Where did Labubu come from? This question has captivated millions as the toothy, elf-like creature continues dominating social media feeds and retail stores worldwide in 2025. Labubu is a brand of collectible plush toy monster elves created by Hong Kong-Belgian designer Kasing Lung and marketed by China-based retailer Pop Mart. What started as a children’s book character has evolved into a $22.7 billion global phenomenon that’s reshaping the designer toy industry.
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The Creative Mind Behind Labubu
Before they became highly sought-after collectibles, Labubus were storybook characters created by the artist Kasing Lung. Born in Hong Kong, Lung moved to the Netherlands at age 7, where he quickly fell in love with Nordic fairy tales — especially those about elves. This cross-cultural experience would prove instrumental in shaping Labubu’s unique aesthetic.
Created in 2015 by Kasing Lung, a Hong Kong–born artist based in Belgium, Labubu is one of “The Monsters,” a group of characters inspired by Nordic mythology in Lung’s children’s book series. The character’s distinctive appearance—featuring pointed ears, visible teeth, and an otherworldly charm—reflects this Nordic influence combined with contemporary design sensibilities.
Key Points Summary
- Origin: Created by Hong Kong-Belgian artist Kasing Lung in 2015
- Inspiration: Nordic fairy tales and mythology, particularly about elves
- Initial Form: Children’s book character in “The Monsters” series
- Commercial Launch: Pop Mart began selling collectibles in 2019
- Current Status: Part of a $22.7 billion global toy market in 2025
From Storybook to Global Phenomenon
They came to fruition in a Nordic-inspired picture book that artist Kasing Lung created. After the initial release of the book, the popular toy company Pop Mart created the first collectible collection for sale in 2019, and since then, sales have been soaring as new collections are released.
Pop Mart’s innovative “blind box” retail model transformed Labubu from a simple book character into a collectible craze. Customers purchase mystery boxes without knowing which specific design they’ll receive, creating an addictive element of surprise and exclusivity.
The 2025 Viral Explosion
The character’s popularity has reached unprecedented heights in 2025. In 2025, mentions of Labubu are still trending upward. Plus, from January 1 to May 20, 2025, reach was up 76% and engagement was up 137% compared to the same time period prior. This surge has been amplified by celebrity endorsements and social media influence.
Labubus were first sported by celebrities such as Dua Lipa and Rihanna, before quickly spreading to TikTok, where influencer ‘unboxing’ videos started going viral. The character’s appeal transcends age demographics, attracting everyone from middle schoolers to working professionals.
Character Details That Matter
An important clarification that fans emphasize: 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.
According to Pop Mart’s official description, Labubu is characterized as kind-hearted and always wanting to help others, despite her somewhat mischievous appearance. This personality trait has contributed to her widespread appeal and emotional connection with fans.
The Business Empire Behind the Creature
The success of Labubu has created substantial wealth for Pop Mart’s leadership. Wang Ning, Pop Mart’s founder, has become one of China’s wealthiest individuals, primarily due to the global popularity of the character Labubu. In 2025, the designer toy market—fueled largely by Labubu and its collectible siblings—soared to $22.7 billion globally. Pop Mart alone generated over $1.8 billion in revenue, with Labubu as its best-selling IP.
Current Market Impact
The Labubu phenomenon extends beyond toys into mainstream culture. Major brands from E.l.f. to Olive Garden are betting on Labubu to generate their next viral social media moment, while the toothy, devilish dolls adorn bookshelves, dangle off car mirrors and hang on belt loops as fashion accessories.
Labubu dolls have taken the world by storm in 2025, becoming the must-have collectible toy for fashionistas, collectors, and pop culture enthusiasts. From viral TikTok unboxing videos to celebrity endorsements, these quirky, gremlin-like plush toys are everywhere.
The Global Expansion Strategy
Pop Mart has strategically expanded Labubu’s reach across international markets. It first expanded to the U.S., New Zealand, Australia, South Korea, and Taiwan, and the U.K. in 2022. In 2023 it expanded to Malaysia and France. In 2024, it opened its Philippines store.
This global expansion has been crucial in transforming Labubu from a regional character into an international cultural phenomenon that resonates across diverse markets and demographics.
Understanding where Labubu came from reveals how a simple children’s book character, rooted in Nordic mythology and brought to life by a multicultural artist, became 2025’s most talked-about collectible. The combination of compelling storytelling, innovative retail strategy, and social media virality has created a perfect storm of cultural relevance that shows no signs of slowing down.
Stay tuned for the latest Labubu developments and real-time updates as this Nordic-inspired phenomenon continues to evolve. What are your thoughts on the current Labubu craze? Tell us in the comments!