Labubu dolls are taking over the world with their unsettling aesthetic and a story that blends cuteness, chaos and demonic mythology.
You may find them sweet, ugly or downright disturbing. But if you’ve recently spotted Rihanna with a strange little figure hanging from her Louis Vuitton bag, or Lisa from BLACKPINK posing with a furry creature sporting pointy ears and a mischievous grin, then you already know what we’re talking about: Labubu, the character driving collectors, celebrities and design fans wild across the globe.
Born from the imagination of Hong Kong artist Kasing Lung and produced by Chinese brand Pop Mart, Labubu began as a character within The Monsters universe. Its appearance – plush body, big eyes, pointy ears and exactly nine teeth in a grin you won’t forget – has divided opinion. For some, it’s irresistibly cute; for others, a haunting creature that looks like it’s wandered out of an enchanted (or cursed) forest.
What exactly is Labubu, and why is it so captivating?
According to the official storyline, Labubu is a good-hearted being who always tries to help, though often with the opposite effect. Its universe features other characters such as Zimomo, Tycoco and Mokoko, each with their own doll versions.
But Labubu’s success has gone far beyond kawaii aesthetics or collecting. Since 2019, its sales have fuelled Pop Mart’s growth into a global toy giant, with more than 2,000 “roboshops” (figure vending machines) worldwide, including London, New York and Sydney. In 2024 alone, almost 40% of its revenue came from outside China.
The craze has reached such extremes that long queues at stores have sparked physical clashes, while Chinese customs seized more than 70,000 counterfeits this year. Online, Labubu unboxing videos rack up millions of views, and on TikTok or Xiaohongshu it’s already being dubbed “the most desired doll on the planet”.
A fallen angel with a cute grin?
Though many see it as a magical figure, others wonder if its origins are darker. According to a July report by OhLalá!, Labubu’s design may have been inspired by Pazuzu, a Mesopotamian demon linked with chaos and disease. The shape of its ears, its marked teeth and even its very name (Labubu, with no known translation) could hold esoteric roots that Kasing Lung has chosen to keep secret. The publication claims the character “embodies the trickster archetype”, that ambiguous figure – from Loki to the Joker – that fascinates and unsettles in equal measure.
An expression of Chinese soft power?
Beyond its viral popularity, many analysts believe Labubu represents a new kind of Chinese soft power, particularly in the post-pandemic era. As Ashley Dudarenok, founder of consultancy ChoZan, explains: “Labubu embodies a sort of charming anti-perfectionism. Its success symbolises a collective longing for controlled chaos and dark cuteness.”
Beijing seems more than pleased. According to state agency Xinhua, Labubu proves the strength of “Chinese cultural creativity” and offers the world a new vision of what “Cool China” can be. In the same vein, the success of Black Myth: Wukong or the animated film Nezha reinforces this narrative of exporting pop culture with an Eastern signature.
Celebrities, rituals and a global hunt
Among celebrity fans, aside from Lisa of BLACKPINK and Rihanna, are Kim Kardashian, who showcased her collection of ten dolls, and even David Beckham, who posted a picture of his Labubu on Instagram after receiving it as a gift from his daughter. The craze has grown so intense that resellers in Canada and Europe are tripling the original prices, which range from €14 to €70 per figure.
For collectors like Desmond Tan, finding a chaser (special limited model) is almost ritualistic: they shake the boxes, sharpen their hearing and sense of touch, trying to guess what’s inside before buying. “It’s deeply satisfying,” he says.
With millions of fans, a disturbingly adorable aesthetic and a story that straddles art, consumerism and mythology, Labubu hasn’t just conquered shop shelves – it has slipped into our collective obsessions. Whether it’s a modern demon disguised as a toy or just another fleeting trend, time will tell. For now, though, everyone wants one.
