Labubu: How A Ugly-cute Toy Became A Global Phenomenon And What It Says About Cool China

The Rise of Labubu: More Than Just a Toy

Labubu, a cartoon character with an undeniably unique look, has recently taken the world by storm, dominating social media feeds and sparking a global frenzy. What started as a niche interest has rapidly evolved into a full-blown phenomenon, with older generations scrambling to find it for their grandchildren, savvy investors eyeing the associated consumer trends, and young enthusiasts simply declaring it 'impossible to find'.

Interestingly, international fans seem even more captivated than their Chinese counterparts. Celebrities like Rihanna have been spotted showcasing Labubu, and the Tourism Authority of Thailand even appointed Labubu as their 'Experience Officer'. Long lines form outside Pop Mart stores in Europe and North America, and stories of foreign resellers fighting over the toy are becoming increasingly common.

But how did this 'ugly-cute' toy gain such immense popularity?

It's crucial to understand that Labubu is more than just a standalone toy. It's part of a broader ecosystem of trendy IPs (Intellectual Properties) created by Pop Mart, a leading Chinese toy company. The phenomenon reflects a deeper engagement with 'IP economy,' where fans connect with characters and stories on multiple levels.

Consider Pok￩mon, one of the world's most successful IPs. To gamers, it's a captivating game with endless possibilities. To fans of the animated series, it represents the adventures of Ash Ketchum. And to children, it's a beloved plush toy. Similarly, classic IPs like Disney and LEGO have become ingrained in our daily lives and shared cultural memories.

Labubu's journey to success was not without its challenges. The 'The Monsters' series, to which Labubu belongs, originated from the artistic creations of Hong Kong designer Kasing Lung. Initially, these adorable sprites went unnoticed, which was discouraging for the designer.

In a crowded market, Labubu's eventual breakthrough can be attributed to Lung's dedication and Pop Mart's strategic efforts. By incorporating unique designs tailored to specific markets and embracing diverse aesthetic styles, Labubu's family expanded significantly. Furthermore, strategic collaborations with other brands and celebrity endorsements gradually introduced the small toy to a global audience.

Creating an IP involves significantly more effort and investment than simply producing a toy. The thriving toy industry and proven IP operational experience in China are the foundations for Labubu's success.

Defining 'Cool': Labubu and the Global Appeal of Chinese Culture

So, what exactly is Labubu? One online commentator quipped, 'Such an ugly doll, I don't know who would like it.' On the other hand, many foreign fans have expressed their admiration for Labubu's mischievous grin, finding it unique and appealing.

One dedicated fan wrote, 'In the story, she is quirky, yet has a kind and tireless heart, which is very cool'.

In this context, 'cool' signifies uniqueness and self-expression. It embodies both external beauty and internal attributes, such as confidence, independence, and innovation. This concept resonates strongly within today's globalized and decentralized aesthetic landscape.

The term 'cool' holds significant cultural power. It can be applied not only to Labubu, but also to China itself. As sinologist Robert Chard noted, 'I hope the West can realize that China is very cool, very interesting, and very worth learning from,' a sentiment echoed by many international netizens.

Beyond Labubu, many Chinese cultural IPs are perceived as 'cool' by foreign audiences. Games like Black Myth: Wukong have won multiple awards, the Ne Zha film series has been a smash hit, and Chinese web novels and short dramas are making waves overseas. Chinese culture is far from being esoteric and mysterious; it bursts with individuality and vibrancy.

Even without understanding the language, one can fully appreciate its charm through high-quality production, stunning visual effects, and captivating music.

American influencer 'Laowai Gange' was impressed by China's high-speed trains, clean streets, reliable internet, and fascinating intangible cultural heritage. Similarly, TikTok users find China 'cool,' admiring its advanced electric vehicles and diverse cuisine.

From toys to technology and culture, the world is eager to see the many facets of a 'cool China'.

Shifting Perceptions: From 'Made in China' to 'Designed in China'

One internet user aptly observed, 'In the past, when foreign brands launched new products, people would rush to buy them. Now it's their turn to snap up Chinese products!'

This highlights a significant shift in consumer behavior. Many have grown accustomed to purchasing foreign luxury goods, whether for their appealing designs or the desire to share and showcase their status.

However, this has also perpetuated the prejudice that China lacks style and that 'Made in China' products, while reliable and affordable, are unoriginal. This bias exists both among foreigners and even some Chinese citizens.

Sociologist Georg Simmel described fashion as a 'product of social dependence' and 'class division,' suggesting that its allure masks a hierarchical structure. Fashion is a vital industry in today's global competition. It encompasses culture, creativity, manufacturing, and copyright protection, involving the global industrial and value chains.

More than just a business, it shapes national cultural influence and reflects global image and cultural confidence.

Fashion is a double-edged sword. While some use it to 'harvest the globe,' others get caught up in hype. However, there's always risk in blindly following trends. The global popularity of Labubu, a fashion item designed, manufactured, and promoted by China, represents a 'de-glamorization' of foreign brands.

It signifies that Chinese brands, aesthetics, and styles are influencing the world. Whether we follow fashion trends or not, we can be proud of China's growing influence and approach external 'fashion bubbles' with a balanced perspective.

Each generation defines its own fashion. The cultural IPs led by Labubu are answering the question of who defines fashion and leads trends. We are confident that a more fashionable China will give rise to more 'global hits' like Labubu.