A vibrant plush toy with a mischievous grin, Labubu has captivated the hearts of collectors and celebrities alike, transcending its initial niche audience to emerge as a cultural emblem spanning continents. Introduced by Pop Mart in 2015 and inspired by artist Kasing Lung’s illustrations, this ‘ugly-cute’ figure rapidly became a sensation. Originally gaining traction through celebrity endorsements from figures like K-pop’s Lisa, Labubu has now evolved from a simple collectible into a significant player in pop culture’s dynamic landscape.
Before Labubu’s emergence as a global sensation, collectible toys like Beanie Babies in the 1990s and Funko Pop figures in the 2010s showcased similar trends. They stirred consumer excitement and exemplified how pop culture and celebrity endorsements could shift market tendencies. However, unlike its predecessors, Labubu’s allure is enhanced by a unique blind-box purchasing model that adds an element of surprise and rarity to acquisitions.
What Propelled Labubu’s Global Fame?
The foundation of Labubu’s ascent can be attributed to its connections with high-profile figures, extending its reach far beyond conventional toy markets. When Lisa from Blackpink featured the toy on Instagram, her vast follower base triggered a dramatic spike in demand. Notable personalities like Rihanna, Kim Kardashian, and David Beckham soon followed suit, further establishing Labubu as a status symbol intertwined with luxury fashion.
What Fueled Pop Mart’s Financial Success?
In terms of economic indicators, Pop Mart’s revenues have experienced significant growth, with the company reporting $1.93 billion in revenue by mid-2025. Labubu-related sales accounted for a lucrative portion, reflecting the toy’s substantial contribution to the company’s bottom line.
“The numbers speak volumes about Labubu’s market impact and its role in our brand’s global evolution,” said Wang Ning, Pop Mart CEO.
As Labubu garners attention, it also invites challenges, particularly in terms of controlling enthusiasm among consumers. Incidents of disorder at sales spots have led Pop Mart to pause some in-store operations temporarily, underscoring the logistical and safety challenges tied to surges in demand.
Hollywood’s involvement, via Sony Pictures’ acquisition of film rights, highlights an anticipated narrative expansion for the Labubu brand. Collaborations with others in the entertainment sector showcase Labubu’s transition from the toy aisle to potential blockbuster status. Sony aims to leverage Labubu’s inherent global fanbase and distinct aesthetic as it enters early stages of movie development under director Paul King.
Potential beyond the cinematic realm is evident, as Pop Mart diversifies with plans for animated series and cross-industry collaborations. Whether Labubu’s widespread appeal endures or wanes with new generations remains speculative. The Labubu phenomenon exemplifies the power of strategic celebrity endorsement and the intricate relationship between consumer culture and media adaptations. Its legacy could indicate future shifts in how collectibles are marketed and monetized worldwide.
