Collectables have always existed, from ancient coins to baseball cards, but today’s phenomenon moves at a different speed. Limited runs, constant novelty, and character-driven storytelling travel globally in seconds thanks to social media. At the centre of this modern wave stands Labubu, a small but instantly recognisable art toy with sharp ears and a mischievous charm. Born from the creative mind of Kasing Lung and propelled by Pop Mart’s massive distribution network, it has become more than just a figure. It is a signal of taste, a social currency, and a billion-dollar business.
In the following pages, we will explore Labubu as a global phenomenon, unpack why collectable behaviours feel so compelling, and consider why rethinking how we engage with such trends could benefit not only our wallets and minds, but the planet we share.
Labubu, the global phenomenon, explained.
Hong Kong-born artist Kasing Lung created Labubu as part of his illustrated universe, The Monsters. The character’s distinctive look, a cross between a playful elf and a trickster spirit, makes it memorable both in hand and on screen. This design was already popular among niche collectors before Pop Mart, the Beijing-based blind box giant, took it to another level.
By 2024, Pop Mart operated over 530 retail stores and more than 2,490 automated roboshops worldwide. Over 130 of those stores were outside mainland China, and overseas markets generated around 700 million dollars of revenue from a total of nearly 1.8 billion dollars. With Labubu among its flagship lines, Pop Mart has become a household name in designer toys across Asia, Europe, and North America.
The engines behind the rise
Two growth engines power Labubu. The first is Pop Mart’s blind box business model with constant new releases, artist-led storytelling, and the lottery-like thrill of opening a mystery box. Overseas revenue jumped by 375 per cent in 2024, showing how global demand is exploding.
The second is cultural reach. High-profile celebrity posts and viral videos have transformed Labubu into a symbol of being in the know. Even people who have never bought a blind box have likely seen it on their feeds. Like sneakers a decade ago, some editions have entered the resale economy, adding a layer of speculative value that keeps media attention high.
What exactly is the concept
In the industry, Labubu is considered an art toy or designer toy. These are small-scale figures produced in limited runs, often with multiple colour variations and seasonal themes. Market analysts estimate that the art toy sector could reach tens of billions of dollars globally by the early 2030s, driven by exclusivity, storytelling, and social media engagement.
Who is behind the character?
Kasing Lung built Labubu over years of drawing, publishing illustrated books, and collaborating with small-scale toy producers. Exhibitions, including ones curated by Takashi Murakami, gave him exposure to art collectors beyond Asia. Pop Mart provided the global retail muscle, turning an underground favourite into a commercial phenomenon. The partnership between an artist’s vision and a mass distribution network defines the collectable landscape today.
Why Labubu-style collectables feel irresistible?
Collecting sits at the crossroads of identity and community. Sociologist Georg Simmel observed that fashion is about both imitation and distinction. We want to belong while also standing apart. In the Instagram age, a rare Labubu pull signals not only membership in a fan group, but also personal taste and luck.
Thorstein Veblen famously coined the term conspicuous consumption to describe how buying and displaying certain items is about social recognition rather than pure utility. In this sense, a limited Labubu edition becomes a marker of cultural capital.
The role of platforms and fluid identities
Zygmunt Bauman described modern identity as liquid, constantly shifting and expressed through consumer choices. A display shelf of Labubu figures becomes part of an evolving personal brand. The randomness of blind boxes feeds into this fluidity, delivering both surprise and novelty.
Jean Baudrillard went further, suggesting that in a consumer society, people buy signs rather than products. A rare chase version of Labubu is not just a piece of vinyl. It is a story, a symbol, and a social signal amplified through photos, videos, and live unboxings.
From object to story to market
Anthropologist Arjun Appadurai described how objects travel through phases of meaning. A Labubu figure might start as a personal treasure, then become a token of community membership, and finally transform into an asset in the resale market. This fluid journey keeps the object relevant and culturally alive long after purchase.
Data that shows scale
Behind the emotional drivers lies an economic reality. In 2024, Pop Mart reported about 1.8 billion dollars in revenue, with a large portion coming from outside China. The global toy market, valued at over 114 billion dollars, provides fertile ground for the continued growth of niche collectables like Labubu.
Why fans should rethink the way they collect Labubu
This is not about guilt; it is about awareness. Most toys, including Labubu, are made from plastic, a fossil fuel-based material with significant carbon emissions during production. Studies have shown that the toy industry is one of the most plastic-intensive consumer sectors, and the environmental footprint increases further when packaging, shipping, and disposal are considered.
The volume problem
Designer toys are small, but the frequency of releases multiplies the impact. Blind box duplicates mean that collectors often buy more than they keep, leading to unused figures being stored, traded, or discarded. The booming art toy market means production volumes are rising. Collecting fewer but more meaningful Labubu figures could significantly reduce environmental costs without diminishing the fun.
Practical ways to keep the joy and reduce harm
First, extend the lifespan of your pieces by displaying and caring for them properly. Second, consider buying second-hand Labubu whenever possible, especially for older editions. Third, organise local swap meets to trade duplicates rather than buying new. Fourth, encourage brands to explore recycled materials or take-back programs without compromising quality. Finally, consolidate shipping and avoid impulsive purchases triggered by countdown timers.
Changing the social loop
Collecting is a form of communication. If the goal is partly status, fans can shift the signal from buying more to keeping favourites for years. Sharing stories of repair, swaps, and sustainable storage can make stewardship a badge of honour. The rarest flex could be a Labubu you have cherished for a decade.
Final Words
Labubu proves how a single character can inspire global passion. It embodies artistry, storytelling, and community, but also reflects the pressures of mass production and rapid consumption. A virtuous collectable is possible. One made from sustainable materials, supported by repair and reuse systems, and released at a pace that respects both creativity and ecology.
Fans hold real influence. By choosing intentionally, collectors can push brands to innovate in ways that keep the magic alive without the waste. The goal is not to abandon Labubu, but to enjoy it in a way that celebrates design while protecting the planet. In that balance lies the future of collectables worth cherishing.
José Amorim
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