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
Labubu, created by Hong Kong-born artist Kasing Lung in 2015, began as a storybook character inspired by Nordic fairy tales, especially about elves, from Lung’s childhood in the Netherlands. The character is a focal figure of “The Monsters,” a series reflecting Nordic mythology infused with contemporary design. Lung’s cross-cultural experiences greatly shaped Labubu’s distinctive look, featuring pointed ears, visible teeth, and an otherworldly charm.
In recent developments as of 2025, Labubu has become a global phenomenon beyond its origins in children’s literature. It evolved into a highly sought-after collectible plush toy chiefly sold in blind boxes by the Chinese company Pop Mart, leading to intense demand, long store lines, quick sellouts online, and a booming resale market. Life-sized Labubu figures have fetched six-figure sums at auctions, signaling its stature as a cultural and art market phenomenon. This rise is fueled by social media virality, celebrity endorsements, and an emotional connection felt by collectors worldwide.
Kasing Lung’s creative persistence turned Labubu from an initially obscure toy line into a mainstream collectible icon by collaborating with Pop Mart. Labubu remains a symbol of cross-cultural artistry, blending Nordic mythological roots with vibrant modern design. Lung’s works now also attract fine art collectors and galleries, expanding beyond commercial toy markets.
Significant milestones in 2025 include:
- A 1.2-meter (4-foot) mint-green Labubu sculpture sold for about $170,000 at Beijing’s Yongle Auction.
- Themed auctions dedicated exclusively to Labubu art pieces, raking in over $500,000.
- Plans for an anime series adaptation to debut in 2025.
- Expansion of the Labubu universe to over 300 different collectible variants.
- Pop Mart’s CEO Wang Ning has become one of China’s youngest billionaires due to the brand’s explosive success.
Thus, the creative mind behind Labubu, Kasing Lung, harnessed his cross-cultural background and a deep affinity for Nordic folklore to create a character that transcended its original artistic context, becoming a viral collectible and art market sensation by 2025.
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
The transformation of Labubu from a Nordic-inspired storybook character into a global collectible phenomenon exemplifies a strategic blend of artistic vision and innovative marketing. Created in 2015 by Hong Kong-born artist Kasing Lung as part of his “The Monsters” series, Labubu initially appeared in whimsical picture books influenced by Nordic folklore. This artistic creation caught the attention of the Chinese collectible toy company Pop Mart, which in 2019 introduced Labubu as a collectible toy line. Pop Mart’s signature “blind box” model—where customers buy mystery boxes without knowing which design they will receive—added an addictive surprise element that fueled enthusiasm and exclusivity among collectors.
This blind box strategy significantly boosted Labubu’s popularity, turning it from a niche art character into a mass-market sensation that accounted for nearly 23% of Pop Mart’s total revenue in 2024, roughly US$418 million, highlighting the character’s immense commercial success. The appeal of Labubu’s design—featuring oversized eyes, a mischievous grin, and elf-like ears—resonates with younger consumers, especially Gen Z and Millennials, who are drawn to its “ugly-cute” charm that blends nostalgia, fantasy, and individual expression. This emotional and aesthetic connection has helped Labubu transcend its toy origins to become a cultural icon featured in fashion collaborations and viral social media trends.
Celebrity endorsements by figures such as BLACKPINK’s Lisa, Rihanna, and Kim Kardashian, along with viral unboxing videos on TikTok, have amplified Labubu’s global reach, fueling collector enthusiasm and driving demand beyond Asia to markets like the US and Europe, where sales have surged dramatically. Labubu’s fandom manifests in high social media engagement, extensive resale markets, and even high-value auctions, demonstrating how the combination of artistic roots, strategic marketing, and emotional connection can create a powerful global brand from a storybook character.
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!