In recent months, a peculiar creature has taken the social media scene by storm, capturing the attention of celebrities and collectors alike. This is Labubu, a plush toy with large ears, sharp teeth, and a mischievous expression that has become a must-have accessory. With its skyrocketing price tag, Labubu is not just a toy; it’s a global commercial phenomenon.
The Birth of a Sensation
The story of Labubu began in 2025 when Hong Kong artist Kasing Loung first designed the character for a series known as The Monsters. However, it wasn’t until 2019 that the Chinese toy company Pop Mart seized upon the quirky character, transforming it into a range of products including plush toys, figurines, and keychains, which quickly became popular in over 400 stores worldwide.
A K-Pop Star Ignites the Trend
The real turning point came in March 2024 when K-pop sensation Lisa from Blackpink was photographed with a Labubu attached to her handbag. Following her lead, a slew of celebrities including Rihanna, Dua Lipa, David Beckham, Olivia Atwood, and Paul Pogba were also spotted with the plush toy.
This celebrity endorsement led to an explosive increase in sales, with Pop Mart generating approximately €360 million in revenue attributed to Labubu. The company’s stock price soared by 167% since the start of 2025 and has risen by a staggering 520% over the past year.
Understanding the Commercial Success
The appeal of Labubu can also be attributed to its unique distribution strategy. Customers purchase a figurine without knowing exactly which model they will receive until they open the packaging, creating a thrilling element of surprise that has made the experience addictive.
Additionally, Labubu stands as a symbol of originality, diverging from typical “kawaii” aesthetics. It is often described as “different, imperfect, and inclusive”, adding to its unique charm.
A Trend that Captivates Social Media and the Secondary Market
On platforms like TikTok, unboxing videos featuring Labubu have gone viral, and the subreddit r/labubu boasts over 79,000 members, with many participating to share experiences and keep track of limited editions.
While a standard Labubu plush costs between €20 and €30, rare editions can fetch prices in the hundreds, with a giant 131 cm sculpture recently sold for €156,000 at an auction in Beijing on June 10.
Such popularity, however, has led to challenges. The company has had to suspend sales at some locations due to overwhelming crowds, while incidents of theft, burglaries, scams, and counterfeits have also been reported.
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