What is a Labubu? The Complete Guide to the World's Most Wanted Toy

You've seen them on celebrities' designer bags. You've seen them sell out in seconds. You've probably seen them on your friend's keys. And somewhere along the way you've wondered: what actually is a Labubu?

The short answer: a furry, sharp-toothed little monster that started life in a children's picture book and ended up the most wanted toy on the planet. The longer answer is a brilliant story of art, blind boxes, K-pop and the strange psychology of "ugly-cute" — and once you know it, the obsession suddenly makes a lot more sense.

Here's the complete guide.

Quick answer: what is a Labubu?

Labubu is a female elf-like monster character with pointed ears, nine pointy teeth and a mischievous-but-kind smile, created by Hong Kong artist Kasing Lung in 2015 as part of his picture book series "The Monsters." Since 2019, she's been produced as designer toys by Pop Mart, the Chinese collectibles company, in everything from tiny keychains to giant plush dolls. Spotted on the bags of celebrities like BLACKPINK's Lisa, Rihanna and Dua Lipa, Labubu has gone from niche art toy to global craze.

Where Labubu comes from: the Kasing Lung story

Labubu was born from a Hong Kong-born artist's childhood love of fairy tales. Kasing Lung grew up in Europe, where he immersed himself in Nordic folklore and mythology — the elves, trolls and forest spirits of Scandinavian stories. Those influences shaped a whole cast of characters he created for his picture book trilogy "The Monsters," first published in 2015.

Labubu is the breakout star of that world — a mischievous female monster who looks naughty but is, in the stories, actually kind-hearted and always trying to help (often making things worse in the process). Her friends in The Monsters universe include Zimomo (the larger, more solemn one with the long tail), Mokoko, Spooky, Tycoco and Pato, though Labubu is by far the most famous of them.

For four years, Labubu stayed a niche art-toy character with a devoted following. Everything changed in 2019, when Kasing Lung signed an exclusive deal with Pop Mart — and the blind-box machine was switched on.

How Labubu became a global phenomenon

Pop Mart is the Beijing-based company that turned designer toys into a mainstream obsession with its blind box format: sealed boxes containing a random figure from a themed set, encouraging fans to keep buying in the hope of pulling a specific design or a rare "secret." Pop Mart had already had hits with other characters (Molly, Skullpanda, Dimoo), and Labubu fit perfectly into the model.

Through the early 2020s, the Labubu fanbase grew quietly but steadily. Then came the moment that changed everything.

In 2024, Lisa from BLACKPINK — one of the most-followed pop stars on the planet — was photographed with a Labubu charm clipped to her Louis Vuitton bag. The image went viral. Lisa herself later told Vanity Fair that friends in Thailand had introduced her to the toys and she "went crazy" for them. Almost overnight, Labubu became the fashion accessory of the year.

A wave of other celebrities followed:

• Rihanna — spotted with a pink Labubu hanging from her Louis Vuitton handbag.
• Dua Lipa — has been seen with two Labubu clipped to her black Hermès Birkin.
• Kim Kardashian — shared her collection (around 10 figures) with her Instagram followers.
• David Beckham — was given a special-edition Labubu by his daughter Harper.
• BLACKPINK's Rosé, BTS's V, Lady Gaga, Lizzo — all spotted with Labubu accessories.
• Olivia Attwood — the UK reality star described Labubu as "modern art" and is widely credited with one of the largest celebrity collections.

The result was a frenzy: Pop Mart drops selling out in seconds, single rare figures resold for hundreds (sometimes thousands) of pounds, and a worldwide hunt for the "ugly-cute" little monster that nobody could quite explain but everybody seemed to want.

What does a Labubu look like?

Once you know what to spot, you'll see them everywhere. The classic Labubu has:

• Pointed elf ears that flop slightly
• Wide, expressive eyes with a glint of mischief
• Exactly nine sharp teeth in a wide grin
• A soft, furry body (Pop Mart's vinyl-face plush figures combine a smooth face with a fuzzy body)
• A range of outfits, colours and themed designs depending on the series — pastels for Macaron, bright furry colours for Big into Energy, seated poses for Have a Seat, and many more

She's been described, accurately, as "ugly-cute" — that uncanny mix of slightly creepy and undeniably adorable that's become her signature look. Pop Mart's own description: "a devilish but cute monster."

Kasing Lung has now created over 300 different Labubu designs, ranging from £15 blind-box figures to giant statement plush, limited-edition fashion collaborations and rare collectible chases.

Why is Labubu so popular?

The craze isn't just one thing — it's a perfect storm of reasons.

The blind-box thrill. You don't know which Labubu you've got until you open the box. That little burst of surprise — and the chance of a rare "secret" pull — is genuinely addictive, and unboxing videos turned the reveal into shareable, viral content.

The celebrity effect. Lisa, Rihanna, Dua Lipa and Kim Kardashian didn't create Labubu, but they made it aspirational. Once a toy is dangling from a Hermès Birkin, it stops being just a toy.

"Ugly-cute" hit the moment. Labubu's mix of cute and slightly creepy fit perfectly with the wider cultural shift away from polished perfection, toward characters with edge and personality.

Scarcity is built in. Pop Mart deliberately limits production and runs timed drops that sell out in seconds, which keeps demand permanently ahead of supply and turns every drop into an event.

Real character and craft. Underneath the hype is a genuinely well-designed character with a backstory, an artist, and a creative team that keeps releasing thoughtful new series — not just an empty brand exercise.

Wearable, giftable, collectible. A Labubu can be a keychain on your bag, a plush on your shelf, a gift for almost anyone, or a serious collectible worth hundreds. Few toys cross that many use cases.

Labubu sizes and types: what can you actually buy?

Labubu comes in a huge range of formats. The most common:

• Mini keychain charms — pocket-sized plush or vinyl, clipped to bags
• Vinyl-face plush figures (around 17cm) — the classic blind-box format
• Have a Seat plush (around 15cm seated) — softer, shelf-friendly
• Large display dolls (38cm, 58cm and bigger) — statement collector pieces
• Designer collaborations — limited editions with fashion brands and other IPs (the Coca-Cola collab, the Pronounce "Wings of Fortune" plush, and many more)
• Labubu-style accessories — affordable, non-official plush, keychains and clothing for casual fans

For a full breakdown of sizes and how V1/V2/V3 work, see our Labubu sizes and versions guide (blog #5 link).

Genuine Labubu vs Lafufu — the fake problem

With this much hype comes counterfeits. Fake Labubu — affectionately nicknamed "Lafufu" by collectors — are everywhere on marketplaces, market stalls and gift shops, and UK Trading Standards has seized hundreds of them. They often have the wrong number of teeth, dodgy paint, blurry foot stamps, and no UK safety markings.

If you're new to Labubu, the safest rule is to buy from a transparent seller who's clear about whether each item is genuine Pop Mart or a Labubu-style alternative. For the full authentication checklist, see our guide on how to spot a fake Labubu (blog #1 link).

How to start your own Labubu collection

You don't have to spend hundreds to join in. A sensible way in:

1. Start with a single piece you love. A keychain charm or a vinyl-face figure is the easiest, lowest-commitment entry point.
2. Pick a series. Macaron, Have a Seat and Big into Energy are the classic starter series, each with a different feel.
3. Decide: genuine Pop Mart, or Labubu-style. Both have a place — official collectibles for serious collectors, Labubu-style for fans who want the look on a friendlier budget.
4. Buy from somewhere you trust. Half the fun is enjoying your Labubu — not worrying about whether it's a Lafufu.

At Labubu UK, we stock both: genuine Pop Mart figures clearly labelled as authentic, alongside a range of affordable Labubu-style plush, keychains and accessories. Free, fast UK delivery on the lot.

Shop the full Labubu range →

Frequently asked questions

Who created Labubu? Hong Kong artist Kasing Lung created Labubu in 2015 as part of his Nordic-mythology-inspired picture book series, The Monsters. Pop Mart began producing Labubu as a collectible toy in 2019.

Is Labubu a boy or a girl? Labubu is female — a mischievous-but-kind female monster character from Kasing Lung's The Monsters series.

Why does Labubu have nine teeth? It's part of the original character design. A real Labubu always has exactly nine teeth — it's also one of the easiest ways to spot a fake.

How much does a Labubu cost in the UK? Standard blind-box figures typically retail around £15–£30, while limited editions, collaborations and sold-out series can cost from £50 to several hundred pounds on the resale market.

What does "ugly-cute" mean? It's the term fans use for Labubu's signature look — the slightly creepy, slightly weird, undeniably adorable mix of features that makes her so distinctive. It's the whole point.

Is Labubu just a fad? Labubu has been growing since 2015 and exploded globally in 2024–25. With over 300 designs, a strong design heritage, a passionate collector community and Pop Mart's continued releases, it's far more established than a typical short-term trend — though, like all crazes, demand will rise and fall over time.