Labubus: How a Silly Monster Toy Became a Global Business Sensation

Labubu’s Origins

Originally created in 2015 by Hong Kong illustrator Kasing Lung as part of his “The Monsters” series, Labubu began life as a whimsical folklore-inspired character. Its global fame, however, truly took off in 2019 when the Chinese toy company Pop Mart partnered with the artist to distribute figurine versions as collectibles. These were sold through blind box packages that concealed the toy inside, which encouraged buyers to purchase more.

Celebrity Endorsement of Labubu

Celebrity sightings fueled the popularity of Labubus. In 2024, Lisa of BLACKPINK was seen carrying a Labubu charm on her bag. Shortly after, more A-list celebrities like Rihanna, Kim Kardashian, and Dua Lipa were seen with Labubus attached to their bags. The toys quickly transformed from collectibles into fashion statements.

The rising popularity of unboxing videos grew especially on TikTok. One report notes that there are over 1.4 million posts under the #Labubu hashtag. StockX has also been reselling Labubus in large volume.

Their rapid popularity has delivered extreme financial gains for Pop Mart.

According to Wired, total revenue has increased by 204 percent, and net profits have increased by 362 percent. These little monsters have generated over 670 million USD.

The Infamous Resale of Blind Boxes

Labubu’s marketing strategy relies primarily on scarcity and surprise. The blind boxes have secret mystery designs, so in order to complete the whole collection, buyers often need to purchase at least ten. They are also frequently resold at inflated prices. These prices can range from hundreds to thousands of dollars. A limited edition Labubu once sold for 170,000 USD at an auction. Platforms like StockX and Whatnot have become Labubu trading hubs with record-breaking prices for the “Big Into Energy” and “Exciting Macaron” series.

The Challenges of Labubus

However, rapid growth comes with challenges. There have been growing concerns over addiction-like consumerism surrounding blind boxes. For example, in China minors now face sales restrictions or require parental consent to purchase these figures. There has also been a flood of counterfeit Labubus called “lafufus.” These pose safety risks and dilute brand trust. Pop Mart has introduced anti-counterfeit features such as QR codes and holographic seals.

Despite looming scrutiny around these small toys, Pop Mart has planned several innovations, including phone accessories and new premium editions. These ugly-cute aesthetic plushies with mischievous smiles strike a balance between charm and absurdity that Gen Z loves. They are not only loved by Gen Z but also by kids and adults. Their rising popularity has a long path ahead, and they have now become a cornerstone of the toy industry.