Labubu stands out for its playful yet slightly eerie appearance. These little monsters, aptly named “The Monsters,” are depicted with round, furry bodies, large lively eyes, pointed ears, and a row of sharp teeth forming a mischievous grin. It’s this contrast between “cute” and “creepy” that creates an immediate emotional connection with the audience, drawn to the character’s imperfection and eccentricity.

Kasing Lung, inspired by Nordic folklore and mythology, has infused Labubu with a narrative depth that fuels collectors’ imaginations—allowing them to express their personalities through the purchase of countless outfits and accessories. This opens up the opportunity to create a personal storytelling journey, avoiding the trap of impulsive consumer conformity.

Labubu’s success fits into a broader cultural context known as “kidulting” — the growing interest of adults in toys and activities traditionally associated with childhood. In China, this trend is on the rise, with adults turning to collectible toys as a way to escape daily stress and reconnect with their inner child. The country is poised to become one of the largest markets globally for collectible toys.

Pop Mart’s 2024 interim report, published on August 20, revealed that the “The Monsters” line generated 6.3 billion RMB (approximately 870 million USD) in sales in the first half of the year. International sales surged by 259% year-on-year, with Southeast Asia accounting for over 40% of overseas revenue. On Xiaohongshu, the hashtag #labubu has exceeded 526 million views, and in 2023, China’s designer toy market surpassed 57.4 billion RMB.

Amidst this boom, a real “Labubu economy” has emerged: limited editions, aggressive reselling with bots, international fandoms, and collaborations with luxury brands.

In short, in China, the combination of nostalgia, personalization, and social sharing has turned charms like Labubu into key tools of personal expression. This phenomenon highlights the importance of understanding cultural dynamics and emerging trends for anyone looking to succeed in the Chinese consumer market.

Ultimately, Labubu reminds us of something simple yet powerful: even a plush toy with sharp teeth can teach us a lot about how contemporary digital culture works.