In today’s content-saturated world, few products break through to become cultural sensations. But Labubu, the whimsical figurine born from a collaboration between Chinese toy giant Pop Mart and artist Kasing Lung, has become exactly that—a global collectible craze.
Thanks to Labubu’s explosive popularity, Pop Mart has projected a 350% profit surge in the first half of 2025. With over 2,000 stores and vending machines worldwide, the company now commands a stock valuation of $40 billion, with international markets contributing nearly 40% of its revenue in 2024 alone.
Debuting in 2019, Labubu’s rise wasn’t accidental—it was a brand storytelling and PR masterclass. Rather than traditional influencer marketing, Pop Mart embraced a participatory model: collectors, not influencers, drove the narrative. Through blind box drops, limited editions, and scarcity-led hype, each release became a social media event—fuelled by TikTok, Instagram, and niche online forums.
Communication expert Samir Kapur notes that Labubu’s success stemmed from a strategic mix: artistic positioning, emotional storytelling, and immersion in subcultures like anime and streetwear. He emphasized that hype builds buzz, but PR turns buzz into lasting brand equity.
By portraying Labubu as art, not a toy, Pop Mart tapped into nostalgia and emotion—elements that elevated perception and justified its premium pricing.
The Labubu phenomenon proves how storytelling, exclusivity, and cultural connection can turn a simple collectible into a global status symbol.