Introduction
Labubu, a quirky plush toy brand featuring monster elves, has taken the world by storm, transforming from a niche collectible into a global cultural phenomenon. Created by Hong Kong-Belgian designer Kasing Lung, these toys with their toothy grins and furry bodies have sparked long lines at stores, crashed websites, and even fetched jaw-dropping prices at auctions. With endorsements from celebrities like Blackpink’s Lisa and a fervent collector base, Labubu has become more than just a toy—it’s a fashion statement, a cultural icon, and a speculative asset. This blog dives into the origins, meteoric rise, cultural impact, and staggering market success of Labubu, exploring why people are willing to pay thousands for these plush creatures.
The Origins of Labubu
Labubu is a brand of collectible plush toy monster elves designed by Kasing Lung, a Hong Kong-born artist raised in Utrecht, Netherlands, and now based in Antwerp, Belgium. Born in 1972, Lung drew inspiration from Nordic folklore and mythology, which shaped his childhood imagination. Introduced in 2015 as part of his “The Monsters” series, Labubu features round, furry bodies, wide eyes, pointed ears, and nine sharp teeth, blending cuteness with a mischievous edge. The Labubu universe includes characters like Zimomo (the tribe leader with a spiked tail), Mokoko, Pato, and Tycoco (Labubu’s skeleton-like boyfriend), each adding to the brand’s whimsical narrative (Wikipedia).
The toys were first produced by How2Work in 2015, but it was the 2019 partnership with Pop Mart, a leading Chinese retailer of designer toys, that propelled Labubu to global fame. This collaboration introduced the blind box format, where buyers purchase a sealed box without knowing which figurine is inside, adding an element of surprise that has fueled collector enthusiasm.
The Rise to Global Fame
Labubu’s journey from a niche toy to a global sensation began with its Pop Mart partnership in 2019. By 2025, over 300 unique Labubu figurines have been released, ranging from 8-centimeter vinyl figures priced at $15 to 79-centimeter “mega” editions costing $960. The blind box format, where collectors have a 1 in 72 chance of unboxing a rare “secret” figurine, has driven demand, with some editions selling out online in minutes and causing website crashes (New York Magazine).
A pivotal moment came in April 2024 when Blackpink’s Lisa posted about her Labubu keychain, sparking a buying frenzy in Thailand and Southeast Asia. Other celebrities, including Rihanna, Dua Lipa, and NBA player Dillon Brooks, have been spotted with Labubu toys, often clipped to bags or backpacks as a fashion accessory ([Highsnobiety]([invalid url, do not cite])). This celebrity endorsement has turned Labubu into a status symbol, with fans rushing to stores and resellers listing rare editions for hundreds or thousands of dollars on platforms like eBay and StockX.
A standout example of Labubu’s value came in June 2025, when a 1.2-meter tall mint-green Labubu sold for $170,000 at a Beijing auction, highlighting the toy’s appeal among high-end collectors ([The Cut]([invalid url, do not cite])). This sale underscores why Labubu has become a speculative asset, with some comparing it to the Beanie Babies craze of the 1990s.
Labubu’s Cultural Impact
Labubu’s influence extends far beyond the toy aisle, embedding itself in global pop culture. The toys have appeared at significant events, such as Pride parades and protests against immigration raids in Los Angeles in June 2025, where people dressed as Labubu held placards (NPR). This visibility highlights Labubu’s role as a cultural symbol, resonating with diverse communities.
However, Labubu’s distinctive appearance—described as both cute and unsettling—has sparked debate. In Singapore, during the Nine Emperor Gods Festival in October 2024, Labubu figurines were used as religious devotees, prompting discussions about their appropriateness in sacred contexts. In Russia, a proposed ban cited the toy’s “frightening appearance” as potentially harmful to children’s mental health, though the ban was not implemented (Wikipedia). These controversies reflect the complex reception of Labubu, balancing its playful charm with cultural sensitivities.
The Business of Labubu
Labubu’s commercial success is remarkable. Pop Mart’s 2024 interim report indicates that the brand generated 6.3 billion Chinese yuan (approximately US$870 million) in the first half of 2024 alone, with projections suggesting annual revenues approaching $1.74 billion (NPR). The blind box format drives this success, with collectors eager to unbox rare figurines like the Chestnut Cocoa Labubu, which can resell for over $149 on eBay or significantly more for limited editions (NPR).
The price range for Labubu toys makes them accessible yet exclusive, with standard figures retailing for $13–$16 and larger editions reaching $960. On resale platforms like StockX, Labubu is the top collectibles release, with an average resale price of $208, a 24% premium over the original $168 for some editions (Vogue Business). The high demand has led to chaotic scenes, with scuffles reported at Pop Mart stores in cities like London and Seoul, forcing temporary sales suspensions (The Conversation).
| Aspect | Details |
|---|---|
| Revenue (2024 H1) | 6.3 billion Chinese yuan (~US$870 million) |
| Price Range | $13–$16 (standard) to $960 (mega edition) |
| Auction Highlight | 1.2-meter mint-green Labubu sold for $170,000 (June 2025, Beijing) |
| Blind Box Odds | 1 in 72 chance for rare “secret” figurines |
| Resale Value | Average $208 on StockX; some editions sell for $149–$500+ on eBay |
Labubu’s Unique Appeal
The allure of Labubu lies in its blend of quirky design, collectibility, and cultural relevance. The toys’ Nordic-inspired aesthetic, with wide eyes and sharp teeth, appeals to both kids and “kidult” collectors—millennials and Gen Z who seek nostalgia and status through collectibles (The Conversation). The blind box format adds a gamified thrill, with collectors accessorizing their Labubu toys with custom outfits, including bootleg Prada and Louis Vuitton clothing available on Amazon and Etsy (New York Magazine).
Collections like “Exciting Macaron” (October 2023), “Big Into Energy,” and collaborations with brands like Coca-Cola and One Piece have kept the brand fresh. The upcoming “Labubu’s Artistic Quest” exhibition at the Louvre further elevates its cultural status, positioning Labubu as a bridge between art, fashion, and play (New York Magazine).
The Future of Labubu
Labubu’s trajectory suggests continued growth. New collections, such as those planned for late 2025, and high-profile collaborations will likely sustain its popularity. The brand’s ability to resonate with diverse audiences—from K-Pop fans to art collectors—ensures its staying power. The “kidult” market, driven by nostalgia and collectibility, is expanding, and Labubu is at its forefront, redefining how toys are perceived in global consumer culture (Vogue Business).
Conclusion
Labubu is not just a plush toy; it’s a cultural and commercial juggernaut that has redefined the collectibles landscape. From its Nordic-inspired origins to its status as a celebrity-endorsed fashion accessory, Labubu has captured the imagination of millions. Its high resale values, with some editions fetching up to $170,000, reflect its allure as a speculative asset, while its appearances at protests and festivals underscore its cultural significance. As Labubu continues to evolve with new collections and exhibitions, it remains a testament to the power of design, nostalgia, and community in shaping global trends. Whether you’re a collector, a fashion enthusiast, or simply curious, Labubu’s story is one you won’t want to miss.
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