A furry, elf-like creature with large, pointed ears and a mischievous, nine-toothed grin has become an unlikely global icon. Known as Labubu, this collectible toy has sparked a worldwide frenzy, leading to long queues outside stores, instant online sellouts, and a booming resale market. Seen dangling from the bags of celebrities like Rihanna, Dua Lipa, and Blackpink’s Lisa, Labubu has transcended its origins as a niche art toy to become a complex cultural and commercial powerhouse.
The journey of Labubu began in 2015 with Hong Kong-born artist Kasing Lung. Raised in the Netherlands, Lung drew inspiration from the Nordic folklore and mythology of his childhood to create an illustrated book series called “The Monsters.” Labubu was one of these characters—a kind-hearted but clumsy elf. Initially produced as figurines by the company How2Work, the character’s trajectory changed dramatically in 2019 when Lung partnered with the Chinese toy giant POP MART.
This collaboration was the catalyst for Labubu’s global ascent. POP MART employed a savvy “blind box” marketing strategy, where each sealed package contains a random character from a themed series. This element of surprise and the hunt for rare “secret” figures tapped into the collector’s thrill, a concept proven successful with everything from Pokémon cards to capsule toys. As noted by Michelle Parnett-Dwyer, a curator at the Strong Museum of Play, this model effectively leverages childhood nostalgia and the universal appeal of chance, creating an addictive experience for consumers.
The economic impact has been staggering. While a single blind box retails for around $28 in the U.S., the high demand has driven resale prices for rare figures to over $149. In a more extreme example, a 1.2-meter-tall Labubu figure was sold for an astonishing $170,000 at an auction in Beijing. According to POP MART’s 2024 interim report, the Labubu line generated 6.3 billion Chinese yuan (approximately US$870 million) in sales in the first half of the year alone, as reported by sources including Wikipedia and Digital Trends Today.
However, the intense craze has a darker side. The overwhelming demand has led to public order issues, including fights among customers that prompted POP MART to temporarily halt sales in its UK stores in May 2025. The phenomenon has also attracted crime, with thieves in Los Angeles County making off with approximately $7,000 worth of Labubu dolls. A thriving black market for counterfeit dolls, colloquially known as “Lafufus,” has also emerged, prompting crackdowns from Chinese authorities who view the authentic brand as a rare soft power success.
The toy’s “ugly-cute” aesthetic has also sparked international controversy. In Russia, officials proposed a ban, citing the doll’s “frightening appearance” as potentially harmful to children’s mental health. More severely, authorities in Iraq’s Kurdistan Region banned the doll in July 2025, seizing thousands of units amid claims they caused behavioral problems and were linked to “demonic spirits,” a notion fueled by online conspiracy theories connecting Labubu to the ancient demon Pazuzu, according to a report from NPR.
From its humble beginnings in an artist’s sketchbook to becoming a subject of international debate, Labubu is more than just a toy. It is a testament to the power of strategic marketing, celebrity influence, and the unpredictable nature of viral trends in the digital age. Whether viewed as adorable, bizarre, or controversial, the furry elf with the toothy grin has firmly cemented its place in modern pop culture.
