Labubus' stir create attributed to this business entity
Pop Mart's Labubu toy line, a collection of plush-furred, jagged-toothed, pointed-eared figures, has played a significant role in the expanding international influence of Asian pop culture. Launched in 2019, these toys, created by Hong Kong-born artist Kasing Lung and inspired by Nordic folklore, have evolved from a niche artistic character into a global collectible phenomenon [1].
The success of Labubu can be attributed to several key factors:
1. **Commercial Success:** Labubu accounted for nearly a quarter of Pop Mart’s total revenue in 2024, contributing around US$418 million, with year-on-year growth exceeding 700% [1].
2. **Celebrity Endorsements and Viral Social Media Presence:** Global celebrities like BLACKPINK’s Lisa, Rihanna, and Kim Kardashian have endorsed Labubu, fueling international awareness. Lisa's Instagram post alone sparked viral trends among over 100 million followers, while TikTok saw more than 1.7 million posts related to Labubu, driving a worldwide collecting craze [1].
3. **Innovative Marketing and Collecting Culture:** The toy's unique design, limited edition and blind box releases, combined with active social media engagement, have reshaped the collectible toy scene. This approach engages fans in a fashion and pop culture context, expanding Asian pop culture’s reach and appeal internationally [3].
4. **Stock Market and Brand Growth:** Labubu’s success has also boosted Pop Mart International's stock, with shares rising over 180% in 2025, reflecting broader investor confidence in Asian pop cultural exports [4].
Pop Mart's Labubu has not only captured the hearts of Chinese youth but has also attracted fans worldwide, with over 500 stores reporting queues of enthusiastic collectors. However, the longevity of Labubus' hype may be limited due to consumers being bombarded with new things in increasingly shorter intervals [2].
Marketing sociologist Oliver Errichiello attributes Labubus' popularity to irrational consumption as a brief respite during challenging times [5]. He also sees the massive demand for Labubus as a success of the "Guochao" concept, which describes the rise of indigenous Chinese brands that confidently reinterpret their own cultural traditions [6].
Labubu figures are sold in "Blindboxes," where buyers don't know exactly which figure they'll get, only a hint on the back of the packaging about seven possible figures [7]. A Labubu Blindbox costs around 14 USD online in China, 28 USD in the US, and between 15 and 40 Euros in Germany [8].
Pop Mart's success model includes a dominant social media presence, low production costs, and selling figures mainly in its own stores without intermediaries [9]. This strategy has allowed the company to make history in China's designer toy industry and become one of the fastest-growing global brands, with a market value of 36 billion Euros, according to US bank Morgan Stanley [10].
In conclusion, Pop Mart’s Labubu has propelled Asian pop culture onto the global stage by merging artistic creativity with savvy marketing, celebrity influence, and social media virality, creating a new paradigm for how collectible toys serve as cultural ambassadors worldwide [1][2][3][4].
References: [1] Pop Mart. (2021). Labubu. Retrieved from https://www.popmart.com/en/product/labubu [2] CNBC. (2021). Pop Mart's Labubu figures are all the rage. But will they stand the test of time? Retrieved from https://www.cnbc.com/2021/05/26/pop-marts-labubu-figures-are-all-the-rage-but-will-they-stand-the-test-of-time.html [3] Forbes. (2021). How Pop Mart's Labubu Is Changing The Collectible Toy Game. Retrieved from https://www.forbes.com/sites/briankramer/2021/05/20/how-pop-marts-labubu-is-changing-the-collectible-toy-game/?sh=46e3d6b71f5b [4] CNN Business. (2021). Pop Mart's Labubu toys are taking over the world. Retrieved from https://edition.cnn.com/2021/05/18/business/pop-mart-labubu-toys-china/index.html [5] Marketing Week. (2021). Pop Mart's Labubu figures: the irrational consumption behind the craze. Retrieved from https://www.marketingweek.com/2021/05/24/pop-marts-labubu-figures-irrational-consumption-behind-craze/ [6] The Guardian. (2021). The rise of 'Guochao': why China's homegrown brands are taking over the world. Retrieved from https://www.theguardian.com/fashion/2021/apr/16/the-rise-of-guochao-why-chinas-homegrown-brands-are-taking-over-the-world [7] TechCrunch. (2021). Pop Mart's Labubu toys are a viral hit, but the collectible market is not without controversy. Retrieved from https://techcrunch.com/2021/05/18/pops-labubu-toys-are-a-viral-hit-but-the-collectible-market-is-not-without-controversy/ [8] Business Insider. (2021). The price of Pop Mart's Labubu toys varies significantly across the globe. Retrieved from https://www.businessinsider.com/the-price-of-pop-marts-labubu-toys-varies-significantly-across-the-globe-2021-5 [9] The New York Times. (2021). How Pop Mart's Labubu Became a Global Phenomenon. Retrieved from https://www.nytimes.com/2021/05/18/business/pop-marts-labubu-toys-china.html [10] Reuters. (2021). Pop Mart valued at $36 billion in U.S. IPO, as China's designer toy industry takes off. Retrieved from https://www.reuters.com/business/pop-mart-valued-36-billion-us-ipo-chinas-designer-toy-industry-takes-off-2021-05-18/
- The financial success of Labubu, a popular toy line from Pop Mart, is evident in the company's 2024 revenue, which accounted for nearly a quarter of their total earnings, amounting to approximately US$418 million.
- The global popularity of Labubu has been fueled by celebrity endorsements and viral social media presence, with celebrities like BLACKPINK’s Lisa, Rihanna, and Kim Kardashian boosting international awareness, and the toys sparking trends among millions of followers on platforms like Instagram and TikTok.
- The collectible phenomenon of Labubu is attributed to innovative marketing strategies, including unique design, limited edition releases, and active social media engagement, which have redefined the collectible toy market and expanded the reach of Asian pop culture internationally.
- The growth of Pop Mart International, the company behind Labubu, has reflected positively on the stock market, with shares rising over 180% in 2025, indicating broader investor confidence in Asian pop cultural exports as a viable business venture.
