Pointy ears, a mischievous grin with sharp little teeth on full display—she might look like a wicked little elf (a female elf, actually!). Adorable yet unruly, thoroughly whimsical, Labubu is a fascinating cultural phenomenon. If you are new to the world of character and toy design, or if you have simply been wondering why these creatures are suddenly everywhere, let’s dive into her story.

The origins of Labubu: a little monster with a big heart (and an even bigger smile!)

Labubu was born from the imagination and creative flair of Kasing Lung, an artist born in Hong Kong and raised in the Netherlands. It was there, during his childhood, that he developed a deep passion for Nordic folklore and ancient fairy tales filled with elves and fairies. He started his career as a children’s book illustrator before shifting his focus toward toy design around 2010.

“When I was a child, I liked to read storybooks and was influenced by ancient European elf legends. At that time, there were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child.”

– Kasing Lung

Driven by this nostalgia, he decided to create a series of stories centered around a quirky band of characters called “The Monsters”.

The gang includes Pato, Zimomo, Tycoco, Spooky, and, of course, Labubu. Don’t let her monstrous appearance fool you: she has a massive heart. She genuinely wants to help others, though she often ends up causing accidental mischief along the way.

Labubu made her first appearance in 2015, but it wasn’t until 2019, through a strategic partnership with Pop Mart, that she reached a truly global audience. This collaboration exponentially boosted the notoriety of the characters, introducing them in countless colors, shapes, and textures—ranging from plush toys to vinyl art figures.

Pop culture lore dictates that Labubu reached her absolute peak of viral popularity after being spotted in the hands of Lisa from Blackpink. As is standard in the social media era—particularly on TikTok—this sighting triggered a massive chain reaction. The craze quickly expanded from K-pop fans to design enthusiasts all over the world.

The numbers speak for themselves:

Pop Mart’s mid-2024 interim report revealed that “The Monsters” line alone generated a staggering 6.3 billion Chinese yuan (approximately 870 million USD) in sales in just the first half of the year.

These characters have transitioned from niche collectibles into mainstream cultural icons, blending childhood nostalgia, premium character design, and a modern desire for personal expression.

The character design of Labubu: a unique identity

The global success of Labubu lies in her brilliant visual design. With wide, expressive eyes and sharp serrated teeth paired with a playful countenance, she embodies the perfect aesthetic tension between “cute” and “creepy”. This juxtaposition triggers an immediate emotional connection in the viewer.

Kasing Lung managed to tap into a universal contemporary sensibility:

a distinct attraction to the imperfect, to the adorable object that hides a wild, untamed side.

Every single figure tells a story, and every tiny detail is meticulously crafted to spark curiosity.

From collectibles to Pop Culture: the rise of “kidulting”

What transforms Labubu from a simple toy into a global phenomenon is the psychological thrill of the collection. The blind box format turns every purchase into a small, emotional ritual: the anticipation, the unboxing, the thrill of surprise, and the distinct satisfaction (or mild frustration) of hunting for a specific character.

Concurrently, Labubu’s rise reflects a profound shift in adult consumer culture. Not long ago, decorating adult bags or backpacks with plush charms was widely dismissed as “childish”. Today, however, the global market is dominated by the phenomenon of “kidulting” (a blend of kid and adult).

Psychologists suggest that kidulting serves as a vital emotional sanctuary against the stress, anxieties, and relentless pace of modern adult life. Engaging in low-stakes, playful activities that carry no heavy responsibilities acts as a small oasis of lightness. The simple act of collecting triggers dopamine releases, bringing genuine joy and immediate comfort. It is not merely an escape; it is a conscious way for adults to reconnect with play.

Bag charms and the art of personalization

Looking at design trends online, bags and backpacks have effectively become blank canvases for personal expression. Keychains, charms, and mini-figures serve as visual snippets of our inner personalities.

Labubu fits seamlessly into this space. There is something quietly revolutionary about reclaiming childhood elements as a conscious adult choice—a gentle rebellion against societal expectations. Furthermore, these art toys are highly customizable: collectors can buy outfits, tiny hats, and miniature accessories to dress up their Labubu, tailoring the toy to mirror their own personal style.

However, there is a flip side to this viral coin. The hyper-acceleration of haul videos and unboxing trends on TikTok risks turning an authentic gesture of personal curation into compulsive, hyper-consumerist behavior. When the thrill centers solely on buying rather than appreciating the design, the line between genuine self-expression and mere conformity becomes incredibly thin.

Licensing, brand power, and the counterfeit issue

From an economic standpoint, Pop Mart’s business model relies heavily on intellectual property and licensing. Kasing Lung has successfully maintained a delicate balance between preserving the artistic integrity of his original drawings and scaling production for the masses. Official licensing ensures strict quality control, while widespread merchandising keeps the brand alive globally.

Unfortunately, the massive gap between high demand and continuous sold-out statuses has led to a major downside: a flood of counterfeit items on platforms like AliExpress and third-party marketplaces. These bootleg copies not only infringe on copyright laws but completely lack the premium tactile quality and safety standards of the official vinyl plush releases.

A trend that tells stories

As a self-proclaimed Toys Ranger, a collector of vintage toys, and a scholar of character design, I am naturally drawn to these global phenomena. I always look for a deeper meaning, perhaps even where there isn’t one, but I truly believe that toys possess a quiet power. They comfort us, bring vibrant color into monotonous routines, and remind us how to play, dream, and discover. They offer a momentary pause from the weight of our adult duties.

Ultimately, Labubu is far more than a simple bag charm or a plastic figure. She serves as an emotional bridge between the world of children and the world of adults. Every little monster carries a narrative, and every collector who brings one home becomes a storyteller in their own right.

She reminds us that even the cutest things can have a mischievous side, and that sometimes, the troublemakers carry the best kind of magic. You just have to know how to look past the surface.

Where to buy authentic Labubu figures?

To date, Pop Mart has released over 300 unique variants of Labubu, exploring different themes, historical settings, and colorways. The absolute favorites among contemporary collectors remain the vinyl plush hangers, specifically the Macarons and Have a Seat series.

• The Official Pop Mart Stores: Available via their international website and physical global flagships (keep an eye on their official Instagram for incoming restock alerts).
• Vinted / Resale Market: A viable option for older series, though it is highly recommended to request proof of purchase or an original Pop Mart receipt to verify authenticity.
• Shook (Milan): While they do not stock the main figures, they are an incredible hub for independent clothing sets and miniature accessories to customize your toys.

A deeper dive

I highly recommend watching this deep-dive video, which is incredibly comprehensive and detailed, all about Labubu. Happy watching and… happy collecting, if I’ve managed to convince you!

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Here on the Juice for Breakfast blog, we frequently talk about character and toy design, sharing recommendations for movies, series, and documentaries from the worlds of animation, toys, and illustration.

And with the team at Juice for Breakfast Studio, we bring custom mascots to life—characters designed to become the perfect storytelling voice for your brand, products, and new services.

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The Juice Diaries by Juice for Breakfast Studio is an independent publishing project. The content of the “Toys Ranger” column stems from personal analysis regarding storytelling, character design, and brand strategy; it is neither commissioned, sponsored, nor endorsed by the brands mentioned. The names, trademarks, logos, and product images cited are the property of their respective owners and are referenced solely for the purposes of critical analysis and cultural commentary.

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Cover image: © Pop Mart