Is Labubu a Chinese brand?

Labubu, the mischievous and globally beloved character, is indeed a Chinese brand—both in its creation and commercialization. Here’s a detailed breakdown of its origins, ownership, and cultural impact.

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Origins: A Chinese-Hong Kong Creation

Labubu was designed by Kasing Lung (龍家昇), a Hong Kong-born artist with Belgian roots. While his work draws inspiration from Norse mythology (evident in Labubu’s elf-like features), the character was developed under Chinese creative direction and later commercialized by Pop Mart, a Beijing-based company.

Key points:

• Designer: Kasing Lung, a Hong Kong artist, created Labubu in 2015 as part of his children’s book series The Monsters.
• Commercialization: In 2019, Pop Mart (泡泡玛特) acquired exclusive rights to produce Labubu toys, transforming it into a global phenomenon.

 More: What is the most popular Labubu series?

Ownership & Branding: Pop Mart’s Global Expansion

Pop Mart, a Chinese company, owns and markets Labubu as one of its flagship intellectual properties (IPs). The brand has aggressively expanded worldwide, with 500+ stores in 30+ countries, including the U.S., UK, and Southeast Asia.

Key evidence:

• Corporate Growth: Pop Mart’s revenue surged to $1.8billionin2024\ast \ast ,withLabubucontributing\ast \ast$400 million.
• Global Strategy: Pop Mart tailors Labubu releases for local markets (e.g., Singapore’s Merlion Labubu, Thai traditional costume editions).

 More: What's the Story Behind Labubu?

Cultural Identity: A Fusion of Global & Chinese Elements

While Labubu’s aesthetic borrows from Nordic folklore, its business model and cultural resonance are distinctly Chinese:

• Blind Box Craze: Pop Mart popularized the "surprise box" sales tactic, fueling Labubu’s collectibility.
• Emotional Appeal: Chinese consumers see Labubu as a symbol of self-expression and stress relief, driving its domestic success.
• Soft Power: The Chinese government has highlighted Labubu as an example of "Created in China" (not just "Made in China").

Why the Confusion?

Some assume Labubu is European due to:

• Nordic-inspired design (elf ears, mischievous grin).
• Global celebrity endorsements (e.g., Beckham, Rihanna).
  However, its production, IP ownership, and marketing are undeniably Chinese.

More: Why are Labubus so expensive?

Conclusion: Yes, Labubu Is a Chinese Brand

From its Hong Kong creator to its Beijing-based corporate ownership, Labubu represents China’s growing influence in global pop culture. While its design has international appeal, its commercial success is rooted in Chinese innovation—making it a flagship of China’s creative economy.

Want to learn more about Labubu’s global impact? Let me know!