Global Labubu doll craze: Chinese pop culture spreads around the world
The Chinese company that manufactures them is listed on the Hong Kong Stock Exchange and its sales outside China have increased by 375%.
BeijingHe has big eyes, menacing teeth, and a mischievous look. He's the Labubu, a doll that has sparked a phenomenon that has spread beyond China's borders. The Labubu has become a worldwide trend and a triumph for the Chinese company Pop Mart, which markets it. It's arguably one of the first dolls to be sold. Achievements of Chinese pop culture and design.
And all thanks to its innovative marketing, limited edition, high price, and the support of famous fans on TikTok. It's not a toy: it's become a cult object and a fashion accessory. Carrying it hanging from your bag, backpack, or car dashboard is synonymous with modernity.
In China, it's very common for boys and girls to carry small stuffed animals and toys hanging from them, such as keychains on bags or even attached to their clothes, but, curiously, the Labubu's success is global. When the launch of a new doll was announced, long lines have been seen at Pop Mart stores in Tokyo, New York, Dubai, London, and Paris.
Although its appearance may resemble a Gremlin, the character is actually a kind of elf, the work of Hong Kong-born designer Kasing Lung. It was created in 2015 for a series of illustrated books: The Monsters. Labubu is one of the characters, but he is accompanied by others, such as Zimomo, Mokoko, Pato, Spooky or Tycoco.
In 2019, the alliance with the toy company Pop Mart propelled him into the market. Pop Mart has specialized in trend-setting collector's toys. The Labubu series and other companions, such as Molly, are sold in surprise boxes. When you buy them, you don't know what color, doll or customization might come out. The latest collection launched in April was sold in China for around 12 euros, but some older models can exceed 300 euros.
Much of the success is due to social media marketing. Videos on TikTok or other platforms where influencers Or simple consumers compulsively open Pop Mart checkouts to discover which doll they bought are viral. The doll's success has been helped by the endorsement of K-pop superstars, such as Blackpink's Lisa, who has appeared in videos with her Labubu. Rihanna and Dua Lipa have also been instrumental in this.
Promoting gambling addiction
Pop Mart makes limited releases of its products, and precisely the scarcity and uncertainty of not knowing what's in the box are the key to its success. It's also the key to its criticism. Chinese social media denounces the fact that it encourages gambling addiction, as people buy products compulsively until they get what they want. The limited number of products in each release has also led to the flourishing of a resale market and, of course, imitations. Chinese customs also report an increase in doll smuggling. Warnings are issued to the population that they cannot leave the country with large quantities of dolls, only those that could be considered gifts.
The success of these designer dolls lies in the value the public places on them. It's referred to as "emotional consumption," as it explains the feelings created around the product, from surprise to the meaning of the item, and not its material value.
Pop Mart is listed on the Hong Kong Stock Exchange and is committed to international expansion. By 2025, sales outside of China increased by 375% and accounted for 40% of total revenue, which reached $1.8 billion. A quarter of its 530 physical retail locations and 7% of its 2,500 vending machines are now located outside of China.
The Labubu has become the most sought-after monster, and strong demand has prompted the company to announce that it will not be on sale for a few months.
In a restaurant in a Beijing shopping mall, a couple with a chocolate-colored Labubu are taking photos of each other with the character. They are carrying a large Pop Mart bag containing about six boxes of toys. When asked by a foreigner, they laughingly confirm that the doll is indeed a Labubu and joke about how lucky they are to own one. Surely their friends will also congratulate them and envy social media when they see the photos. They're not teenagers, both are over thirty, but it seems that Labubu is suitable for all ages.
And they're really lucky, because the usual response to Pop Mart stores is "Méiyǒu lā bù bù[There is no Labubu.] We have to make do with other characters in the series. However, sales continue, and buying or giving a Pop Mart doll has become the latest trend in Beijing. A trend that has spread around the world.
