Labubu: The Plush Toy Taking Over Pop Culture and Business
Labubu, the mischievous wide-eyed creature with pointy ears and a toothy grin, has quickly transformed from a niche collectible into one of the most talked-about characters in global pop culture. What began as an artistic creation inspired by European folklore is now a booming phenomenon that’s reshaping the toy industry and fueling massive financial gains for its parent company, Pop Mart.
From Sketchbook to Global Craze
The character was originally designed by Hong Kong illustrator Kasing Lung as part of his The Monsters series, drawing on Nordic-inspired mythology. In 2019, Chinese toy giant Pop Mart introduced Labubu to the market through its “blind box” system, where buyers don’t know which version of the toy they’ll receive until unboxing. This strategy created instant demand, turning Labubu into a highly sought-after collectible.
With its fluffy body, exaggerated features, and slightly mischievous aura, Labubu quickly struck a chord with fans. Its popularity skyrocketed when global celebrities—including K-pop stars—were spotted carrying or posing with the character, cementing it as a lifestyle and fashion accessory rather than just a toy.
Fans and Collectors Fuel the Frenzy
Labubu isn’t just a plaything—it’s become a cultural symbol. Collectors showcase them at events, accessorize bags with miniature versions, and even feature them in art and fashion shoots. Rare releases and special editions have fueled a thriving resale market, with some life-size figures auctioned for staggering six-figure sums.
Pop Mart’s Big Payoff
The craze has paid off handsomely for Pop Mart. In 2024, Labubu helped double the company’s sales to nearly $2 billion, with profits soaring in 2025 as new product lines continued to sell out worldwide. The toy’s success was so significant that it secured Pop Mart a spot on Hong Kong’s Hang Seng Index, elevating the company’s profile as one of the fastest-growing players in consumer entertainment.
New Releases and Expansions
To keep the momentum alive, Pop Mart has expanded the Labubu line with creative variations, including plushes with long fur, alphabet-inspired charms, and miniature collectibles. The company has also teased future ventures that go beyond toys, hinting at animation projects, interactive entertainment, and even theme park concepts to extend Labubu’s universe.
Challenges Ahead
But with popularity comes challenges. Counterfeit Labubu toys have flooded markets, raising safety concerns after some failed regulatory tests for choking hazards and toxic materials. Authorities have issued consumer alerts, and Pop Mart has taken steps to protect its brand and ensure product safety.
The Bigger Picture
Analysts say the Labubu craze may cool down in the coming years, as fads often do. However, Pop Mart’s strategy to expand Labubu beyond plush toys and into full-scale entertainment could determine whether the character becomes a fleeting trend or a long-term cultural icon.
