Initially created as a niche art project, the Labubu doll, recognizable by its nine teeth and characteristic mischievous smile, has become an incredibly successful global phenomenon whose popularity continues to grow at a breakneck pace. This is the story of an object that crossed the boundaries of art to become a driving force in global pop culture.
Labubu was born in 2015, the brainchild of Hong Kong artist and illustrator Kasing Lung. Inspired by the images of creatures from Scandinavian mythology, Lung created Labubu as a female character to serve as an artistic alter ego. The artist describes her as a creature that "can do what I want, but don't dare to." This concept of freedom and audacity became a key element of the doll's appeal.
Pop Mart and the "blind box" craze
A turning point in her history came in 2019. Lung made the strategic decision to license the rights for mass production to the Chinese company Pop Mart, a recognized leader in the collectible figures market. This company is known for its innovative sales model through so-called "blind boxes." Anyone who buys a Labubu doll doesn't know exactly which model they will get, which adds an element of surprise and even chance. This model not only increases the thrill of the purchase but also makes it extremely difficult to collect a complete set, which further stimulates interest and market value.
The real commercial breakthrough came in the same year, 2019, when Pop Mart began a massive worldwide distribution of Labubu. But the peak of the craze was registered in 2024, when the famous singer Lisa from the popular K-pop group "Blackpink" publicly promoted the doll on social media. The subsequent wave of spontaneous posts and photos of fans posing with Labubu skyrocketed sales to new heights. This is most evident in North America, where in the first quarter of 2025, sales revenue already exceeded the total for the entire previous year of 2024.
Spread in Europe and on social media
Labubu's cultural impact quickly went beyond the borders of Asia and America to conquer Europe. In July 2025, the opening of the first store dedicated to the doll in Berlin, Germany, caused unprecedented interest, with queues of impatient fans stretching for kilometers. During the opening, some of the most sought-after and rare models reached astronomical prices, exceeding 200 euros on the very first day. Social networks became the scene of real euphoria, as collectors not only collected Labubu but also turned it into a fashion accessory, wearing it attached to their bags and backpacks. On this occasion, psychologists explain that this behavior is not just a fashion trend but a form of identification with a community of like-minded people who share common interests and passion.
The phenomenon is also spreading at the world's biggest events dedicated to comics and pop culture, such as Aniventure Comic Con in San Diego. There, the doll was promoted by celebrities of the likes of Rihanna, Lizzo, Dua Lipa, and, of course, Lisa. Articles and reports, including those from the international news agency Reuters, tell inspiring stories of fans who travel hundreds of kilometers and wait for hours just to get their first Labubu doll. At specialized international auctions, the rarest specimens reach record prices exceeding $150,000.
Labubu in Bulgaria
Today, Labubu also enjoys widespread popularity in Bulgaria, having also been transformed from a simple toy into a desired fashion accessory and collector's item for people of all ages. With its growing popularity, however, it remains to be seen whether it will establish itself as a lasting cultural phenomenon or prove to be another short-lived craze that will fade over time. For now, however, Labubu continues its triumphant march around the world.