Its massive popularity helped turn Pop Mart’s founder, Wang Ning into a billionaire. The company earned over $1.4 billion USD in 2024 alone with Labubu accounting for a large chunk of that success. Limited-edition versions of the toy now resell for hundreds to thousands of dollars online and it has become one of the most sought-after collectibles in Asia and beyond. With over 70 million units sold globally Labubu is no longer just a toy it’s a full-fledged lifestyle.
Labubu was created by Kasing Lung, a Hong Kong–Belgian illustrator who combined his love for fairy tales and monsters to bring this character to life. First appearing in his 2015 picture book The Monsters, Labubu stood out for its unusual mix of creepy and cute with big eyes, a mischievous grin, and wild fur, the character captured something emotionally raw and imaginative. Lung, who works between Belgium and Asia never intended for his character to become a global icon but his goal was always to create emotionally expressive fantasy-rich creatures. His unique visual language quickly caught attention and soon he found himself at the center of a pop culture wave.
In 2019, Chinese toy company Pop Mart began mass-producing Labubu figures in "blind box" formats, where customers don’t know which version they’ll get until they open it. This turned each purchase into a surprise, triggering excitement, competition, and even obsession. From forest-themed Labubus to pirate editions and seasonal designs, each variant was released in limited quantities fueling demand. With constant new drops, collaborations, and themed sets, collectors began treating Labubu less like a toy and more like a fashion statement or art piece.
What followed was the birth of the so-called "Labubu lifestyle." No longer just a product, Labubu became a cultural identity among young people, especially Gen Z and Gen Alpha. Plush versions are now styled with outfits, hung on designer bags and featured in elaborate TikTok unboxings. Cafes, streetwear events, and conventions host Labubu meetups. Influencers treat new releases like sneaker drops. Fans refer to themselves as part of the "Labubu cult" where styling, trading, and showcasing the plush is as important as owning it. Even celebrities have been seen with the plush, elevating its status from subculture to mainstream.
What makes Labubu's rise even more interesting is how deeply psychological the trend is. The blind box system taps into human curiosity creating a reward-loop effect similar to mobile games. Limited drops build urgency and exclusivity. The character's strange but charming design appeals to fans of kawaii, gothic, and fantasy styles all at once. And the online community surrounding it driven by hashtags, haul videos, and style inspiration fuels FOMO (fear of missing out), pushing people to engage more deeply.
Today, Labubu isn’t just another character on a shelf it’s a part of how people express their moods, personalities, and aesthetics. It’s fashion, art, storytelling, and social belonging all rolled into one fuzzy, fanged figure. And behind it all is the quiet vision of an illustrator who just wanted to bring a little mischief and magic into the world.
Labubu was created by Kasing Lung, a Hong Kong–Belgian illustrator who combined his love for fairy tales and monsters to bring this character to life. First appearing in his 2015 picture book The Monsters, Labubu stood out for its unusual mix of creepy and cute with big eyes, a mischievous grin, and wild fur, the character captured something emotionally raw and imaginative. Lung, who works between Belgium and Asia never intended for his character to become a global icon but his goal was always to create emotionally expressive fantasy-rich creatures. His unique visual language quickly caught attention and soon he found himself at the center of a pop culture wave.
In 2019, Chinese toy company Pop Mart began mass-producing Labubu figures in "blind box" formats, where customers don’t know which version they’ll get until they open it. This turned each purchase into a surprise, triggering excitement, competition, and even obsession. From forest-themed Labubus to pirate editions and seasonal designs, each variant was released in limited quantities fueling demand. With constant new drops, collaborations, and themed sets, collectors began treating Labubu less like a toy and more like a fashion statement or art piece.
What followed was the birth of the so-called "Labubu lifestyle." No longer just a product, Labubu became a cultural identity among young people, especially Gen Z and Gen Alpha. Plush versions are now styled with outfits, hung on designer bags and featured in elaborate TikTok unboxings. Cafes, streetwear events, and conventions host Labubu meetups. Influencers treat new releases like sneaker drops. Fans refer to themselves as part of the "Labubu cult" where styling, trading, and showcasing the plush is as important as owning it. Even celebrities have been seen with the plush, elevating its status from subculture to mainstream.
What makes Labubu's rise even more interesting is how deeply psychological the trend is. The blind box system taps into human curiosity creating a reward-loop effect similar to mobile games. Limited drops build urgency and exclusivity. The character's strange but charming design appeals to fans of kawaii, gothic, and fantasy styles all at once. And the online community surrounding it driven by hashtags, haul videos, and style inspiration fuels FOMO (fear of missing out), pushing people to engage more deeply.
Today, Labubu isn’t just another character on a shelf it’s a part of how people express their moods, personalities, and aesthetics. It’s fashion, art, storytelling, and social belonging all rolled into one fuzzy, fanged figure. And behind it all is the quiet vision of an illustrator who just wanted to bring a little mischief and magic into the world.
Sannya Sangma,
Bongaigaon Times
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