The Labubu Phenomenon: Unpacking the Viral Toy Taking the World by Storm
As a keen observer of pop culture trends, it’s clear that Labubu has become a global phenomenon, captivating the hearts of fans and collectors alike. This small, mischievous-looking toy has taken the world by storm, with its unique blend of Nordic mythology and modern pop culture appeal. But what exactly is Labubu, and how did it become a viral sensation?
At its core, Labubu is a toy inspired by the story series “The Monsters” created by artist Kasing Lung. Born in Hong Kong and later moving to the Netherlands, Lung drew inspiration from Nordic mythology and ancient European elf legends to create a cast of magical characters, both good and evil. The most popular among these characters is Labubu, a small monster with high, pointed ears and serrated teeth. Despite its mischievous appearance, Labubu is kind-hearted and always wants to help, but often accidentally achieves the opposite.
The Labubu phenomenon gained momentum in 2023 when Pop Mart, a global character entertainment company, began selling the popular keyring version Exciting Macaron. This move helped turn Labubu into a fashion accessory, with fans and collectors clamoring to get their hands on the toy. According to Emily Brough, head of licensing for Pop Mart North America, the Blind Box series for The Monsters, which includes Labubu, generated more than $419 million in revenue in 2024, producing 726.6 percent year-over-year growth.
The toy’s popularity was further amplified by social media, with fans sharing unboxing videos and clips of themselves waiting in long lines to get their hands on a Labubu. Several celebrities, including BLACKPINK’s Lisa, Simone Biles, and Hilary Duff, have also shown their love for the figures, with Lisa even calling Pop Mart her “secret obsession” in a 2024 video for Vanity Fair. “If I fly to New York, I go to Miami, I try to find Pop Mart there,” she said. “Paris, everywhere. Kind of like finding treasure.”
The Blind Box packaging, which keeps the collectible toy a mystery until it’s opened, has also contributed to the toy’s virality. Shoppers can purchase a single Blind Box, which contains one item, or buy a series of boxes to collect all the characters. The rarity of certain figures, referred to as “secret,” “hidden,” or “chase” figures, has added to the excitement and anticipation among fans.
As the Labubu phenomenon continues to grow, it’s clear that this small toy has made a big impact on the world of pop culture. With its unique blend of mythology, fashion, and fun, Labubu has become a must-have item for fans and collectors alike. As we continue to follow this story, one thing is certain: Labubu is here to stay, and its impact will be felt for a long time to come.
That wraps up today’s analysis of the Labubu phenomenon. Stay informed, stay critical, and follow the facts as we continue to explore the latest trends and developments in the world of pop culture.
Sources: Celebrity Storm and E! Online, NBC News, HyperBeast, BBC, CGTN Europe, Vanity Fair
Attribution: Creative Commons Licensed
