Labubu's from Pop Mart – via TikTok to a global fashion phenomenon

Labubuis on everyone's (children's) lips: A curious fashion trend centered around a cuddly toy from Asia is conquering TikTok. Will the company Pop Mart manage to even surpass the Hello Kitty cult?

Labubu , the little monster from PopMart , has become a worldwide sensation. Last year, PopMart's sales surged by an astonishing 107%, with the Labubu monster series alone generating approximately $420 million. Its popularity has skyrocketed, particularly outside of China. In the first quarter, global sales jumped more than 480% compared to the same period last year, with sales in the US increasing by 900% and in Europe by 600%.

Die ZEIT recently described Labubu Monchichis on meth and the left-leaning news portal speaks of the “Marxist commodity fetish” and the “ epitome of the TikTokified consumer society” .

The fact is: Collectors all over the world are engaged in veritable “battles” for the small Labubu plush toys and the hard-to-find Labubu blind boxes , and practically piled up at the first store opening in Germany a few days ago (eyewitnesses reported seeing masked people with balaclavas rushing forward).

The Labubu Popmart line now accounts for approximately 23% of the company's total revenue. The company generated nearly $810 million from the line in the first half of 2024 alone. The Labubu collection , featuring a neon glow and glitter finish, sold out in less than an hour, so anyone wanting to purchase it needs to act fast .

The success of the Labubu figures reflects a much broader trend surrounding kawaii and cuteness culture . The market for toys and collectible figures is projected to grow from $26 billion last year to $49 billion by 2034. Experts compare the ongoing Labubu to that of Hello Kitty celebrated its 50th anniversary last year

Today we set out to investigate how these little monster plushies with their cute teeth went from a niche Chinese product to a global fashion phenomenon. We also wanted to find out why they so completely captured the hearts of collectors.

What makes Labubu so special?

With its large eyes, pointed ears, broad grin, and sharp teeth, Labubu embodies a strange mix of cute and creepy. But what exactly is the special appeal of this little monster?

The design: somewhere between cute and creepy

Hong Kong artist Kasing Lung created Labubu as a "monster elf" for his picture book trilogy "The Monsters , inspired by Norse mythology . Unlike conventionally cute characters like Hello Kitty, Labubu fangs and a cheeky attitude—a creature that might playfully bite. This combination of "ugly-cute" or "creepy-cute" gives the character a distinctive personality.

Emotional connection: Why fans identify with each other

Labubu is more than just a toy – it's an emotional companion with fangs and feelings. In times of uncertainty, people seek emotional comfort objects. For Generation Z , however, this comfort doesn't come in the form of a teddy bear, but rather as a strangely cute, expressive, and meme-worthy character .

Many collectors describe an immediate emotional connection upon first contact with Labubu.

Something in my chest broke – and then healed immediately,”

A fan describes his experience.

Labubu as a symbol for post-ironic humor

Labubu has evolved beyond a toy. The character has become an expression of identity and a point of reference for post-ironic humor Labubu with its simultaneously dark and chaotic, yet ultimately endearing character, embodies

This playful approach to luxury perfectly reflects the ironic consumerism of Generation Z : playful, performative, and slightly subversive. When Lisa from BLACKPINK with a Labubu on her bag, it goes viral – followed by stars like Rihanna, Dua Lipa, and even Cher.

Particularly noteworthy:

Labubu speaks no language – and that's precisely his superpower. Without dialogue, slogans, or cultural time stamps, Labubu connects with his fans through visual stories

The role of social media in the rise

Labubu 's phenomenal rise was greatly aided by social media. The little monsters conquered the digital world entirely without traditional advertising. They became a viral sensation.

Unboxing videos and TikTok trends

Initially, people were very interested "unboxing videos." Unboxing a Labubu blind box without knowing which version is inside is an exciting experience that immediately captivated millions. Fans open their boxes, react to the results, and show off their unusual treasures in these videos, which receive many views.

In fact, there are over a million clips with the hashtag #Labubu TikTok Labubu 32,000 new clips are uploaded every week. A single eight-hour livestream on TikTok Shop generated over €1.43 million in Labubu sales.

Influencers and celebrities as trend amplifiers

The pivotal moment came when Lisa from BLACKPINK , a K-pop singer, began posting Labubu Labubu . Following this, more and more celebrities from around the world joined in.

Rihanna was seen with a Labubu on her Louis Vuitton bag, Kim Kardashian posted pictures of her ten Labubu dolls on Instagram, and even David Beckham was spotted with a Labubu . This massive celebrity endorsement catapulted the brand from a niche collectible into mainstream pop culture.

Hashtags and viral challenges

The Labubu Labubu due to unique hashtags like #Labubu Labubu , #Labubu Monster Labubu and #Labubu BlindBox views . TikTok users also post funny videos of staged meltdowns after finding an unwanted color in a blind box.

The hype sometimes leads to chaotic scenes in PopMart stores. The excitement can occasionally escalate to the point where people physically fight over the viral toys. One user even referred to it as the " Labubu Hunger Games ," where she went to a shopping mall in California early in the morning to snag a new Labubu product.

Pop Mart's success strategy behind Labubu

Labubu's worldwide success can be attributed to a sophisticated business plan that has helped Pop Mart become one of the top brands in the designer toy market.

The blind box principle: Thrill meets collecting passion

The "blind box" is at the heart of Pop Mart's plan. Customers buy a sealed box but don't know which of the twelve possible versions of a series they will receive. This unpredictability makes opening the box even more exciting. People want the "secret variants" hidden inside the boxes, which have a 1 in 144 chance of being found.

This rare item awakens people's collecting instincts, and true enthusiasts own an average of 8.34 Labubufigures. The element of surprise accounts for 90% of Pop Mart's sales.

Artists in focus: IP and storytelling

Kasing Lung, an artist from Hong Kong, created the Labubumonsters and has been collaborating with Pop Mart since 2016. His artistic approach combines modern design with Norse mythology. This approach differs significantly from that of other toy companies.

For example, the company doesn't produce its own figures; instead, it collaborates with artists who receive 70% of the licensing fees. This focus on artistic intellectual property (IP) makes each Labubu figure unique and interesting. The story behind the Labubu , a tiny creature with nine fangs that is both cute and creepy, makes it especially valuable to collectors.

Labubu Popmart Stores as places to have fun

PopMart has opened more than 400 stores and 2,000 vending machines worldwide. These PopMart stores aren't ordinary toy shops; they're places for fun and experiences. People can buy Labubu here and simultaneously immerse themselves in a unique universe. In addition to the usual blind boxes, you can also find special Labubuplush toys and limited editions.

In Asia, there are also specially built " Labubu cafes" that offer themed cuisine and drinks. This practical approach helped Pop Mart triple its sales last year.

Last Friday, Germany's first "Pop Mart" store Alexa shopping center at Alexanderplatz in Berlin Berliner Kurier and BR24 , people were equipped with umbrellas and camping chairs. Fans waited up to 21 hours to get in.

On August 2nd, a store called "Smily Toys" opposite the Stern-Center in Potsdam, offering mainly anime figures, but also blind boxes of the original Labubu

The new consumer culture of Gen Z

Over the past two years, Labubu has transformed from a plush toy into a central element of modern consumer culture. This transformation is part of a broader shift in consumer society.

From toy to trendy accessory

It was a big deal when K-pop diva Lisa from Blackpink Labubu in April 2024. Many celebrities followed suit. Rihanna showed off her pink "Lychee Berry" Labubu on her Louis Vuitton Speedy bag, Kim Kardashian posted pictures of her ten Labubu charms on Instagram, and even David Beckham was seen with a brown Labubu on his leather bag.

At the same time, collectors are carefully customizing Labubudolls by embellishing headwear, designer clothing, and even their own handbags with the plush figure. Some trendsetters now believe that carrying a Labubu and a Birkin bag together is the best way to flaunt one's wealth.

Buy and trade Labubus: the community

Labubu has become the center of a vibrant community. There are dedicated forums on Reddit, such as r/ labubu swap , where fans Labubu dolls. But because demand is so high, there's also a market for counterfeit "Lafufus," which are increasingly being offered on platforms like Amazon and AliExpress. Prices for rare originals are exorbitant: at an auction in Beijing, a four-foot-tall mint-green Labubu variant fetched the equivalent of €164,888 .

The plush monster as part of the “Experience Economy”

The plush monster perfectly embodies what experts call the "experience economy." The blind-box principle creates an emotional unboxing experience based on curiosity and the desire for reward.

Labubu is a cultural statement, a representation of anti-perfectionism and individuality. In economically uncertain times, the figures offer a form of "little pleasures" (小确幸), as they are called in Chinese. This fusion of product experience and emotional value makes Labubu a prime example of the new consumer culture, as embodied above all by Gen Z.

What remains?

Labubu is most likely more than just a passing fad. The little monster with pointy ears and sharp teeth has evolved from a niche product to a global cultural phenomenon. The fact that sales increased by 107% last year demonstrates just how well these plush toys have penetrated the market. But the true success lies not only in the sales figures; it also lies in the emotional bond that collectors develop with their Labubu.

It is therefore hardly surprising that a Labubu on a designer handbag is the ultimate status symbol for many people these days.

Pop Mart's business concept, which focuses on immersive shopping experiences and artistic intellectual property, was a turning point in the modern consumer culture of Generations Z and Alpha.

Ultimately, Labubu's success reveals a transformation in society as a whole. People crave emotional connections in a complex and challenging world, even if it has sharp fangs. The vibrant community that gathers, interacts with, and personalizes the characters demonstrates that Labubu has long since become a cultural phenomenon, bringing people together and offering them small moments of happiness in difficult times.

FAQs – Frequently Asked Questions answered briefly

Would you like your questions about the plush monsters answered quickly and concisely? Here you go:

What makes Labubu so special compared to other collectible figures?

Labubu is distinguished by its unique design, which combines cute and creepy elements. With large eyes, pointed ears, and sharp teeth, it appeals to a broad target audience and embodies a post-ironic humor that is particularly popular with the younger generation.

How did Labubu develop into a global phenomenon?

Labubu became a viral hit through social media, especially TikTok. Unboxing videos, celebrity endorsements, and creative hashtag challenges contributed to its worldwide spread. The influence of K-pop stars like Lisa from BLACKPINK, in particular, catapulted Labubu into the mainstream.

What strategy is Pop Mart pursuing with the Labubuconcept?

Pop Mart uses the "blind box" principle, where customers don't know which version they'll receive. This encourages collecting and creates excitement. The company also works closely with artists and emphasizes authentic storytelling and immersive shopping experiences in special Labubustores.

How has Labubu influenced modern consumer culture?

Labubu has evolved from a collector's item to a fashion accessory and status symbol. It represents a trend towards the "experience economy," where the emotional experience of buying and collecting takes center stage. Furthermore, an active community has formed around trading and personalizing the figures.

Why do Labubucharacters appeal to so many people emotionally?

Labubu offers a form of emotional comfort and identification in uncertain times. The figures embody a mixture of cuteness and chaos, which many see as an expression of their own multifaceted personalities. Furthermore, collecting and personalizing the figures allows for creative self-expression.