How the quirky Labubu toy became a global sensation, driven by fan fervor and celebrity endorsements
SINGAPORE – The Labubu craze, which surged in 2024, shows no sign of fading. What started as a quirky collectible from Hong Kong-born artist Kasing Lung has morphed into a global phenomenon, particularly after Blackpink’s Lisa helped catapult it into the spotlight with a viral Instagram post in April. Labubu, a cheeky-faced, fanged elf character, has captured the hearts of collectors and fans alike, sparking a frenzy that includes everything from crimes and shoving matches to elaborate customizations of the toy itself.
Originally created in 2015 as part of “The Monsters” universe, Labubu wasn’t an instant hit. But by 2019, after a licensing deal with Pop Mart, the toy began gaining traction. However, it was the high-profile endorsement from Lisa that sent demand into overdrive, with fans rushing to get their hands on the toy. This unprecedented demand caught Pop Mart off guard, as Jeremy Lee, the business director for Southeast Asia at Pop Mart International, humorously noted: “She didn’t inform my supply chain that ‘hey, I’m going to do this tomorrow, yeah. Get your stock supply ready.’”
The toy’s immense popularity has led to a vibrant market for customized Labubus, with fans adding accessories like tiny clothes, fanny packs, and even braces. Some have even created songs in honor of Labubu, further deepening the emotional connection to the character. The joy of collecting extends beyond the toys themselves, with fans like Yumiko Kayahara, a KISS92 FM DJ, spending thousands on Pop Mart toys in recent months.
But the craze has also brought along issues with counterfeits. While Pop Mart’s legal team works to protect intellectual property rights, Jeremy Lee emphasized the importance of respecting the hard work of designers and creators. “Imitation is not flattery,” he said, as collectors and sellers continue to push the boundaries of customization and creativity.
With the holiday season approaching, Labubu fans can expect more exclusive offerings from Pop Mart, continuing the trend of personalizing and celebrating this unique toy. As Labubu’s star continues to rise, its impact on toy culture and the collectible market is undeniable.
