Labubu: How A Chinese Toy Became A Global Sensation

In the ever-evolving world of social media trends, a new star has emerged, and it's not a celebrity but a toy: LABUBU.

This whimsical character from Pop Mart, a leading name in the designer toy industry, has captured hearts worldwide with its nine teeth and pointy ears, becoming a true 'it' item. Its popularity isn't just confined to China, where products are flying off the shelves; international stores are also seeing long queues, as fans try to get their hands on one.

LABUBU's soaring global popularity has not only boosted Pop Mart's market value to new heights but has also positioned it as a significant symbol of Chinese cultural brands expanding globally.

The Global Hunt for LABUBU

The demand for LABUBU is so high that it's becoming increasingly difficult to purchase it. Even at a Pop Mart robot store in Beijing South Railway Station, employees are constantly bombarded with inquiries about LABUBU.

Chinese students studying in Germany have also noted the difficulty in acquiring LABUBU. Despite Pop Mart not having physical stores in Germany, online channels also have limited availability. The global surge in LABUBU's popularity has even caught the attention of those previously unfamiliar with the brand.

Longtime LABUBU fans are also facing challenges, as friends and acquaintances now seek their advice on acquiring the toy. The frenzy has made it difficult even for dedicated enthusiasts to purchase new releases.

The launch of the LABUBU third-generation pendant series led to long lines at Pop Mart stores in several countries, including the United States, Spain, South Korea, and Thailand. This widespread enthusiasm has further fueled LABUBU's popularity.

The Scramble to Meet Demand

Pop Mart and its existing fanbase were somewhat unprepared for this surge in global popularity. In China, the majority of new popular IP products are sold online, with options for home delivery or in-store pickup. However, the recent global craze surrounding LABUBU has made it even more challenging to purchase new releases online.

Given the challenges, Pop Mart has implemented measures to combat hoarding and price gouging, such as random restocking on domestic online channels. Several international stores have switched to a lottery system for purchases.

Why LABUBU?

The global explosion of LABUBU's popularity has left many puzzled. Its aesthetic is not universally praised, with some finding the character unattractive.

According to Pop Mart's official lore, the IP THE MONSTERS, created by artist Kasing Lung, are a group of forest-dwelling elves from Northern Europe. LABUBU, a petite and energetic girl, has been around for a decade.

The LISA Effect and Beyond

LABUBU's journey to global stardom gained significant momentum in April of last year, thanks to Thai celebrity LISA. Her social media posts featuring LABUBU sparked a wave of interest in Thailand.

Tourists visiting Thailand have observed LABUBU's ubiquitous presence, with the character appearing on clothing and merchandise in local markets. Some Thai tourists have even made special trips to Pop Mart stores and theme parks in China, specifically to purchase LABUBU products.

Industry experts suggest that LABUBU's cute-yet-slightly-monstrous design resonates well with Southeast Asian consumers.

Combined with celebrity endorsements and Pop Mart's strategic marketing, LABUBU has seen significant growth. Thailand became the launchpad for LABUBU's global dominance, followed by further expansion in Southeast Asia and North America.

A Cultural Export

LABUBU's success story is more than just a toy craze; it represents the growing influence of Chinese cultural brands on the global stage. Its widespread appeal transcends cultural boundaries, captivating fans from diverse backgrounds.

As LABUBU continues to conquer hearts worldwide, it solidifies its position as a true global icon and a symbol of China's cultural export prowess.