Labubus from Pop Mart – from TikTok to global fashion phenomenon

Labubu's on everyone's (children's) lips: A curious fashion trend featuring a stuffed animal from Asia is taking over TikTok. Will Pop Mart even manage to top the Hello Kitty cult?

Labubu Pop Mart 's little monster , has become a worldwide sensation. Last year, Pop Mart's sales increased by an astounding 107%, with the Labubu Monster series alone grossing approximately $420 million. Popularity grew meteorically, especially outside of China. In the first quarter, global sales increased by more than 480% compared to the same period last year, with sales increasing 900% in the US and 600% in Europe.

Die ZEIT described Labubu news portal, which is located on the left spectrum, as Monchichis on meth and speaks of the "Marxian commodity fetish" and the " epitome of the TikTok-ified consumer society" .

The fact is: Collectors all over the world are fighting real "battles" for the small Labubu plush toys and the hard-to-find Labubu blind boxes , and they practically piled up at the first store opening in Germany a few days ago (eyewitnesses reported that masked people with balaclavas stormed forward).

The Labubu Popmart series now accounts for about 23% of the company's total revenue. The company generated nearly $810 million from the series in the first half of 2024 alone. Labubu 's latest collection , which features 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 made it a topic to examine how the small monster plush toys with the sweet teeth became a global fashion phenomenon from a Chinese niche product. We also wanted to find out why they conquered the hearts of the collectors so much in the storm.

What makes the Labubu so special?

With big eyes, pointy ears, a wide grin, and sharp teeth, Labubu embodies a strange mix of cute and scary. But what exactly is the special appeal of this little monster?

The design: between sweet 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 could playfully bite. This combination of "ugly-cute" and "creepy-cute" gives the character a distinctive character.

Emotional reference: Why fans identify

Labubu is more than just a toy—it's an emotional companion animal with fangs and feelings. In times of uncertainty, people seek emotional comfort objects. For Generation Z , however, that comfort doesn't come in the form of a teddy bear, but rather as a strangely cute, expressive, and "meme-ready" 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 of post-ironic humor

Labubu has evolved beyond a toy. The character has become an expression of identity and a reference point for post-ironic humor Labubu , embodies the complexity of human personality.

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 doesn't speak any language—and that's precisely his superpower. Without dialogue, buzzwords, or cultural time stamps, Labubu connects with his fans through visual stories.

The role of social media when climbing

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 Tikok trends

Initially, people were very interested in the so-called "unboxing videos . Unboxing a Labubu blind box without knowing which variant is inside is an exciting experience that has immediately captivated millions of people. 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 more than a million clips with the hashtag #Labubu TikTok Labubu there are 32,000 new clips per week. A single eight-hour livestream on TikTok Shop generated more than €1.43 million in Labubu sales.

Influencer and celebrities as a trend amplifier

The most significant moment came when Lisa of BLACKPINK , a K-pop singer, started posting Labubu Labubu . Afterward, more and more celebrities from all over the world joined in.

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

Hashtags and viral challenges

The Labubu due to unique hashtags like #LabubuUnboxing Labubu #LabubuMonster , and #LabubuBlindBox which Labubu millions of views. TikTok users also post hilarious videos of staged meltdowns after finding an unpopular color in a blind Labubu .

The craze sometimes leads to chaotic scenes in Pop Mart stores. The excitement can occasionally reach the point where people physically fight over the viral toys. One user even referred to the " Labubu Hunger Games ," where she went to a California mall early one morning to get her hands on a new Labubu product.

Pop Mart's success strategy behind Labubu

Labubu's global success is due 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 idea of the "Blind Box" is in the heart of Pop Mart's plan. Customers buy a sealed box, but do not know which of the twelve possible versions of a series will receive. This unpredictability makes opening the box even more exciting. People want to be found the "secret variants" that are hidden in the boxes and have a chance of 1 to 144.

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

The focus: IP and storytelling

Kasing Lung, a Hong Kong artist, created the Labubumonsters and has been collaborating with Pop Mart since 2016. His artistic approach combines modern design with Norse mythology, a approach that 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 attention to artistic intellectual property (IP) makes each Labubu figure unique and interesting. The story behind the Labubu Original, 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

Pop Mart has opened more than 400 stores and 2,000 vending machines worldwide. These Pop Mart stores aren't your average toy store; they're places for fun and experiences. People can buy Labubu here while simultaneously immersing themselves in an immersive universe. You can discover not only the usual blind boxes in stores, but also special Labubuplushies and limited editions.

In Asia, there are also purpose-built " Labubu cafes" offering themed cuisine and drinks. This hands-on approach helped Pop Mart triple its sales last year.

Last Friday, Germany's first “Pop Mart” branch Alexa shopping center at Berliner Alexanderplatz . A long line had already formed in front of the shop in the morning. Berliner Kurier and BR24, people were equipped with umbrellas and camping chairs. Fans waited for up to 21 hours for admission.

On August 2nd, “Smily Toys” will primarily sell anime figures, but also blind boxes of the Labubu

The new consumer culture of the Gen Z

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

From toys to the trend accessory

It was a big deal when K-pop diva Lisa of Blackpink was spotted Labubu in April 2024. "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 spotted wearing a brown Labubu on his leather bag.

At the same time, collectors are carefully customizing Labubudolls by adding headwear, "designer" clothing, and even their own handbags. Some trendsetters now believe that wearing 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 models. But because demand is so high, there's also a market for fake "Lafufus ," which are increasingly being offered for sale 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 "Experience Economy". The blind box principle creates an emotional experience when unpacking, which is based on curiosity and reward request.

Labubu is a cultural signal, a representation of anti-perfectionism and individuality. In economically uncertain times, the figurines offer a form of "little joys" (小确幸), as the Chinese say. This fusion of product experience and emotional value makes Labubu a prime example of the new consumer culture, as embodied primarily 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 into a global cultural phenomenon. The fact that sales increased by 107% last year demonstrates how well these plush toys have penetrated the market. But the true success lies not only in sales figures; it also lies in the emotional attachment that collectors develop with their Labubu.

So it's little surprise 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 the generations Z and Alpha.

Ultimately, Labubu's success demonstrates a transformation in society as a whole. People want emotional connections in a complex and challenging world, even if they have sharp fangs. The vibrant community that collects, trades, and personalizes the characters demonstrates that Labubu has long since become a cultural phenomenon, bringing people together and giving them small moments of happiness in difficult times.

FAQs - frequently asked questions will be answered shortly

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What makes Labubu so special compared to other collectible figures?

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

How did Labubu become a global phenomenon?

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

What strategy is Pop Mart pursuing with the Labubuconcept?

Pop Mart relies on 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 impacted modern consumer culture?

Labubu has evolved from a collectible to a fashion accessory and status symbol. It represents a trend toward the "experience economy," where the emotional experience of buying and collecting is paramount. Furthermore, an active community has formed around exchanging 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 complex personalities. Furthermore, collecting and personalizing the figures allows for creative self-expression.