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Pop culture, two words that describe something of a constant shift. In today’s world, with this lightning pace we’re experiencing, this generation is introducing us to new things each and every day. And in 2025, one small, snaggle-toothed figure has quietly (and then not-so-quietly) taken over everything from collector shelves to digital campaigns. Meet Labubu, the mischievous little creature with wild hair and a cheeky, serrated-toothed grin that’s become the latest cultural phenomenon in 2025.
Who (or What) is Labubu?
Labubu is a quirky monster character born from the creative mind of artist Kasing Lung and produced by the Hong Kong-based art toy brand Pop Mart. I know we’re talking about a toy here; however, Labubu is originally part of “The Monsters” series collection, which, if you don’t know, is a children’s book series. And for all we know, it was never meant to be cute in the traditional sense. This is a little plushy monster that has a mischievous expression, a ragged charm, and kind of a defiant posture. One that makes it a one-of-a-kind figure that draws curiosity before it draws any plush-related affection. However, as not-so-cute as they may seem, it turns out it’s the type of weird that the world was waiting to fall for.
What Sparked the Labubu Mania?
One person sparked it all: Lisa from BLACKPINK. In April 2024, Lisa showcased her bag featuring a unique charm: the Labubu doll. Another picture was of her hugging a Labubu doll. These pictures sent fans into a frenzy regarding what these plushies she’s holding are. This frenzy caused Pop Mart’s Labubus to turn from a niche collectible to a global status symbol. By 2025, celebrities like Rihanna and Dua Lipa were spotted with their own Labubu charms.
Causing the toy to cement its own place in high fashion. Social media platforms like TikTok and Instagram also contributed to amplifying the hype through 1.2 million #Labubu posts. Furthermore, influencers like Lana Rae, whose February 2025 YouTube Short unboxing a Labubu racked up 1.2 million views, and travel vlogger Baochi Travel, with a 5-million-view video on customizing Labubus in Spain, turned fans into creators. This type of user-generated content, along with Pop Mart’s smart TikTok Live sales, helped in the creation of a feedback loop of desire that made Labubu a viral marketing win.
The Blind Box Chase: The Thrill of It All
Gamifying your sales is smart. Gamifying your sales for the audience who would sell their soul for the thrill is brilliant. And Pop Mart knew exactly how to leverage the Labubu frenzy to their advantage. The blind box strategy is where buyers get to buy a box while not knowing which Labubu variant they will receive until they get to open the box.
The element of surprise is something that a lot of people tend to pay a lot for. In 2025, collections like the “Big into Energy” series, launched originally in April of 2024 and restocked on the 13th of May, got sold out in literal seconds. Fans even camped overnight at stores from Los Angeles to London. No exaggeration here, I promise. Another factor of making Labubus on demand is the rarity of “secret” Labubus.
Ones like the gray, rainbow-teethed Labubu that fetched $500 on StockX have fueled a resale market that kind of mirrors the sneaker culture. There is no denying that Labubu turned into a cultural necessity and an on-demand item. Especially after the 137% spike in social media engagement that rose from January to May 2025.
Are Labubus Fostering the Kidult Trend?
The kidult trend is one that was born from the tired minds and bodies of Gen Zs and Millennials who seem to wish to go back to being little kids without all the burdens of “adulting” and battling adult life responsibilities. Pop Mart’s Labubu helped in the rise of this trend as people started bonding over their Labubus. For example, collector Grace Lee, who is a 36-year-old lady, described how much joy she feels connecting with others over their Labubu-adorned bags.
Pop Mart knew exactly how to create rich backstories for Labubu as a mischievous yet kind-hearted elf. These backstories resonated with Gen Z and Millennials, who crave “little treats” that would make them nostalgic. Additionally, a McKinsey study notes 59% of Gen Z plan to spend time and money on such indulgences, and Labubu, priced at $20-$30, fits perfectly as an affordable luxury to spoil oneself with.
Fashion Brands X Labubu
Labubu’s crossover into fashion has taken the plushy toy to a whole new level of being “trendy.” Now, you can find Labubu dressed in tiny Prada or Louis Vuitton outfits and considered by some a must-have fashion accessory. Labubu also played a part in collaborating with Pronounce at Milan’s Men’s Fashion Week. Moreover, Labubu contributed to cultural campaigns like being Thailand’s “Amazing Thailand Experience Officer.” These partnerships, alongside Pop Mart’s 727% revenue growth to $419 million in 2024, show how Labubu transcends toys to become a lifestyle statement.
A Record-Breaking Labubu Sells Big
In June 2025, a one-of-a-kind, 4-foot-tall mint-green Labubu figure made history at Beijing’s Yongle International Auction. How? By being sold for more than $150,000. Made from hard-plastic PVC, this life- or human-sized collectible, created by Hong Kong artist Kasing Lung and sold by Pop Mart, sparked fierce bidding among nearly 1,000 collectors. The auction, the world’s first dedicated to Labubu, highlighted the toy’s transformation from a quirky blind-box charm to a global art phenomenon. One that is driven by celebrity endorsements and a frenzied resale market.
The Labubu Finale
Labubu’s 2025 dominance is a masterclass in modern marketing: celebrity endorsements, social media virality, scarcity-driven excitement, and emotional resonance. People don’t just consider it as a toy. They love the affordability, the joy, and the self-expression this little plushy creation gives them. Labubu simply proves that redefining pop culture is more than doable even with a small, cheeky monster toy. One has got to only know how to seize the opportunities and understand the market’s needs from every single perspective. Share your thoughts and let us know: are you joining the Labubu cult anytime soon?
