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What is Labubu? The $15 Luxury Gen Z Can’t Stop Buying — And China Can’t Stop Promoting

You’ve probably seen it: small, wide-eyed, slightly awkward — like a gremlin dressed for Instagram.Its name? Labubu.


It’s not just a toy. It’s part fashion statement, part emotional support item, and quietly, one of China’s most powerful cultural exports today. But behind the viral success lies a more complex story about identity, economics, and soft power.


Here’s what most media misses — and what you should know.


A Labubu toy figure dressed in fluffy white fur with bunny ears, peeking out from behind a red wall against a red background — capturing the character’s signature wide-eyed mischievous expression.
Photo by David Kristianto on Unsplash

 

A Global Origin Story — Quietly Rewritten


Labubu was created by Kasing Lung, a Hong Kong-born artist raised in the Netherlands. Originally part of his darkly whimsical illustration series The Monsters Trilogy, Labubu blends Scandinavian folklore aesthetics with East Asian cuteness — a true East-meets-West creation.


But once licensed by Chinese toy giant Pop Mart, Labubu’s identity began to shift.


Pop Mart — and soon after, Chinese media — started promoting Labubu as a “Made in China IP success”, quietly sidelining its cross-cultural origins. The character became a symbol of national creativity, now widely presented as China’s answer to Disney or Sanrio.

What started as indie art became a tool for soft power.


Cover page of Kasing Lung’s illustrated book The Monsters Trilogy, featuring Labubu — a mischievous creature with bunny ears, sharp teeth, and wide eyes — running alongside a small fuzzy companion.
The Monsters Trilogy by Kasing Lung

 

Why the Obsession?


While global coverage praises the design and celebrity exposure, two deeper reasons explain Labubu’s explosive popularity — especially in Asia.


1. The Gambling Effect:


Pop Mart sells Labubu in blind boxes — you don’t know which figure you’re getting until you open it.


This taps into the same dopamine loop as gambling:

  • Will you get the rare one?

  • Should you try again?

  • What if this drop sells out?


This “surprise mechanic” makes the act of buying emotionally addictive — and incredibly profitable.

 

2. The Lipstick Economy:


Labubu is what economists call “affordable luxury”.In a slowing economy, when bigger spending feels risky, people turn to small indulgences — a $15 collectible that connects you to celebrity trends, fashion, and community.


It’s the cheapest way to feel stylish and included — especially for younger consumers.

 

From Character to National Symbol


Labubu isn’t just cute. It’s now positioned as China’s most successful cultural export to Gen Z.


Pop Mart has been featured in trade expos, state media, and even official narratives about the strength of domestic innovation. What makes it so powerful?


  • No political baggage

  • High emotional value

  • Global celebrity appeal

  • Repeat-purchase business model


Unlike traditional soft power tools like film or politics, Labubu works because it’s quiet — playful, addictive, and always sold out.

 

Final Thought


Labubu isn’t just a plush toy.It’s a mirror of our moment — where identity is blurred, economies are fragile, and emotional satisfaction is packaged in palm-sized surprises.


For business and branding watchers, it’s worth asking: If a monster plushie can become China’s new cultural ambassador… what’s next?

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