Labubu

Labubu ( zh, 拉布布) is a brand of collectible plush toy monster elves created by Hong Kong- Belgian designer Kasing Lung ( zh, 龍家昇) and marketed by and sold exclusively at China-based retailer Pop Mart. ''Labubu'' is also the name of the main character in the series.

History

Labubu began as a character designed by Kasing Lung (1972), a Hong Kong–born artist raised in Utrecht, Netherlands, who later settled in Antwerp, Belgium. Labubu was part of Lung's story series ''The Monsters'', which was influenced by Nordic folklore and mythology that he enjoyed during his childhood.

Labubu was first introduced in 2015 with "Monsters" figurines produced by the company How2Work; the toy gained wider recognition in 2019 following a collaboration with Pop Mart. This partnership boosted Labubu's popularity among collectors.

By 2025, Labubu had released over 300 different Labubu figurines, ranging in size and price, from $15 for a three-inch vinyl figure to $960 for a 31-inch "mega" edition. In June, a four-foot-tall mint-green Labubu was sold for $170,000 at the first official Labubu auction held in Beijing.

Design

Labubus are described as having a playful yet slightly fierce look, featuring round, furry bodies, wide eyes, pointed ears, and nine sharp teeth that form a mischievous smile. Aside from Labubu herself, other figures also belong to a "tribe" called "The Monsters", including the characters Mokoko, Pato, Spooky, Tycoco (Labubu's "skeleton-looking" boyfriend), and Zimomo (the leader of the Monsters, with a spiked tail). The dolls have been produced with a variety of appearances.

The first Labubu key-ring line, titled "Exciting Macaron" ( zh, 心動馬卡龍), was released in October 2023. Other collections include "Fall in Wild", the seven-figurine "Have a Seat" ( zh, 坐坐派對) line, and "Big into Energy" ( zh, 大動力系列).

Pop Mart has also collaborated with various brands, producing a Coca-Cola-themed winter blind box series of eleven Labubus in late 2024 and a 13-figurine line of The Monsters re-imagined as characters from the manga and anime ''One Piece'' in early 2025. Other figures have been released exclusively at various museums, such as the "Labubu's Artistic Quest" series sold at Pop Mart's store at the Louvre in Paris.

Blind boxes

Labubu figures are often sold in blind boxes, collected into themed lines, which contain a toy chosen at random from that series. Series often contain a rare "secret" figure in addition to the designs advertised.

Reception

The toy gained widespread attention in April 2024 after K-pop group Blackpink member Lisa was spotted with a keychain Labubu on her bag. This sparked a trend that quickly contributed to its growing recognition in Thailand and other parts of Southeast and East Asia.

''New York Magazine'''s Liza Corsillo wrote that the "toy’s appeal is fueled by a hard-to-explain cuteness — they’re kind of ugly, but huggable, with a devilish grin — as well as surprise and scarcity." She also wrote that, like Jellycat and other sought-after bag charms, Labubus blur "the line between toys and fashion." She noted that fans like their wearability, as they can be clipped to a purse or backpack.

Demand for Labubus have been high enough to crash the website on at least one occasion. Due to the brand's popularity, counterfeit versions, sometimes colloquially referred to as "Lafufus," have appeared in the market. Counterfeit accessories are also available for purchase online. Some collectors have reportedly also taken interest in these fakes, due to their unconventional designs.

Pop Mart's 2024 interim report, released on August 20, stated that the line generated sales of 6.3billion Chinese yuan (approximately US$870million) in the first half of the year.

In Russia, the Federation Council proposed banning the sale of Labubus. The reason was their "frightening appearance" and potential harm to children's mental health. In Russia, Ekaterina Altabaeva, deputy chair of the Committee on Science, Education and Culture, stated that the figures cause children to feel fear. She called on Rospotrebnadzor and Rosobrnadzor to consider banning them. Tatyana Butskaya, first deputy chair of the State Duma Committee on Family Protection, reported that Labubus were being sold in Russia in violation of regulations. According to her, there wasn't a single word in Russian on the toys, and the marking did not indicate that they were manufactured in Russia. However, the manufacturer does not officially position the toy as a children's toy: it has an age limit of 15 years.

Anecdotes

Thai Amulets

In 2024, due to the viral popularity of Labubu in Thailand, many Thais began to believe that its image could bring wealth and good fortune. As a result, it was made into Buddhist amulets and sacred tattoos (''sak yant'').

Political Promotion

In September 2024, the People's Action Party (PAP) Sengkang team in Singapore held a grocery distribution event for senior citizens at Compassvale Crescent, Sengkang. During the event, a Labubu plush keychain dressed in a white shirt bearing the PAP logo was introduced. Lam Pin Min, chairman of the PAP Sengkang West branch, shared photos on social media of the doll participating in the event, describing it as the team's "latest and cutest volunteer." The doll appeared in the group's official photo and featured in a subsequent TikTok video.

Nine Emperor Gods Festival

In October 2024, during the Nine Emperor Gods Festival, Singapore’s Ling Lian Bao Dian Temple introduced collectible toy elements for the first time in an effort to attract younger generations to traditional religious practices. Four Labubu figurines were dressed as devotees, in white clothes, white hats, and yellow sashes, and participated throughout the festivities. The move drew widespread attention and debate on social media. While some praised the idea as cute and culturally innovative, others questioned whether it was disrespectful to the deities. The temple clarified that the toys were merely acting as "devotees" and were not being worshipped as offerings, hence no disrespect was intended. Videos of the event garnered high viewership on social media, drawing many young people to the temple to see the figurines in person.

See also

* Beanie Babies
* Monchhichi
* Sylvanian Families
* Sonny Angel
* Sanrio

References

{{reflist

Toy brands
Stuffed toys
Fictional characters introduced in 2015
Art toys
Toy collecting
2010s toys
2020s toys
2020s fads and trends