They are cute, ugly or just plain weird, chances are you have heard of the furry dolls that have become a global sensation – Labubu.
Born a monster, the elf-like creature from Chinese toy maker Pop Mart is now a viral purchase.
And it has no dearth of celebrity advocates: Rihanna, Dua Lipa, Kim Kardashian and Blackpink’s Lisa.
Ordinary folk are just as obsessed – from Shanghai to London.
The world’s fascination with Labubu has almost tripled Pop Mart’s profits in the past year .
According to some, even energised Chinese soft power, which has been bruised by the pandemic and a strained relationship with the West.
What exactly is Labubu?
It’s a question that still bothers many – and even those who know the answer are not entirely sure they can explain the craze.
Labubu is both a fictional character and a brand.
The word itself doesn’t mean anything. It’s the name of a character in “The Monsters” toy series created by Hong Kong-born artist Kasing Lung.
The vinyl faces are attached to plush bodies, and come with a signature look – pointy ears, big eyes and a mischievous grin showing exactly nine teeth.
A curious yet divided internet can’t seem to decide if they are adorable or bizarre.
How did Labubu go global?
Before the world discovered Labubu, their fame was limited to China.
They started to become a hit just as the country emerged from the pandemic in late 2022, according to Ashley Dudarenok, founder of China-focused research firm ChoZan.
“Post-pandemic, a lot of people in China felt that they wanted to emotionally escape… and Labubu was a very charming but chaotic character,” she says. “It embodied that anti-perfectionism.”
The Chinese internet, which is huge and competitive, produces plenty of viral trends that don’t go global. But this one did and its popularity quickly spread to neighbouring South East Asia.
