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In a world of digital distractions and mass-produced products, Labubu stands out because it feels personal, special, and a little mysterious. What started as a sketch in an artist’s notebook has now become a global collectable craze, with fans queuing up for new releases, trading rare pieces, and even turning their collections into small businesses.
But behind Labubu’s innocent (and sometimes creepy) charm lies a brilliant business model, one that blends art, emotion, scarcity, storytelling, and smart marketing in a way that connects deeply with today’s consumers, especially younger audiences.
At the centre of this success is Pop Mart, a Chinese company that took Labubu from a niche art toy to an international sensation. Together, Kasing Lung and Pop Mart have created a brand that’s not just about toys; it’s about feelings, identity, and belonging. People don’t just buy Labubu because it’s cute; they collect it because it reminds them of their childhood, expresses their mood, or simply makes them feel something.
From blind boxes to limited edition drops, and from fan communities to resale markets, the world of Labubu is full of clever business strategies hidden under layers of cuteness and chaos.
In this article, we’ll break down exactly how the Labubu business model works: in simple words, with real-world logic. Whether you’re a content creator, student, collector, or just curious about how art and business come together, you’ll learn how this little monster became a big name in the world of modern collectables.
What is a Labubu?
There’s one question that still confuses a lot of people: Why is everyone so obsessed with Labubu?
Even people who already collect it sometimes struggle to explain the craze.
Labubu isn’t just a toy; it’s a fictional character and a growing brand. The name “Labubu” doesn’t actually mean anything in any language. It’s simply the name of a creature from a toy series called “The Monsters,” created by a talented artist named Kasing Lung, who is originally from Hong Kong.
These toys are quite unique. They usually have plush bodies and vinyl (plastic) faces, giving them a mix of cute and collectable quality. Labubu’s look is very specific and easy to spot; it has big, round eyes, pointy ears, wild hair, and a big, toothy grin that always shows exactly nine teeth. Some people think it’s adorable, while others say it looks a bit strange. The internet is still divided!
Labubu’s popularity has grown so much that it often sells out completely in stores. You’ll often see shelves with “Sold Out” signs during new releases, especially from the toy company Pop Mart, which handles its production and sales.
But Labubu isn’t alone. Over time, the character has been featured in many themed collections like:
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Big into Energy
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Exciting Macaron
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Have a Seat
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Fall in Wild, and more.
Each series gives Labubu a new look, costume, or storyline, making it fun and exciting for fans to collect different versions.
There are also other characters in the same universe as Labubu, which have their own fanbase now. For example:
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Zimomo – a leader in Labubu’s world
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Tycoco – her boyfriend
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Mokoko – her close friend
These characters also have their dolls, and thanks to Labubu’s massive popularity, their figures often sell out just as fast. To someone new, all the dolls might look similar, but true fans, the serious collectors, can easily tell who’s who and which version is rare or special.
In short, Labubu started as just a weird, playful little character, but it has now grown into a collectable phenomenon. What makes it magical is how it blends art, personality, and story in a way that makes people fall in love, even if they can’t explain why.
Who is the seller of Labubu?
A big reason for Pop Mart’s success has been something called “blind boxes.” These are small packages where you don’t know which toy you’re getting until you open it. It’s a surprise every time, and people love that excitement.
Pop Mart started using this blind box idea for many of its toys, but things really took off when they partnered with Kasing Lung, the artist who created Labubu. This happened around 2019, and it turned out to be a turning point for the brand.
Now let’s go back a bit.
Pop Mart was first opened in 2010 by a businessman named Wang Ning in Beijing, China. At that time, it was just a small shop that sold a mix of low-cost items, kind of like a dollar store or variety shop.
But things started changing when Pop Mart saw how much people enjoyed the blind box idea. In 2016, they launched their first big blind box toy series featuring a doll called Molly, created by another Hong Kong artist named Kenny Wong. Molly was cute and childlike, and people really liked collecting her different versions.
Even though Molly was successful, it was Labubu that truly made Pop Mart explode in popularity. People went crazy for Labubu’s mysterious and playful look, and soon these dolls were selling out everywhere.
Because of this huge growth, Pop Mart became big enough to sell shares to the public, and in December 2020, it listed its shares on the Hong Kong Stock Exchange. Within a year, those shares increased by more than 500%, showing how much investors trusted the brand.
Today, Pop Mart is a major company. It owns over 2,000 vending machines, called “roboshops”, placed in shopping malls and public areas around the world. You can now buy Labubu dolls both in physical stores and online, in over 30 countries like the US, UK, Australia, and Singapore.
In fact, the demand has been so high that many stores have had to pause their sales for a while to catch up. In 2024, almost 40% of Pop Mart’s total earnings came from countries outside of mainland China; that’s a big deal!
The craze has grown so much that even Chinese customs officials recently said they had caught more than 70,000 fake Labubu dolls being smuggled. That shows how valuable and popular the brand has become.
But it’s important to remember that Labubu didn’t become super famous overnight. It took a few years of steady growth, creativity, and community love before the world really noticed these magical little monster dolls.
Labubu’s business model explained
Here’s a deep dive into how the Labubu business model works and why it’s so brilliant.
1. Original Artist-Driven IP (Kasing Lung’s Creation)
Labubu wasn’t created by a big brand or toy company. It came from the imagination of Kasing Lung, a talented artist from Hong Kong. Labubu is part of his art series “The Monsters” and has a distinct personality and story. This emotional and creative depth makes Labubu more than just a toy, it feels like a real character. People are drawn to that uniqueness. Because it started as a personal artistic creation, fans feel more connected to it compared to generic, mass-produced toys.
2. Licensing Model with Pop Mart
Instead of producing and selling the dolls himself, Kasing Lung licensed the rights to Pop Mart, a Chinese collectable toy company. This means Pop Mart has permission to make and sell Labubu figures while Kasing Lung still owns the original rights. It’s a smart move that allows the artist to stay focused on creating while Pop Mart handles the business side, including marketing, manufacturing, and global distribution. This partnership has helped take Labubu from a niche artwork to a worldwide collectable brand.
3. Blind Box Strategy
Pop Mart is famous for its “blind box” model, and it became a major part of Labubu’s appeal. These boxes don’t show which character is inside, so when people buy one, they only find out after opening it. This creates a fun surprise and keeps customers coming back to try their luck again. It adds excitement to shopping and taps into people’s love for collecting. Some versions of Labubu are rarer than others, which makes collectors want to buy more in hopes of finding the special ones.
4. Strong Global Distribution Channels
Labubu is now available almost everywhere, thanks to Pop Mart’s strong distribution system. You can find the dolls in physical stores, online shops, and in Pop Mart’s famous vending machines called “roboshops.” These roboshops are placed in malls and public areas, making it easy for people to buy Labubu anytime. Pop Mart has also expanded to over 30 countries, including the US, UK, Singapore, and Australia. This wide reach has helped Labubu gain fans across the globe, far beyond just China.
5. Viral Marketing and Social Media Hype
Labubu exploded in popularity because of how well it performed on social media. People began posting unboxing videos, collections, and styling ideas using Labubu dolls. Celebrities like BLACKPINK’s Lisa, Kim Kardashian, Rihanna, and David Beckham flaunted their own Labubus, instantly turning it into a must-have trend. This kind of organic marketing made Labubu trendy and desirable, especially among young people and collectors who love to follow online trends and what influencers are buying.
6. Affordable Yet Valuable Pricing
Another reason Labubu became so popular is that it’s not too expensive. Most dolls cost around the same as other everyday accessories like phone cases or keychains. This made it easy for people, especially teens and young adults, to buy one without guilt. At the same time, the value of Labubu has increased in the resale market. Some rare versions sell for much more, making them feel special and worth collecting. It’s an affordable product with a luxury-like charm.
7. Emotional and Cultural Branding (Anti-Perfectionism Appeal)
Labubu isn’t your usual cute and perfect toy. It has odd features, like pointy ears, a crooked smile, and big eyes, that make it feel charmingly weird. This “anti-perfection” style actually made Labubu more relatable, especially after the pandemic, when many people were looking for comfort, fun, and emotional escape. Labubu’s imperfect look and playful nature connected with how people felt. The brand shows that it’s okay to be different, messy, or a little chaotic, and that’s exactly what makes it lovable.
How did Labubu go global?
Before the rest of the world knew about Labubu, it was mostly loved only in China. People in other countries hadn’t heard of it yet. But things started to change around late 2022, just when China was coming out of the pandemic. According to Ashley Dudarenok, who runs a company that studies Chinese trends, this timing was important.
She explained that after the long and stressful lockdowns, many people in China wanted to feel free again and escape emotionally. Labubu was the perfect little character for that. It wasn’t perfect or traditional, it looked kind of chaotic and wild, and people found that refreshing and fun. Labubu stood for something different: being messy, playful, and real, not flawless.
Usually, China’s internet is full of trends that come and go. Many go viral only inside China and don’t reach the global stage. But Labubu was different; it crossed borders. Soon, it became popular in Southeast Asia, especially among young people who love collectables and unique characters.
By 2023, even people far away, like Fiona from Canada, had heard of Labubu, and not from a company ad, but from her Filipino friends who were collecting the dolls. That’s when she started buying them too. She said she liked how cute and expressive Labubu was, but also admitted that a big part of the fun was just how popular it was becoming.
“The more people want it, the more I want it too,” she said.
Fiona’s husband didn’t get it. He couldn’t understand why a grown woman in her 30s would be so excited about these little toys, even caring about which color version she got. But for Fiona, like many fans, Labubu was a mood, a hobby, and a tiny obsession.
She also said that Labubu wasn’t too expensive, which made it easy to start collecting. Most of the dolls were originally priced between 25 to 70 Canadian dollars, which is about the same as buying a cute keychain or bag accessory these days. So for many people, it felt like a fun and affordable treat.
Then in April 2024, Labubu’s popularity skyrocketed. That’s when Lisa, a Thai-born K-pop superstar, posted pictures on Instagram with her Labubu dolls. This made a huge impact, because her fans from all over the world noticed. After that, other celebrities joined the trend.
In February, Rihanna was seen with a Labubu clipped to her Louis Vuitton handbag. In April, Kim Kardashian showed off her personal collection of 10 Labubu dolls on Instagram. And in May, even David Beckham shared a photo with a Labubu toy – it was a gift from his daughter!
Now, Labubu is everywhere. People don’t just see it online; you might notice it on a friend’s backpack, on someone’s desk at work, or clipped to a stranger’s purse while walking down the street. It has become more than a toy, it’s now a global trend and a way to show off personality and taste.
Why are people so obsessed with Labubu?
To put it simply, no one really knows exactly why Labubu became so popular. Like many internet trends, it’s a mix of the right timing, changing public tastes, and a bit of randomness. Sometimes, something just clicks with people, and that’s what happened with Labubu.
China, especially, is proud of this success. The country’s official news agency, Xinhua, has said that Labubu shows the world how creative, high-quality, and culturally rich Chinese products can be. They also said Labubu gives the world a glimpse of “Cool China,” a modern, fun, and trendy side of the country that many people may not have seen before.
Labubu is just one example of Chinese culture going global. Other popular cultural exports include the video game Black Myth: Wukong and the hit animated film Nezha. These successes are showing that Chinese stories and characters can find fans all over the world.
Some business experts are surprised that Chinese companies, from electric car makers to toy retailers, are doing so well internationally, even though there’s some political tension between China and the West. But as one consultant, Chris Pereira, put it, brands like BYD, DeepSeek, and Labubu are becoming so good that people don’t care where they’re coming from. Quality speaks for itself.
On social media, Labubu continues to shine. Millions of fans enjoy watching others open their blind boxes to see which version of the toy they get. One of the most viral videos showed airport security officers in the U.S. crowding around a traveller’s unopened Labubu box, trying to guess what was inside. It’s this fun, shared excitement that makes Labubu even more special.
That surprise factor is a big part of the appeal. At a Pop Mart store in Singapore, a collector named Desmond Tan explained how he always shakes the boxes before picking one, hoping to guess which toy is inside. Many collectors do this. Desmond especially loves finding “chasers,” rare, special edition figures. He says he finds one about every 10 boxes, which is actually lucky, since the usual odds are more like one in 100.
Labubu’s success isn’t just about looks. It’s about the joy of collecting, the thrill of the unknown, and the feeling of being part of something exciting. That’s what makes this little monster such a big global star.