(fyiteam)Labubu (拉布布) — a word* we keep hearing everywhere lately — refers to a series of plushies, most of them recognizable by their mischievous 9-tooth grin.
The characters were originally created in 2015 by Hong Kong illustrator Kasing Lung for his picture book series “The Monsters:.
Today, they’re mostly used as bag charms.
*The name “Labubu” doesn’t actually mean anything.
(fyiteam)Chinese retail giant Pop Mart has been selling Labubu since 2019. Their recent explosion in popularity has pushed Pop Mart’s stock up by +170% in 2025 alone, and over +500% since 2020.
Its market value now exceeds $34 billion, more than the combined worth of Sanrio (Hello Kitty, $10.2B), Hasbro (Transformers, $8.7B), and Mattel (Barbie, $5.1B).
In 2024, 40% of Labubu revenue came from outside China, thanks to over 2,000 vending machines worldwide and stores in 30+ countries.
(fyiteam)This is not an easy answer.
A basic Labubu blind box (a mystery pack) may retail for around €17, but prices spike for “rare” collections and collaborations.
Still, buying at retail price is hard — most products sell out within minutes, with long queues and even brawls outside stores, leading some shops to pause Labubu sales altogether.
The real price jump however happens in resales, where items go for +25% to +250% more.
(fyiteam)Though a major trend in China since 2022, Labubu went global after K-pop star Lisa (Thailand-born) shared them on social media in April 2024.
Soon after, more celebrities — including Kim Kardashian, David Beckham, and Rihanna — joined the Labubu hype.
Their rising fame is confirmed by the boom in fake Labubu — 70,000 counterfeit units were seized last week alone by Chinese authorities.
(fyiteam)Honestly, no one really knows. Like all viral trends, it’s a mix of randomness, aesthetic appeal, and timing.
Blind boxes and the thrill of collecting play a big role — they tap into nostalgia and reward mechanisms: the suspense of unboxing, the status of owning rare items, the dopamine rush of “getting lucky”.
(fyiteam)Labubu are not an isolated case.
The demand for “kidult” products — traditionally “children’s” items now marketed toward adults — is booming, as grown-ups look for nostalgia, comfort, and escapism.
In 2023–2024, adults in the U.S. spent over $7 billion on toys. While European kids’ toy sales dropped by €200 million between 2019–2022, sales to adults rose by over €1 billion.
(fyiteam)Official efforts by the Chinese government to improve its international image (like visa-free tourism for Westerners) haven’t really worked.
In most of the West, “China” still evokes surveillance and authoritarianism.
But Labubu’s organic global success — now officially praised by the Chinese government — links the country to something creative and playful.
China isn’t the only East Asian country with soft power* moves.
Japan launched “Cool Japan” in 2010 to promote its creative industries — though its global pop culture icons like Pokémon and Studio Ghibli went viral on their own.
However, South Korea’s “K-wave” (K-pop, K-beauty, etc.) owes much of its success to strong state support.
*Soft power = a country’s ability to influence others through culture, ideas, and values — not economic or military force (hard power).
(fyiteam)The Labubu boom shows how China is evolving from global manufacturer to global brand powerhouse.
Even within China, Western brands are losing their shine — Chinese consumers increasingly opt for local alternatives.
For example: Chagee tea instead of Starbucks, Laopu Gold over Tiffany & Co and Mao Geping cosmetics over L’Oréal
