Fictional character and creative brand Labubu has taken the world by storm since its debut in late 2022. When the pandemic eased, Labubu swept audiences around the world and across cultures under his spell. Mathematics has a beauty and romance that transcends words. It’s motivated by an important combination of timing, taste, and the chaos of internet culture.
Labubu dolls turned out to be a huge success. This increase is fueled by popular shows like “Big Go Energy,” “Take a Seat,” “Amazing Macaron,” and “Autumn with the Foxes.” Each series introduced fans to the whimsical world of Labubu, a character described by its creators as “kind-hearted and always wants to help, but often accidentally achieves the opposite.” This charm resonated with many, leading to millions of followers on social media platforms where new owners eagerly unbox their prized purchases.
Before it hit the spotlight of international fame, Labubu was well known in China, but its charm rapidly flowed out of borders into surrounding Southeast Asia. Celebrity endorsements from figures like Rihanna, Dua Lipa, Kim Kardashian, and Lisa from Blackpink further contributed to its growing popularity. In April 2024, Lisa’s posts featuring various Labubu dolls significantly boosted the brand’s visibility and desirability.
Pop Mart, the company behind Labubu, runs over 2,000 vending machines, or “roboshops,” around the world. Today, you can find the dolls on shelves—and online—in both brick-and-mortar and virtual stores across 30 plus countries. You can find them in the US, UK, Australia, and Singapore.
Labubu dolls have mischievous vinyl faces that top soft stuffed bodies. Their pointy ears, large eyes and mischievous grins—with exactly nine teeth—really make them adorable. The relative affordability of these dolls means that they are within reach of most collectors.
Fiona Zhang, a devoted fan, expressed her joy in acquiring Labubu dolls, saying, “If I can get it in just one or two tries, I’m very happy!” She emphasized the thrill you feel when you are the one to actually win the rare doll in a cut throat game of global musical chairs. “You get such a sense of achievement when you are able to get it among such fierce competition,” Zhang added.
The special design and character of Labubu’s work gives a glimpse into a larger consumer trend towards a more personal connection with products. An unnamed expert noted that “post-pandemic, a lot of people in China felt that they wanted to emotionally escape… and Labubu was a very charming but chaotic character.” It’s a sentiment that strikes a chord with consumers, who increasingly want connection and nostalgia with every spend.
Chris Pereira, a collector and enthusiast, stated that Labubu’s appeal transcends geographical boundaries. “They’re so good that no one cares they’re from China. You can’t ignore them.” This view further emphasizes global recognition of Labubu as a figurehead for creativity and quality.
This success of Labubu has been helpful to boost up Pop Mart’s financial growth. The brand’s international success has increased profits by almost three times in the last twelve months. Collectors are scrambling to find these limited-edition dolls—the so-called “chasers”—to fill their collections. In the meantime, the buzz around Labubu just keeps getting bigger!
Desmond Tan shared his experience as a collector, mentioning the thrill of learning how to identify different dolls through tactile sensations: “Being able to get the chaser from shaking the box, learning how to feel the difference…,” he explained. These new findings give valuable insight into the emotional connection that fans feel to these defining characters. It’s important to highlight the highly interactive and participatory nature of collecting them.