7 Shocking Reasons Why Labubu Became A Global Phenomenon In 2025

The Labubu collectible toy craze has swept the globe, transforming a quirky, snaggle-toothed monster into a multi-million dollar cultural phenomenon. As of late 2025, this mischievous creature is more than just a toy; it’s a coveted fashion signal, an emotional support monster, and the undisputed king of the blind box market, driving massive revenue for its parent company, Pop Mart. Its surge in popularity, especially throughout 2024 and 2025, has made it one of the most talked-about collectibles, with fans lining up for hours and paying exorbitant resale prices for the latest limited-edition drops.

The story of Labubu’s success is a masterclass in modern marketing, blending a unique artistic vision with scarcity-driven hype and the addictive nature of the blind box concept. While the character’s history spans a decade, its global dominance today is the result of several perfectly executed strategies that tap into the current generation's desire for unique, emotional, and social-media-worthy collectibles. Here is a deep dive into the seven core reasons why Labubu has become an unstoppable force in the designer toy world.

The Creative Genius: Kasing Lung, The Monsters Series, and Labubu's Biography

The foundation of Labubu's appeal lies in the rich artistic world created by its Hong Kong-born illustrator, Kasing Lung. Lung, known for his emotionally rich and somewhat gothic illustration style, first conceived of the character as part of a children's picture book.

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• Full Name: Kasing Lung (龍家昇)
• Origin: Hong Kong (later moved to Belgium)
• Career: Illustrator, Designer Toy Artist
• Inspiration: Nordic myths and folklore, particularly the mischievous elves and forest spirits.
• Creation: Labubu first appeared in Lung's picture book, marking the beginning of "The Monsters" art series in 2015.
• Aesthetic: Labubu is characterized by its oversized ears, furry body, long tail, and, most famously, its snaggle-toothed, mischievous grin.
• Core Entities: Labubu is the main character, but the series includes other entities like Zimomo, Tycoco, Spook, and Pato.
• Pop Mart Acquisition: The character was acquired by the collectible giant Pop Mart in 2019, which transformed it into the blind box sensation it is today.

Kasing Lung’s initial vision was to create a monster that was not scary, but rather a playful, adventurous elf-like creature. This blend of the strange and the sweet—the "creepy-cute" aesthetic—is the inherent artistic value that sets Labubu apart from the overly saccharine characters dominating the market.

1. The Power of the "Creepy-Cute" Aesthetic

Labubu's design perfectly captures the "creepy-cute" (or kimo-kawaii) trend that has captivated a generation of collectors. Unlike the traditionally soft and gentle characters from many toy lines, Labubu has a menacing, yet endearing, snaggle-toothed grin and huge, expressive eyes.

This duality—a monster that is also an "emotional support monster"—allows it to resonate deeply with younger consumers who appreciate characters that reflect a more complex, less-than-perfect reality. The design is instantly recognizable and highly adaptable, allowing Labubu to be dressed in everything from designer fashion to mundane everyday outfits, which adds to its universal appeal.

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2. The Addictive Blind Box Phenomenon and Scarcity

The single most significant driver of Labubu’s financial success and viral hype is the blind box marketing strategy employed by Pop Mart.

• The Thrill of the Unknown: Each purchase is a gamble; the collector buys a sealed box without knowing which specific figure from the series is inside. This element of chance triggers a dopamine release similar to gambling, making the act of collecting highly addictive and encouraging repeat purchases.
• The Chase for the Secret: Every series includes one or more rare, "secret" or "chase" figures, which are produced in extremely low quantities. The desire to complete a set and, more importantly, to unbox the elusive secret figure, fuels a frenzied buying pattern.
• Scarcity-Driven Resale Value: The limited nature of the drops and the rarity of the secret figures drive up the resale value significantly. This secondary market speculation transforms the toy from a simple collectible into a potential investment, further incentivizing purchase and creating a sense of urgency.

This strategy has turned the process of collecting into a high-stakes hobby, generating hundreds of millions in revenue for Pop Mart and cementing Labubu’s status as a must-have collectible.

3. Viral Social Media and Influencer Power

Labubu’s rise in 2024 and 2025 was heavily amplified by social media algorithms and strategic influencer partnerships.

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The visually striking design and the dramatic moment of unboxing are perfect for platforms like TikTok, Instagram, and Xiaohongshu. Unboxing videos, where collectors film their reaction to revealing the figure, generate millions of views, creating a powerful organic marketing loop. Furthermore, the toys have been spotted in the hands of major celebrities and fashion icons, instantly elevating Labubu from a toy to a cultural and fashion accessory. This celebrity endorsement and the constant stream of viral content have been crucial in pushing the trend beyond niche collector circles into mainstream consciousness, particularly across East and Southeast Asia.

4. The Appeal to Nostalgia and Designer Toy Culture

While Labubu is a new phenomenon for many, it also taps into the established culture of designer toys and the nostalgia for collectible items. Designer toys, which bridge the gap between fine art and mass-produced collectibles, are highly valued for their artistic merit and limited runs. Labubu, as a Kasing Lung creation, carries this artistic pedigree. For older generations, the act of collecting blind boxes evokes the simple joy and excitement of collecting trading cards or mystery bags from childhood, but with a sophisticated, adult-collector twist.

5. High-Quality Collaborations and Adaptability

Pop Mart has been highly successful in maintaining Labubu’s relevance through continuous, high-profile collaborations. The character’s neutral, monster-elf form is highly adaptable, allowing it to seamlessly integrate into various themes and collaborations, from major global brands to other artistic licenses. Each new series—be it a seasonal theme, a holiday special, or a collaboration—reinvigorates the hype cycle, ensuring that collectors always have a new "must-have" item to chase. This constant flow of fresh designs keeps the brand dynamic and prevents collector fatigue.

6. A Symbol of Status and Fashion

In many Asian markets, owning a rare Labubu figure, especially one from a limited drop, has become a symbol of status and cultural awareness. The toy is often displayed prominently on desks, shelves, or even used as a bag charm, serving as a subtle signal of one’s connection to the latest trends and one’s disposable income. The figures themselves are often depicted in fashionable scenarios—from washing dishes to rocking designer fits—making them relatable yet aspirational. This transformation from a simple vinyl figure to a fashion collectible has broadened its appeal far beyond traditional toy enthusiasts.

7. The Emotional Connection and Identity

Ultimately, the popularity of Labubu is rooted in an emotional connection. The character's mischievous, slightly rebellious nature allows collectors to project a part of their own identity onto the figure. The "monsters" are not perfect; they are quirky, sometimes grumpy, and often depicted in silly, human-like situations. This imperfection resonates with a generation that values authenticity and individuality. Labubu becomes a small, tangible piece of art that offers comfort and a sense of belonging to a community of like-minded collectors, making the toy an essential part of their personal narrative.