Labubu: A Branding Success Story in the Global Toy Market

Image: AI

Labubu, the wide-eyed and sharp-eared character created by Hong Kong–born artist Kasing Lung, has become one of the most recognizable faces in the world of designer toys. Produced by Chinese company Pop Mart, Labubu is part of the “The Monsters” series and has grown into much more than a collectible—it is now a global brand that illustrates the power of successful branding and sales strategy.

Pop Mart’s breakthrough came in 2019, when it secured the rights to Labubu. The company had already been experimenting with the “blind box” model, where customers only discover which figurine they purchased after opening the package. This sales method sparked excitement and anticipation, transforming each purchase into an experience. With Labubu at the forefront, the strategy proved enormously effective, making the character the centerpiece of Pop Mart’s expansion.

The results speak for themselves. By the time Pop Mart was listed on the Hong Kong Stock Exchange in December 2020, Labubu’s popularity had helped drive shares up by more than 500% in the following year. Today, the company operates over 2,000 sales machines worldwide and distributes its products in more than 30 countries, including the United States, the United Kingdom, Australia, and Singapore. International sales now account for nearly 40% of Pop Mart’s revenue, underscoring the brand’s global reach.

What makes Labubu stand out is its ability to function simultaneously as a character and a brand. Its “scary but cute” expression resonates with a wide audience, while the element of surprise in blind-box purchasing fuels a culture of collecting and sharing. Social media has amplified this effect, as millions engage with unboxing videos and display their collections online, giving Labubu a presence that extends far beyond retail stores.

Industry observers note that the character’s rise shows how strategic branding, creative storytelling, and innovative sales techniques can turn a niche art toy into a worldwide phenomenon. Labubu is not just a product—it is a case study in how brand identity, consumer engagement, and clever distribution models can work together to create lasting success.