If you’ve scrolled through TikTok or Instagram lately, chances are you’ve seen it, a fuzzy little creature with jagged teeth, pointy ears, and a mischievous grin dangling from luxury handbags, backpacks, and even car mirrors. That’s Labubu, and it’s not just a toy, it’s a full-blown cultural phenomenon.
From K-pop idols like Lisa of BLACKPINK to celebrities like Rihanna, Dua Lipa, and David Beckkham, Labubu has become the “it” accessory of 2025. It’s a part plush toy, part fashion statement, and part collector’s obsession. And behind this viral wave is a business sotry that’s a just wild.
Labubu was originally created by Hong Kong-based artist Kasing Lung as part of his illustrated series The Monsters. But it was Wang Ning, the founder and CEO of Chinese toy giant Pop Mart, who turned it into a global sensation. Pop Mart introduced Labubu to its blind-box lineup in 2019, and by 2023, the character had exploded in popularity, thanks in part to celebrity endorsements and social media virality.
In 2024 alone, Labubu generated over $419 million in revenue, contributing to a 726% year-over-year increase for Pop Mart. The company’s plush toy sales soared more than 1,200%, and Labubu became its highest-grossing IP. A life-sized mint-green Labubu even sold for 1.24 million yuan ( ~$172, 800 USD) at a Beijing auction.
This meteoric rise helped Wang Ning become China’s 10th richest person, with a net worth of $22.7 billion as of mid-2025. He’s now the youngest billionaire in China’s elite club. All thanks to a toothy little monster that started as a sketchbook doodle.
So who’s buying Labubu?
Unlike traditional toys, Labuu’s fanbase skews adult and female, with buyers aged 18 and over driving a massive surge in the U.S. toy market. Gen Z and Millennials are especially hooked, drawn to Labubu’s offbeat charm and collectible appeal. It’s not just a toy, it’s a flex, a vibe, and a slice of aesthetic identity.
Labubu’s popularity is also fueled by Pop Mart’s blind-box model, where buyers don’t know which version they’ll get until they open the box. This element of surprise, combined with limited editions and resale culture, has created a frenzy that rivals sneaker drops and concert ticket sales. On TikTok, #Labubu has racked up over 1.4 million posts, with fans sharing unboxing, cosplay, and styling tips.
Retail prices range from $13 to $50, but rare editions and collaborations can fetch hundreds or even thousands on resale platforms. And with Pop Mart’s livestream shopping strategy on Tiktik Shop, Labubu drops often sell out within minutes.
Whether you’re a collector, a fashion lover, or just Labubu-curious, one thing’s clear: This quirky little monster has tapped into something big. It’s cute, it’s weird, and it’s everywhere from handbags to headlines to billion-dollar boardrooms.
