What Is Labubu? The Global Toy Craze Sweeping Asia and Beyond

Labubu: The Designer Toy Phenomenon Taking Over the World

In recent years, the designer toy industry has experienced explosive growth, and few characters have captured the spotlight quite like Labubu. Originally created by Hong Kong artist Kasing Lung, this adorable figure—with its wide eyes, mischievous grin, and signature tiny teeth—has become a must-have item for collectors and pop culture enthusiasts around the world.

So what makes Labubu so irresistibly appealing? And how did it rise from a niche illustration to become a mainstream phenomenon, thanks to blind boxes, celebrity endorsements, and viral social media?

The Origins of Labubu

Labubu began as an illustration project by Kasing Lung, known for his whimsical art style and storytelling flair. The character quickly gained traction on platforms like Instagram, thanks to its quirky charm and instantly recognizable design.

But it was the introduction of blind boxes—sealed packaging that hides which figure you get—that truly catapulted Labubu to international fame. The element of surprise, combined with collectible rarity, turned casual buyers into devoted collectors. Opening a Labubu blind box is not just a purchase—it’s an experience of anticipation, excitement, and sometimes, the joy of discovering a rare edition.

Blind Box Magic: The Collector’s Rush

Labubu blind boxes are beautifully designed and often released in themed collections. Each series typically includes various characters and rare "chase" figures, encouraging repeat purchases and trading within fan communities.

Across China and Hong Kong, product drops often lead to massive queues outside stores. Many fans say the thrill of opening a blind box is part of what makes Labubu so special—each box is a miniature adventure. The inclusion of ultra-rare editions further fuels the resale market, turning Labubu into a high-demand collector’s item.

Labubu’s Southeast Asian Takeover

Labubu’s appeal isn’t limited to Greater China—it has swept across Southeast Asia, particularly in Singapore, Thailand, and Malaysia.

• In Singapore, fans line up outside toy stores to grab the latest Labubu releases. Demand is so high that some stores limit the number of boxes per customer.

• In Bangkok, more than 4,000 fans queued for a release at Pop Mart, demonstrating the brand's mass appeal.

• In Malaysia, passionate fan clubs have formed. Social media groups share unboxings, collection photos, and trading tips, helping Labubu become more than a toy—it's a subculture.

Celebrity Influence and Social Media Hype

Labubu’s meteoric rise also owes much to the power of celebrity. When K-pop icon Lisa shared her Labubu collection on Instagram, her massive fanbase across Asia followed suit, sparking a buying frenzy.

On platforms like YouTube, Instagram, and TikTok, thousands of unboxing videos and collector showcases have gone viral. These organic posts, combined with creative storytelling and strong community engagement, helped Labubu become a cross-border phenomenon.

Pop Mart's Winning Brand Strategy

One major force behind Labubu’s commercial success is Pop Mart, the brand responsible for distributing the toys. Pop Mart’s strategy goes beyond product—it’s about lifestyle branding. They’ve engaged in crossovers with artists, designers, and global brands to create limited-edition collectibles.

Collaborations with high-profile creators like KAWS have made these releases instant sellouts, attracting both fans and serious collectors. These partnerships expand Labubu’s audience beyond toy fans into the broader world of art and fashion.

Why Southeast Asia Loves Labubu

Labubu thrives in Southeast Asia thanks to several factors:

• Cultural affinity: Local consumers are receptive to Asian pop culture and design.

• Collector culture: From Singapore toy expos to Bangkok art fairs, fans are already primed for collectibles.

• Love for surprise: Blind boxes fulfill a deep human craving for mystery, making them irresistible to curious buyers.

Whether you're a casual shopper or a hardcore toy hunter, Labubu’s diverse designs and rich storytelling appeal to all types of collectors.

The Future of Labubu: What’s Next?

To remain at the forefront of the designer toy industry, Labubu must continue to innovate:

• Creative storytelling and emotional branding: Deepening the character’s lore could strengthen fan loyalty.

• Global expansion: While Asia remains a core market, demand in Europe and North America is on the rise.

• Digital collectibles and NFTs: Embracing digital assets could open a new frontier for Labubu fans worldwide.

With strategic innovation, cross-border partnerships, and fan-driven momentum, Labubu is poised to become not just a toy, but a global pop culture icon.