Labubu, the mischievously grinning plush doll with wide eyes, has become the unexpected star at San Diego Comic-Con, drawing long lines of fans eager to get their hands on one. Originally created in 2015 by Hong Kong artist Kasing Lung, Labubu is part of a larger universe of characters Lung refers to as “The Monsters.” Inspired by Nordic mythology, Labubu has since become a pop culture sensation, especially after being licensed in 2019 to Chinese collectible toy giant Pop Mart.
Pop Mart, best known for its popular “blind box” model—where fans buy sealed packages containing surprise figurines—has seen soaring sales in North America, particularly after the character gained traction with celebrity endorsements. The biggest surge came in 2024 when Blackpink’s Lisa posted about Labubu on social media, sparking a craze in Thailand and helping to fuel international demand. That momentum carried over to 2025, with U.S. first-quarter revenue alone surpassing total sales in the country for all of 2024.
At Comic-Con, Pop Mart’s booth has been a hotspot. Naomi Galban, 24, from San Diego, said she was thrilled finally to have a chance at getting her first Labubu after failed attempts at local stores. For her, it was not just about the doll but also sharing the joy with her younger sister.
Other fans echoed similar excitement. Diana Goycortua, also from San Diego, already owns three Labubu dolls and described the collecting experience as addictive. “It’s a little bit of gambling with what you’re getting,” she admitted, referencing the surprise element of blind boxes. Still, the appeal of the character and its whimsical design keeps her coming back for more.
Emily Brough, Pop Mart’s Head of IP Licensing, expressed enthusiasm about seeing attendees personalize their Labubus—clipping them onto bags, customizing them with accessories, and treating them as expressive companions.
Though Labubu’s popularity didn’t emerge overnight, it’s now a full-fledged global phenomenon. Endorsed by major stars like Rihanna, Dua Lipa, Lizzo, and Lisa from Blackpink, the doll is more than just a toy—it’s a collectible, a fashion accessory, and for many, a tiny dose of joy wrapped in mysterious packaging.
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