The viral popularity of Labubu, a plush toy from Hong Kong artist Kasing Lung’s “The Monsters” series.
The Labubu craze exploded in April 2024 when BLACKPINK’s Lisa posted an Instagram story featuring a Labubu plush toy and keychain
Labubu is sold in Pop Mart’s blind box format, where buyers don’t know which design they’ll get until opening, adding excitement and scarcity.
With over 300 variants, including rare “secret” editions (e.g., 1 in 72 chance for some designs), the unpredictability fuels collector enthusiasm.
Series like “Exciting Macaron,” “Have a Seat,” and “Big Into Energy” have sold out quickly, driving demand.
Labubu taps into the “adult playtime phenomenon,” where adults seek comfort and nostalgia through collectibles.
Its quirky, “ugly-cute” aesthetic—pointy ears, nine serrated teeth, and a mischievous grin—resonates with both kids and adults.