Labubu: The Monster Who Made Culture Cute - The Definitive Guide

Khoshnaw Rahmani, Jadetimes Staff

K. Rahmani is a Jadetimes news reporter covering culture.

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Image Source: Lillian Suwanrumpha

1. Labubu Mania Peaks in 2025

In mid-2025, Pop Mart’s signature character Labubu reached unprecedented heights of global buzz. A 1.2-metre mint-green Labubu sculpture fetched ¥1.24 million (≈$173,000 USD) at a Beijing auction, while blind-box sales crashed Pop Mart’s website on multiple occasions. Celebrity sightings—from BLACKPINK’s Lisa to Rihanna—turned Labubu into a must-have fashion accessory and cultural totem overnight2.

2. Origins and Creator

Labubu was born in 2015 from the imagination of Hong Kong–Belgian artist Kasing Lung, whose childhood passion for Nordic folklore inspired a storybook series called The Monsters. Initially produced as limited-run vinyl figures by How2Work, Labubu’s impish grin and nine-tooth silhouette laid the groundwork for a cult following among designer-toy enthusiasts.

3. Design Evolution and Product Lines

Labubu’s core features—pointed ears, wide eyes, and a row of nine sharp teeth—remain constant across its 300+ variations, which range from

• 3 in vinyl figures ($15 retail)

• Plush keychain charms ($20–30)

• 79 cm “mega” editions ($960 retail)

• 1.2 m auction sculptures (record $173,000)

Key series include:

• Exciting Macaron (Oct 2023)

• Have A Seat vinyl-plush line (Jul 2024)

• Big Into Energy neon series (Apr 2025)

• Limited crossovers: Coca-Cola, One Piece, Louvre Art Quest

4. Pop Mart’s Blind-Box Engine of Hype

Pop Mart’s “blind box” model transformed Labubu from art-toy niche into mass-market obsession. Each sealed box conceals one random design from a six-figure lineup plus a rare “secret” variant (1 in 100 odds), creating a dopamine-fuelled collect-them-all chase. Unboxing videos on TikTok and Instagram amplify FOMO, driving repeat purchases and secondary-market speculation.

5. Global Rollout and Distribution

Since signing an exclusive licensing deal in 2019, Pop Mart has expanded Labubu distribution to:

• 530 retail stores worldwide

• 2,470 “Robo Stores” (blind-box vending machines)

• 31 U.S. flagships, multiple European outlets

• Online channels: Pop Mart website, Amazon, TikTok Shop

Non-China revenue now accounts for 40% of sales, underscoring Labubu’s cross-border appeal.

6. Cultural and Fashion Dimensions

Labubu’s ugly-cute aesthetic resonates with kidult consumers and Gen Z’s embrace of imperfection. Beyond toys, Labubu appears as:

• Bag charms on Hermès, Miu Miu, and Louis Vuitton

• Streetwear collaborations with Vans, Uniqlo, Pronounce

• Art-fashion hybrids at Milan Fashion Week and Louvre pop-ups

Fans project emotions onto Labubu, calling it a “mood mirror” or “alter ego,” reflecting youth culture’s craving for authentic self-expression.

7. Economic Impact and Market Performance

Labubu has been Pop Mart’s financial locomotive:

• 2024 revenue: ¥13.04 billion (US$1.81 billion), with the Monsters line (Labubu) generating ¥3 billion

• First half 2024 sales: ¥6.3 billion (≈$870 million) from blind-box toys alone

• Market cap surpassing Hasbro + Mattel combined, positioning Pop Mart near $40 billion valuation

This growth illustrates how a single IP can recalibrate a company’s global footprint.

8. Collector Culture and Secondary Market

Labubu collectors engage in:

• Swap meets and online forums (Reddit r/labubu, fan-run Instagram)

• Secondary-market flips, with rare keychains reselling for up to $7,000 on StockX and eBay

• Auction houses, where mega‐editions command six-figure bids

The frenzy echoes Pokémon and Be@rbrick crazes but is uniquely steeped in blind‐box mechanics and digital fandom.

9. Comparison with Other Collectible Dolls

·      Labubu stands apart in the collectible-toy landscape:

·      Hello Kitty (1974–): pure kawaii, corporate mascot, franchise-driven

·      Beanie Babies (1993–2000s): resin-pellet plushes, speculator bubble

·      Funko Pop! (2010s–): licensed vinyl figurines, mass fandom

·      Sonny Angel (2005–): gachapon mini-figures, collectible rotation

·      Labubu (2015–): artist-driven IP, blind box, ugly-cute identity

Unlike franchise tie-ins, Labubu thrives purely on its designer origins, aesthetic surprise, and fan-centered scarcity.

10. Controversies and Counterfeits

The craze spawned

• “Lafufu” knock-offs flooding Asian markets and online shops, some posing safety risks due to missing certifications7

• Regulatory pushback: proposed bans in Russia and Southern Kurdistan over cultural or consumer-protection concerns

• Satanic panic conspiracies on TikTok, with some burning dolls amid demonic claims—totally unfounded by creator Kasing Lung’s Nordic folklore roots

Pop Mart combats fakes with UV-stamp authentication and anti-counterfeit QR tags on official packaging.

11. Timeline of Key Milestones

• 2015: Labubu debuts in Kasing Lung’s The Monsters posts (How2Work)

• 2019: Exclusive licensing with Pop Mart; first blind-box Labubu figures launch

• 2020–22: Slow-build fandom; plush keychains introduced; celebrity sightings begin

• Apr 2024: BLACKPINK’s Lisa ignites Thai Labubu frenzy with social-media post

• Jul 2024: “Have A Seat” series sells out; Pop Mart Q2 sales surge

• Dec 2024: Pop Mart interim report: ¥6.3 billion H1 revenue; global store expansion; counterfeit warnings intensify

• Apr 2025: “Big Into Energy” neon Labubu drops; TikTok unboxing mania peaks

• Jun 10, 2025: 4.3 ft Labubu auction sets record at ¥1.24 million (≈$172,800)

• Jul 2025: Pop Mart pauses UK plush sales amid safety reviews; ICC warns on fakes, cultural bans proposed

12. Future Outlook

Labubu’s trajectory signals a new paradigm in global toy culture—where artist-led IP, psychology-driven retail, and digital fandom converge. Upcoming frontiers include:

• Animated shorts and mobile games to flesh out The Monsters lore

• NFT integrations and AR-enhanced unboxings

• Sustainable packaging and ethical blind-box reforms

As Asia cements its role in shaping global pop culture, Labubu stands as a symbol of creative authenticity, community-powered hype, and the enduring power of a toothy, mischievous grin.