by Sebastien GOULARD
The “Labubu” phenomenon has swept across continents, with these plush toys now hanging from the backpacks and handbags of young and not-so-young people worldwide. While this trend showcases the success of a Chinese company, it may pose long-term strategic challenges for Beijing.
The “Labubu” plush toys first appeared in 2015, but it was their collaboration with Pop Mart that brought them global success as toys appealing to both children and adults. Labubu figurines can now be purchased in Pop Mart stores or online.
Lung Kasing: An Artist Between Asia and Europe
The creator of these toys is Hong Kong–born artist Lung Kasing. He spent part of his childhood in Utrecht, the Netherlands, where his parents ran a catering business. Struggling with the Dutch language, he was encouraged by a teacher to read illustrated young adult novels to improve his skills. He soon immersed himself in Northern European and Scandinavian folklore, which, along with the Chinese martial arts novels he loved, left a lasting imprint on his artistic work—especially the Labubu figures.
After studying art, Lung settled in Hong Kong, working for the advertising agency Culturecom from 1995 to 2003. He later returned to Europe, where he won his first prize, but in 2010 he discovered his true passion: toy design. He began working for the brand How2Work before launching his “The Monsters” series in 2015, from which the Labubu characters are drawn. He first presented his work in Hong Kong and Taiwan before signing an exclusive contract with Pop Mart. Thanks to a particularly effective marketing strategy, the company turned Labubu from drawings into a worldwide cultural phenomenon.
Plush Toys Embraced by Artists
Labubu’s success is partly due to musicians and other celebrities who helped popularize Lung Kasing’s figures among their fans. One of the first was Lisa, the Thai singer and actress from the K-pop group Blackpink, at the height of its phenomenal success in Asia and beyond. Rihanna followed, and soon Madonna, Cher, Kim Kardashian, and—perhaps more surprisingly—Spanish actor Javier Bardem were also spotted with a Labubu.
By sharing their “monster” plush toys on Instagram, these stars helped propel Labubu into a fashion accessory. Pop Mart has leaned heavily on this viral marketing strategy to make Labubu a global trend.
The Luxury Industry
Celebrities are not the only ones to have embraced these “ugly-cute” toys. Pop Mart has multiplied collaborations with luxury houses such as Valentino for special editions, as well as with iconic department stores like Harrods in London and Galeries Lafayette in Paris. Dedicated Labubu sales points have even appeared near major museums such as the Louvre.
Labubu’s luxury image is further reinforced by its frequent pairing with prestigious handbags from Hermès or Chanel—a trend driven by celebrities and influencers. Luxury groups, for their part, see in Labubu an opportunity to refresh their image and attract younger consumers.
A Plush Toy for Everyone
Part of Labubu’s broad appeal lies in its message. Unlike its “kawaii” cousin Hello Kitty, Labubu is not about perfection but about self-acceptance. With their large eyes, pointed ears, and sharp teeth, these plush toys embody not flawless beauty but an ambivalent charm that reflects a wide range of emotions. In this sense, anyone can relate to Labubu. Pop Mart’s challenge in the coming months will be to preserve this avant-garde image as Labubu spreads to new demographics.
The Success of Pop Mart
Pop Mart, a Beijing-based Chinese company, built its success on collectible figurines and plush toys, often sold through “blind boxes” in collaboration with international artists.
This “mystery box” model has been central to Labubu’s rise: customers do not know which version they will receive, and the thrill of possibly getting a rare plush toy fuels repeat purchases. Much like Shein’s disruption of the fashion industry, Labubu’s success is built on a disruptive business model—one that has also drawn criticism. In China, blind boxes have become wildly popular, extending even to products like ice cream. Unboxing videos thrive on social media, driving huge viewership. But psychologists have criticized the concept, comparing it to gambling, since it feeds perpetual dissatisfaction and addiction.
Despite such concerns, Pop Mart’s revenues have soared. Sales of Labubu toys reached nearly USD 670 million in the first half of 2025—almost double the USD 374 million in Barbie sales during the same period. Unlike most toy companies targeting children, Pop Mart markets directly to teenagers and adults, who have more disposable income and the inclination to build collections.
Labubu as a Political Issue?
For now, Labubu remains a toy—or at most a fashion accessory—with no subversive intent. Yet its runaway success could have political and diplomatic consequences for China.
Labubu was born from the imagination of a Sino-Dutch artist and commercialized by Pop Mart, a rising Chinese toy giant. But like other Chinese cultural successes, it has not always been welcomed abroad. Some authorities view it with suspicion, while others fear it may be “too” popular and culturally influential.
In Singapore, the long-ruling People’s Action Party used Labubu figures to attract younger voters during the 2024 elections. On social media, Labubu stunts have caused incidents: in August, a Russian pilot posted a photo of a Labubu in the cockpit of his Sukhoi Su-34. Some governments have even moved toward bans: Erbil in Iraq prohibited Labubu sales, arguing the toys convey a harmful image to children. Certain Russian lawmakers have called for bans, while in India, religious authorities have issued warnings against them. In the UK and South Korea, Pop Mart briefly suspended sales after fights broke out among customers in stores.
Even China has questioned the craze, prohibiting local banks from using Labubu toys as promotional gifts. Meanwhile, counterfeits—dubbed “Lafufus” and also produced in China—have flooded the market, raising safety concerns. U.S. authorities have already deemed such knock-offs dangerous.
What Next for Pop Mart?
Riding the Labubu wave, Pop Mart now has ambitions beyond toys, aiming to become a global entertainment powerhouse akin to Disney. The company recently announced a partnership with Japanese plush manufacturer Urupocha-Chan, whose products it will distribute in its stores. Pop Mart recognizes that the Labubu craze may fade and is seeking new products and services to sustain growth and compete with other industry leaders.
Ultimately, the Labubu and Pop Mart story is not just about toys or even art—it carries political and geopolitical implications that China will need to consider as it supports this rising giant of the entertainment industry.
Sebastien GOULARD
Sebastien Goulard is a consultant at Cooperans, a consultancy specializing in international relations.
He is also the founder of Diplomarty.
Sebastien Goulard holds a doctorate in economic and social development from Ecole des Hautes Etudes en Sciences Sociales (School for Advanced Studies in the Social Sciences), Paris. He has been involved in several European research programs focusing on sustainable urbanization in China.
