Why Is Labubu So Popular in China?

Labubu, the mischievous monster from Kasing Lung's The Monsters series, has taken China by storm. Its unique blend of unconventional design, clever marketing, and emotional resonance has made it more than just a toy—it's a cultural icon. Here’s why Labubu dominates the Chinese market.

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Unconventional "Ugly-Cute" Design

Labubu’s sharp teeth, asymmetrical eyes, and wild grin defy traditional "kawaii" aesthetics, embracing an "ugly-cute" (chǒu měng 丑萌) charm. This rebellious look resonates with Chinese youth, who see it as a symbol of individuality and self-acceptance.

• Artistic Depth: Unlike mass-produced toys, Labubu’s design draws from Nordic folklore and European sketchbook styles, giving it an artistic edge.
• Relatable Imperfection: Its chaotic energy mirrors Gen-Z’s rejection of perfectionism, making it a comforting mascot for authenticity.

More: How to Know If Your Labubu Is Original

Genius Marketing: Blind Boxes & Scarcity

Pop Mart’s blind box strategy plays into consumer psychology, turning Labubu into a must-have collectible.

• Thrill of the Unknown: Randomized purchases (priced around ¥69) create a dopamine-driven rush, encouraging repeat buys.
• Hype Through Scarcity: Limited editions and rare "chaser" variants drive demand, with some Labubu figures reselling for astronomical prices (up to ¥1.08 million in auctions).

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Social Currency & Viral Trends

Labubu isn’t just a toy—it’s a status symbol and a conversation starter.

• Social Media Craze: Unboxing videos (#Labubu hashtags exceed 1.7B+ views) and DIY customization trends keep it trending on platforms like Xiaohongshu and Douyin.
• Celebrity Boost: Endorsements by global stars like BLACKPINK’s Lisa and Rihanna catapulted Labubu from niche collectible to mainstream obsession.
• Collector Culture: Fans trade Labubu like rare commodities, forming tight-knit communities around their shared passion.

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Emotional Comfort & Post-Pandemic Healing

In a fast-paced, high-pressure society, Labubu offers escapism and joy.

• Therapy in Toy Form: Its playful chaos provides a mental break for stressed urban youth, with fans calling it a "mood lifter."
• Gen-Z Spirit: Labubu’s carefree grin embodies the younger generation’s desire to break free from societal expectations.

Cultural Pride & Global-Local Appeal

Labubu represents China’s creative evolution, blending global trends with local identity.

• Soft Power Symbol: State media like Xinhua praise Labubu as a triumph of "China Creation" (中国创造), showcasing homegrown innovation.
• Cross-Cultural Collaborations: Partnerships with Disney, Van Gogh Museum, and region-specific designs (e.g., Thai Buddhist editions) make it globally relevant while staying rooted in local culture.

More:  How do people buy Labubu?

Challenges & Future Outlook

While Labubu’s hype shows no signs of slowing, challenges like counterfeits and market saturation loom. Yet, its success reflects broader trends:

• Booming Toy Market: China’s collectibles industry is projected to hit ¥110B by 2026, with Pop Mart leading the charge.
• Blueprint for Future IPs: Labubu’s mix of art, storytelling, and emotional connection sets a new standard for Chinese brands.

For deeper insights, explore Kasing Lung’s original The Monsters series or Pop Mart’s global strategy reports.

Final Thought: Labubu’s magic lies in its ability to be many things—a rebellious icon, a luxury collectible, and a comforting friend. In China’s fast-changing cultural landscape, that versatility is priceless.