Cute or weird? How Labubu went from a niche doll to a global craze

In this world where looks are everything, a face with a fang-like smile has become popular - this is Labubu. You may think it is weird or even a little scary, but this elf doll launched by Chinese trendy toy giant Pop Mart is quietly changing the landscape of global trendy culture.

From a blind box enthusiast in China to a favorite of global celebrities, Labubu is not only a toy, but also a cultural phenomenon. So, how did it become so popular? What does it reveal about China's soft power and modern consumer psychology?

It all started with "Monster"

Labubu was first created in the monster universe of Hong Kong artist Kasing Lung. As a fictional character, it is highly recognizable: plush body, vinyl face, pointed ears, round eyes and nine iconic teeth. Although its appearance is "non-mainstream" at first glance, it just hits the aesthetic pursuit of "anti-perfectionism" of contemporary young people.

Pop Mart has made Labubu a star in blind boxes through cooperation with Kasing Lung. From the initial "Big Energy" series to the later "Falling into the Wilderness" and "Exciting Macarons", the Labubu family has expanded rapidly, with many characters such as Zimomo, Tycoco, and Mokoko appearing.

Pop Mart: From a niche trendy game to a capital legend

Labubu's success is inseparable from Pop Mart's commercial operations. After Pop Mart launched the blind box strategy in 2016, it gradually moved beyond the positioning of a "cultural and creative grocery store". Labubu quickly became a brand representative and pushed the company to be listed on the Hong Kong Stock Exchange in 2020.

With the expansion of the global market, Pop Mart has set up physical stores and vending machines in more than 30 countries, and even set off a buying boom in Europe, America and Southeast Asian countries. Data shows that in 2024, 40% of Pop Mart's revenue will come from markets outside mainland China.

Post-epidemic outbreak: emotional outlet and cultural projection

Labubu really started to become popular around the world after the end of 2022. The epidemic has made people more inclined to find emotional comfort and aesthetic escape-and this "kind but clumsy" monster doll just provides this kind of comfort.

It is both lovely and chaotic, just like our own imperfect lives.

From unboxing videos on TikTok to celebrity baby photos on Instagram, Labubu has become a visual darling of social media. Since 2023, with the support of celebrities such as Blackpink member Lisa, Rihanna, and Kim Kardashian, this trend has begun to sweep the world, forming a social cycle of "chasing stars + trendy play".

Celebrity support and price psychology: Labubu's combination of popularity

The celebrity effect is undoubtedly an accelerator for Labubu to go viral. From Lisa posting a photo of Labubu on Instagram, to Rihanna using it as a bag accessory, to Beckham posting a photo of the Labubu his daughter gave him, fans around the world have been following suit.

More importantly, Labubu's "people-friendly pricing" gives it a foundation for mass communication. The original price is mostly between 25 and 70 Canadian dollars, allowing young people to easily "get on board". Coupled with the "limited edition" and "chasing edition" mechanisms, scarcity is created, and the price in the second-hand market has even doubled, creating a consumption stimulus.

The linkage between social media and blind box culture

The popularity of Labubu is inseparable from the rise of blind box culture. The unknown feeling of "Which one did I buy?" stimulates the curiosity and sense of accomplishment of users. Pop Mart stores often stage customers to shake the box and compare the weight on the spot, just to grab the legendary "hidden model" or "chaser".

Unboxing videos have become popular content on Bilibili, Douyin, and Instagram, which has continued to boost Labubu's social popularity. A video about airport security trying to guess which Labubu is hidden in the box has attracted millions of views.

China's New Path to Soft Power

Interestingly, Labubu is not only a star in the trendy toy industry, but also a new carrier of China's soft power. Xinhua News Agency said that it "shows Chinese creativity in a language that the world can understand" and listed it with "Nezha" and "Black Myth: Wukong" as representatives of Chinese culture going global.

Alongside technology companies such as electric car maker BYD and AI company DeepSeek, Labubu shows that Chinese companies are also globally competitive in cultural exports.

Conclusion: What does the Labubu phenomenon tell us?

Labubu’s global success is not just a product hit, but also the intersection of modern consumer culture, Internet communication mechanism and national cultural soft power.

It is both a toy and an emoticon, a trendy item and a symbol of identity. It meets people's multiple needs for "personality", "emotional value" and "social identity". The popularity of Labubu is a classic example of how cultural products can achieve localization and emotional resonance in the context of globalization.

Maybe we can’t explain whether it is “cute” or “weird”, but there is no doubt that Labubu has conquered the world.