Labubu Mania Fuels Pop Mart's 1,828% Sales Boom on TikTok Shop U.S.
The data also reveals that Pop Mart's revenue from the TikTok Shop U.S. in 2025 has already surpassed its total for the entire 2024 year by more than four times, with sales of $21.3 million on the platform so far in 2025.
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According to Charm.io, a platform that specializes in providing detailed analytics and insights for businesses and influencers, Pop Mart's TikTok Shop U.S. revenue growth had notable surges from October 2024 onward, with the most significant jumps in April and May 2025. By April 2025, Pop Mart accounted for 0.55 percent of all TikTok Shop U.S. sales.
Labubu appeared in 2015 as a character in 'The Monsters' storybook and made its leap to collectible toy four years later, thanks to China's Pop Mart. The company has other toy characters available for sale, including Skullpand, Crybaby, Hirono, Kubo and more. Labubu, however, has become a viral sensation with fashionistas and celebrities pairing the toy with their luxury bags and stylish outfits. More recently, designer Marc Jacobs and June Ambrose were spotted with their own Labubus.
'Labubu has become more than just a collectible; it's a bold statement of individual style,' Emily Brough, Pop Mart's head of IP licensing, the Americas, previously told WWD. The global collectibles company has launched more than 300 styles of Labubu since 2019, including collaborations with Coca-Cola and Uniqlo.
View Gallery Launch Gallery: Labubu Street Style Wave: How the Viral Charms Are Styled as Accessories, Photos
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Forbes
9 hours ago
- Forbes
Why The Labubu Craze Became A Nostalgic Social Currency
PARIS, FRANCE - JUNE 12: Close-up detail view of seven Labubu monsters / charms / dolls / plus from ... More "Big Into Energy" collection : Loyalty, Happiness, Luck, Hope, Serenity, Love an Secret, during a street style fashion photo session, on June 12, 2025 in Paris, France. (Photo by) The distinctive grin of Labubu, a small, elf-eared creature with serrated teeth, has become widespread across social media feeds, celebrity red carpets, and fashion shows worldwide. What began as a collectible toy from Hong Kong-based Pop Mart has evolved into something far more complex: a cultural phenomenon that generated $423 million in revenue for the company in 2024 alone, transforming a playful figurine into a coveted symbol of exclusivity and insider knowledge. People wait in line to visit the new Pop Mart store selling Labubu toys at a shopping mall in Berlin ... More on July 25, 2025. Labubu is a brand of collectible designer plush toy monster elves created by Hong Kong-Dutch designer Kasing Lung and marketed by and sold exclusively at China-based retailer Pop Mart. (Photo by Tobias SCHWARZ / AFP) (Photo by TOBIAS SCHWARZ/AFP via Getty Images) This isn't just another toy craze. The Labubu mania reveals something deeper about consumer psychology, nostalgia, and how objects become vessels for social status in the digital age. Through three distinct lenses—as a nostalgic product, a form of social currency, and a fleeting fashion statement—the Labubu phenomenon offers insights into modern consumer behavior and the mechanics of viral culture. The Power of Labubu's Nostalgic Design At the heart of Labubu's appeal lies a sophisticated understanding of nostalgia and emotional resonance. Created by Hong Kong-born artist Kasing Lung in 2016, the character draws from Nordic folklore and European fairy tales, creating what author and fashion historian Robert Ossant describes as a 'fascinating combination of cute and ugly that taps into the 90s and Y2K aesthetic of Furbies, Garbage Pail kids, Troll dolls and cartoons like Rugrats and Ren & Stimpy.' Lung, born in 1972, spent part of his childhood in the Netherlands, and his design philosophy blends childhood memories with universal mythological elements. The result is a character that feels simultaneously new and ancient or something that resonates across cultural boundaries while tapping into collective childhood memories. "The large eyes and tiny nose resemble childlike characteristics, upping the cute factor and appealing to the anime and manga trends we're seeing in the current zeitgeist," explains Nina Vargas, a global beauty strategist, in her analysis of the toy's psychological appeal. These 'anthropomorphic qualities' don't just make the character endearing, but they create an emotional bridge that allows consumers to project feelings and memories onto the object. The timing of Labubu's global breakthrough in 2024-2025 wasn't accidental. After nearly a decade of relative obscurity, the character found its moment during a period when consumers were particularly receptive to nostalgic comfort items. In fact, if you scroll TikTok, you will see millions of videos of consumers listening to 90s music, revisiting fashion trends from that decade, or rewatching their childhood favorite movies and TV shows. The Labubu's ability to evoke childhood security while remaining contemporary enough for adult fashion sensibilities created the perfect storm for viral adoption. Labubu Is An Exclusive Social Currency Perhaps no aspect of the Labubu phenomenon is more revealing than its transformation into a form of social currency or an investment piece. The collectible toy market has long understood the power of scarcity, from Pokémon cards, Barbies and Beanie Babies, but Labubu has elevated this concept to new heights through strategic use of "blind box" purchasing and limited releases. "The Labubus became a social currency because to have a rare Labubu communicates an insider knowledge of trends and value. It began as 'if you know you know' (IYKYK) style statement and a widely understood, talisman of taste," Ossant explains. CANNES, FRANCE - MAY 17: Zufi Alexander wears an all Miu Miu look made of butter yellow long summer ... More dress and straw Miu Miu bag with attached Labubu bag charms during day five of the 78th Cannes Film Festival on May 17, 2025 in Cannes, France. (Photo by) The economics are straightforward yet powerful: initial drops are priced modestly (around $30), but artificial scarcity quickly drives secondary market prices to multiples of their original value. This creates multiple tiers of social signaling. Owning any Labubu demonstrates cultural awareness, but owning a rare variant or paying premium resale prices communicates having insider knowledge, and frankly, the financial means. The unboxing ritual central to Labubu culture amplifies this social currency effect. "The unboxing and reveal of which character emerges from the packaging intrigues the viewers, making them eager to seek their own unwrapping experience in the hopes of having their own (hopefully rare) character," Vargas notes. Social media feeds filled with unboxing videos create a feedback loop of desire and FOMO (fear of missing out) that drives continued purchasing. Retail strategist Jeanel Alvarado, Founder & CEO at RETAILBOSS, identifies a crucial parallel: "Many collectors of Labubu for instance turned out to be luxury buyers. Affluent shoppers who typically seek out rare watches, handbags and limited edition pieces." This crossover reveals how Labubu functions as what Alvarado calls "recession-core": a lower-cost luxury that satisfies the same psychological needs as expensive handbags or watches during times of economic uncertainty. How Labubu Transcends Style And Fashion While Labubus have become ubiquitous fashion accessories, dangling from designer bags and celebrity outfits, their role transcends traditional fashion logic. Rather than following seasonal trends or aesthetic movements, it is a commentary on consumption, and generational divides. PARIS, FRANCE - MARCH 08: A guest wears a burgundy bordeaux woven Bottega Veneta Andiamo leather ... More bag, light blue Labubu bag charm, cream Labubu bag charm, outside Elie Saab, during the Paris Fashion week Women's Fall/Winter 2025-2026 on March 8, 2025 in Paris, France. (Photo by) "Labubus represents more of a social statement than a fashion statement," states Anna Pompilio, Strategy Director at Marks. "It shows not only that you're tapped into the micro-culture of the moment, but that you either have the A) time to spend on Pop Mart hunting down your own Labubu or B) the money to spend on a resold one.' The fashion industry has taken notice. Luxury brands like Burberry and Celine have responded with their own character-based accessories, signaling recognition of the trend's commercial potential. However, this mainstream adoption may paradoxically signal the beginning of the end for Labubu's cultural cache. Ossant sees the trend as serving "as a critique of fashion's most ridiculous extremes, influencer culture and the relentless churn of trends, but also a commentary on different generations." According to him, it's become a tool for millennials to mock Gen Z's seemingly mindless consumerism, while Gen Z uses it to highlight just how much millennials are missing the irony. SHANGHAI, CHINA - JUNE 09: Labubu figures and dolls are seen on display at a Pop Mart store on June ... More 9, 2025 in Shanghai, China. From Southeast Asia and Europe to the United States and the Middle East, Labubu - the beloved character from Chinese toy company Pop Mart - is taking the world by storm. (Photo by VCG/VCG via Getty Images) As with most viral phenomena, Labubu's future remains uncertain. The very mechanisms that drove its success such as social media amplification, artificial scarcity, and FOMO-driven purchasing are notoriously fickle and feed into overconsumption. Many, like Ossant, argue that Labubus are an entry level luxury where the value is tied up in rarity and exclusivity rather than actual cost. "Customers are fatigued with fast-fashion, and collector items and limited edition items have continued to catch waves with limited drops," Alvarado adds. Yet she also acknowledges the fundamental tension: once a trend reaches mainstream saturation, its value as social currency diminishes. Whether Labubu endures or fades, its impact on understanding consumer behavior, social media marketing, and the psychology of collectibility will likely persist. As Alvarado succinctly summarizes: "It shows the value is in the eyes of the beholder, for those who understand the collector and resale market potential for limited items it's a lucrative play, in addition to the clout they can get online. For others it's just an 'ugly toy.'" A man walks with two Labubu plush toys of Pop Mart hanging from his backpack straps along a ... More pedestrian street on The Bund in Shanghai on July 4, 2025. (Photo by Hector RETAMAL / AFP) (Photo by HECTOR RETAMAL/AFP via Getty Images)
Newsweek
9 hours ago
- Newsweek
POP MART Takes Over Comic Con With Exclusive Drops and Debuts
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. For 15 years, Beijing-based POP MART has been leading the blind box craze with its popular array of characters. From the first-party creations, such as the Monsters Series featuring the world-famous LABUBU, to collaborations with major brands, POP MART has its hands in all realms of fandom and collectibles. Those realms also include a major presence at San Diego Comic-Con. "We're thrilled to be back at San Diego Comic-Con for the third year in a row. This year, we created the ultimate Play Stop for fans to fuel up on joy with their favorite POP MART IP. Attendees are getting access to global first releases, first looks at upcoming products, and an opportunity to meet one of our most beloved artists," said Emily Brough, POP MART's head of IP and Licensing, The Americas. More Than Just One Monster While LABUBU has been all the rage recently, POP MART's influence extends far beyond that singular monster. As the brand celebrates its 15th anniversary, POP MART's collection of cute characters has taken over the globe, including DUCKOO, Nyota Love, and more. "The passion of the POP MART collector community is on full display here in San Diego. It's incredible to see the energy around so many of our artists. From Nyota to Duckoo, the community continues to embrace all of these unique characters and the stories they tell," Brandi Hammons, POP MART's head of marketing, The Americas, told Newsweek. POP MART's selection at SDCC 2025 POP MART's selection at SDCC 2025 That roster is apparent in California. For the third consecutive year, POP MART pulled out all the stops at San Diego Comic-Con, offering fans an exclusive look at upcoming collections and introducing a few surprise releases featuring new collaborations with Star Wars and Hot Wheels. Not only were there hot new releases on the floor, but POP MART revealed what's to come with exclusive previews of the upcoming scream-inducing Chucky blind box set. Nyota artist KaKu also made an appearance at the booth to sign the new Nyota collectibles released at San Diego Comic-Con. Amid the LABUBU boom, POP MART offered con attendees the chance to get their hands on the accessory of 2025, despite the fanged friend's scarcity. POP MART's expansion went beyond the SDCC stage. The trendy toy retailer joined forces with the candy store IT'SUGAR for a special POP MART-themed weekend where convention goers could create their own custom candies inspired by POP MART's biggest characters, as well as buy new blind boxes. The brand also teased more to come for POP MART as the love for LABUBU and The Monsters continues to spread far and wide. The fanged friend has been a major driver of POP MART's growth stateside, with the brand expanding across North America through 43 brick-and-mortar locations and 65 Robo Shops.
Forbes
17 hours ago
- Forbes
2 Reasons Behind The Sudden ‘Labubu' Craze, According To A Psychologist
Some are baffled by how quickly Labubu's have taken the world by storm. But, psychologically, trends ... More like these are anything but surprising. If you've had to Google what a Labubu is in the past few weeks, don't worry: you're not out of touch. These wild-eyed, snaggle-toothed little creatures have taken the world by storm faster than any of us could've predicted. Just a few months ago, Labubu was an obscure cartoon character, created by artist Kasing Lung. Then, once a toy-version was spotted on BLACKPINK's Lisa's backpack, everyone just had to have one. Now, they're dangling from keychains, dominating collectible markets and cropping up in YouTube unboxing videos by the dozens. There are now over 300 different Labubus, each with their own name, style and storyline. However, they're sold in blind boxes — meaning that when you buy one, you have no idea which Labubu you're getting. Some are considered ultra-rare and resell for hundreds, even thousands, of dollars. Others are less so. To the uninitiated, the hype might seem dumbfounding. Why are so many people (including full-grown adults) losing their minds over these ugly-cute little monsters? But from a psychological standpoint, the Labubu craze is anything but surprising. Here are two reasons why. FEATURED | Frase ByForbes™ Unscramble The Anagram To Reveal The Phrase Pinpoint By Linkedin Guess The Category Queens By Linkedin Crown Each Region Crossclimb By Linkedin Unlock A Trivia Ladder 1. 'Labubus' Are A Love Letter To The Weird Toys Of Our Youth Before you judge today's Labubu-lovers too harshly, take a moment to think about your own childhood. Chances are, you too have likely had a deep emotional attachment to something that, in hindsight, was objectively weird-looking. Maybe it was a wiry-haired Troll Doll. Or, maybe, it was a Furby with unpredictable eyes. Or, at the least, it might've been a Cabbage Patch Kid that looked more like a gremlin in a bonnet than a baby. Labubus are merely the latest branch on the tall family tree of 'ugly-cute' obsessions. In fact, this could be one of the many reasons that they're so popular today among adults: because they tap into that very same nostalgia. For decades, nostalgia was viewed by psychologists as a form of cognitive decline: a psychological sickness that kept people stuck in the past. But, as 2013 research from Social and Personality Psychology Compass explains, this is no longer the case. Today, nostalgia is widely accepted to be an invaluable psychological resource. It offers us comforts from bygone eras, while also serving as an effective mood booster. But, most of all, it contributes greatly to our sense of meaning and identity; these benefits become all the more salient in uncertain times, during which the simplicities of our youth seem so alluring yet so out of reach. So, when someone buys a Labubu, they're likely not just chasing a collectible. If anything, it's more plausible to surmise that they're after a feeling. It could be a sense of familiarity, or maybe just some momentary child-like wonder. In either case, it takes us back to the days when life felt simpler and a bit more magical. Sure, they can be pricey. But, for many, any price is small if it buys a ticket back to a time when joy came in the form of plastic toys and imaginary friends. 2. The High Of The 'Blind Box' Of course, there's another layer to the Labubu phenomenon. However, it taps into something a little more primal: the thrill of the unknown. Blind boxes, in many ways, operate similarly to slot machines. You spend money without knowing what you'll get, and the reward system is randomized. Will the Labubu you get be a common one you already have? Or a glittering, rare one worth flipping for hundreds? That little hit of suspense in the moments just before the reveal is what makes them so addictive. This isn't exactly a new trend, either. We've seen the exact same psychology play out in the world of online gaming, where 'loot boxes' have become a mainstay. Countless online games (like FIFA, Overwatch or Counter-Strike) persuade millions of gamers to spend real money on digital 'packs,' in the hopes of unboxing a superstar player or a rare skin. In both the case of loot boxes and Labubus, buyers are being sold a thrill; for many, that feeling becomes hard to resist. And if you think this sounds a lot like actual gambling, you'd be correct. As 2021 research from New Media & Society explains, there is a definitive link between loot box purchasing and gambling-related behaviors — particularly in younger audiences. It's precisely the same variable-ratio reward schedule that makes casinos so insidiously effective: the unpredictability of it keeps us coming back for more. So, while most people can enjoy the occasional Labubu blind box opening without much issue, it's worth noting that the mechanism that underlies these transactions is specifically designed to hook buyers in. Purchasing one or two for fun is one thing, but buying thirty in the hopes of pulling 'that one ultra-rare' item will pull buyers into significantly riskier territories. In other words, what looks like harmless fun could, in the wrong hands, serve as a pipeline into obsession. This risk is only amplified by social media hype and the supposed rarity of certain Labubus. In today's economy, that can spell trouble. Whether you buy one or not, the intention behind your decision carries the most weight. Do you often fall prey to pricey fads? Take this science-backed test to find out if it's worth auditing your spending habits: Financial Management Behavior Scale
