Labubu
In a world captivated by the whimsical and the collectible, one mischievous elf-like monster has risen to global fame: Labubu. With its endearing, yet slightly unsettling, grin and signature sharp teeth, this character has transcended its origins as a designer toy to become a cultural phenomenon, driving unprecedented sales and sparking a worldwide collecting craze. Discover how this quirky creation captured the imagination of millions and reshaped the landscape of modern collectibles. Labubu originated from Hong Kong artist Kasing Lung's 'The Monsters' series, inspired by Nordic folklore, and found mainstream success through a strategic partnership with Pop Mart. The toy's explosive popularity in East and Southeast Asia, fueled by celebrity endorsements and scarcity-based blind box marketing, transformed it into a multi-billion dollar intellectual property. Labubu's cultural impact extends from religious symbols and political mascots to triggering debates over consumerism and even inspiring bans due to perceived 'frightening appearances' and mythical associations.
AI Summary
In a world captivated by the whimsical and the collectible, one mischievous elf-like monster has risen to global fame: Labubu. With its endearing, yet slightly unsettling, grin and signature sharp teeth, this character has transcended its origins as a designer toy to become a cultural phenomenon, driving unprecedented sales and sparking a worldwide collecting craze. Discover how this quirky creation captured the imagination of millions and reshaped the landscape of modern collectibles.
- Labubu originated from Hong Kong artist Kasing Lung's 'The Monsters' series, inspired by Nordic folklore, and found mainstream success through a strategic partnership with Pop Mart.
- The toy's explosive popularity in East and Southeast Asia, fueled by celebrity endorsements and scarcity-based blind box marketing, transformed it into a multi-billion dollar intellectual property.
- Labubu's cultural impact extends from religious symbols and political mascots to triggering debates over consumerism and even inspiring bans due to perceived 'frightening appearances' and mythical associations.
Meet Labubu: The Mischievous Monster
Imagine an elf, but with a wonderfully scruffy look, oversized ears, and a grin revealing nine sharp teeth. That's Labubu — the central figure in a captivating line of collectible plush toys and figurines created by the imaginative Hong Kong illustrator, Kasing Lung. Labubu isn't just a toy; it's a character with undeniable charisma.
These distinctive zoomorphic — meaning animal-like — elves became particularly famous through the China-based retailer Pop Mart. They're often released in what are called 'blind boxes' — sealed packaging that keeps the specific character inside a delightful surprise. This element of chance adds an extra layer of excitement for collectors.
By 2024, Labubu had exploded in popularity, especially across East and Southeast Asia, becoming one of Pop Mart's most iconic characters. This little monster didn't just become a signature toy; it cemented its place as a central figure in the global blind box collecting trend, influencing everything from fashion collaborations to academic studies on consumer behavior.
The Origin Story
The creative genius behind Labubu is Kasing Lung, an artist with a fascinating background. Born in Hong Kong, Lung was raised in Utrecht, Netherlands, and later settled in Antwerp, Belgium. His diverse upbringing clearly shaped his artistic vision.
Labubu emerged as part of Lung's story series, 'The Monsters,' deeply influenced by the Nordic folklore and mythology he cherished during his childhood. The character was first introduced in 2015 with figurines produced by How2Work, but it was a pivotal collaboration with Pop Mart in 2019 that truly launched Labubu into widespread recognition among collectors.
The scale of Labubu's success is truly staggering. By 2025, over 300 different Labubu figurines had been released, varying widely in size and price. From an eight-centimeter vinyl figure costing around US$15 to a massive 79-centimeter 'mega' edition priced at $960, there's a Labubu for every collector.
In a remarkable testament to its value, a 1.2-meter-tall mint-green Labubu sold for an astonishing $170,000 at the first official Labubu auction in Beijing in June 2025. This success has also propelled Pop Mart CEO Wang Ning to billionaire status, with his stake in the company securing a fortune of US$21.1 billion by July 2025.
Beyond the Toy: Anime and Film
Labubu's world is expanding far beyond just collectibles. An anime adaptation, featuring 156 short episodes, was planned for broadcast in 2025, bringing the mischievous monster to the screen. Even Hollywood has taken notice.
In November 2025, Sony Pictures acquired the rights to develop a film based on Labubu, with acclaimed director Paul King — known for his work on 'Paddington' — announced to direct. By March 2026, Steven Levenson, co-writer of 'Dear Evan Hansen,' joined King to co-write the screenplay, promising a major cinematic debut for the beloved character.
A Commercial Behemoth
Labubu, along with its accompanying 'The Monsters' intellectual property, accounts for a substantial share of Pop Mart's impressive sales. In its 2024 annual report, the company reported revenue of RMB 3.04 billion — approximately US$430 million — from 'The Monsters' alone. This represented a significant 23.3% of Pop Mart's total revenue for that year.
The momentum only grew stronger. In the first half of 2025, 'The Monsters' generated an even more staggering RMB 4.81 billion, or about US$670 million. This incredible surge meant the franchise accounted for 34.7% of Pop Mart's revenue during that period, solidifying Labubu's status as a commercial powerhouse.
Design & Character
Labubus are instantly recognizable for their unique aesthetic — a playful yet slightly fierce charm. They boast round, furry bodies, wide, expressive eyes, and those distinctive pointed ears. Of course, the nine sharp teeth forming a mischievous grin are their most iconic feature, hinting at a devilish but ultimately huggable personality.
Labubu is not alone; it's part of a vibrant 'tribe' known as 'The Monsters.' This group includes other beloved characters like Mokoko, Pato, Spooky, and Zimomo, the spiked-tail leader. There's even Tycoco, Labubu's 'skeleton-looking' boyfriend. Together, they form a diverse cast that provides endless possibilities for different doll appearances and themed collections.
Themed Collections and Collaborations
The world of Labubu is constantly expanding with imaginative collections. The 'Exciting Macaron' key-ring line, released in October 2023, offered a sweet introduction, while other popular series include 'Fall in Wild,' the 'Have a Seat' line featuring seven figurines, and the 'Massive into Energy' collection, showcasing dynamic poses and themes.
Labubu's appeal has also led to high-profile collaborations with major brands. Late 2024 saw a Coca-Cola-themed winter blind box series featuring eleven unique Labubus. Early 2025 brought a thrilling 13-figurine line reimagining 'The Monsters' as characters from the popular manga and anime 'One Piece.' Even prestigious institutions like the Louvre in Paris have hosted exclusive 'Labubu's Artistic Quest' series, sold at Pop Mart's store within the museum.
The Allure of Blind Boxes
A cornerstone of Labubu's marketing strategy is the blind box model. Figures are sold in themed lines, but the specific toy within each box is chosen at random, adding an element of surprise and anticipation. This method encourages collectors to buy multiple boxes in hopes of completing a set.
Adding to the excitement, each series often includes a rare 'secret' figure that isn't advertised. This elusive chase figure creates immense hype and drives dedicated collectors to continue buying, hoping to uncover the ultimate prize.
Global Phenomenon & Controversy
Labubu's meteoric rise to fame in April 2024 can be directly linked to K-pop superstar Lisa, a member of Blackpink. When she was spotted with a Labubu keychain adorning her bag, it ignited an immediate viral trend across Thailand and swiftly spread throughout Southeast and East Asia, sparking a collecting frenzy.
The toy's allure has since attracted endorsements from global celebrities like Rihanna and Cher. Even Hollywood actors such as Javier Bardem have interacted with Labubu toys in promotional campaigns for unrelated films, showcasing its widespread appeal and undeniable pop culture currency.
Liza Corsillo of 'New York Magazine' aptly captured Labubu's charm, describing its appeal as a 'hard-to-explain cuteness — they're kind of ugly, but huggable, with a devilish grin.' She noted that Labubus, much like Jellycat plushies, 'blur the line between toys and fashion,' becoming desirable accessories as much as playthings.
The demand for Labubus has been so intense that it has, on at least one occasion, crashed Pop Mart's website. This immense popularity has also unfortunately led to a thriving market for counterfeit versions, sometimes affectionately or derisively called 'Lafufus.' Remarkably, some collectors have even developed an interest in these fakes for their unique, unconventional designs.
The financial success continued to soar. Pop Mart's 2024 interim report revealed that the Labubu line generated a staggering 6.3 billion Chinese yuan — approximately US$870 million — in sales during just the first half of that year alone, underscoring its incredible market power.
However, Labubu's popularity hasn't been without its issues. In May 2025, Pop Mart temporarily paused sales in its 16 UK stores 'to prevent any potential safety issues' after multiple reports of customers getting into fights over the highly sought-after toys. The frenzy was becoming a concern for public safety.
Even more controversially, the Federation Council of Russia proposed banning the sale of Labubus due to their 'frightening appearance' and perceived potential harm to children's mental health. Authorities in Iraq's Kurdistan Region went further, seizing over 4,000 dolls and imposing a ban, citing claims that the toys resulted in behavioral problems and even contained 'demonic spirits.'
Despite the controversies, 'The New York Times' acknowledged Labubu's widespread cultural presence, affectionately describing them as 'adorable furry monsters with sharp teeth.' The article drew comparisons to other 'chaotic-cute' film characters like Stitch from 'Lilo & Stitch' and Toothless from 'How to Train Your Dragon,' crediting Labubu with influencing a surge in similar sidekick characters across major studio films.
Cultural Ripple Effects
In Thailand, Labubu's viral popularity in 2024 transcended mere toy collecting, taking on a spiritual dimension. Many Thais began to believe that the image of Labubu could bring wealth and good fortune, leading to its incorporation into Buddhist amulets and even sacred tattoos, blending modern pop culture with ancient traditions.
Labubu even found its way into politics. In September 2024, Singapore's People's Action Party (PAP) Sengkang team introduced a Labubu plush keychain, dressed in a white shirt bearing the party logo, as their 'latest and cutest volunteer' at a grocery distribution event. The doll appeared in official photos and a TikTok video, sparking online discussions about its role in political promotion.
During Singapore's Nine Emperor Gods Festival in October 2024, the Ling Lian Bao Dian Temple innovatively integrated Labubu figurines to engage younger generations. Four Labubu dolls, dressed as devotees, participated in the festivities, drawing significant attention and debate on social media. While some praised the initiative as culturally innovative, others questioned its appropriateness, though the temple clarified no disrespect was intended.
Psychological & Spiritual Debates
The concerns about Labubu's 'terrifying appearance' voiced by Russian officials, and the ban in Iraq's Kurdistan Region due to claims of behavioral influence and 'demonic spirits,' highlight a fascinating intersection of culture and perception. These reactions underscore how toys can sometimes trigger strong emotional and even spiritual interpretations.
Adding to the intrigue, Labubu has become associated with conspiracy theories linking it to the ancient Mesopotamian demon Pazuzu, primarily due to its sharp-toothed grin and eerie aesthetic. These theories gained traction on platforms like TikTok and Reddit, with some users reporting supernatural experiences and even publicly destroying their dolls. While Pakistani actress Mishi Khan warned of negative spiritual energy, designers and cultural analysts firmly dismiss these claims, emphasizing the character's roots in European folklore, not occult symbolism.
Article
Labubu
Labubu ( lah-BOO-boo; Chinese: 拉布布; pinyin: Lābùbù) 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.
History
Labubu
Labubu began as a character designed by Kasing Lung (born 1972), a Hong Kong-born artist raised in Utrecht, Netherlands, who later settled in Antwerp, Belgium. Labubu was part of Lung's story series The Monsters, which was influenced by Nordic folklore and mythology that he enjoyed during his childhood.
Labubu was introduced in 2015 with "Monsters" figurines produced by the company How2Work; the toy gained wider recognition in 2019 following a collaboration with Pop Mart. 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 eight-centimetre (3 in) vinyl figure to $960 for a 79-centimetre (31 in) "mega" edition. In June 2025, a 1.2-metre-tall (4 ft) mint-green Labubu was sold for $170,000 at the first official Labubu auction, held in Beijing. 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$21.1 billion fortune as of 7 July 2025 (up from $1.8 billion in 2024), making him the youngest member of China's top ten billionaire list at 38–39.
Film
In November 2025, Sony Pictures acquired rights to develop a film based on Labubu. Paul King was announced as the film's director in December 2025. March 2026, Steven Levenson (Dear Evan Hansen) was announced to be co-writing the film alongside Paul King.
Commercial performance
Labubu
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. 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.
Design
Labubu
Labubu dolls have been sold by Pop Mart since 2019.
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. 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), and Zimomo (the leader of The Monsters, with a spiked tail). The dolls have been produced with a variety of appearances.
The first Labubu key-ring line, titled "Exciting Macaron" (Chinese: 心動馬卡龍), was released in October 2023. Other collections include "Fall in Wild", the seven-figurine "Have a Seat" (Chinese: 坐坐派對) line, and "Massive into Energy" (Chinese: 大動力系列).
Pop Mart has also collaborated with various brands, producing a Coca-Cola–themed winter blind box series of eleven Labubus in late 2024 and a 13-figurine line of The Monsters re-imagined as characters from the manga and anime One Piece in early 2025. Other figures have been released exclusively at various museums, such as the "Labubu's Artistic Quest" series sold at Pop Mart's store at the Louvre in Paris.
Blind boxes
Labubu figures are often sold in blind boxes, collected into themed lines, which contain a toy chosen at random from that series. Series often contain a rare "secret" figure in addition to the designs advertised.
Popularity and public issues
Labubu
A stand in Nottingham selling Labubu toys among other brands
The toy gained widespread attention in April 2024 after K-pop group Blackpink member Lisa was spotted with a keychain Labubu on her bag. This sparked a trend that quickly contributed to its growing recognition in Thailand and other parts of Southeast and East Asia. 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".
Demand for Labubus has been high enough to crash the website on at least one occasion. Due to the brand's popularity, counterfeit versions, sometimes colloquially referred to as "Lafufus", have appeared in the market. Counterfeit accessories are also available for purchase online. Some collectors have reportedly also taken interest in these fakes, due to their unconventional designs.
Pop Mart's 2024 interim report, released on 20 August, stated that the line generated sales of 6.3 billion Chinese yuan (approximately US$870 million) in the first half of the year.
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.
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. 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.
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.
Cultural impact
Thai amulets
In 2024, due to the viral popularity of Labubu in Thailand, many Thais began to believe that its image could bring wealth and good fortune. As a result, it was made into Buddhist amulets and sacred tattoos.
Political promotion
In September 2024, the People's Action Party (PAP) Sengkang team in Singapore held a grocery distribution event for senior citizens at Compassvale Crescent, Sengkang. During the event, a Labubu plush keychain dressed in a white shirt bearing the PAP logo was introduced. Lam Pin Min, chairman of the PAP Sengkang West branch, shared photos on social media of the doll participating in the event, describing it as the team's "latest and cutest volunteer". The doll appeared in the group's official photo and featured in a subsequent TikTok video.
Nine Emperor Gods Festival
In October 2024, during the Nine Emperor Gods Festival, Singapore's Ling Lian Bao Dian Temple introduced collectible toy elements for the first time to attract younger generations to traditional religious practices. Four Labubu figurines, dressed in white clothes, white hats, and yellow sashes, participated throughout the festivities. This initiative drew widespread attention and sparked debate on social media. While some praised the idea as cute and culturally innovative, others questioned whether it was disrespectful to the deities. The temple clarified that the toys were merely acting as "devotees" and were not being worshipped as offerings; therefore, no disrespect was intended. Videos of the event garnered high viewership on social media, drawing many young people to the temple to see the figurines in person.
Psychological concerns and bans
In 2025, members of the Federation Council in Russia, including Ekaterina Altabaeva and Tatiana Butskaya, proposed banning Labubu dolls. They cited the doll's "terrifying appearance" and its potential negative influence on children's mental health, alongside the lack of Russian language labeling on packaging. Similarly, authorities in the Kurdistan Region of Iraq seized over 4,000 Labubu dolls and imposed a ban, alleging that the toy could influence children's behavior and attract demonic spirits. Labubu has been associated with conspiracy theories linking it to the ancient Mesopotamian demon Pazuzu, primarily due to its sharp-toothed grin and eerie aesthetic. These theories gained popularity on platforms like TikTok and Reddit, with some users claiming supernatural experiences and even destroying their dolls in public. Pakistani actress Mishi Khan also voiced concern, warning that the dolls may attract negative spiritual energy or jinn. Designers and cultural analysts, however, have dismissed these claims, stating that the character draws from European folklore and does not contain occult symbolism.
Marketing criticism and overconsumption
Labubu is sold using a blind box model, which has been criticized for encouraging overconsumption and emotional dependency through artificial scarcity. Critics argue that this approach leads to obsessive collecting, financial exploitation, and the promotion of materialist values. Some editorials have referred to the fan culture surrounding Labubu as a reflection of modern consumer idolatry.
Counterfeits and quality concerns
The popularity of Labubu has led to widespread counterfeiting. Imitation dolls, often called "Lafufu", have been sold globally, prompting legal action by Pop Mart, including a lawsuit against 7-Eleven in California for selling counterfeit toys. Generally, fake Labubus have invalid, blurry QR codes on the box and lack Pop Mart branding. Additionally, many fake Labubus have more than 9 teeth.
South Park episode
In 2025, a South Park episode titled "Wok Is Dead" featured the dolls, which, in the show, become more expensive due to Donald Trump's tariffs. In the episode, the dolls are also used for Satanic rituals.