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The Rise of Labubu: How a Mischievous Plush Elf Became a Global Symbol of Kidulthood
The Rise of Labubu: How a Mischievous Plush Elf Became a Global Symbol of Kidulthood
A furry creature with oversized rabbit-like ears, a mischievous grin, and a row of sharp, serrated teeth has taken the world by storm. Spotted dangling from the Louis Vuitton bags of celebrities like Lisa from Blackpink, Rihanna, and Dua Lipa, twerking alongside Lizzo at a concert, or clipped to the belt loops of ravers at Brooklyn nightclubs, this plush toy named Labubu has transcended its origins as a simple collectible to become a cultural juggernaut. Introduced by the Chinese company Pop Mart in 2019, Labubu has sparked a global frenzy, with sales skyrocketing by over 700% in 2024 and a single human-sized figure fetching $150,000 at a Beijing auction. But what lies behind the meteoric rise of this “ugly-cute” elf? As The Atlantic observes, Labubu’s popularity is not just a consumer fad—it’s a vivid manifestation of “kidulthood,” a cultural shift where adults are increasingly rejecting traditional notions of maturity in favor of playful, nostalgic, and subversive expressions of identity.
The Origins of Labubu: From Nordic Fairy Tales to Pop Culture Icon
Labubu’s story begins with Kasing Lung, a Hong Kong-born artist who grew up in the Netherlands. Inspired by Nordic mythology and fairy tales, Lung created a trilogy of illustrated children’s books called The Monsters in 2015. The series introduced a tribe of whimsical, elf-like creatures, with Labubu as a central figure—a kind-hearted but mischievous female elf with a penchant for getting into well-intentioned trouble. Alongside her were other characters like Zimomo, a spiky-tailed leader, and Tycoco, a skeleton-like vegetarian monster who, according to lore, is Labubu’s boyfriend. The characters’ quirky designs, blending cute and creepy elements, laid the groundwork for their appeal.
In 2019, Lung partnered with Pop Mart, a Chinese toy company specializing in collectible figures, to transform his storybook characters into physical toys. Pop Mart’s business model, built around “blind box” packaging—where buyers don’t know which figure they’ll receive until they open the box—proved to be a game-changer. The first Labubu key-ring series, Exciting Macaron, launched in October 2023, sold out within minutes, setting the stage for the toy’s viral ascent. By 2025, Pop Mart had released over 300 different Labubu figurines, ranging from 8-centimeter vinyl charms costing $15 to a 79-centimeter “mega” edition priced at $960. The company’s strategic collaborations, such as a Coca-Cola-themed series and a One Piece-inspired line, further amplified Labubu’s reach.
Infeed Advert 1
The turning point came in April 2024, when Lisa, a member of the K-pop group Blackpink, posted an Instagram video hugging a large Labubu plush and accessorizing her Louis Vuitton bag with a Labubu keychain. The endorsement from the Thai-born megastar, who boasts millions of followers, sparked a frenzy in Thailand and beyond, transforming Labubu into a must-have fashion accessory. Celebrities like Rihanna, David Beckham, and Emma Roberts followed suit, showcasing Labubu on their social media, while Thailand’s Princess Sirivannavari Nariratana paired the toy with Hermès bags at Paris Fashion Week. These high-profile endorsements, combined with Pop Mart’s savvy marketing, propelled Labubu from a niche collectible to a global pop culture phenomenon.
The Kidulthood Phenomenon: Blurring the Lines Between Childhood and Adulthood
At its core, Labubu’s appeal is deeply tied to the concept of “kidulthood,” a term that encapsulates the growing trend of adults embracing childlike aesthetics and behaviors. As The Atlantic notes, the boundary between childhood and adulthood is becoming increasingly porous. In recent years, more adults, particularly in the 25–34 age range (39% of Pop Mart’s online store visitors in April 2024), have been purchasing stuffed animals and collectibles, seeking to inject playfulness into their lives. Unlike traditional plush toys, which are often confined to private spaces like bedrooms, Labubu is a “public display of cuteness,” as described by Erica Kanesaka, a cute-studies scholar at Emory University. Fans carry Labubu on subway cars, into office cubicles, and even to professional settings like dental schools and KFC shifts, proudly clipping the toy to their bags or belts.
In article Advert 1
This public embrace of Labubu reflects a broader cultural shift. Kidulthood is not just about nostalgia; it’s a deliberate rejection of the rigid, joyless expectations of adulthood. “Wearing Labubu, especially on a designer purse or a backpack meant for grown-ups, signals a playful attitude to life, a winking at the world,” says researcher May, as quoted in the original article. In a world of Monday morning alarms, endless emails, and societal pressures, Labubu offers a small but defiant act of rebellion—a way to reclaim joy and individuality. The toy’s “ugly-cute” aesthetic, with its devilish grin and monstrous features, adds a layer of subversion, appealing to those who reject conventional standards of beauty and propriety.
Labubu’s design taps into a long-standing fascination with “ugly-cuteness,” a concept that predates the toy. From the Cabbage Patch Kids of the 1980s to the recent viral sensation Moo Deng, a pygmy hippo, and even the enduring appeal of pugs, ugly-cute characters resonate because they are both endearing and unconventional. Labubu’s sharp teeth and mischievous expression evoke comparisons to characters like Stitch from Lilo & Stitch or Toothless from How to Train Your Dragon, blending adorability with a hint of chaos. This aesthetic allows adults to embrace their inner child without fully surrendering to saccharine cuteness, making Labubu a perfect emblem of kidulthood.
Multiplex advert 1
Pop Mart’s Marketing Genius: Scarcity, Surprise, and Social Media
Pop Mart’s success with Labubu is no accident—it’s the result of a carefully crafted marketing strategy that capitalizes on scarcity, surprise, and social media. The blind box model, where buyers have a 1-in-72 chance of receiving a rare “secret” figure, creates a gamified collecting experience that fuels obsession. As Joshua Paul Dale, author of Irresistible: How Cuteness Wired Our Brains and Conquered the World, explains, this distribution strategy “keeps fans interested” by adding an element of chance and exclusivity. The thrill of potentially scoring a rare Labubu, which can resell for hundreds or even thousands of dollars, has led to chaotic scenes at stores, with reports of fights in the UK and a family allegedly breaking into a claw machine in Singapore to steal Labubu boxes.
Pop Mart’s social media presence targets young adults who resonate with the drudgery of modern work life. Posts depict Labubu in relatable scenarios—hanging out in messy rooms, sipping coffee, or escaping the office for playtime—appealing to “Monday-hating, coffee-drinking workers,” as The Atlantic describes. The company’s collaborations with high-profile brands like Disney, Marvel, and the Louvre (where a “Labubu’s Artistic Quest” series was sold) further elevate the toy’s status, blurring the line between toy and fashion accessory. In Thailand, Labubu’s cultural impact has even extended to Buddhist amulets and sacred tattoos, with some believing the toy brings wealth and good fortune.
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The frenzy has not been without controversy. Counterfeit Labubus, dubbed “Lafufus” by fans, have flooded the market, prompting collectors to share tips on spotting fakes. In Russia, the Federation Council proposed banning Labubu sales, citing their “frightening appearance” and potential harm to children’s mental health, while Iraq’s Kurdistan Region seized 4,000 dolls over claims of “demonic spirits.” These reactions highlight the polarizing nature of Labubu’s aesthetic and its ability to provoke strong emotions, whether adoration or unease.
Cultural and Economic Impacts: A Chinese Brand Goes Global
Labubu’s rise is not just a cultural phenomenon—it’s a testament to Pop Mart’s emergence as a global powerhouse. Founded in 2010, the Beijing-based company has grown to over 500 retail shops and 2,500 vending machines across 30 countries, with a market capitalization of $12.1 billion in 2025. The company reported $1.8 billion in revenue in 2024, with Labubu and The Monsters series contributing $419 million, a 726% increase from the previous year. Pop Mart’s founder, Wang Ning, has become China’s youngest billionaire, with a net worth of $21.1 billion, largely driven by Labubu’s success.
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Labubu’s global appeal also carries geopolitical implications. As The New York Times notes, China has struggled to build cultural cachet overseas due to concerns about its authoritarian politics. Labubu, however, represents a soft power victory, with Chinese state media framing it as a “benchmark for China’s pop culture making inroads overseas.” The toy’s popularity has spurred interest in other Chinese products, from video games like Black Myth: Wukong to electric cars by BYD. Some fans, like Australian collector Sue Aw, have even traveled to China to visit Pop Mart’s flagship store in Shanghai, reflecting a growing curiosity about Chinese culture among Labubu devotees.
Yet, for many Western fans, Labubu’s Chinese origins are secondary to its aesthetic and collectible appeal. Pop Mart’s collaborations with Western brands and its presence in luxury retailers like Harrods have helped the toy transcend cultural boundaries. This universal appeal, coupled with the serendipity of celebrity endorsements, has made Labubu a case study in how luck and strategic branding can create a global sensation.
Multiplex advert 2
The Dark Side of the Craze: Consumerism and Social Dynamics
While Labubu embodies playful rebellion, its popularity also raises questions about consumerism and social dynamics. The toy’s scarcity-driven model has fueled a resale market where prices range from $30 to $150,000, creating a hierarchy among collectors. The pursuit of rare figures has led to extreme behaviors, from overnight lines to physical altercations, as seen in the UK, where Pop Mart suspended in-person sales due to safety concerns. On X, users have described Labubu as a “consumerist trend,” with some lamenting that its popularity is driven more by hype than genuine affection for the toy’s design.
In article Advert 2
The kidulthood trend, while liberating for some, also reflects deeper societal anxieties. As young adults face economic uncertainty, long work hours, and a sense of disillusionment, Labubu offers a tangible escape—a small, affordable way to reclaim agency and joy. However, the obsession with collecting and displaying Labubu can border on performative, with social media amplifying the need to “keep up” with trends. Posts on X highlight this tension, with users comparing Labubu to past fads like Beanie Babies or Squishmallows, and others mocking its “creepy” appearance, likening it to horror movie dolls like Chucky.
Looking Ahead: The Future of Labubu and Kidulthood
As Labubu’s popularity continues to soar, its future remains uncertain. Pop Mart has ambitious plans, including an anime adaptation of The Monsters set to air in mid-2025 and a new Labubu-themed building block set. The company’s ability to sustain the craze will depend on its knack for innovation and keeping fans engaged through new releases and collaborations. However, like all viral trends, Labubu’s moment may eventually fade, giving way to the next big thing.
Infeed Advert 2
For now, Labubu stands as a symbol of kidulthood’s growing influence—a reminder that adulthood doesn’t have to mean abandoning play. By carrying a mischievous plush elf to a 9 a.m. meeting or a nightclub, fans are challenging societal norms and embracing a more fluid, joyful version of maturity. As The Atlantic puts it, Labubu is a “devilish tchotchke” that makes the grind of adult life a little more bearable, one toothy grin at a time.
The Global Phenomenon of Labubu: Unpacking the Rise of a Plush Toy and the Kidulthood Revolution
In an era where the lines between childhood whimsy and adult sophistication are increasingly blurred, a peculiar plush creature has emerged as a cultural icon, captivating celebrities, collectors, and everyday enthusiasts alike. Labubu, a soft, elf-like monster with oversized rabbit ears, a devilish grin, and rows of sharp teeth, has exploded in popularity, transforming from a niche collectible into a global sensation. Created by Hong Kong illustrator Kasing Lung and distributed by the Chinese company Pop Mart since 2019, Labubu’s sales surged by over 700% in 2024, with enthusiasts shelling out anywhere from $30 for a basic keychain to a staggering $150,000 for rare, oversized editions at auctions.
This “ugly-cute” toy has been spotted dangling from luxury bags carried by stars like Blackpink’s Lisa, Rihanna, Dua Lipa, and even David Beckham, while fans at Brooklyn raves clip them to belt loops for a touch of playful rebellion.
But beyond the hype, Labubu represents something deeper: the growing trend of “kidulthood,” where adults embrace childlike elements to navigate the stresses of modern life. As boundaries between age groups fade, Labubu has become a symbol of this shift, blending nostalgia, subversion, and consumerism in a way that resonates across generations and borders.
Origins of Labubu: From Storybook Monsters to Collectible Craze
Labubu’s journey begins with Kasing Lung, a Hong Kong-born artist who spent his formative years in the Netherlands. Drawing inspiration from Nordic fairy tales and mythology, Lung published a trilogy of illustrated children’s books titled The Monsters in 2015. The series introduced a whimsical tribe of elf-like creatures, including Labubu—a female elf described as kind-hearted yet mischievous, often stumbling into trouble with good intentions. Accompanying her are characters like Zimomo, a spiky-tailed leader, and Tycoco, a skeleton-like vegetarian monster who serves as Labubu’s boyfriend in the lore.
These designs, blending adorable features with creepy elements like jagged teeth and exaggerated ears, captured a unique “ugly-cute” aesthetic that would later define the toy’s appeal.
Display Advert 2
In 2019, Lung partnered with Pop Mart, a Beijing-based toy company founded in 2010, to bring his characters to life as physical collectibles. Pop Mart, known for its “blind box” model—where buyers purchase sealed packages without knowing which variant they’ll receive—launched Labubu as part of its designer toy lineup. The initial series, such as Exciting Macaron in October 2023, sold out in minutes, setting the stage for explosive growth.
By 2025, Pop Mart had released over 300 Labubu variants, ranging from 8-centimeter vinyl keychains priced at $15 to massive 79-centimeter “mega” plushies costing $960.
The toy’s design taps into a long history of “ugly-cute” icons, from the Cabbage Patch Kids of the 1980s to modern viral sensations like Moo Deng the pygmy hippo or pugs with their squished faces.
Labubu’s sharp teeth and impish expression evoke comparisons to Disney’s Stitch from Lilo & Stitch or Toothless from How to Train Your Dragon, offering a mix of endearment and edge that appeals to those seeking something beyond traditional cuteness.
Collaborations with brands like Coca-Cola, Disney, Marvel, and even the Louvre (through the “Labubu’s Artistic Quest” series) expanded its reach, turning Labubu into a versatile fashion accessory and cultural artifact.
The Catalyst: Celebrity Endorsements and Viral Moments
Labubu’s ascent to stardom accelerated dramatically in 2024, largely thanks to celebrity influence. Blackpink’s Lisa, a Thai-born K-pop sensation with millions of followers, is widely credited with igniting the global frenzy. In April 2024, she posted an Instagram video hugging a large Labubu plush and accessorizing her Louis Vuitton bag with a Labubu keychain, sparking immediate demand in Thailand and beyond.
Lisa’s endorsement, often hailed as the “Midas touch” for trends, led to Labubu becoming a street-style staple, with fans emulating her by clipping the toys to designer purses.
Other celebrities soon followed: Rihanna paired Labubu with high-fashion outfits, Dua Lipa showcased it on social media, and Thailand’s Princess Sirivannavari Nariratana displayed it alongside Hermès bags at Paris Fashion Week.
This trickle-down effect from celebrities amplified Labubu’s visibility, but social media platforms like TikTok and X (formerly Twitter) fueled its viral spread. On X, recent posts from 2025 show fans sharing memes, unboxing videos, and even crypto-inspired content, with hashtags like #LabubuTrend garnering thousands of interactions.
For instance, users have posted about “Dubai chocolate Labubu matcha” trends, blending the toy with food fads, while others humorously plan “attacks” on friends using Labubu imagery.
The toy’s presence in diverse contexts—from raves to office shifts at KFC—highlights its role as a public statement.
Kidulthood: Reclaiming Play in Adulthood
At the heart of Labubu’s appeal lies the concept of kidulthood, a cultural movement where adults reject rigid maturity in favor of playful, nostalgic pursuits. As societal pressures mount—endless work emails, economic uncertainty, and the grind of daily life—more grown-ups are turning to toys for solace. In 2025, toy sales for adults aged 18 and over rose 12% in the first quarter, with 39% of Pop Mart’s online visitors in the 25-34 age group.
Unlike traditional stuffed animals confined to private spaces, Labubu is flaunted publicly: clipped to bags on subway commutes, desks in dental schools, or even as bag charms at professional events.
Scholars like Erica Kanesaka from Emory University describe this as “public displays of cuteness,” a deliberate act of subversion against adult norms.
Joshua Paul Dale, author of Irresistible: How Cuteness Wired Our Brains and Conquered the World, notes that Labubu’s blind-box scarcity keeps fans hooked, gamifying the experience.
This trend aligns with broader kidulthood manifestations, such as adult coloring books, Lego sets for grown-ups, and Squishmallows, but Labubu adds a rebellious twist with its monstrous features.
In 2025, kidulthood has evolved into a “kidult economy,” where nearly one-third of global toy sales come from adults.
Labubu embodies this, offering a way to signal playfulness amid drudgery. As one researcher put it, wearing Labubu on a designer purse “signals a playful attitude to life, a winking at the world.”
On X, fans echo this sentiment, sharing how Labubu brightens mundane routines or even inspires memes about “giggling” at trends like matcha-infused versions.
Pop Mart’s Marketing Mastery: Scarcity, Surprise, and Social Strategy
Pop Mart’s success is a masterclass in modern marketing. The blind-box system, with a 1-in-72 chance of snagging a rare “secret” figure, creates addiction through unpredictability.
Releases sell out in seconds, driving resale prices sky-high—up to $10,000 for special editions.
The company targets “Monday-hating, coffee-drinking workers” via social media, posting Labubu in relatable scenarios like messy rooms or office escapes.
By 2025, Pop Mart operates over 500 stores and 2,500 vending machines in 30 countries, boasting a $12.1 billion market cap and $1.8 billion in revenue for 2024.
Founder Wang Ning, China’s youngest billionaire at $21.1 billion, credits Labubu for much of this growth.
Collaborations with Western brands have helped Labubu transcend cultural barriers, appearing in luxury spots like Harrods.However, the hype has sparked chaos: fights in UK stores led to suspended in-person sales, and counterfeit “Lafufus” flood markets, frustrating collectors.
In Singapore, a family allegedly broke into a claw machine to steal Labubu boxes.
Cultural and Economic Impacts: Soft Power and Global Reach
Labubu’s popularity marks a win for Chinese soft power. Amid geopolitical tensions, the toy has boosted interest in Chinese culture, with state media touting it as a “benchmark for China’s pop culture.”
Fans like Australian collector Sue Aw travel to Shanghai’s flagship store, while trends extend to Buddhist amulets and tattoos in Thailand, where some believe Labubu brings luck.
Economically, Labubu has propelled Pop Mart’s stock up 1,200%, contributing $419 million in sales from The Monsters series alone—a 726% increase.
It reflects the adult toy boom, but also raises consumerism concerns, with resale hierarchies and environmental impacts from mass production.
Controversies and Backlash: From Adoration to Fear
Not all reactions are positive. In Russia, officials proposed banning Labubu over its “frightening appearance” and potential harm to children’s mental health.
Iraq’s Kurdistan Region seized 4,000 dolls amid “demonic spirits” claims, leading to viral videos of people burning Labubu plushies in 2025.
On X, users debate its “creepy” vibe, comparing it to horror icons like Chucky.
These fears highlight how quickly fascination can flip to phobia, especially in conservative contexts.
The Future of Labubu and Kidulthood
As Labubu’s craze continues, Pop Mart plans an anime adaptation of The Monsters for mid-2025 and new building-block sets.
Yet, like past fads (Beanie Babies, Squishmallows), its peak may wane. For now, Labubu symbolizes kidulthood’s enduring appeal—a devilish tchotchke making adulthood more bearable, one grin at a time.In 2025, as searches for Labubu hit all-time highs, the toy challenges us to rethink maturity.
Whether as a fashion statement, emotional crutch, or investment, Labubu proves that play knows no age limit.
Paul (Poison Fish) Manjyu Woodman
