Spark Deep Dive: How Labubu is captivating fans around the world

South China Morning Post

13 hours ago

News: Labubu, the adorable Chinese phenomenon, is captivating global fans
The toy is drawing comparisons to Hello Kitty with its universal appeal and clever marketing
Pop Mart is the company behind the hit collectible character Labubu. It was virtually unknown outside mainland China before 2024. Now, some analysts are comparing its success to that of Hello Kitty.
Labubu is a sharp-fanged but cute little monster often sold as a plush clip-on charm for handbags. He has attracted high-profile fans. April marked the debut of the Labubu 3.0 series, which drew long queues in London, New York and Dubai.
For years, there's been a push [for Chinese companies] to 'go global' by exporting heritage and storytelling,' said Chris Pereira. He is the founder and CEO of iMpact, a brand consulting company in Singapore. 'But Labubu flips that script. It's not trying to explain China; it's just trying to be lovable.'
The constant hype around Labubu has 'great similarities' to Hello Kitty, which turned 50 last year, according to JPMorgan Chase.
International sales rose more than 480 per cent in the first quarter of this year compared to last year. This growth was led by increases of 900 per cent in the US and 600 per cent in Europe.
Pereira said the popularity of the intellectual property (IP) opens the door for a wave of Chinese brands to succeed not because they are about China, but because they tap into universal emotions.
Labubu's rise in popularity is due to a few factors, said Richard Lin. He is the chief consumer analyst at SPDB International, a Hong Kong-based investment bank.
'This includes the scarcity of the product itself, which has fuelled spontaneous social-media promotion by those lucky enough to get their hands on the toy,' he said.
The character also appeals to global consumers with its 'mischievous, cheeky image' that fans find irresistible, he said. 'In today's context, Hello Kitty might not resonate as much with younger audiences, who tend to look for characters with more individuality and edge,' he added.
Shen Hao is a marketing professor at the Chinese University of Hong Kong. He said that social media fuels the craze for toys like Labubu.
'People can easily find others online who have similar interests, to discuss and share photos, and they get a lot of likes or can even trade their toys,' he said. 'This creates an immersive experience to interact with each other and feel connected as a group.'
As stunning as Labubu's success has been, it has decades to go to match Hello Kitty's staying power. Staff writers
Staff writers
Question prompts
1. According to the news, which of the following is true?
(1) Labubu's international sales rose more than 480 per cent compared to last year in the first quarter of this year.
(2) The Labubu 3.0 series drew huge queues in Chile and London.
(3) Pop Mart's sales rose by 900 per cent in Europe last year.
(4) Pop Mart was mostly unknown outside China until Labubu went viral in 2024.
A. (1), (2) only
B. (2), (3) only
C. (3), (4) only
D. (1), (4) only
2. List TWO reasons why Labubu has become so popular globally.
3. Name TWO ways in which Labubu is being compared to Hello Kitty in the news.
Cartoon
Question prompts
1. What is being shown in this cartoon? What might it represent?
2. What makes Labubu different from other popular characters? Explain using the news and your own knowledge.
Glossary
intellectual property (IP): creations of the mind used in business. This can include inventions, art, literary work, designs, names and images. IP is protected by laws such as patents, copyrights and trademarks. These laws allow creators and artists to get recognition or money for their work.
scarcity: the limited availability of resources such as supplies, raw materials or labour, which impacts the production of goods and services and their prices
spontaneous: something that is done out of a natural impulse, without having been thought about beforehand.
Sample answers
News
D
Labubu has gained popularity partly due to its cute yet mischievous appearance and the buzz generated on social media. Richard Lin noted that the toy's scarcity creates a craze, resulting in higher demand than the available supply, while Shen Hao added that fans of the character have connected on social media, which has allowed them to form a community and share photos and stories about their toys. (accept all reasonable answers)
Both Labubu and Hello Kitty possess a charming quality, but as Lin noted, Labubu may appeal more to younger audiences because of its edgy quality. Additionally, while Labubu has recently garnered considerable attention, Hello Kitty's long-standing presence in the market remains a significant factor to consider. (accept all reasonable answers)
Cartoon
The image depicts a variety of plushies, dolls and toys gathering around a map of the world. On the map, several light bulbs are marked in different locations. This illustrates how dolls and toys, especially those from Pop Mart, are gaining popularity worldwide, with many hotspots emerging. (accept all reasonable answers)
Labubu is extremely popular worldwide. The fact that the doll was designed by an artist from Hong Kong and is sold by a company based in Beijing will attract more attention to China. Enthusiasts of dolls and toys may become interested in discovering more toys made in China, which could have a positive impact on the economy, especially if Labubu rises to the same level of popularity as Hello Kitty. In addition, Labubu has an edgy quality, while other popular characters tend to look more cute. (accept all reasonable answers)