The Labubu craze, explained

The name ‘Labubu’ doesn’t mean anything on its own. It was created by Hong Kong artist Kasing Lung, who, after moving to the Netherlands at age seven, fell in love with Nordic fairy tales, especially those related to elves. Inspired by this whimsical world, he launched the illustrated book series The Monsters in 2015, introducing a playful tribe of female elves known as Labubus.

With pointy ears, oversized eyes and a cheeky grin showing exactly nine teeth, Labubu’s look is instantly recognisable. Some people find it adorably cute, while others might call it delightfully bizarre. Either way, it’s impossible to ignore.

According to its official retailer, Labubu is ‘kind-hearted and always wants to help, but often accidentally achieves the opposite’. A mischievous, lovable little elf, it’s the kind of character you can’t help but fall for.

Labubu officially made the leap into the world of art toys when Lung released a series inspired by his storybook characters shortly after The Monsters debuted. But it wasn’t until 2019 that Labubu truly exploded in popularity, thanks to a collaboration with Chinese toy giant Pop Mart.

Pop Mart had already built its reputation on the addictive appeal of ‘blind boxes’, where buyers only discover which figure they’ve purchased after opening the package. The model had been wildly successful with Molly, a childlike figurine created by Hong Kong artist Kenny Wong, first launching in 2016. When Pop Mart secured the rights to Labubu in 2019, it brought the quirky elf into the same surprise-driven ecosystem and collectors went wild.

Labubu dolls come in a rainbow of colours and designs, each tucked away inside a blind box. The real excitement comes at the moment of unboxing – will it be a standard figure or the thrill of discovering a rare ‘secret’ Labubu? That element of surprise is a big part of what keeps fans coming back for more.

At first, Labubu’s fame was mostly confined to China. The craze started to bubble just as the country came out of the pandemic in late 2022. But the real game-changer came in April 2024, when Thai-born K-pop superstar Lisa put a spotlight on Labubu and sent its popularity soaring. Suddenly, Thailand was hooked. Local celebrities joined the trend, fans lined up outside Pop Mart stores and resale prices shot up – some dolls going for more than B10,000.

While the hype in the kingdom may have cooled a little, Labubu fever has only grown stronger worldwide. By 2025, it had cemented itself as a true global pop culture phenomenon. The craze even sparked Pop Mart’s international expansion, with new stores planned for the United States and fresh markets on the horizon. Demand has been so intense that in some places like the UK that sales had to be temporarily paused to stop customers from fighting over the dolls.

And of course, celebrities have helped fuel the obsession. Rihanna was spotted with a Labubu clipped to her Louis Vuitton bag, Lady Gaga was seen with a custom doll and Madonna celebrated 67th birthday with a huge Labubu cake. 

The Labubu frenzy has also  fueled markets for doll clothes and given rise to imitation versions, often called ‘Lafufus.’

There are plenty of reasons why people are obsessed with Labubu. Part of it comes down to trends – when stars such as Lisa or Rihanna show theirs off, fans naturally want to follow. Labubu has become a statement piece, a pop culture badge that says you’re in on the moment.

Of course, trends can be unpredictable. Remember the Furby craze? It felt unstoppable until it wasn’t. Suddenly, the toy that everyone wanted ended up forgotten in the back of closets. Hopefully, Labubu won’t share the same fate.

At the end of the day, Labubu isn’t just a passing fad; it’s an art toy. It shows us that art can come in all shapes and forms, even in the form of a mischievous little elf. Who knows? In a few years, Labubu might be more than a collectible – it could be sitting in a museum or gallery, remembered as part of art history.