By admin 
How did Labubu become a global superstar in 2024?
“There is something very universal about Labubu’s character and expression. Something about her has captured the hearts of many in Southeast Asia,” Jeremy said of the character’s pointy ears and sly smile, which revealed her jagged teeth.
For Yumiko, it was love at first sight when she glimpsed Labubu boxes at a Pop Mart store. Despite not knowing what the character was supposed to be, she bought an entire set of six boxed Labubus.
From the moment she unpacked the collection, she knew she would continue to collect the character.
“I just thought it was really cute. It’s the colors and the expression. Then the teeth, the eyes… it’s very bold,” she said.
Labubu is not a new toy. It all started in 2015 when illustrator Kasing Lung created the story series The Monsters, which was influenced by Scandinavian folklore and mythology. This tribe includes Zimomo, Tycoco, Spooky, Pato and of course Labubu.
In 2019, the illustrator signed an exclusive licensing deal with Pop Mart, which then sold blind box figures based on The Monsters. (Blind boxes are sealed mystery boxes containing random figurines).
Jeremy said Labubu was selling well in stores and gaining popularity.
But her star skyrocketed in early 2024 with a little help from Blackpink’s Lisa. On one occasion, the K-pop star posted photos of herself accessorizing her luxury bags in April.
Jeremy said Pop Mart was blindsided by the sudden demand for Labubu after Lisa’s Labubu photo went viral. He jokingly added, “She didn’t let my supply chain know, ‘Hey, I’m going to do this tomorrow, yeah.’ Make sure you have your supplies ready’.”
But he assured fans that the supply chain has been boosted to meet their insatiable appetite for more Labubu.
Labubu collectors go to great lengths to personalize their dolls. From creating outfits to custom braces and eyelash extensions for her, or even dyeing her fur coat and adding accessories like a fanny pack, there are no limits to what you can do with their Labubu.
I discovered – unintentionally – that there is even a Labubu song.
Jeremy said Labubu’s accessories make collecting the toys more fun. “You show passion (and) interest in the product.”
But he drew the line at those who make counterfeit products or use the Pop Mart logo without permission. Imitation in this case is not flattery.
“These artists spend a lot of time designing the products, and these are the IP rights of them and Pop Mart. So to do this without any written permission from us is disrespectful to the people who worked hard on it,” Jeremy said.
He added that Pop Mart’s legal team is working to identify fake sellers or those violating copyright issues.
As collectors, Jeremy and Yumiko find joy in expanding their toy collection, for which they have dedicated significant space in their homes. Jeremy has a room dedicated to his collectibles, while Yumiko confessed that she spent about $2,000 on Pop Mart toys in the past month alone.
She said, “When I was a kid, I never indulged in toys so much, and my parents didn’t buy me all the toys I wanted. So now that I’m finally making my own money, I can finance my hobbies. Why not, right?”
With Christmas just around the corner, I wanted to know what Pop Mart will ‘gift’ Labubu fans.
Jeremy said coyly: ‘We are aware there is huge demand and we are doing our utmost to ensure we get the supplies there.’
Are you on board the Labubu fan train? Why or why not? Write to me at [email protected] or send me a DM Instagram to tell me what you think.
I’ll see you next time at The Usual Place,
Wet
6 things you didn’t know about Labubu:
Host: Natasha Zachariah ([email protected])
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Filmed by: Studio+65
Edited by ST Podcast Producers: Teo Tong Kai & Eden Soh
Executive Producers: Ernest Luis & Lynda Hong
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