The Origin of Labubu & Her Viral Rise to Fame

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How a plush toy became an international superstar

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Last Updated: October 3, 2025 References

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Origin of Labubu

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Shift to Merchandise

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Popularity & Impact

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Blind Boxes & Secret Labubus

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Rumors of Demonic Connection

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The Future of Labubu

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The Labubu craze started in 2024 and shows no signs of stopping. But where did this odd little creature come from, and how on earth did it get so popular? We’re explaining everything there is to know about where Labubu comes from, from the storybooks where she originated to how she became a toy and her rise to international stardom. Plus, we’ll talk about what comes next for the iconic plush.

Where did Labubu dolls come from?

Labubus are part of The Monsters, a book series from artist Kasing Lung. Lung was born in Hong Kong and grew up in the Netherlands, and his stories are inspired by the Nordic fairy tales he read in childhood. In 2019, Lung partnered with Chinese toy manufacturer Pop Mart to produce Labubu figures.

Section 1 of 6:

Origin of the Labubu Character

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Artist Kasing Lung created Labubu as part of his series The Monsters in 2015. The Monsters is a series of stories and figurines that depict fairy tale creatures inspired by Lung’s Nordic upbringing. Labubu was the first character that Lung created as part of the series—she’s a kindhearted, mischievous elf with a big heart and a bit of a tendency to lend herself to chaos.^{[1]
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- Lung, who was born in Hong Kong but moved to the Netherlands at the age of 7, spent much of his childhood fascinated by graphic novels and Nordic fairy tales. He created The Monsters as an homage to those stories. Lung has also said that he was inspired by The Smurfs, which originated in Belgium.
- The Monsters evolved into a trilogy of fairy tale books—The Story of Puca, Pata and the Girl, and Miro’s Requiem. ^{[2]
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  Research source} Unfortunately, the books are now out of print, and copies are difficult to obtain.
- Other Labubu characters include Zimomo, Tycoco, Pato, Yaya, and Spooky.
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Internet Anthropology is a social media account that discusses pop culture phenomena and social media trends through the lens of anthropological theory on TikTok and Instagram.

Section 2 of 6:

Shift to Merchandise

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In 2019, Lung partnered with Pop Mart to produce Labubu toys. Labubu wasn’t yet a household name, but The Monsters had gained some attention in the art world, which was enough to secure the Pop Mart deal for Lung.^{[3]
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- Lung is still heavily involved in the design process of Labubu figures, while Pop Mart handles the production and marketing.^{[4]
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- Pop Mart has produced over 300 variations of Labubu so far, including the iconic keychain plushes, vinyl figures, stickers, and more.

Section 3 of 6:

Popularity & Impact

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Labubu’s popularity took off thanks to celebrity endorsers. In spring 2024, singer Lisa of the K-pop group Blackpink posted pictures of herself with her Labubu dolls—a large Fall in Wild plus and a smaller Fall in Wild keychain plush that she’d clipped to her designer bag.^{[5]
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Research source} The images are widely credited with helping to kickstart the international Labubu craze.
- Other celebrities were soon spotted with Labubus, including Rihanna, Blackpink’s Rosé, Dua Lipa, Kim Kardashian, David Beckham, Lizzo, Paris Hilton, and Simone Biles. ^{[6]
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- Additionally, Pop Mart has released several collaborations between Labubu and high-profile names like Coca Cola, One Piece, How to Train Your Dragon, Wacky Mart, and Art Basel.^{[7]
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Fans are often drawn to the ugly-cute nature of Labubus. Labubu’s furrowed brow and mischievous grin are certainly polarizing—and not everyone gets the appeal. But as cultural anthropology expert and content creator Internet Anthropology points out, “[Labubu] signifies … a subversion of cuteness. And when it goes on [a] purse, it becomes a fashion item … a statement piece.”^{[8]
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Internet Anthropology
Cultural Anthropology Expert and Content Creator

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- Internet Anthropology adds that by hanging Labubu on your bag, it symbolizes a “group alignment” or “aesthetic ideology.”^{[9]
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  Internet Anthropology
  Cultural Anthropology Expert and Content Creator
  
  Expert Interview} This can help create a sense of community or connection when you see someone else with a Labubu on their bag.
- Collectible trends like Labubu are often about a sense of escapism—they provide a harmless boost of happiness that can help distract people from real-life stresses.
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Counterfeit Labubus began appearing as demand rose. As fans became increasingly obsessed with Labubus, it became harder to find them online or in person. Shops and online sellers started offering fake Labubus (often called Lafufus) to capitalize on the trend.
- Lafufus often have distorted appearances, like misshapen faces, the wrong number of teeth, or mismatched limbs. They’re bizarre enough to have developed a bit of a following in their own right.
- Fortunately, it’s fairly easy to spot a fake Labubu if you know what you’re looking for. Start by examining the packaging to make sure it matches examples you see online, then check the plush for key details like exactly 9 teeth, high-quality detailing on the face, and soft, even-colored fur.

Section 4 of 6:

Marketing Savvy: Blind Boxes & Secret Labubus

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Labubus are sold in blind boxes, encouraging multiple purchases. Part of the thrill of buying a Labubu is that you aren’t sure exactly which one you’re going to get. Buyers choose a collection (like Exciting Macaron, Have a Seat, or Big Into Energy). But when they buy a blind box, they could be getting any of the Labubus in that series.
- That means if someone is hoping to get a certain Labubu, they might have to buy multiple boxes to get the one they want.
- This practice has sometimes been criticized for promoting overconsumption.
Pop Mart doesn’t have a set restocking schedule for Labubus—new releases can happen any day of the week, and while they’re usually within a set window starting at around 7 PM PST/10 PM EST, it’s not guaranteed that drops will happen during that time. This can make it extra exciting when you finally do snag a Labubu—and all the more addictive to shop for one.
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The hunt for a Secret Labubu can add to the buying frenzy. Most Labubu series have a rare, secret figure. The odds of getting the Secret in a blind box varies by series, but it’s usually either 1:72 (Big Into Energy and Exciting Macaron) or 1:144 (Wacky Mart or Labubu x One Piece collections). These Secret Labubus are usually highly desired by collectors, who sometimes buy entire cases of Labubus in hopes of pulling the Secret they want.
- The popularity of Secret Labubus and limited availability of specialty figures often lead to price gouging from resellers and counterfeit sellers online, who sometimes sell Secrets (both real and fake) for hundreds of dollars.
- Other rare Labubus include limited-release figures, like collabs or super-sized plushes.

Section 5 of 6:

Rumors of Demonic Connection

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In 2025, a rumor started circulating that Labubus were tied to the demon Pazuzu. The rumor that Labubus are cursed started based on a now-deleted post that compared Labubu’s appearance to a cartoonish version of Pazuzu, a demon from ancient Mesopotamia. There’s no evidence that Labubu and Pazuzu are connected at all, but some people chose to throw away or destroy their Labubus as a result of the rumors.^{[10]
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- The rumors continued after social media users noticed an episode of The Simpsons where a statue of Pazuzu possessed family members after being mistaken for a toy.^{[11]
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- Some people claim that Labubus have a “dark energy” and that strange things started occurring after they brought one home, like objects moving on their own. ^{[12]
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Section 6 of 6:

The Future of Labubu

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Lung hopes to work on more books and even films about The Monsters. In a 2025 interview, Lung stated that designing toys and attending events have taken precedence over writing The Monsters stories, but he hopes to return to writing soon. He even teased the idea of a The Monsters movie—sure to be an international blockbuster if it comes to pass.^{[13]
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- Labubu’s nature may continue to evolve, as well. Lung has stated that although he first imagined Labubu as playful and mischievous, he feels that she’s matured and become calmer since he created her.^{[14]
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- Can’t get enough Labubu? Check out more Labubu content below: