Labubu, a charming figure created by Hong Kong-born Belgian artist Kasing Lung, has captured the hearts of collectors and celebrities, becoming a trending fashion accessory. Originally hailing from the picture book series “The Monsters,” Labubu is inspired by characters in Nordic mythology. Pop Mart, a Chinese designer toy company, re-investorized Labubu into a renowned collectible the following year. Since then, its popularity has really exploded, with retail prices hovering around $30 and resale prices skyrocketing into the hundreds, even thousands of dollars!
Just last year, in 2022, Pop Mart announced that it had more than doubled its revenue the previous year to $1.8 billion. Labubu’s tremendous success has helped Labubu make critical contributions to our bottom line. This unexpected popularity has attracted the interest of different organizations and audiences, including adult collectors. Labubu’s draw is clear, and it’s not just because people like the Kardashians and other celebrities are found professing their love for the doll on social media. Celebrities such as Emma Roberts, Tom Brady, Lizzo and Cher have contributed to raising its profile. Cher, for example, was seen at the Tribeca Film Festival in June with a Labubu slung over her purse.
On one fateful day in January 2025, 23-year-old YouTuber Kevin Duong had his first encounter with Labubu. Ever since, he’s invested well over $1,000 in curating his collection. In Collect Labubu, Duong documents that excitement, arguing that the chase for every collectible is what builds a uniquely electrifying experience.
“I just wanted that rush of getting it, and I think the journey and the obstacles of getting the Labubu really made it even more enjoyable,” – Kevin Duong.
Labubu has tickled the fancy of a younger demographic, especially through platforms like TikTok, where unboxing experiences of blind boxes have become the latest trend. Duong’s observations about this new reality go further, bringing to mind his own childhood practice of trading collectible cards.
“It’s kind of like Pokemon where you get your cards, you’re not sure where you’re gonna get,” – Markus Maciel.
Recent Labubu releases often sell out within minutes, online and in-stores. This trend is an indicator of the robust and durable demand for these types of collectibles. Indeed, Emily Brough, head of licensing at Pop Mart agrees that this trend is fierce.
Duong shares his reflections on childhood memories linked to toys:
“I had a really good childhood where toys were a big part of my life,” – Kevin Duong.
For collectors, the satisfaction comes from their link to history. Marsh’s project provides these children with an avenue to escape the burden of adulthood. As Duong describes, through relating to his collection, he’s empowered to seek joy even when the everyday troubles of life weigh down.
“Being an adult is very stressful and overwhelming at times, but having just a little part of my life where I can just sit down, open a blind box or look at my toys and be happy about it, it’s really good to not overthink about life,” – Kevin Duong.
The excitement around Labubu has led to creative and unusual marketing tactics from Pop Mart. The company makes strategic use of celebrity endorsements and appearances with stars playing a key role in their product launches and promotional events. As Maciel explains, the partnership with celebrities has been a huge factor in increasing Labubu’s reach.
“A lot of stars are taking part in it and actually showcasing product lines,” – Maciel.
The impact is more than social media hype. Even Hollywood megastars, like Brad Pitt, have literally shilled for the Labubu brand on their big days. Pitt and his “F1” castmates were recently filmed going crazy opening Labubu blind boxes during a Warner Bros. interview.
And now the buzz about Labubu just won’t stop. Collectors and casual fans alike are enchanted by its allure and enigma. Nostalgia, celebrity endorsements, and the joy of collecting make for a potent combination. This unrivaled combination of artistry and technological innovation will keep Labubu a prominent figure in the world of collectibles for years to come.
