Labubu has become one of the most talked-about toys in the world. This “ugly-cute” little monster from Pop Mart shows up in malls, airports, TikTok feeds, and collector groups across Asia, Europe, and North America. For many buyers, it is more than a toy – it is a status symbol, a comfort object, and a piece of pop art. China Briefing
As a plush toy manufacturer in China, I see Labubu not just as a trend, but as a case study in modern toy IP, emotional branding, and retail innovation. In this guide, I will break down why Labubu is so popular, what drives the hype, and what brands and buyers can learn from this phenomenon.
What design traits make Labubu visually unique and memorable?
Labubu is not a typical “cute” character. It is part of The Monsters universe created by Hong Kong-Belgian artist Kasing Lung. The character is an elf-like creature with high pointed ears, jagged teeth, big eyes, and a mischievous expression. It looks a bit scary at first glance, but somehow still lovable. bagaholicboy.com+1
This mix of “ugly-cute” is very powerful. It stands out in a world filled with round, soft, harmless characters. The contrast between sharp features and fuzzy textures creates tension that feels fresh and modern. Labubu also comes in hundreds of colors, costumes, and themes – from fairy-tale versions to fashion-inspired designs – so collectors always have something new to chase. bagaholicboy.com+1
For buyers and designers, Labubu proves that toys do not need to be traditionally beautiful to succeed. They need to be recognizable. When you see the ears, teeth, and silhouette from far away, you know it is Labubu immediately.
| Design Trait | Description | Emotional Effect on Fans | Lesson for Brands and Buyers |
|---|---|---|---|
| “Ugly-cute” face | Pointed ears, serrated teeth, big eyes | Feels bold, different, slightly rebellious | Dare to break away from classic “cute” formulas |
| Strong silhouette | Tall ears, compact body, easy to recognize | Easy to spot on shelves and social media | Create characters recognizable even in outline |
| Rich variations | Hundreds of colors, outfits, seasonal themes | Constant novelty, high collectability | Plan long-term IP roadmap with many editions |
| Textured surfaces | Fuzzy, furry, or glossy finishes | Satisfying to touch and photograph | Invest in tactile and visual details for social media |
| Story-driven universe | Part of The Monsters world with supporting chars | Fans feel like they’re entering a full universe | Build characters within a wider story world |
For a plush manufacturer like me, the key takeaway is simple: a strong character system plus memorable visual traits can support long-term product lines, not just a single short-term hit.
How did Pop Mart’s blind box model fuel Labubu’s hype?
Labubu’s rise is tightly connected to Pop Mart’s blind box model. In a blind box, the buyer knows they are getting a Labubu figure, but they do not know which design. There are common designs and rare “chase” designs. You only find out after you open the box. Exploding Topics+1
This mystery creates a loop of excitement and repeat purchase. Many consumers do not stop at one box – Pop Mart’s own study showed that 70% of pop toy buyers will purchase three or more blind boxes to try and get the toy they want. Exploding Topics
Labubu blind boxes are now sold in dedicated Pop Mart stores, vending machines, and online channels worldwide. The model works almost like a “loot box” in gaming: you pay for the chance to get a rare item. This drives unboxing content on TikTok and other platforms, where people film reactions to surprise pulls and especially to rare Labubus. Exploding Topics+1
| Blind Box Element | How It Works | Impact on Labubu Hype | What Buyers and Brands Can Learn |
|---|---|---|---|
| Mystery content | You know it’s Labubu, not which version | Encourages repeat buying to complete sets | “Controlled mystery” can drive sales |
| Rare “chase” figures | Limited designs with lower probability | Creates strong FOMO and resale value | Plan scarcity carefully to support perceived value |
| Series collections | Sets of 8–12 designs per series | Fans aim to “complete the set” | Design product lines for collecting, not just one |
| Vending machines & stores | Accessible in malls, airports, shopping streets | Easy impulse buys, fun physical experience | Location strategy matters for impulse purchases |
| Unboxing content | Fans post videos of opening boxes | Viral loops on social platforms | Design packaging and reveals with video in mind |
For my B2B clients, the blind box model shows how product design, packaging, and distribution can work together. It is not just about the toy. It is about the experience of discovery.
How do celebrity endorsements and social media trends boost Labubu’s appeal?
Celebrities and influencers pushed Labubu from a niche designer toy into a global symbol. Reports highlight endorsements and sightings from stars like Rihanna, BLACKPINK’s Lisa, Kim Kardashian and others, as well as Thai royalty wearing Labubu-related pieces. China Briefing+2TechNode+2
Short videos on TikTok, Xiaohongshu, Instagram Reels, and YouTube show unboxings, collection tours, outfit matches with Labubu pendants, and even Labubu tattoo reveals. The hashtag #Labubu gathers millions of views, and fans discuss drop schedules, rare pulls, and styling ideas. People.com+1
This social media layer is crucial. Labubu is not only a toy; it becomes part of identity. Fans use it to express personality: cute but edgy, soft but a little chaotic. User-generated content spreads faster than any traditional marketing campaign and gives buyers social proof that “everyone” is into Labubu right now.
| Channel / Driver | Example Use Case | Effect on Popularity | Brand / Buyer Takeaway |
|---|---|---|---|
| Celebrity endorsements | Lisa from BLACKPINK, Rihanna, Kim Kardashian spotted with Labubu | Turns Labubu into a fashion and status symbol | Collaborate with aligned celebrities or micro-influencers |
| Short-form video platforms | TikTok, Reels, Xiaohongshu unboxings | Viral trends, global reach, constant exposure | Design toys and packaging that “film well” |
| Collector communities | Discord, Reddit, Facebook groups | Deep discussion, trading, fan-made guides | Support communities with clear info and events |
| Aesthetic styling content | OOTD photos with Labubu pendants or bags | Links toy with lifestyle and fashion | Think of plush as accessories, not only toys |
| Fan customization | Repainted Labubus, custom clothes, room displays | Strengthens sense of ownership and creativity | Provide accessories or DIY-friendly designs |
From a manufacturer view, Labubu proves that when an IP becomes a lifestyle symbol, sales are no longer limited to “toy buyers”. It enters fashion, decor, and even art collecting.
Why do scarcity and the resale market drive Labubu’s collector craze?
Scarcity is built into the Labubu business model. Many designs are limited, and some giant or special editions are released in very small quantities or only at specific events. One large Labubu even sold at auction for over US$150,000, while some rare figures have gone for more than US$10,000 on the resale market. Exploding Topics+1
At the same time, regular blind box Labubus often sell out fast. Queues form outside Pop Mart stores during restocks, bots snap up online drops, and resellers mark up prices heavily. In some markets, resale prices can reach hundreds of dollars for a figure that cost under US$40 at retail. 紐約郵報+1
This creates a collector economy that feels like “treasure hunting”. People trade pieces, track market prices, and chase “grails”. It becomes a hobby, an investment, and a social activity. But it also brings risks: price bubbles, frustration, and counterfeits flooding the market. 衛報+1
| Factor | How It Shows Up in Labubu Craze | Impact on Collectors and Market | Risk Level / Caution Point |
|---|---|---|---|
| Limited editions | Event-only releases, giant statues, rare colorways | Increases status and long-term value | Can fuel unhealthy speculation |
| Blind box odds | Rare “secret” designs with low pull rates | Encourages repeat buying and trading | Can cause frustration if too hard to obtain |
| Resale platforms | Online auctions, group resales, private trades | Creates secondary market and price benchmarking | Opens door to scams and counterfeits |
| Price spikes | Some pieces selling for thousands of dollars | Attracts investors, not only fans | Makes hobby less accessible for casual buyers |
| Counterfeit products | Fake Labubus sold cheaply online and offline | Safety hazards, brand damage | Requires strong IP protection and safety education |
For brands and buyers, the lesson is clear: controlled scarcity can increase value, but it must be balanced with fairness, safety, and long-term trust.
How does Labubu connect with Gen Z culture and emotional storytelling?
Labubu is not only a visual design; it has a story and a mood that fit Gen Z. In the original books and character descriptions, Labubu is a kind-hearted but mischievous creature who often “wants to help but ends up doing bad things”. It is imperfect, chaotic, but lovable – a feeling many young people relate to. CNA Lifestyle+1
Media and market analysts note that Labubu’s success comes from emotional storytelling plus smart digital strategy. Labubu sits at the intersection of art toy, meme, and comfort object. It appears in fan art, tattoos, mood boards, and mental health talk. For many Gen Z fans, collecting Labubu feels like collecting different “versions” of their own moods and identities. 福布斯+2foxdata.com+2
Pop Mart’s app and online ecosystem add another layer. Fans track releases, play digital games, and share collections. App data shows high daily engagement, driven by push notifications, limited drops, and social features. foxdata.com
| Cultural / Emotional Dimension | How Labubu Connects | What Gen Z Feels | How Brands Can Respond |
|---|---|---|---|
| Imperfect “ugly-cute” aesthetic | Reflects chaos, anxiety, and humor | “I don’t need to be perfect to be loved” | Design characters that allow vulnerability |
| Story of mischief and kindness | Labubu means well but causes trouble | Feels like a relatable friend, not a hero | Build flawed but warm characters |
| Digital-first fandom | App, hashtags, meme culture | Creates shared language and in-group identity | Support communities with digital content and tools |
| Collectible moods and themes | Different outfits, seasons, emotions | Each figure becomes a “mood to display” | Offer themed collections that map to feelings |
| Comfort object in stressful times | Plush and vinyl as emotional anchors | Collecting becomes self-care and escape | Highlight emotional benefits, not only aesthetics |
As a manufacturer, I see how important it is to pair design with a clear emotional message. The more a toy “speaks” to a generation’s feelings, the more it can grow beyond simple play value.
What risks and future challenges could impact Labubu’s long-term popularity?
Like every huge trend, Labubu faces real risks. Some analysts already see signs that searches and resale prices are cooling from their peak, even while Pop Mart’s global expansion continues. Exploding Topics+1
There are several challenge areas:
- Trend fatigue – Many crazes burn very bright and then fade. If Pop Mart over-releases Labubu series without clear direction, fans may feel tired.
- Counterfeits and safety issues – Authorities in the UK, for example, have warned that fake Labubu dolls can pose choking risks and may use unsafe materials. This damages trust and can confuse parents who cannot tell real from fake. 衛報
- Regulatory pressure on blind boxes – Some countries are watching blind box mechanics closely because of concerns about gambling-like behavior in young buyers. China has already set rules limiting blind box sales to children under certain ages. Exploding Topics
- Economic slowdown – Designer collectibles are not essential goods. In weak economies, some buyers may cut back on premium toys.
| Risk / Challenge | Description | Possible Impact on Labubu Trend | How IP Owners / Brands Can Respond |
|---|---|---|---|
| Trend fatigue | Overexposure, too many drops, repeated designs | Declining excitement and lower sell-through | Pace releases, focus on quality and story depth |
| Counterfeit and safety issues | Unsafe fakes in the market | Harm to children, trust damage to whole category | Strong enforcement, clear safety education |
| Blind box regulation | Laws limiting sales to minors | Reduced youth market size | Offer clearer odds, age labels, non-blind options |
| Economic volatility | Reduced disposable income | Lower sales of high-priced collectibles | Offer tiered price points and accessible items |
| Competition from new IPs | New “next Labubu” trends | Fragmented attention, shifting fandoms | Keep innovating across designs and media channels |
For other brands and buyers, these risks are also a reminder: when you ride a big wave like Labubu, you must also plan for a future beyond that single craze.
Conclusion
Labubu’s story shows how bold design, smart retail models, and emotional storytelling can turn a small character into a global phenomenon. At the same time, it reminds toy brands and buyers that quality, safety, and long-term brand building still matter more than short-term hype. At Kinwin, we help global buyers create their own unique plush IPs and collections that are safe, soft, durable, and ready for long-term success. You can contact me at [email protected] or visit kinwintoys.com to discuss how our factory can support your next plush project inspired by trends like Labubu.
