Labubu, a plush toy creating a global frenzy, is a "cute-ugly" elf with nine sharp teeth and a mischievous smile. The story behind it weaves together the paths of two men: Kasing Lung, its creator, and Wang Ning, the entrepreneur who helped it thrive.
Kasing Lung was born in Hong Kong in 1972 and immigrated to the Netherlands at age 6 with his parents. Struggling with a language barrier while his parents ran a Chinese restaurant, he spent a lonely childhood. Picture books became his sanctuary, particularly Maurice Sendak’s Where the Wild Things Are—he imagined himself as the boy who, after being scolded, sailed across an ocean in his mind to become king of wild creatures.
Lung studied art and returned to Hong Kong in 1995, later moving back to the Netherlands to be near his girlfriend and working as a freelance illustrator. His unique "cute-like" style caught a publisher’s eye, but his picture book submissions were rejected for being "out of touch with the market." Undeterred, he immersed himself in studying trends and won the European Picture Book Competition, becoming the first Chinese artist to do so. Still, his books sold poorly, with critics calling his characters "too sinister."
In 2010, Howard, owner of Hong Kong’s How2work, invited Lung to turn his characters into toys. Despite financial risks (supported by his wife), the toys flopped for years, leaving Lung in debt and grappling with self-doubt.
In 2015, Wang Ning, founder of Pop Mart, faced his own struggles: the company had racked up over 1.5 million yuan in losses. Launched in 2010 as a "Watsons of trendy toys," Pop Mart initially sold assorted toys but floundered from 2014–2016.
The tide turned in 2015 when the Japanese doll Sonny Angel sold 60,000 units monthly, inspiring Wang Ning to pivot to IP-centric trendy toys. In 2016, Pop Mart signed Molly designer Wang Xinming; the first Molly zodiac blind-box sold 80,000 units in 20 days, raking in nearly 5 million yuan and yielding the company’s first profit.
After partnering with Wang Xinming, Wang Ning scouted global niche artists, including Kasing Lung. In 2019, Pop Mart signed an exclusive deal with Lung, launching Labubu and other characters as blind-boxes—turning them into viral IPs.
Labubu originated in Lung’s The Monsters series, inspired by Nordic folklore. The series depicts a tribe of playful female elves; Labubu is kind-hearted but often causes chaos with good intentions.
Teaming up with Pop Mart catapulted Labubu to fame. The first
The Monsters series shattered sales records, and
Labubu dolls now dangle from the bags of stars like Dua Lipa, Rihanna, and Blackpink’s Lisa. Sold as blind-boxes, the thrill of unboxing (and chasing rare "secret" dolls) fuels their craze.
By 2024, Labubu-related products sold over 3 billion units, and the series surged in US and European markets in April 2025. Labubu has become a cultural phenomenon, proving how artistry and commerce, paired with patience and innovation, can transform a "cute-ugly" elf into a global icon.
