[33] The Labubu Effect
How a Mischievous Toy is Shaping Global Consumer Culture (and Chaos).
Hi! I’m Felicitas, a brand executive focusing on innovation across brands and products from a cultural insight perspective. Drawn to “what’s trending” and “the next thing” I write about cultural phenomena and forces, and how they impact brand marketing today and tomorrow. If you’re looking to understand the business of culture and trends, this newsletter is for you.
TL;DR You might have seen it pop up in the past weeks: The Labubu (say what?)
In the age of TikTok trends and drop culture, it is no surprise that toys originally designed for niche collectors are now igniting global frenzies. Among these, Labubu stands out as a prime example. Equal parts eerie and endearing, this impish figure from Pop Mart has sparked obsessive fandom, soaring resale prices, and lines of eager customers stretching across the globe. However, Labubu is not merely a toy—it is a cultural phenomenon. Examining the rise of Labubu offers a window into a new era of consumer behavior, where emotional resonance, scarcity, and storytelling converge.
Sorry I am old…What Are Labubus?
Labubu is a character born of the imagination of Hong Kong-based artist Kasing Lung, renowned for his quirky and slightly unsettling creations. Labubu, a mischievous creature with a toothy grin, wiry limbs, and expressive designs, was brought to life as part of "The Monsters" series by Pop Mart, a Chinese toy company specializing in designer vinyl figures. Labubu appears in countless variations, from costumes to colors to poses, often sold in "blind boxes," which means buyers do not know which figure they will receive until after purchase.
This element of surprise is central to Pop Mart’s allure. Labubu transcends its status as a collectible; it has become a lifestyle symbol, a statement of personal taste, and a representation of individuality in an increasingly homogenized world.
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A Brief History: From Underground Art to Global Icon
Labubu’s origins trace back to Kasing Lung’s storybooks, where it began as an illustrated character. It soon gained cult popularity within Asia’s designer toy scene, which paved the way for a collaboration with Pop Mart. The partnership transformed Labubu into a vinyl figure and positioned it as one of Pop Mart’s flagship characters.
Labubu’s origins trace back to Kasing Lung’s storybooks, where it began as an illustrated character. Emerging in 2015, it soon gained cult popularity within Asia’s designer toy scene, which paved the way for a collaboration with Pop Mart. The partnership transformed Labubu into a vinyl figure and positioned it as one of Pop Mart’s flagship characters.
Through calculated release strategies, seasonal themes, region-specific exclusives, and limited-edition drops, Labubu evolved into a sought-after item. What began as a niche collectible in Asia 10 years ago has since gained international acclaim, leading to its status as a global icon.
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Why Are Labubus Trending Now?
Several factors explain Labubu’s meteoric rise in popularity. First, the post-pandemic era has ushered in a wave of nostalgia and comfort culture, where consumers seek emotionally resonant objects that offer a sense of safety and playfulness. Second, the blind box concept taps into the psychology of gamification, creating an addictive purchasing experience. Third, Labubu’s aesthetic, a blend of Tim Burton-esque eccentricity and kawaii charm,makes it instantly recognizable and social media-friendly. Finally, at a price point of $10–$15 per figure, Labubu offers an entryway into affordable luxury, combining exclusivity with artistic value.
Labubu encapsulates a broader cultural shift toward collectible consumerism, where identity, emotional connection, and social capital are intertwined with seemingly trivial objects.
Pop Mart Pandemonium: The UK Launch and Global Hype
Labubu’s cultural impact became clear during Pop Mart’s UK expansion. When the Covent Garden store opened in early 2024, chaos ensued. Fans braved freezing weather, queued for hours, and even prompted police intervention to manage the crowds. Entire shipments sold out in mere minutes.
This event was more than a sale, it exemplified scarcity culture, a strategy long exploited by luxury brands like Supreme and Nike. Pop Mart successfully adapted this model for the toy industry, fueling a sense of urgency and desire. The frenzy mirrored iconic cultural moments such as the Beanie Baby craze of the 1990s and sneaker drops of the 2010s, albeit with a distinctly Gen Z twist, featuring social media documentation, cosplay, and resale speculation.
Just this week, Pop Mart Uk announced that it is pausing on sales due to more chaos and long lines outside stores and to regain control.
Celebrity Fandom and the Culture of Flex
Labubu has also garnered a devoted following among influencers and celebrities, particularly in Asia. For some, it is a casual interest; for others, it is a serious pursuit, with rare figures showcased online as prized possessions. This celebrity backing elevates Labubu’s cultural status, making it more than just rare, it becomes aspirational.
This dynamic creates a feedback loop: celebrities flaunt their collections, fans emulate them, resale prices soar, and scarcity intensifies. Much like sneaker culture or luxury handbags, Labubu serves as a status symbol; a subtle yet powerful indicator of cultural fluency and insider knowledge.
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Beyond the realm of collectible toys, Labubu has grown into a cultural phenomenon that permeates diverse creative spaces. Nail artists have embraced Labubu-inspired designs. Similarly, the food industry has seen Labubu-themed pastries and desserts, where bakers craft intricate confections bearing the character’s signature features. In the world of interior and product design, Labubu’s playful and surreal charm has influenced trends in home decor, stationery, and even clothing, as seen in collaborations with lifestyle brands. These extensions highlight Labubu’s potential to creating a brand world if they go beyond the drops only.
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The Collectors and the Resale Market
No viral toy phenomenon would be complete without a thriving resale market, and Labubu is no exception. Rare editions or hidden figures often fetch hundreds, or even thousands of dollars on secondary platforms. Collector communities on Reddit, Discord, and Instagram play a pivotal role, offering spaces to discuss releases, verify authenticity, and celebrate hauls.
For collectors, owning a Labubu is more than a transaction; it represents identity, emotional investment, and a shared cultural experience.
An collectors come in all spectrums, across all demographics. The fandom spreads from Blackpink’s Lisa to the NBA to your everyday barista.
Labubu as Cultural Influence: Lessons for Brands
Labubu’s rise provides valuable insights for brands navigating the modern marketplace. Several key lessons emerge:
· Emotional resonance: Labubu’s appeal lies in its unique blend of charm and quirkiness, fostering deep emotional connections.
· Scarcity drives engagement: Limited editions and blind boxes create urgency and reward early adopters.
· Social & media flywheel: Labubu’s virality stems from proud fans showcasing their collections online.
· Community-building: Pop Mart nurtures fan culture through drops, trading platforms, and fan-made content.
· Transcending the product: Labubu is not just a toy; it is a story, a symbol, and a badge of belonging.
· Brand world-building: Pop Mart has successfully created an immersive universe around Labubu, combining storytelling, aesthetics, and cross-media collaborations to captivate audiences and foster brand loyalty.
What Brands Can Learn to Build Cultural Influence
Labubu may appear to be just another quirky toy, but its rise reveals a profound shift in consumer culture. In an era where identity, emotion, and scarcity converge, Labubu occupies a unique space, playful yet exclusive, eccentric yet beloved, niche yet global. Brands looking to thrive in this landscape can draw inspiration from Pop Mart’s approach, which emphasizes community, storytelling, and the transformation of consumers into collectors. Labubu is not merely a trend; it’s the new sneaker drop - a blueprint for cultural relevance in the 2020s.
[ this article expresses the author’s personal POV and was created with the support of generative AI ]