Conceived in the imagination of Hong Kong–based Belgian artist Kasing Lung in 2015, Labubu began life as a mischievous character in his image book duology The Monsters. Inspired by Nordic folklore, Labubu balances mischief with large, tilted eyes, pointed ears, and a sharp-toothed grin — a goblin-like character that is cute and creepy.
Source: Her World Singapore
Initially developed by designer brand How2work, Labubu was drastically redeveloped after being acquired by Pop Mart — a leading blind-box collectible company — in 2019. The strategic partnership propelled Labubu to global fame, transforming it from a cult favorite into a worldwide sensation.
At the root of Labubu’s popularity is the blind-box model. Inside every box is one of dozens — maybe hundreds — of vinyl figures, creating a thrill of chance and rarity. Buyers receive the same emotional rush as gambling from the excitement of finding concealed treasures. Standard blind-box figures retail for anything from $9 to $28, and plush ones for $40 to $85, depending on size and design complexity. High-end, limited-edition releases have fetched astronomical prices — a 4-foot Labubu recently sold for $170,000, and a human-sized one sold for around $150,000 at an auction.
Endorsements from celebrities like BLACKPINK’s Lisa, Rihanna, Kim Kardashian, and David Beckham have also helped push Labubu to even higher levels. The character has appeared on handbags, baseball caps, and become a mainstay in viral social media content, which has further cemented its popularity across the globe.
Labubu has especially resonated with nostalgic adults, causing a boom in the adult collectibles business. In Q1 2025, global demand for designer toys boomed, with Labubu at the forefront.
Source: CBC
Yet its stratospheric popularity has not been controversy-free. Online whispers purported a resemblance between Labubu and Pazuzu, a Mesopotamian demon from ancient times, with the implication that the toy had dark origins. Experts were quick to dismiss the theory as baseless, explaining it was founded on a single AI-generated TikTok clip. Still, the “cute-horror aesthetic” — cute with a dark twist — is still a favorite among younger enthusiasts.
Counterfeiting has also been a big issue. In the UK, the authorities seized hundreds of unsafe counterfeit Labubu dolls, citing risks like detachable parts that could lead to choking. On Indian streets, shopkeepers have been selling counterfeit Labubus for as little as ₹400, both a reflection of the brand’s huge popularity and its vulnerability to being counterfeited.
Lastly, Labubu is a global phenomenon, defined by its edgy aesthetic, celebrity adoption, and deep emotional connection with fans through blind-box culture. It is an unconventional evolution — from an underground indie illustration to a phenomenon. In today’s viral-driven market, Labubu shows that even a “spiky-eared gremlin” can become a multi-million-dollar phenomenon overnight.