The viral Labubu craze goes global and Beijing hopes to remind the world of 'cool China'
THERE'S A NEW craze in town and it's already captured celebrities from Cher to David Beckham.
Rihanna, Dua Lipa and Kim Kardashian are also among the big names to have been seen with Labubu dolls dangling from their handbags and luggage in recent weeks.
The doll are made in China and the country's official state news agency has even
expressed hope that Labubu dolls will allow the western world to see 'Cool China'
.
But what exactly is a Labubu?
Part-toy, part-fashion accessory, Labubu dolls are having a viral moment even though they're not exactly an overnight sensation.
Labubu started out as a storybook character created by Hong Kong artist Kasing Lung.
While born in Hong Kong, Lung moved to the Netherlands when he was 7 and the Labubu characters are inspired by the Nordic fairy tales he was then introduced to.
In 2015, Lung released an illustrated book series called The Monsters and the book's star was Labubu – a small monster with high, pointed ears and serrated teeth.
Labubu toys in a store in Shanghai.
Alamy Stock Photo
Alamy Stock Photo
Labubu is described as being 'very kind-hearted and always wants to help others while accidentally doing bad things'.
How did it turn into a toy?
Lung went on to release a toy line of the Monsters featured in his book with a Hong Kong toy company called How2Work.
The toys however are more accurately described as 'art toys', which are collectibles created by designers and artists and usually come in limited editions.
In 2019, Lung entered into an exclusive partnership with Chinese toy company Pop Mart in 2019.
What happened after Pop Mart got involved?
According to Pop Mart, the revenue generated from the first Monsters toy series broke the sales record in the art toy category.
Pop Mart has over 400 stores globally, including 30 US branches and 16 UK branches.
The toys received a further boost in 2024 when Lisa, a Thai singer and actress with over 106 million followers on Instagram, began posting about her Labubu dolls.
Lisa made her acting debut this year in the HBO television series The White Lotus.
Lisa posing with her Labubu dolls
lalalalisa_m's Instagram
lalalalisa_m's Instagram
From there, Rihanna, Kim Kardashian, David Beckham, Dua Lipa and Cher have been among the famous faces pictured with the dolls.
Labubu mania has taken over social media, after Lisa from BLACKPINK first posted her love for the adorable toys. Now other celebrities are joining the craze!
https://t.co/TgaduOdQDe
pic.twitter.com/ZRjw6R7K6k
— E! News (@enews)
June 13, 2025
The global craze caused a London branch of Pop Mart to suspend in-store sales of the toys last month, fearing violence from would-be buyers who failed to get their hands on the limited-edition Labubus.
Following this incident, Pop Mart said it is reviewing the way its toys are distributed to help create a fair and safe environment for its customers.
And in China, the toys have been promised as freebies for new bank customers – an incentive quickly shut down by local regulators, according to Chinese media reports.
Advertisement
How does China feel about Labubumania?
State news agency Xinhua said Labubu 'shows the appeal of Chinese creativity, quality and culture in a language the world can understand'.
It also said the toys are giving the world a chance to see 'cool China' and that Labubu is part of 'rebranding the 'Made in China' label from manufacturing to imagination'.
'In a time of rising geopolitical tensions, the charm of Labubu reminds the world that Chinese creativity, too, can be intimate, idiosyncratic, and incontrovertibly cool,'
said an article which appeared today on Xinhua.
Meanwhile, Allison Malmsten, an analyst at China-based Daxue Consulting, said vital exports such as Labubu shows that China is 'undergoing a soft-power shift where its products and image are increasingly cool among young Westerners'.
Malmsten said she believed social media could boost China's global image 'similar to that of Japan in the 80s to 2010s with Pokemon and Nintendo'.
Labubu products at a Pop Mart store in Beijing, China.
Alamy Stock Photo
Alamy Stock Photo
Elsewhere, Joshua Kurlantzick from the Council on Foreign Relations, an American think tank focused on US foreign policy and international relations, said that exports such as Labubu could 'improve the image of China as a place that has companies that can produce globally attractive goods or services'.
There have been few success stories of Chinese companies selling upmarket goods under their own brands, faced with stereotypes of cheap and low-quality products.
Currently, the country's best-known exporter is fast-fashion website Shein.
However, Kurlantzick said he is uncertain if exports such as Labubu 'impacts images of China's state or government', pointing to how South Korea's soft power has not translated into similar levels of political might.
How much do they cost?
Labubus, which typically sell for around €20, are released in limited quantities and sold in 'blind boxes', meaning buyers don't know the exact model they will receive.
However, some items from the Monsters series on the Pop Mart website can be priced as high as €1,300 and the toys face a steep markup on the re-sale market.
Resellers are also said to cause tension in physical stores.
Large queue formed at Pop Mart in central Manchester as it launched version three of the art toy 'Big Into Energy' Labubu series
Alamy Stock Photo
Alamy Stock Photo
'People wait for hours queuing up in front of the store and it's so sad to see them be disappointed, because the resellers create a really difficult environment for them, or they get violent,' said Engie, a supervisor at Pop Mart in London.
UK collector Rayy Raphael said prices had reached £500 (€585) for rare dolls and claimed that it's 'just not safe to take it outside at the moment'.
'There's so many TikTok trends at the moment of how people are getting punched,' he added.
David Beckham posted a Labubu to his Instagram
Instagram / DavidBeckham
Instagram / DavidBeckham / DavidBeckham
Meanwhile, knockoffs have flooded online platforms, with the fakes dubbed 'Lafufus' by social media users.
Real Labubus can be verified with a QR code on the bottom of each box, but some re-sellers may disguise a fake toy inside authentic boxes.
Lafufus can be identified by twisted limbs, misshapen heads, or the incorrect number of teeth whereas real Labubus have nine.
Chinese customs officials said this week that they had seized more than 70,000 fake dolls in recent days.
-With additional reporting from
© AFP 2025
Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article.
Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.
Learn More
Support The Journal
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Journal
10 hours ago
- The Journal
The viral Labubu craze goes global and Beijing hopes to remind the world of 'cool China'
THERE'S A NEW craze in town and it's already captured celebrities from Cher to David Beckham. Rihanna, Dua Lipa and Kim Kardashian are also among the big names to have been seen with Labubu dolls dangling from their handbags and luggage in recent weeks. The doll are made in China and the country's official state news agency has even expressed hope that Labubu dolls will allow the western world to see 'Cool China' . But what exactly is a Labubu? Part-toy, part-fashion accessory, Labubu dolls are having a viral moment even though they're not exactly an overnight sensation. Labubu started out as a storybook character created by Hong Kong artist Kasing Lung. While born in Hong Kong, Lung moved to the Netherlands when he was 7 and the Labubu characters are inspired by the Nordic fairy tales he was then introduced to. In 2015, Lung released an illustrated book series called The Monsters and the book's star was Labubu – a small monster with high, pointed ears and serrated teeth. Labubu toys in a store in Shanghai. Alamy Stock Photo Alamy Stock Photo Labubu is described as being 'very kind-hearted and always wants to help others while accidentally doing bad things'. How did it turn into a toy? Lung went on to release a toy line of the Monsters featured in his book with a Hong Kong toy company called How2Work. The toys however are more accurately described as 'art toys', which are collectibles created by designers and artists and usually come in limited editions. In 2019, Lung entered into an exclusive partnership with Chinese toy company Pop Mart in 2019. What happened after Pop Mart got involved? According to Pop Mart, the revenue generated from the first Monsters toy series broke the sales record in the art toy category. Pop Mart has over 400 stores globally, including 30 US branches and 16 UK branches. The toys received a further boost in 2024 when Lisa, a Thai singer and actress with over 106 million followers on Instagram, began posting about her Labubu dolls. Lisa made her acting debut this year in the HBO television series The White Lotus. Lisa posing with her Labubu dolls lalalalisa_m's Instagram lalalalisa_m's Instagram From there, Rihanna, Kim Kardashian, David Beckham, Dua Lipa and Cher have been among the famous faces pictured with the dolls. Labubu mania has taken over social media, after Lisa from BLACKPINK first posted her love for the adorable toys. Now other celebrities are joining the craze! — E! News (@enews) June 13, 2025 The global craze caused a London branch of Pop Mart to suspend in-store sales of the toys last month, fearing violence from would-be buyers who failed to get their hands on the limited-edition Labubus. Following this incident, Pop Mart said it is reviewing the way its toys are distributed to help create a fair and safe environment for its customers. And in China, the toys have been promised as freebies for new bank customers – an incentive quickly shut down by local regulators, according to Chinese media reports. Advertisement How does China feel about Labubumania? State news agency Xinhua said Labubu 'shows the appeal of Chinese creativity, quality and culture in a language the world can understand'. It also said the toys are giving the world a chance to see 'cool China' and that Labubu is part of 'rebranding the 'Made in China' label from manufacturing to imagination'. 'In a time of rising geopolitical tensions, the charm of Labubu reminds the world that Chinese creativity, too, can be intimate, idiosyncratic, and incontrovertibly cool,' said an article which appeared today on Xinhua. Meanwhile, Allison Malmsten, an analyst at China-based Daxue Consulting, said vital exports such as Labubu shows that China is 'undergoing a soft-power shift where its products and image are increasingly cool among young Westerners'. Malmsten said she believed social media could boost China's global image 'similar to that of Japan in the 80s to 2010s with Pokemon and Nintendo'. Labubu products at a Pop Mart store in Beijing, China. Alamy Stock Photo Alamy Stock Photo Elsewhere, Joshua Kurlantzick from the Council on Foreign Relations, an American think tank focused on US foreign policy and international relations, said that exports such as Labubu could 'improve the image of China as a place that has companies that can produce globally attractive goods or services'. There have been few success stories of Chinese companies selling upmarket goods under their own brands, faced with stereotypes of cheap and low-quality products. Currently, the country's best-known exporter is fast-fashion website Shein. However, Kurlantzick said he is uncertain if exports such as Labubu 'impacts images of China's state or government', pointing to how South Korea's soft power has not translated into similar levels of political might. How much do they cost? Labubus, which typically sell for around €20, are released in limited quantities and sold in 'blind boxes', meaning buyers don't know the exact model they will receive. However, some items from the Monsters series on the Pop Mart website can be priced as high as €1,300 and the toys face a steep markup on the re-sale market. Resellers are also said to cause tension in physical stores. Large queue formed at Pop Mart in central Manchester as it launched version three of the art toy 'Big Into Energy' Labubu series Alamy Stock Photo Alamy Stock Photo 'People wait for hours queuing up in front of the store and it's so sad to see them be disappointed, because the resellers create a really difficult environment for them, or they get violent,' said Engie, a supervisor at Pop Mart in London. UK collector Rayy Raphael said prices had reached £500 (€585) for rare dolls and claimed that it's 'just not safe to take it outside at the moment'. 'There's so many TikTok trends at the moment of how people are getting punched,' he added. David Beckham posted a Labubu to his Instagram Instagram / DavidBeckham Instagram / DavidBeckham / DavidBeckham Meanwhile, knockoffs have flooded online platforms, with the fakes dubbed 'Lafufus' by social media users. Real Labubus can be verified with a QR code on the bottom of each box, but some re-sellers may disguise a fake toy inside authentic boxes. Lafufus can be identified by twisted limbs, misshapen heads, or the incorrect number of teeth whereas real Labubus have nine. Chinese customs officials said this week that they had seized more than 70,000 fake dolls in recent days. -With additional reporting from © AFP 2025 Readers like you are keeping these stories free for everyone... A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article. Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation. Learn More Support The Journal
RTÉ News
12 hours ago
- RTÉ News
Monsters and memes: Labubu dolls ride China soft-power wave
Small, fuzzy and baring sharp teeth, Chinese toymaker Pop Mart's Labubu monster dolls have taken over the world, drawing excited crowds at international stores and adorning the handbags of celebrities such as Rihanna and Cher. Beijing-based Pop Mart is part of a rising tide of Chinese cultural exports gaining traction abroad, furry ambassadors of a "cool" China even in places associated more with negative public opinion of Beijing such as Europe and North America. Labubus, which typically sell for around €35, are released in limited quantities and sold in "blind boxes", meaning buyers don't know the exact model they will receive. The dolls are "a bit quirky and ugly and very inclusive, so people can relate", interior designer Lucy Shitova said at a Pop Mart store in London, where in-person sales of Labubus have been suspended over fears that fans could turn violent in their quest for the toys. "Now everything goes viral... because of social media. And yes, it's cool. It's different." While neighbouring East Asian countries South Korea and Japan are globally recognised for their high-end fashion, cinema and pop songs, China's heavily censored film and music industry have struggled to attract international audiences, and the country's best-known clothing exporter is fast-fashion website Shein. There have been few success stories of Chinese companies selling upmarket goods under their own brands, faced with stereotypes of cheap and low-quality products. "It has been hard for the world's consumers to perceive China as a brand-creating nation," the University of Maryland's Fan Yang said. Pop Mart has bucked the trend, spawning copycats dubbed by social media users as "lafufus" and detailed YouTube videos on how to verify a doll's authenticity. Brands such as designer womenswear label Shushu/Tong, Shanghai-based Marchen and Beijing-based handbag maker Songmont have also gained recognition abroad over the past few years. "It might just be a matter of time before even more Chinese brands become globally recognisable," Yang said. TikTok effect Through viral exports like Labubu, China is "undergoing a soft-power shift where its products and image are increasingly cool among young Westerners," said Allison Malmsten, an analyst at China-based Daxue Consulting. Malmsten said she believed social media could boost China's global image "similar to that of Japan in the 80s to 2010s with Pokemon and Nintendo". Video app TikTok - designed by China's ByteDance - paved the way for Labubu's ascent when it became the first Chinese-branded product to be indispensable for young people internationally. Joshua Kurlantzick from the Council on Foreign Relations (CFR) said that "TikTok probably played a role in changing consumers' minds about China". TikTok, which is officially blocked within China but still accessible with VPN software, has over one billion users, including what the company says is nearly half of the US population. The app has become a focus of national security fears in the United States, with a proposed ban seeing American TikTok users flock to another Chinese app, Rednote, where they were welcomed as digital "refugees". A conduit for Chinese social media memes and fashion trends, TikTok hosts over 1.7 million videos about Labubu. Labubumania Cultural exports can "improve the image of China as a place that has companies that can produce globally attractive goods or services", CFR's Kurlantzick said. "I don't know how much, if at all, this impacts images of China's state or government," he said, pointing to how South Korea's undeniable soft power has not translated into similar levels of political might. While plush toys alone might not translate into actual power, the United States' chaotic global image under the Trump presidency could benefit perceptions of China, the University of Maryland's Yang said. "The connection many make between the seeming decline of US soft power and the potential rise in China's global image may reflect how deeply intertwined the two countries are in the minds of people whose lives are impacted by both simultaneously," she said. At the very least, Labubu's charms appear to be promoting interest in China among the younger generation. "It's like a virus. Everyone just wants it," Kazakhstani mother-of-three Anelya Batalova said at Pop Mart's theme park in Beijing. Qatari Maryam Hammadi, 11, posed for photos in front of a giant Labubu statue. "In our country, they love Labubu," she said.
The Irish Sun
15 hours ago
- The Irish Sun
‘This is terrifying!' Labubu doll fans say after discovering what's behind the viral toy's cute, furry exterior
THEY'RE the must-have accessory of the summer - but people have been left horrified after seeing what is behind the viral Labubu dolls. The Advertisement 5 People have been going wild for the monster-like Labubu dolls Credit: EPA 5 People have been shocked seeing what a 'naked' Labubu doll looks like Credit: With their bunny ears and creepy smiles, But now people are realising what the dolls look like without their fluffy exteriors. One social media user has gone viral after sharing a photo of their toy without its iconic hooded outfit and soft clothes. The bald-looking doll looked rather less endearing, with its large, toothy smile and claw-like feet. Advertisement More on labubus The X user showed how the doll is wearing underwear with a bow under its recognisable fluffy onesie. One person wrote: 'THIS S*** LOOKS HORRENDOUS WHAT THE F***.' Another added: 'THIS IS TERRIFYING.' A third commented: 'Now why would you undress the Labubu? [It's] looking like when a man shaves off his beard and has no chin.' Advertisement Most read in Fabulous Many people said the worst part of the exposed doll was the three-toed, alligator-like feet. Created by Hong Kong-born artist Kasing Lung, the vinyl figures are sold in £17.50 'blind boxes' — so fans do not know which version they are getting. I wasn't going to fork out for a Labubu so nabbed a budget alternative from B&M instead - it's SO much cuter too Labubus come in an array of vibrant colours, unique shapes and various sizes, spanning from plush toys to striking vinyl figures - and rare models are re-selling online for up to £1,000. CELEB APPEAL Former England captain David revealed that his daughter Harper, 13, had bought him one, showing off a snap of a rare 'secret' edition character. Advertisement Kim Kardashian posted a shot of her collection, while former Love Island star Olivia went further by having a Labubu-themed birthday party. Rihanna was also pictured sporting one on a Louis Vuitton handbag in LA. 5 Olivia Attwood even had a Labubu-themed birthday party Credit: Instagram/olivia_attwood 5 Towie favourite Gemma declared she's 'obsessed' with the dolls Credit: Threads Advertisement And Towie favourite Gemma declared she's 'obsessed', adding: 'It's all about the Labubu.' The brand made its debut in 2015, but skyrocketed in global popularity after hitting Pop Mart shelves in 2019. The first three months of 2025 were wildly successful for the brand, with Brits searching high and low to nab one of the quirky figurines. Since opening stores in London and Manchester over the last 12 months, Labubu dolls have become cult collectibles among grown British women. Advertisement Where to buy Labubu and how much do they cost? 5 Labubus come in an array of vibrant colours, unique shapes and various sizes Credit: Getty Labubu dolls are sold on Amazon, the Among these are London's famous Oxford Street, as well as Westfield shopping centres and Manchester's Chinatown district. A single model can cost anywhere from £13.50 to £211, depending on the rarity of the design. Advertisement A blind box of six from Pop Mart will set you back a cool £105. You can also pick up the figurines in Harrods for a limited time. What are Labubu and why are they so popular? LABUBU is a brand of plushies designed by Hong Kong-born artist Kasing Lung and loved by celebrities like Olivia Attwood, Dua Lipa and Rihanna. The brand made its debut in 2015, but skyrocketed in global popularity after hitting Pop Mart shelves in 2019. Pop Mart is a Chinese toy retailer, known for its collectible designer models that are often sold in a blind box format, meaning you don't know what you've got until you've opened it. After mammoth success overseas, the Labubu craze has now made its way to the UK. The first three months of 2025 were wildly successful for the brand, with Brits searching high and low to nab one of the quirky figurines. Since opening stores in London and Manchester over the last 12 months, Labubu dolls have become cult collectibles among grown British women. Labubus come in an array of vibrant colours, unique shapes and various sizes, spanning from plush toys to striking vinyl figures. They come as little toys you can hook on your handbag, as well as mega-sized figures and quirky home decorations.
