What Is Labubu? Everything You Need to Know About The Monsters By Pop Mart

Labubu has taken the world of collectors and art enthusiasts by storm, captivating fans with its quirky charm and unique design.

But what exactly is Labubu, and why has it become such a sought-after phenomenon?

It is undeniable that Labubu has become a cultural force to be reckoned with since 2019.

While initially emerging as a character in children's picture books, Labubu has evolved into a global icon, embraced by collectors, art enthusiasts, and pop culture aficionados alike.

These aren't just ordinary toys—they're statements of creativity, sparks of imagination, and vessels of artistic expression.

Now, Labubu continues to dominate the collectible scene with its unique design, whimsical personality, and unprecedented global appeal.

In this guide, we’ll uncover the origins of Labubu, the story behind its creation, and why it’s a must-have for anyone passionate about designer toys—a deep dive into the world of this extraordinary collectible that's capturing hearts worldwide.

Whether you’re a seasoned collector or just discovering the hype, here’s everything you need to know to understand—and maybe even fall in love with—Labubu.

The Origin Story: From Imagination to Global Icon

Labubu isn't just a collectible—it’s a whimsical creation that bridges storytelling, art, and design. Conceived by Kasing Lung, an artist born in Hong Kong and now based in Belgium, Labubu emerged in 2015 as part of Lung’s series The Monsters. Deeply inspired by Nordic folklore and Lung’s childhood fascination with European fairy tales, Labubu blends a mischievous spirit with undeniable charm, reflecting the artist’s vibrant imagination.

The character’s design breaks from traditional notions of cuteness. Labubu features pointed, rabbit-like ears, a signature toothy grin brimming with playful energy, and a small, furry body that exudes personality. This design aesthetic is both bold and endearing, captivating collectors and art enthusiasts worldwide. Adding a layer of intrigue, Labubu is a female character—a surprising detail that enriches its narrative and challenges common perceptions in collectible design.

Labubu’s journey began with collaborations between Kasing Lung and How2Work, a Hong Kong-based design studio that brought The Monsters series to life. Over the years, Labubu has been released in over 300 variations of colors, shapes, and sizes, becoming a sought-after collectible in the designer toy market. The character gained even more popularity through its association with Pop Mart, a leading figure in the art toy industry, and has reached global audiences thanks to collaborations and celebrity endorsements.

Labubu isn’t just a figure—it’s a cultural phenomenon that combines the wonder of childhood storytelling with cutting-edge collectible artistry, inviting fans into a world where creativity knows no bounds.

The Pop Mart Revolution: Turning Art into Collectible Magic

In 2019, Kasing Lung entered an exclusive licensing deal with Pop Mart, a Chinese company known for its designer toys and innovative blind box approach.

This partnership marked a strategic shift, leveraging Pop Mart’s expertise in creating and marketing collectible products to introduce Labubu to a broader audience.

The partnership between Kasing Lung and Pop Mart in 2019 was a game-changer for Labubu, marking a new era for the character and its growing fanbase.

At the time, Pop Mart was already gaining traction as a leader in the art toy industry, with its innovative approach to collectibles through blind box releases.

Recognizing the untapped potential of Labubu and Lung’s The Monsters series, Pop Mart entered into a strategic licensing agreement that would redefine how fans experienced and collected these beloved characters.

Kasing Lung’s artistic roots were not lost in the commercialization of Labubu.

Pop Mart maintained the integrity of Lung’s vision by ensuring that the character retained its charm, mystique, and narrative depth.

Limited editions and artistic reimaginings of Labubu, such as metallic finishes, glow-in-the-dark variants, and seasonal themes, solidified its appeal among both casual fans and serious collectors.

Blind Boxes & Worldwide Marketing

The use of blind boxes—a concept where buyers don’t know which figure they’ll receive until opening the packaging—brought a thrilling element of surprise to the collecting experience. 

Each series release featured a variety of designs, including limited-edition “secret” variants that were much rarer, turning collecting into a treasure hunt.

For Labubu, this meant an explosion of interest as fans scrambled to complete their collections or uncover the elusive secret figures.

The tactile joy of unboxing and the unpredictability of what lay inside brought an almost addictive excitement to the process.

Pop Mart’s releases of Labubu figures became highly anticipated events. Each series featured limited editions and secret designs, creating a sense of rarity that captivated collectors worldwide.

Pop Mart’s success with Labubu was not just about the product—it was also about their sophisticated marketing strategy.

They combined online and offline touchpoints, creating immersive brand experiences through flagship stores, pop-ups, and online platforms. Pop Mart’s ability to tap into global markets was crucial, as they helped introduce Labubu to audiences in regions like Europe, North America, and Southeast Asia.

Through collaborations with platforms like Tmall and localized campaigns, Labubu evolved from a niche collectible to a mainstream cultural phenomenon​.

The Viral Moment: When Labubu Took Over the World

In April 2024, Labubu's popularity exploded in a moment that would be remembered in collectible folklore.

When Blackpink's Lisa shared the toy on Instagram, the digital world erupted. Suddenly, Labubu wasn't just a collectible—it was a cultural phenomenon.

The aftermath was nothing short of extraordinary. Stores experienced unprecedented crowds, online restocks vanished within minutes, and rare editions became collector's holy grails.

What made this viral moment so significant was not just the sudden popularity, but the way it transformed Labubu from a toy into a global cultural symbol.

Why Adults Are Falling in Love with Labubu

At the heart of its appeal lies a blend of exclusivity, emotional connection, and the vibrant communities that form around it.

Labubu figurines, often limited in quantity, tap into the human desire for rarity and individuality. Owning a Labubu is not just about the figure itself but also about what it represents: a statement of taste, an artistic treasure, and a connection to a global network of like-minded enthusiasts.

Several factors drive this cultural explosion. The limited-edition nature of Labubu figures instills a sense of urgency among collectors, fueling a fervent race to secure each new release.

This scarcity, combined with a whimsical design rooted in Nordic fairy tales, creates a nostalgic charm that appeals to both seasoned collectors and casual fans.

The community aspect of Labubu collecting is another cornerstone of its success. Social media platforms like Instagram and TikTok have become hubs for enthusiasts to share their collections, showcase unboxings, and engage in trades.

Dedicated online forums and meet-ups bring collectors together, transforming what might otherwise be a solitary pursuit into a shared passion. For many, the sense of belonging and camaraderie these communities provide is as valuable as the figures themselves.

Celebrity endorsements have further propelled Labubu’s popularity, especially in Southeast Asia. This celebrity influence amplifies the desirability of Labubu, positioning it as not only a collectible but also a lifestyle symbol.

Collecting Labubu: A Comprehensive Guide

For those looking to start their Labubu collection, the pricing varies widely, offering options for every budget.

Rare collectibles have been known to fetch hundreds of dollars, making Labubu not just a toy, but a potential investment.

Authentic Labubu toys can be found through official channels: such as Pop Mart stores, or online marketplace platforms like PUSHAS.

Each purchase is more than a transaction—it's an entry into a global community of passionate collectors.

Collector's Pro Tips: Navigating the Labubu Universe

Serious collectors know that success lies in the details.

Always verify the authenticity of your Labubu to avoid counterfeits. Join online collector communities, follow Pop Mart's social media for exclusive updates, and embrace the excitement of blind box collecting.

Each Labubu tells a story, carries a personality, and represents a moment of artistic expression.

Understanding this transforms collecting from a hobby into a form of cultural participation.

The Future of Labubu: A Cultural Phenomenon

Labubu played a key role in Pop Mart's strong performance, with the company reporting revenue of approximately $387 million in the first half of 2024. This impressive growth highlights how the brand continues to capture global attention through innovative strategies and artistic appeal.

Pop Mart has consistently engaged its audience with creative and seasonal collections, such as the Labubu Rhythmic Gymnastics Figure, and interactive campaigns like online games tied to exclusive releases.

These efforts not only generate excitement but also maintain collector loyalty. This strategy aligns with their broader approach of leveraging artistic designs and blind-box formats to build hype and exclusivity.

Labubu’s ability to appeal to collectors across generations and cultures is part of a broader cultural movement. It stands as an icon of how Pop Mart has transformed niche artistry into a global collectible market leader.

Final Thoughts

Labubu's journey from a niche creation to a worldwide sensation is a testament to the power of innovation, storytelling, and community.

Whether you're drawn to its artistic design, its nostalgic charm, or the thrill of collecting, Labubu offers something for everyone.

More than a collectible, it stands as a beacon of joy and connection in an ever-changing world, bridging cultures and generations through its unique magic.

As Labubu continues to evolve, one thing is clear: this is not just a passing trend. It’s a cultural force reshaping the way we see art, storytelling, and the simple act of collecting.