Labubu, an adorable figure and new collectible toy that’s sweeping the globe. It was designed by Kasing Lung, a Belgian artist originally from Hong Kong. It first started as an introduction to a new picture book trilogy called “The Monsters”—based on the Nordic mythology inspired characters. Since its transformation into a collectible by Chinese designer toy company Pop Mart in 2019, Labubu has become a significant cultural phenomenon, attracting fans from diverse backgrounds.
The charm of Labubu, for one, has been behind the astonishing growth of Pop Mart, rocketing the firm to a billion-dollar valuation. Last year, Pop Mart’s revenue more than doubled to a staggering $1.8 billion, a testament to the world’s increasing fixation on these quirky little characters. Labubu typically retails for around $30. Collectors have shelled out hundreds or even thousands of dollars for rare pieces in the resale market.
Kevin Duong, a 23-year-old YouTuber, represents the wave of excitement and hype behind Labubu. He got his first figure in January 2025, and he’s already put more than $1,000 into his expanding collection. For Duong, it’s nostalgia and comfort that fuel his passion for Labubu.
“I had a really good childhood where toys were a big part of my life. Being an adult is very stressful and overwhelming at times, but having just a little part of my life where I can just sit down, open a blind box or look at my toys and be happy about it, it’s really good to not overthink about life,” – Kevin Duong.
Labubu’s allure doesn’t stop just at the art prints and figurines. It has transcended into a style icon supported by a list of A-list celebrities. Recent releases of Labubu figures have tended to fly out the door in minutes, online and in-store. According to Pop Mart’s head of licensing, Emily Brough, the extraordinary need for these toys couldn’t be more timely.
Recent celebrity endorsements from Jay Chou and Louis Koo have only pushed Labubu further into the spotlight. Celebrities including Sarah Jessica Parker just recently found Labubu after watching an episode on the “Call Her Daddy” podcast. K-pop sensation Lisa of the band BLACKPINK explained her obsession with the collectible during a November appearance on Vanity Fair. Even Cher was seen with a Labubu hanging from her purse at the Tribeca Film Festival in June.
Stars such as Emma Roberts, Tom Brady, and Lizzo have openly expressed their admiration for Labubu across social media platforms. The influence of celebrities on consumer behavior is significant, as noted by Markus Maciel, who stated, “A lot of stars are taking part in it and actually showcasing product lines.”
“And that’s a huge shift. Once you have somebody that you admire, and they are just showing a product that you may or may not know much about, you’re going to know now,” – Maciel.
The once-simple acquisition process of Labubu figures was turned into an exciting game of chance for collectors. Millions of fans tune in to blind box opening live streams on apps like TikTok. This turns every day into a game day, building buzz and anticipation for fans who love the excitement of the unknown.
“It’s kind of like Pokemon where you get your cards; you’re not sure where you’re gonna get,” – Markus Maciel.
The community around Labubu has encouraged openness and collaboration between collectors as well. Luckily, experienced collectors like Kevy Oh have created helpful tutorials on how to win Labubu figures. You may have seen some of these tips on social media sites such as TikTok. These resources promote interaction among fellow collectors and help to foster a more engaged collecting community.
“These blind box motions help inspire people to keep wanting to collect and collect and collect,” – Markus Maciel.
With Labubu taking the toy world by storm, it’s only getting harder for fans to get their hands on Labubu figures. Kevin Duong embodies this feeling perfectly, suggesting that there’s an almost primal excitement to hunting down these rarest of rare figurines.
“I think a lot of us wanted it because it was getting so hard to obtain,” – Kevin Duong.
