[Image: Pop Mart / Facebook]
Long overnight lines, empty online shelves, and viral buzz have transformed Labubu plush pendants into America’s hottest new status symbol—and sent its Chinese creator into billionaire territory almost overnight.
Chances are you’ve spotted Labubu trending on TikTok or popping up in your group chats—but what exactly is a Labubu?
Labubu is described as an “elvish creature”, and according to its creator, “despite a mischievous look, she is kind-hearted and always wants to help, but often accidentally achieves the opposite.” She may look small and scary, but she means well.
Distributed exclusively by Chinese-based retailer Pop Mart, it’s become nearly impossible to buy one of the plush pendant toy collectables, which were first debuted in a Nordic mythology-inspired picture book trilogy in 2015, and by 2019, toy giant Pop Mart had turned them into the viral vinyl collectables we know today.
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First things first: Labubu is a girl. People often assume she’s a boy, but the fanbase is quick to correct that. Labubu also isn’t a standalone character — she’s part of a larger group called “The Monsters”, created by Hong Kong artist and author Kasing Lung.
But why do people care so much about it?
Despite the first Labubu hitting the market in 2015, demand still outpaces supply in 2025. They quickly gained popularity after being sported on the designer bags of celebrities like Rihanna, Dua Lipa, BLACKPINK’s Lisa, David Beckham, Emma Roberts, Hillary Duff, Kim Kardashian and countless others.
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The Monsters series is Pop Mart’s best-selling franchise and generated $419 million in sales last year, according to NBC News.
In the United Kingdom, Pop Mart has announced it will cease selling Labubu products in its stores due to safety concerns following reports of customer brawls and screaming fights.
The Labubu craze has also inspired a wave of counterfeits, with some shoppers turning to knock-off versions nicknamed “Lafufu”, which come at a lower price but with noticeable differences in quality and production.
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Some social media users have now begun sharing tips and tricks they call “Labubu-nomics”, with strategies aimed at outsmarting bots and securing the coveted collectables. These include a rumoured URL-editing hack, thumb-clicking techniques, and regular checks of Pop Mart’s third-party sellers on platforms like Amazon and TikTok Shop livestreams.
According to Forbes, Pop Mart CEO and Chairman Wang Ning saw his fortune surge by $1.6 billion in a single day last month, thanks to surging demand from eager American buyers lining up for their own Labubu figures.
Labubus are not going anywhere anytime soon, so expect your tween to start pestering you for one soon, if they haven’t already.
[Source: NBC News & Fox Business]
