HOW LABUBU BECAME A GLOBAL FASHION OBSESSION: FROM POP MART TO CELEBRITY CULT STATUS

Once a niche designer toy with roots in Hong Kong’s art scene, Labubu has exploded into a full-blown global craze and it’s not hard to see why. Designed over a decade ago by Hong Kong-based artist Kasing Lung, Labubu is a mischievous, bug-eyed, elf-like creature whose quirky appearance has captivated the imaginations of collectors worldwide. Manufactured by Chinese toy giant Pop Mart, the character’s recent surge in global demand is not just a testament to brilliant marketing, but also a powerful showcase of what happens when street culture collides with celebrity influence. On the heels of this sudden boom, Pop Mart chairman and CEO Wang Ning made headlines when he raked in a staggering $1.6 billion in a single day, all thanks to Labubu’s fever-pitch success.

The initial cult following for Labubu toys has evolved into something much larger: a cultural movement driven by star power and viral exposure. Lisa from BLACKPINK was one of the first international celebrities to be seen with the doll, a moment that is now widely credited with sparking Labubu’s popularity beyond Asia. Since then, the toy has become a staple accessory among trendsetting A-listers and influencers. 

Rihanna, ever the tastemaker, was spotted carrying a Labubu plush, joining a lineup of global stars like Dua Lipa, UK rapper Central Cee, music legend Madonna and even North West, daughter of Kim Kardashian and Kanye West, who have all been seen with the doll in hand. Rosé, another BLACKPINK member, added to the frenzy by sharing an Instagram story featuring a Labubu from the Exciting Macaron series, creating further traction among Gen Z fans and collectors alike.

The toy’s fame isn’t limited to the West. In Asia, Labubu has enjoyed explosive popularity across regions, especially in Thailand, the Philippines, Singapore, and Indonesia. Thai heartthrob Mario Maurer collaborated with Pop Mart to create a special Labubu x Mario edition, while actress Araya Alberta Hargate regularly shows off her plushies in luxury settings. Filipino style icon Heart Evangelista adds a playful twist to her couture outfits by accessorizing with Labubu plush pendants, and celebrities like Marian Rivera and Vice Ganda have also embraced the trend, showcasing extensive collections on social media and television. In Singapore, high-profile figures such as actress Jeanette Aw and socialites Jamie Chua and Kim Lim have flaunted their collections, often pairing them with luxury handbags and designer fits,cfurther solidifying Labubu’s status as a symbol of fashionable eccentricity.

Indonesia, too, is firmly on the Labubu bandwagon. Singer Ayu Ting Ting has been photographed with a green grape-themed Labubu dangling from her bag, while actress Citra Kirana sported a cream-colored Toffee Labubu during a vacation in London. Television host Ayu Dewi has gone so far as to personalize her dolls with outfits and accessories, demonstrating the toy’s potential for self-expression and stylistic flair.

This meteoric rise isn’t just about a cute collectible–Labubu represents a confluence of art, fashion, celebrity culture, and nostalgia. It’s the soft rebellion of alternative aesthetics wrapped in an accessible form. Pop Mart, which has long mastered the art of blind-box merchandising and limited-edition drops, hit the jackpot by pairing Lung’s quirky design language with modern marketing tactics and celebrity seeding. What began as an underground art collectible has now become a $10-billion phenomenon–and it’s still growing.

Labubu’s ascent into pop culture royalty is a remarkable case study in the power of visual identity and global influencer appeal. From fashion weeks to music festivals, and from Instagram feeds to luxury runways, the doll has solidified its place as more than a toy. It’s a statement that’s equal parts whimsy and status symbol. Whether nestled in a designer purse or displayed on a marble shelf, Labubu is no longer just a character–it’s a cultural icon.