Unveiling the Labubu Phenomenon
In recent months, a peculiar yet captivating trend has swept across the globe, originating from China. Labubu dolls, small, fuzzy creatures with sharp teeth and an 'ugly-cute' aesthetic, have become a cultural sensation. Created by Hong Kong artist Kasing Lung and produced by Chinese toy giant Pop Mart, these dolls have garnered a massive following, adorning the handbags of celebrities like Rihanna and Cher, and sparking frenzied demand worldwide.
The appeal of Labubu lies in their quirky design, described by interior designer Lucy Shitova as 'a bit quirky and ugly and very inclusive, so people can relate.' Sold primarily through 'blind boxes' where buyers don't know which style they'll get, the dolls retail from around $17, adding an element of surprise that fuels their popularity. Social media platforms are abuzz with millions of views on unboxing videos, including a notable clip from December showing US airport security staff curiously inspecting a traveler's Labubu box.
A Boost to Chinese Soft Power
Beyond their commercial success, Labubu dolls are being hailed as a significant contributor to China's soft power. Analysts note that Chinese cultural intellectual property is increasingly going global, with Labubu joining the ranks of successful exports like the video game Black Myth: Wukong and the animated film Nezha. Chris Pereira, founder and chief executive of consultancy firm iMpact, remarked, 'They're so good that no one cares they're from China. You can't ignore them.'
The dolls have nearly tripled Pop Mart's profits, showcasing China's growing influence in the global creative market. This success comes at a time when perceptions of China are often shaped by geopolitics, making Labubu a potential 'cool China' antidote. From frantic queuing at international stores to high resale prices and even smuggling incidents reported by Chinese customs, the Labubu craze underscores a shift from 'Made in China' to 'Born in China,' as noted in posts found on social media.
Global Impact and Future Prospects
The global reach of Labubu is evident in crowded Pop Mart stores from Bangkok to London, where in-person sales have occasionally been suspended over fears of fan violence. Celebrities and influencers, including Lisa from Blackpink, have played a pivotal role in transforming these niche collectibles into status symbols, initiating surges in popularity since mid-2024. The frenzy has led to rocketing prices, counterfeits, and scam deals, highlighting the intense demand.
Looking ahead, some enthusiasts believe Labubu could become the next Hello Kitty, but with distinctly Chinese roots. As China continues to master global marketing by blending tradition with pop culture, toys like Labubu represent not just commerce but a broader soft power wave. This phenomenon raises questions about how cultural exports can reshape international perceptions of China in the years to come.