People across Asia rushed to shopping malls and online stores on Friday to purchase the latest edition of Labubu, a collectible toy that has created buying frenzies worldwide. These cute, toothy, fluffy figurines, often sold in palm-sized “blind boxes,” are inspired by Nordic folklore. They sparked crowds from Bangkok to Kuala Lumpur as the new collection was released. The toys sold out quickly online, reflecting the growing global demand for Labubu.
Created by Hong Kong-born, Netherlands-raised illustrator Kasing Lung, Labubu and other characters from his “The Monsters” series have gained a loyal fan base since 2015. The character’s popularity has skyrocketed in the past year, thanks in part to celebrity endorsements. K-pop star Lisa from Blackpink has openly expressed her admiration for Labubu, calling it “my baby” in a Teen Vogue video.
The latest drop, titled “Big Into Energy,” features six vinyl plush pendants representing emotions like love, hope, and happiness, with a rare “secret” figurine. These new Labubus were priced between $13 and $16 in various Asian countries. Shortly after the release, some were being resold for as much as $90 on the resell platform StockX.
At CentralWorld mall in Bangkok, fans lined up early before the Pop Mart store opened, despite pre-registration for time slots. Kamolwan Pohfah, a university student, arrived early, excited to buy the newest collection. “I’ve been following Labubu for almost two years now,” she said. While some fans missed out due to a lack of registration, others, like Hathairus Mekborisut, purchased multiple sets, with plans to resell them.
Labubu, who is depicted as a kind-hearted character, made her debut as a background figure in Lung’s picture book series “The Monsters.” Boasting rabbit-like ears and big eyes, Labubu was inspired by Lung’s childhood exposure to Nordic folklore. The plushies have gained attention beyond Asia, with Labubu figurines spotted at Paris Fashion Week. Fans frequently share unboxing videos on social media, adding to the excitement.
Pop Mart, the Chinese toy company that licenses Labubu, has found success in selling these collectibles in blind-box format, making the contents a mystery and increasing their appeal. “The Monsters” series has become Pop Mart’s best-selling franchise, earning the company $410 million in sales last year. Fans eagerly await new releases, with celebrity endorsements from stars like Rihanna and Rosé helping to fuel the global craze.
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