An expert explains the Labubu craze. "This figurine could have a broader impact."

Labubu is a mascot distinguished by his pointy ears, large eyes, and distinctive nine-toothed smile. The British "The Guardian" noted that :

- fluffy ears contrast with sharp-looking teeth, and her hybrid appearance, which is a metaphor for a marketing attack, contributed to her popularity.

The newspaper also added that Labubu's character is inspired by Norse mythology, and her appearance and personality fit the contemporary aesthetics of K-pop and anime.

The collectible figurines were created in 2015 by Hong Kong artist Kasing Lung and later produced by the Chinese brand Pop Mart. Although they first hit the market in 2019, they have only recently become a truly global phenomenon. The figurines are also gaining popularity in the fashion world, where they have become a coveted accessory, especially among influencers and celebrities.

Specialists from the Institute of Media Monitoring noted in their report that it is mainly women (63%) who comment on Labubu-related content online.

Labubu charms with their "strange smile"

The mascot's creator, although born in Hong Kong, was raised in the Netherlands. Professor Jacek Wasilewski, a media expert from the University of Warsaw, explained in an interview with PAP that Labubu combines various traditions, stemming from the experiences of the creator, who hails from two different continents.

- Eastern motifs are mixed with Norse mythology, which allows the figurine to have a broader impact - noted Wasilewski.

And he added that like many toys that go beyond their cultural boundaries,

- Labubu can function in many cultures thanks to various influences.

On the Pop Mart brand website, you can read that "Labubu are capricious and curious about everything. Despite their playfulness and impudence, they are optimistic and good-natured. Moreover, no one knows when they were born; they are believed to be ancient creatures that led a carefree life in the forest, probably before the Jurassic era."

" The figurine is similar to Hello Kitty. A large head, tiny eyes—it's a sort of young animal that's meant to be sweet and cuddly, but at the same time resembles a gremlin ," said Professor Wasilewski.

He added that Labubu's charm may lie in his "strange smile," which gives the character "an internal duality, making it appealing not only to children."

Labubu - it all started with K-pop

According to the expert, it is the appearance and cross-cultural connection that determine Labubu's popularity.

"Usually, some kind of 'stimulus' is needed to help a toy like this become famous. This could be a movie or a famous character that draws attention to the toy, making it 'magical,'" the expert noted.

This was the case with Labubu, whose popularity, especially in Asia, was boosted by Lalisa Manoban of Blackpink. The celebrity was spotted wearing a Labubu as a keychain in 2024. Over time, the figurine became one of the most popular collectibles of 2025.

- Considering the spread of K-pop, which is present in animated films and at large concerts, spotting Labubu on a keychain is a signal that it is something that allows fans to feel a connection with their idol - noted Professor Wasilewski.

Labubu - surprise toy

The figurines are also unique in their form of purchase – they are available in so-called blind boxes, or surprise boxes, which further encourage collecting. Prices for the original figurines depend on whether they are from a limited collection, and can range from 279 PLN to as much as 3,000 PLN.

According to Professor Wasilewski, the price of this type of gadgets is always influenced by demand.

"If we know that the doll suddenly gained enormous popularity within a year, especially thanks to famous singers, the price must have increased to keep up with production. The price increase also translates into the supposedly 'magical' properties of the figurine, which create a certain aura around it – these are mutually reinforcing," the expert noted.

The Labubu media phenomenon. Who's driving this madness?

IMM specialists investigated the Labubu figurine phenomenon by analyzing content on Polish and foreign social media between January 1 and July 22, 2025. The total number of interactions – comments, reactions, and shares – amounted to 144.2 million, of which 46% of reach and 80% of engagement came from TikTok.

Considering the languages in which posts appeared, content in English, Spanish, and Russian generated the greatest engagement. Polish came fourth on the list.

Prof. Wasilewski cannot predict how long the Labubu phenomenon will last.

"It's just a matter of the next few years. I think that in two or three years the figurine will become part of a complete cultural history," he said.

Opponents of the figurines believe that they will share the fate of other temporary hits, quickly losing popularity and becoming a symbol of excessive consumerism.

Prof. Wasilewski noted, however, that after these few years, the figurines will be able to reach people who cannot afford them now and do not treat them as a symbol of consumerism - they may even settle for a cheaper fake, the so-called Lafufu.

Will Labubu get a TV series? Quite likely.

The Guardian noted that when Labubu's popularity begins to decline, it cannot be ruled out that a film or series about this character will be made.

"Of course, I'd be surprised if such a project didn't happen," the expert said. "If a character becomes so popular that their profits rival those of companies like Mattel, sooner or later something will be created in which Labubu could play, even if only in a supporting role . Her dual nature could be very interesting for the series' plot," concluded Professor Wasilewski.

In 2024, global sales of these figurines reached $423 million , a 729% increase compared to the previous year. Chinese toy maker Pop Mart reported that its profits in the first half of 2025 increased by at least 350%.

Pop Mart's revenue in 2024 was over $1.8 billion, nearly a quarter of which came from plush toy sales. The company, whose shares are listed in Hong Kong, increased its market value to over $42 billion, overtaking, among others, Barbie doll maker Mattel.

In the first half of 2025 alone, Labubu sales in the US increased by 5,000 percent, and overwhelming demand forced some stores to temporarily suspend sales. At the same time, the secondary market is booming, with prices for the rarest models reaching hundreds of thousands of dollars, and in June, a gigantic Labubu sold in Beijing for $150,000.

Pop Mart is taking the world by storm

Pop Mart's global expansion continues – there are already about 40 stores of this brand in the US, and several hundred vending machines featuring these dolls (operating like snack machines) in Europe and Asia (excluding China). The company collaborates with giants such as Coca-Cola, and interest in Labubu is also growing in the Benelux countries, where the doll is sometimes described as "a Dutch contribution to global pop culture."

Although analysts warn of market overheating, demand remains strong. According to British bank HSBC, China's new style of consumption—focused on emotion and individualism—could permanently alter the market structure.

- Labubu is more than just a toy - it's a social phenomenon - said analyst Carlton Lai, quoted by The Wall Street Journal.