Once a quiet character in a picture book based on Nordic myths, Labubu has transformed into a plush toy celebrity with a cult following that spans continents, industries, and age groups.
With fans like Rihanna, Blackpink’s Lisa, Kim Kardashian, and even NBA stars, this toothy elfin plush is now more than a toy—it’s a cultural moment. But Labubu’s explosive popularity wasn’t an overnight fluke. It’s a result of slow-burn storytelling, savvy collaborations, and a little bit of mystery—literally, in the form of blind boxes.
From Picture Books to Pop Mart: Labubu’s Journey Began a Decade Ago
Created by artist Kasing Lung in 2015, Labubu made its first appearance in a series of Nordic-mythology-inspired children’s books.
Defined by its sharp ears, pointy teeth, and mischievous charm, Labubu stood out from the soft-edged characters usually associated with picture books.
But it wasn’t until 2019 that things began to shift. That’s when Lung joined forces with Pop Mart, a Chinese toy juggernaut that caters to collectors, influencers, and design lovers.
Blind Boxes and Viral FOMO: Pop Mart Cracked the Collectibles Code
Pop Mart brought Labubu into the world of designer toys, capitalizing on the rising trend of blind box culture. In this model, buyers don’t know which version of the toy they’re getting until they open the box.
That mystery, combined with limited editions, surprise drops, and artful packaging, helped turn Labubu into a collector’s dream.
When Labubu plush keychains launched in 2023, things exploded. Suddenly, Labubu was dangling from handbags, swinging from car mirrors, and showing up in fashion week photoshoots.
Social Media Turned a Monster into a Movement: From K-pop to Cosplay
Labubu’s breakout moment came when Lisa from Blackpink posted her Labubu on Instagram and TikTok—where she boasts over 100 million followers.
Soon after, TikTok saw an eruption of #Labubu content—now totaling over 1.4 million posts—ranging from unboxings, Labubu-themed fashion, to full-on cosplay.
For Gen Z and Millennial fans, Labubu became an aesthetic symbol, a fashion accessory, and a collectible treasure all rolled into one.
Not Just for Kids: Labubu Captures the Attention of Adult Collectors Worldwide
What sets Labubu apart from traditional plush toys is its adult fanbase.
In 2024 alone, adults (primarily women aged 18+) were responsible for a massive $800 million boost in the U.S. toy market, according to Circana.
In Q1 of 2025, sales to adult buyers rose 12% year-over-year, with adults accounting for $1.8 billion in total toy spending—more than any other age group.
These aren’t just nostalgia buys; they’re lifestyle statements.
The Price of Fandom: Labubu Ranges from Budget-Friendly to Luxury Collector’s Items
Labubu’s accessibility is another driver of its popularity.
Pop Mart ensures there’s a Labubu for every budget. Most plushies and figurines fall in the $20–$300 range, but rare collaborations and limited editions can command much higher prices.
Whether you’re an everyday fan or a serious collector, the brand’s strategy ensures mass appeal without sacrificing exclusivity.
A Fashion Statement, a Toy, or a Form of Self-Expression? Labubu Is All Three
Labubu isn’t just being collected—it’s being worn. Fans worldwide have integrated the plush character into fashion-forward looks, attaching them to designer bags, streetwear outfits, car dashboards, and even belts.
It’s this fusion of art, fashion, and play that has allowed Labubu to carve a unique niche that’s as appealing to influencers as it is to collectors.
The Numbers Don’t Lie: Labubu Has Become a Cash Cow for Pop Mart
Pop Mart’s success with Labubu is measurable in big numbers.
In 2024, company revenue soared by more than 100% to 13.04 billion yuan ($1.81 billion). A significant chunk of that came from plush toys—up by 1,200% in just one year, now accounting for 22% of total revenue.
Labubu is clearly the star of the show.
Navigating Trade Headwinds: Pop Mart Eyes Global Expansion Amid Tariff Tensions
Despite the plush boom, global trade uncertainty looms. Pop Mart, which manufactures most of its products across Asia, is closely watching trade negotiations—especially those between the U.S. and China.
President Donald Trump’s recent claims that China “violated” trade agreements have reignited fears of tariff escalations that could impact prices and distribution.
Still, Pop Mart continues to expand production and distribution, investing in online shops, flagship stores, and its signature blind box vending machines to keep up with demand.
From Indie Art to International Icon: Labubu’s Future Looks Bright
What began as a quirky book character has become a global cultural icon, bridging the worlds of fashion, collectibles, social media, and storytelling.
Labubu has mastered the art of evolution—staying relevant through a mix of mystery, creativity, and emotional connection. And if Pop Mart plays its cards right, Labubu could remain a major player in the $100 billion global toy and collectible market for years to come.
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