If you’ve scrolled through TikTok or Instagram lately, chances are you’ve seen a quirky, bug-eyed plushie with a snaggletoothed grin dangling from a designer bag or starring in an unboxing video. Meet Labubu—the mischievous forest elf that’s become 2025’s most unexpected fashion accessory and collector’s obsession. From its humble beginnings in a Nordic-inspired picture book to sparking global shopping frenzies, here’s how Labubu became the must-have item of the year.
Labubu Explained
| Insight | Stat |
|---|---|
| Pop Mart’s plush toy revenue surge | 1,200% increase in 2024 |
| Adult toy market growth | 12% rise in Q1 2025 |
| Resale value of rare Labubu editions | Up to $7,000 |
The Origins: From Storybook to Collectible
Labubu was born in 2015 from the imagination of Hong Kong artist Kasing Lung. Inspired by Nordic folklore, Lung created “The Monsters” series, featuring a tribe of forest-dwelling creatures with mischievous personalities. Labubu, characterized by her pointy ears and toothy grin, quickly became the standout character. Initially introduced in picture books, Labubu transitioned into the world of collectibles through a partnership with Chinese toy company Pop Mart in 2019. This collaboration transformed Labubu into a vinyl figurine, setting the stage for her eventual global fame.
The Design: Ugly-Cute Aesthetic
Labubu’s appeal lies in her unique blend of cuteness and eeriness. With wide eyes, sharp teeth, and a mischievous smile, she embodies the “ugly-cute” aesthetic that resonates with many collectors. Pop Mart capitalized on this by releasing Labubu in various themed series, such as the “Exciting Macaron” collection, which features pastel-colored versions of the character. Each series is sold in blind boxes, adding an element of surprise and encouraging repeat purchases.
The Celebrity Effect: From Lisa to Rihanna
Labubu’s rise to fame was significantly boosted by celebrity endorsements. In 2024, BLACKPINK’s Lisa was spotted with a Labubu keychain, sparking interest among her massive fanbase. Soon after, celebrities like Rihanna and Kim Kardashian were seen with Labubu accessories, further propelling the toy into the spotlight. These high-profile endorsements, combined with viral social media content, transformed Labubu from a niche collectible into a global phenomenon.
The Market: A Surge in Adult Collectors
While Labubu may resemble a children’s toy, the primary market driving its success is adults, particularly millennials and Gen Z. In 2024, Pop Mart’s plush toy revenue soared by 1,200%, with a significant portion attributed to adult consumers. The trend reflects a broader movement known as “kidulting,” where adults seek comfort and nostalgia through toys and collectibles. Labubu’s unique design and the thrill of blind box purchases have made it a favorite among this demographic.
The Hype: Social Media and Resale Frenzy
Labubu’s popularity has led to a booming resale market. Limited edition versions of the toy have fetched prices as high as $7,000 on secondary markets. This demand has resulted in long lines at Pop Mart stores, with some locations selling out within minutes. In response, Pop Mart plans to open 50 more U.S. stores by the end of the year to meet the growing demand.
The Future: What’s Next for Labubu?
Pop Mart shows no signs of slowing down Labubu’s momentum. The company continues to release new themed series and collaborations, including partnerships with brands like Coca-Cola and One Piece. With plans to expand retail locations and introduce more designs, Labubu’s presence in the collectibles market is poised to grow even further.
FAQs
What is Labubu?
Labubu is a collectible toy character created by Hong Kong artist Kasing Lung. Originally featured in the “The Monsters” picture book series, Labubu became a popular vinyl and plush toy through a collaboration with Chinese toy company Pop Mart.
Why is Labubu so popular?
Labubu’s unique design, combining cuteness with a mischievous edge, appeals to a wide range of collectors. Celebrity endorsements and viral social media content have further boosted its popularity.
Where can I buy Labubu?
Labubu toys are available through Pop Mart’s official stores and online platforms. Due to high demand, some editions may be sold out, leading collectors to seek them on secondary markets like eBay and StockX.
How much does a Labubu toy cost?
Prices for Labubu toys vary depending on the edition and rarity. Standard versions typically range from $20 to $30, while limited editions can fetch prices upwards of $7,000 on resale markets.
