborative releases: As noted above, crossover themes such as One Piece collaborations or streetwear tie-ins create limited-run figures. (One-piece Labubu blind boxes sold as a 12-set set are listed for about $228 on StockX 15 .)
• Accessories and plushies: Apart from small keychain figures, Labubu is also made as plush toys and vinyl dolls. For example, the April 2025 “Big Into Energy” drop had palm-sized pendant
figures plus a larger plush series 30 . Limited-edition accessories (phone charms, chargers, etc.) themed around Labubu have also appeared.
Collectors particularly chase the rare “chase” variants. Each series usually has one secret/ultra-rare Labubu (often with a fancier outfit or colour) that might only drop with 1-in-36 or 1-in-72 probability. Central Cee’s famous “Chestnut Cocoa” Labubu was one such secret figure with a very low drop rate 14 . In the “Big Into Energy” series, Pop Mart confirmed a 1-in-72 chance to get the Secret Labubu 31 . These chase figures can be extremely hard to find, which drives both the excitement and the secondary- market values.
In summary, Labubu’s collectability is driven by blind-box randomness, frequent new series, and special editions. Fans collect everything from standard releases to event exclusives (for example, Pop Mart once sold a Labubu Merlion keychain as a Singapore-exclusive 32). This strategy – many variants and surprise “secret” toys – has made Labubu one of the most sought-after Pop Mart characters in recent years 33 14 .
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Anya Hindmarch - I AM A PLASTIC BAGPricing and Market Trends
A Labubu blind-box figure retails for roughly US$20–30 (varying by series and country). For instance, in April 2025 new Labubu pendants were priced at about $27.99 each in the US 34 (earlier series had cost ~$21.99). Plush and bigger vinyl dolls are more expensive (often ~$70–85 at retail 27 35 ).
However, in the resale market Labubu prices are much higher. As noted, sealed cases and rare colours regularly sell well above retail. Early 2025 saw Labubu figures soar in value: StockX reported that some sellers were asking four-digit prices for very rare pieces 25 . Even common figures often double or triple in the secondary market. For example, after an official drop some Labubu keychains were listed for $90 on StockX (over 3× retail) 34 . Limited or region-exclusive items fetch still more: CNA reports that in Singapore, certain limited-edition Labubu toys have resold “as high as the thousands” of dollars on local marketplace Carousell 36 . (Similarly, collectors in Thailand have paid premium prices or even flown to China to grab new Labubus after word spread.)
Overall, aftermarket demand has been explosive. eBay, Mercari and dedicated blind-box resale sites show Labubu cases and singles selling fast. Facebook groups and Telegram channels dedicated to Pop
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Mart trading are full of Labubu offers. (One analyst quoted by CNA even called Labubu “the hottest collectible right now” in Southeast Asia 37 .) This hot market trend is driven by the global “designer toy” craze and by Labubu’s viral fame. Pop Mart’s own data underscores it: in 2024, Labubu’s parent line generated roughly US$410 million in China alone 38 , and overseas sales are growing rapidly as well.
Cultural Significance and Appeal
Labubu’s appeal lies in the convergence of several trends. The toy is firmly aimed at young adults/ collectors, both male and female, who enjoy pop culture collectibles and “cute/odd” aesthetics. Many buyers are surprised men with an interest in fashion: GQ UK notes that Labubu has become popular as a bag charm, injecting fun into men’s luxury handbags 39 . (Indeed, data show men’s handbag sales are rising, and Labubu offers a quirky accessory to match designer bags 39 .) Collectors say they love Labubu because she is cute but strange, a conversation-starter that contrasts playfully with high-end fashion 40 .
Social media influencers and celebrity fans have turned Labubu into a phenomenon. In Southeast Asia, K-pop star Lisa is widely credited with tipping the trend; after she flaunted her own Labubu toys, interest exploded across Thailand and neighboring countries 9 . The craze is reminiscent of earlier toy/ character crazes (like Bearbricks or Funko Pops), but Labubu adds a wearable element: she goes everywhere clipped to a backpack or purse, rather than just sitting on a shelf 41 . Pop Mart has cultivated Labubu into a symbol of “toy culture” for Gen Z – fun, collectible and shareable on TikTok.
Regionally, Labubu has been especially significant in East and Southeast Asia. Pop Mart reports its overseas revenues from this region jumped 619% in one year 42 . Governments and businesses even got involved – in Thailand the Tourism Authority used Labubu in a campaign, and Singapore’s ruling party once used a Labubu figure in a viral TikTok video about community work 43 . In the Philippines, local celebrities (e.g. Heart Evangelista, Vice Ganda) have shown off Labubu on TV, cementing its pop- culture status 44 . This suggests Labubu has become more than a mere toy – it’s a cultural fad of the moment, crossing from adult collector circles into mainstream media and commerce.
At the same time, many experienced collectors caution that such fads fade. By late 2024 some said Labubu might peak and give way to the next new Pop Mart series. Nonetheless, Labubu’s journey from storybook side character to global must-have has made her an icon of 2024–25 toy culture.
Where and How to Buy
Official channels: The primary source for Labubu is Pop Mart’s official retail network. Pop Mart has numerous brick-and-mortar stores in Asia (China,Japan, Singapore, etc.) and growing presence in the West (the Chicago store above, along with outlets in the US and Europe) 45 46 . In-store and at online Pop Mart shops collectors can buy blind boxes or plush figures at retail price. (Pop Mart occasionally partners with boutiques or fashion brands for limited Pop-up events featuring special Labubu items.)
Pop Mart online: Pop Mart’s website and official app sell Labubu blind boxes, sealed cases and merchandise, often with country-specific releases. Special campaigns (such as numbered editions or country-themed designs) are typically announced on Pop Mart’s social media and handled through these official platforms.
Secondary markets: Because Labubu is in high demand, many buyers turn to resellers. Websites like StockX, eBay, and Mercari frequently have Labubu items for sale – both new and in-hand. For example, sealed 12-box cases (like the One Piece series) have listed for around $199 on StockX 47 . Individual
figures on resale often go for well above original price. In Asia, popular local platforms (such as Carousell in Singapore or Shopee in Thailand) are active markets for Labubu trading. There are also dedicated Facebook and Telegram groups where collectors list toys, swap characters, or run preorder pools. (CNA reports countless Singapore fans post on these community groups, sometimes even holding “quitting sales” to offload old figures 48 .)
Events and fairs: Pop Mart occasionally releases new Labubu editions at conventions and toy fairs (for example, a limited Labubu item was sold at Singapore’s Marina Bay Sands toy show 32). These events often have exclusive variants or bundles. Fans watch announcements for “first-day” releases when lines can form. In short, the easiest way to get the latest Labubu is through Pop Mart itself, but the secondary market (online auctions, resellers, and collector communities) provides many alternate buying options – albeit often at a premium.
Sources: Current details on Labubu’s history, design and market performance are drawn from Pop Mart publications and news reports 1 18 49 , as well as lifestyle coverage in outlets like GQ and Channel NewsAsia 39 19 . Data on sales figures and pricing come from Pop Mart’s own reports and media analysis of resale platforms 49 25 . All sources are cited above for further reading.
1 3 6 12 26 Labubu – Wikipedia https://en.wikipedia.org/wiki/Labubu
figure with fans including Blackpink’s Lisa – CNA Lifestyle
Chicago at 540 N Michigan Avenue – ABC7 Chicago
https://abc7chicago.com/post/popmart-sells-labubu-big-energy-viral-toy-downtown-chicago-540-michigan-avenue/ 16247823/
14 22 24 25 39 40 41 What are Labubu dolls, and why is everyone buying them? | British GQ https://www.gq-magazine.co.uk/article/what-are-labubu-dolls
| 15 | Action Figure Insider » POP MART April Release Recap: New Labubu Drop, Global Collabs |
& Limited Edition Merch (OR Must-Have Accessories)
https://www.actionfigureinsider.com/pop-mart-april-release-recap-new-labubu-drop-global-collabs-limited-edition-merch-or- must-have-accessories/
20 37 44 All You Need to Know: Labubu ‘hottest collectible’ right no
27 28 29 35 LabubuVinyl Face Dolls Series List (All Collections Included) – Fig Palace https://figpalace.com/blogs/guide/labubu-zimomo-mokoko-series-list?
srsltid=AfmBOoqDSrNjXZaGr4if3RgZPG92XMLdiQV3fvXDY4OiL1nwQGhAXOmY
47 Buy and Sell Pop Mart – StockX https://stockx.com/brands/pop-mart
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