How Labubu and Pop Mart turned Chinese designer toys into a global craze

A fuzzy, monster-like character with pointed ears, sharp teeth, and a mischievous grin is appearing on backpacks, keychains, and social media feeds around the globe. This is LabubuThe snaggle-toothed elf character from artist Kasing Lung, sold by Pop Mart, whose plush charms became a global craze and a symbol of Chinese IP going worldwide., a flagship character from Pop Mart, the Beijing-based designer toy company that has turned collectible figurines into an international craze. What started as a niche subculture among art toy enthusiasts in Asia has transformed into a global phenomenon, winning over young consumers across Southeast Asia, Europe, and North America.

This piece explains how a character created by a designer toy brand achieved global traction, what drives the fascination with chaowan (designer toysCollectible art toys aimed at adults rather than children, driven by original IP characters and artist collaborations, with Pop Mart as the industry's flagship. or trend toys), and why the international rise of Chinese pop-culture intellectual property represents a major shift in how consumer trends travel across borders.

The background

To understand the rise of Labubu, it is necessary to look at how designer toys evolved in China over the past decade. Historically, China was best known in the global toy industry as a manufacturing hub, producing physical goods for overseas brands. However, a domestic shift began as young Chinese consumers started seeking emotional value, self-expression, and artistic design in everyday purchases. This paved the way for the rise of chaowan (designer toys or trend toys)—collectible figurines that bridge the gap between contemporary art, pop culture, and commercial play.

At the forefront of this movement is Pop Mart, a company that popularized the concept of selling designer figurines through manghe (blind boxesSealed toy boxes sold without revealing which figure is inside, a mystery-collecting format popularized by Pop Mart that hooks buyers on completing sets.). A blind box is an opaque package containing a random collectible figure from a specific series. Buyers do not know which exact character or variant they are purchasing until they open the box. This element of surprise, combined with the thrill of chasing rare or secret editions, turned routine shopping into an interactive experience.

Labubu itself is part of "The Monsters" series, created by artist Kasing Lung and licensed by Pop Mart. Unlike traditional, overtly cute mascots, Labubu features a distinctive, slightly quirky design—a mischievous creature with prominent teeth and expressive eyes. As Pop Mart expanded its portfolio, Labubu emerged as one of its core IP (intellectual property) characters, building a dedicated fanbase first in mainland China and then across East Asia.

Why it is happening now

The current global explosion of Labubu stems from a combination of social media viral momentum, strategic retail expansion, and changing youth consumer psychology. While precise sales figures and launch timelines for individual overseas markets remain unverified in official public context records, the broader mechanisms driving this surge are clear.

First, viral social media exposure has played a critical role. Short-form video platforms and image-sharing apps have allowed unboxing videos and display showcases to reach global audiences instantly. When international influencers, celebrities, and lifestyle creators share their personal collections or show off Labubu bag charms, it creates a powerful network effect. The physical aesthetics of Labubu—compact, expressive, and easily wearable as an accessory—make it highly shareable on visual media platforms.

Second, the universal appeal of manghe (blind boxes) translates seamlessly across cultural boundaries. The psychological mechanics of blind box collecting—anticipation, mystery, and the satisfaction of completing a set—resonate with young shoppers regardless of location. For Gen Z and millennial buyers, purchasing a blind box offers an affordable luxury that provides immediate emotional gratification and stress relief.

Third, Pop Mart has systematically expanded its physical and digital footprint outside China. By opening flagship stores, pop-up shops, and specialized vending machines in major cities across Southeast Asia, Europe, and the Americas, the brand has lowered the barrier to entry for international consumers. The localized marketing efforts, coupled with the global appeal of character design that transcends language barriers, have allowed Labubu to transition from a regional trend to a global lifestyle accessory.

Why it matters beyond China

The global success of Labubu and Pop Mart signals an important evolution in China's role within global consumer culture. For decades, Western and Japanese intellectual properties dominated the global character and collectible market. The international popularity of Labubu demonstrates that Chinese original IP (intellectual property) can build a broad, passionate global fanbase on the strength of character design and brand experience alone.

This phenomenon is also closely tied to guochaoThe consumer movement favoring Chinese brands that blend modern design with Chinese heritage and aesthetics, marking a shift away from the assumption that foreign equals better. (homegrown Chinese trends or China-chic), a movement where domestic brands gain traction through distinct design identities and cultural confidence. While earlier waves of guochao focused primarily on domestic consumers, characters like Labubu show that Chinese creative products possess cross-cultural momentum. Overseas buyers are not purchasing these figurines because of their country of origin, but because the design language and collecting experience offer genuine global appeal.

Furthermore, the rise of designer toys illustrates how youth culture is becoming increasingly interconnected. Collectible art toys satisfy a global demand for personal expression, desk decoration, and community building among young adults. The shared excitement of collecting and trading figures creates an international community of fans who connect over a shared aesthetic.

What to watch

As Pop Mart continues its global expansion, the key question will be whether Labubu and similar IP (intellectual property) characters can maintain long-term cultural relevance beyond the initial wave of social media hype. Industry observers will be watching how the brand navigates international market differences, manages supply chains to prevent counterfeiting, and introduces new character storylines or artistic collaborations to keep collectors engaged. Whether Labubu remains a long-standing pop-culture icon or yields the spotlight to the next viral character, its international rise has established a new model for how Chinese creative brands engage with young consumers around the world.