Pop Mart-via Tikkok to the global fashion phenomenon

Labust in all (child) mouth: Curious fashion trend for a cuddly toy from Asia conquers Tiktok. Does the company make pop Mart to even top the cult to top Hello Kitty?

Labubu , the little monster of Pop Mart , has become a global sensation. Last year, Pop Mart's sales rose by astonishing 107 %, with the Labubu-Monster series brought in about $ 420 million alone. The popularity grew comfortably, especially outside of China. In the first quarter, global sales rose by more than 480 % compared to the same period of the previous year, with sales in the USA increasing by 900 % and 600 % in Europe.

Collectors all over the world love the small labubu plush toys and the difficult to find labubu blind boxes . The Labubu Popmart series now accounts for around 23% of the company's total income. The company achieved almost $ 810 million with the series in the first half of 2024. The latest Labust collection , which has a neon light and glitter finish, was sold out in less than an hour, so everyone who wants to buy has to act quickly.

The success of mirrors is a much more comprehensive trend around Kawaii and cute culture . The market for toys and collecting figures is expected to increase from $ 26 billion last year to $ 49 billion by $ 2034. Experts compare the persistent hype to Labubu with that of Hello Kitty 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?

Labubu embodies a strange mix of cute and scary with large eyes, pointed ears, a wide grin and sharp teeth. But what specifically is the special charm of this little monster?

The design: between sweet and creepy

The Hong Kong artist Kasing Lung created Labubu as a "monster elf" for his picture book trilogy "The Monsters" , inspired by Nordic mythology . In contrast to conventional cute figures such as Hello Kitty, Labubu has fangs and a cheeky attitude - a creature that could play playfully. This combination of "Ugly-Cute" or "Creepy-Cute" gives the figure an unmistakable character.

Emotional reference: Why fans identify

Labubu is more than just a toy - it is an emotional accompanying animal with fishing teeth and feelings. In times of uncertainty, people are looking for emotional consolation objects. For Generation Z , however, this consolation does not come in the form of a teddy bear, but as a strangely cute, expressive and "memorable" figure .

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

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

a fan describes his experience.

Labubu as a symbol of post -illronic humor

Labubu has developed beyond a toy. The figure has become an expression of identity and a reference point for post -ironic humor . At a time when every online contribution is exposed to critical comments, Labubu embodies the complexity of human personality with his gloomy and chaotic, but ultimately lovable character.

This playful handling of luxury mirrors T perfectly resisted the ironic consumerism of generation Z : playful, performative and slightly subversive. When Lisa from Blackpink appears on her bag with a label, it will be viral - followed by stars like Rihanna, Dua Lipa and even Cher.

Particularly noteworthy:

Labubu does not speak any language - and that is exactly what his superpower lies. Without dialogue, keywords or cultural time temples, Labubu combines with visual stories with his fans. ”

The role of social media when climbing

The phenomenal rise of Labubu was strongly supported by social media. The little monsters have conquered the digital world without traditional advertising. They became a viral sensation.

Unboxing videos and Tikok trends

At first, people were very interested in the so-called "unboxing videos" . Unpacking a labubu blind box without knowing which variant is in it is an exciting experience that has captivated millions of people directly. Fans open their boxes, react to the results and show their unusual treasures in these videos, which receive many calls.

In fact, there is more than a million clips with the hashtag #labubu Tikkok . There are 32,000 new clips per week in the United States. A single eight-hour livestream on TikK Shop brought more than 1.43 million euros in laboratory sales.

Influencer and celebrities as a trend amplifier

The most important moment came when Lisa from Blackpink , a K-Pop singer, started to post pictures of herself with several labubu dolls on Instagram. This moment triggered a viral wave of enthusiasm when fans asked wherever they could buy a laboratory. After that, more and more famous personalities from all over the world joined.

Rihanna was seen on her Louis-Vuitton bag with a label, Kim Kardashian posted pictures of her ten labubu dolls on Instagram, and even David Beckham was spotted with a laboratory. This massive prominent support catapulted the brand from a niche collector figure into the mainstream pop culture.

Hashtags and viral challenges

The labubu community has expanded a lot due to unique hashtags like #labububuunboxing , #labubumonster and #labububublindbox that achieve millions of calls. Tikok users also post funny videos with staged collapse as soon as they found an unpopular color in a blind box.

The enthusiasm sometimes leads to chaotic scenes in pop-mart stores. The excitement can occasionally go so far that people fight physically for the viral toys. A user even spoke of the "Labubu Hunger Games" , in which she went to a shopping center in California early in the morning to get a new laboratory product.

Pop Mart's success strategy behind Labubu

Labout worldwide success is due to a sophisticated business plan that helped Pop Mart to 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 arouses people's collective drive, and real enthusiasts have an average of 8.34 labubu figures. The surprise effect makes 90 % of Pop Mart.

The focus: IP and storytelling

Kasing Lung, an artist from Hong Kong, has created the Labubu monster and has been working with Pop Mart since 2016. His artistic approach combines modern design with Nordic mythology. This approach is very different from that of other toy companies.

For example, the company does not produce its own characters; Instead, it works with artists who receive 70 % of the license costs. This attention for artistic intellectual property (IP) makes every labubu figure unique and interesting. The story behind the Labubu Original, a tiny being with nine fishing teeth, which is both cute and creepy, makes it particularly valuable for collectors.

Labubu Popmart Stores as places for having fun

POP Mart has opened more than 400 shops and 2,000 sales machines worldwide. These popmart branches are not ordinary toy stores; They are places where you can have fun and experiences. People can buy labubu here and at the same time immerse themselves in an immersive universe. You can not only discover the usual blind boxes in the shops, but also special laboratory materials and limited editions.

In Asia there are also specially built “labubu cafes” that offer thematic cuisine and drinks. This practical approach helped Pop Mart to triple its turnover last year.

The new consumer culture of the Gen Z

Labubu has become a central component of modern consumer culture from a plush toy in the past two years. This change is part of a more comprehensive change in the consumer society.

From toys to the trend accessory

It was a big thing when the K-Pop Diva Lisa from Blackpink was seen in April 2024 with a label as a pocket trailer. This was followed by many famous personalities. Rihanna presented her pink "Lychee Berry" Labubu on her Louis Vuitton Speedy bag, Kim Kardashian posted pictures of her ten label on Instagram, and even David Beckham was seen with a brown labub on his leather bag.

At the same time, collectors carefully adapt to label dolls by pimp upside down headgear, "designer" clothing and even their own handbags with the plush figure. Some trendsetters now believe that it is the best way to display their wealth when you bring together a laboratory and a Birkin bag.

Buy and swap the laboratory: the community

Labubu has become the center of a lively community. There are special forums on Reddit, such as R/Labububuswap , where fans can swap laborubu-originals. But because the demand is so great, there is also a market for fake "Lafufus" , which are increasingly offered on platforms such as Amazon and Aliexpress. The prices for rare originals are exorbitant: At an auction in Beijing, a four-foot mint green labia variant achieved the equivalent of 164,888 euros .

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.

In fact, Labubu is a cultural signal, a representation of anti-perfectionism and individuality. In economically uncertain times, the figures offer a form of "little joys" (小确幸), as it is called in Chinese. This fusion of product experience and emotional value makes Labux into a prime example of the new consumer culture, as is primarily embodied by the gene.

What remains?

Labubu is most likely more than just a temporary trend. The little monster with pointed ears and sharp teeth has developed from a niche product into a global cultural phenomenon. The fact that sales rose by 107% last year shows how well these plush figures have penetrated the market. But the real success is not only in the sales figures; It is also in the emotional binding that collectors build on their laboratory.

It is therefore not 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 the generations Z and Alpha.

In the end, Labubus success shows a transformation in society as a whole. People want emotional relationships in a complex and challenging world, even if they have sharp fishing teeth. The lively community that collects, acts and personalized the figures shows 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 does Labubu do so especially in comparison to other collective figures?

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

How has Labubu developed into a global phenomenon?

Labubu became a viral hit by social media, especially Tikkok. Unboxing videos, celebrity endorsements and creative hashtag challenges contributed to the worldwide distribution. Especially the influence of K-pop stars such as Lisa from Blackpink catapulted labubu into the mainstream.

What strategy is POP Mart with the Labubu concept?

Pop Mart relies on the "blind box" principle, in which customers do not know which variant they get. This promotes the collective drive and creates tension. In addition, the company works closely with artists and attaches importance to authentic storytelling and immersive shopping experiences in special laboratory stores.

How did Labubu affect modern consumer culture?

Labubu has developed from a collector's item to a fashion accessory and status symbol. It represents a trend towards "Experience Economy", in which the focus is on the emotional experience when buying and collecting. In addition, an active community around the exchange and personalization of the characters has formed.

Why do label figures emotionally speak to so many people?

Labubu offers a form of emotional consolation and identification in uncertain times. The characters embody a mixture of cute and chaos that many see as an expression of their own multi -layered personality. In addition, collecting and personalizing the figures enables creative self -portrayal.