In the fast-paced world of collectibles, something small, furry, and toothy has achieved unexpected global dominance. Labubu, the signature creation of Hong Kong-Belgian artist Kasing Lung, and now a flagship line for Chinese toy giant Pop Mart, has gone from a niche art figure to a bona fide pop culture phenomenon. Its rise reflects smart market strategy and a deep understanding of what drives collector communities today, echoing the mechanics that keep players engaged in popular games.
At its core, Labubu’s popularity comes from the blind box model. You buy a sealed, identical package, never knowing which specific figure from a series you will get. This element of surprise is a powerful hook. It’s a system familiar to anyone who has pulled for a rare character in a gacha game or opened a booster pack in a trading card game. The thrill of not knowing creates immediate excitement, a dopamine rush with each unsealed box.
Pop Mart has mastered this. Their figures, including Labubu, sell out within seconds during online “drops,” a strategy borrowed from sneaker culture. This creates instant scarcity. Each series also includes “secret” or “chase” figures, incredibly rare variants with odds as low as 1 in 72. This pushes collectors to buy more boxes, hoping for that elusive pull.
Pop Mart’s success is clear: its market capitalization hit HKD 336.8 billion (around $43 billion USD) in June 2025, surpassing the combined value of long-established brands like Mattel and Sanrio. The company reported a 257% surge in monthly average daily active users on its mobile platforms since the beginning of 2024.
From Collectible to Cultural Icon: Celebrity Power-Ups
Labubu’s leap from toy to global icon owes much to high-profile celebrity attention. When figures with massive online reach embrace Labubu, it instantly elevates the toy’s status. It shifts perception from a simple collectible to a desirable accessory, a mark of being in the know.
Consider BLACKPINK’s Lisa. Her social media posts showing her Labubu figures sparked immediate interest across Asia and beyond. This kind of visibility is a direct catalyst. Fans of such global stars see their idols engaging with Labubu, and they want to be part of that experience. Similarly, when other Asian celebrities and influencers showcase their Labubu figures, whether as bag charms or display pieces, it transforms the toy into a fashion statement and a badge of cultural relevance.
This organic exposure, amplified by millions of followers on platforms like Instagram and TikTok, acts like a viral marketing campaign, reaching demographics far outside traditional toy collecting circles.
The Digital Arena: Building a Community and Cultivating FOMO
The internet is where Labubu truly built its empire. Social media platforms are not just for showing off new acquisitions; they are central to the entire collector experience. Online groups on Reddit, Discord, and China’s Xiaohongshu are bustling hubs for trading duplicates, sharing unboxing videos, and discussing strategies for upcoming releases. This shared passion creates a strong sense of community, similar to online guilds or gaming clans collaborating on a difficult raid.
The pursuit of rare figures also fuels a significant secondary market. Standard Labubu blind boxes might sell for $15-20 retail, but “secret” figures can fetch hundreds or even thousands of dollars. A human-sized Labubu figure sold for over $150,000 at a Beijing auction in June 2025. This high resale value adds another layer of “gameplay” to collecting, where a lucky pull can mean significant profit. The market is so active it even generated “Lafufus” – high-quality counterfeits – which some collectors also seek out due to their unique variations. This vibrant, often speculative, secondary market keeps the conversation and demand for Labubu constantly churning.
Leveling Up: Labubu’s Expansion into a Multimedia Universe
Pop Mart’s strategy for Labubu shows it aims to build a true intellectual property powerhouse, moving beyond just physical figures. The company’s expansion plans include a wider range of products, such as popular plush keychains and various fashion collaborations, extending Labubu’s presence in daily life. This is a common path for successful gaming IPs that branch out into merchandise and media.
Looking ahead, Pop Mart has hinted at bigger projects. These include potential animated series and virtual experiences, aiming to immerse fans deeper into Labubu’s world. They are also implementing NFC authenticity tags on figures to combat counterfeits, a tech solution that appeals to collectors and ensures value. By diversifying Labubu’s presence across different media and engaging with cutting-edge technology, Pop Mart ensures the brand remains fresh and exciting.
This ongoing evolution is key to maintaining Labubu’s momentum and solidifying its position as a long-term player in the global pop culture space.
