In an era where geopolitical tensions often dominate headlines, an unlikely ambassador has emerged from China to capture hearts worldwide: a pointy-eared, toothy monster named Labubu. What started as a simple collectible toy has evolved into a remarkable case study of modern soft power, demonstrating how cultural exports can transcend political boundaries and reshape global perceptions. These adorable yet mischievous creatures, created by Hong Kong artist Kasing Lung and manufactured by Chinese toy company Pop Mart, have become more than just collectibles—they represent a new frontier in China’s cultural influence strategy.
The phenomenon surrounding Labubu dolls illustrates how contemporary soft power operates through viral social media trends, celebrity endorsements, and the psychology of collectible culture. From hanging on Rihanna’s luxury handbags to causing overnight queues in major cities worldwide, these $40 plush toys have achieved what traditional diplomatic efforts sometimes struggle to accomplish: making China appear playful, creative, and culturally accessible to younger generations globally. This cultural shift represents a significant departure from conventional perceptions of Chinese products and demonstrates the evolving landscape of international influence in the digital age.
Table of Contents
Labubu : The Rise of an Unlikely Cultural Ambassador
The story of Labubu’s meteoric rise begins with its creator, Hong Kong-born artist Kasing Lung, who introduced the character in 2015 as part of his “The Monsters” series. However, it wasn’t until 2019 that Pop Mart, China’s leading blind box toy manufacturer, began mass-producing Labubu figures, setting the stage for what would become a global cultural phenomenon. The character’s distinctive appearance—featuring impish pointed ears, a mischievous grin, and notably sharp teeth—initially seemed an unlikely candidate for international stardom.
The transformation from niche collectible to global sensation accelerated dramatically in 2024 when K-pop superstar Lisa from BLACKPINK began featuring Labubu dolls in her social media posts and interviews. This organic celebrity endorsement triggered a cascade effect that spread across social media platforms, particularly TikTok and Instagram, where unboxing videos and styling content featuring the dolls began accumulating millions of views. The viral nature of this content was amplified by the mysterious “blind box” sales model, where buyers don’t know which specific variant they’ll receive, creating an element of surprise and gambling that proved irresistible to collectors.
What makes Labubu’s success particularly remarkable is how it has managed to transcend cultural and linguistic barriers. Unlike many pop culture exports that require translation or cultural adaptation, the visual appeal and collectible nature of these toys speak a universal language of cuteness and mystery. The dolls have been spotted on the bags of international celebrities including Rihanna, Dua Lipa, and Kim Kardashian, each sighting further amplifying their desirability and cultural cachet among younger demographics.
China’s Soft Power Revolution Through Pop Culture
Traditional approaches to soft power often relied on high culture, educational exchanges, and formal diplomatic initiatives. However, Labubu represents a fundamentally different approach—one that leverages the power of pop culture, social media virality, and consumer psychology to create positive associations with Chinese creativity and innovation. As analyst Allison Malmsten from Daxue Consulting observes, China is “undergoing a soft-power shift where its products and image are increasingly cool among young Westerners.”
This shift is particularly significant because it addresses one of China’s longstanding challenges in international perception. While the country has excelled in manufacturing and technology, it has often struggled to be perceived as a source of cultural creativity and emotional appeal. Labubu’s success demonstrates that Chinese companies can create products that resonate emotionally with global audiences, moving beyond purely functional or economical value propositions to capture hearts and imaginations.
The economic impact of this cultural influence is substantial. Pop Mart’s revenues in Southeast Asia grew by an staggering 619 percent to $309 million in just one year, while the company’s stock price surged 370 percent in 2024 alone. This financial success translates into broader economic soft power, as international markets begin to associate Chinese brands with desirability and cultural relevance rather than merely cost-effectiveness.
The Psychology Behind the Phenomenon
The Labubu craze taps into several powerful psychological and social mechanisms that explain its remarkable success. The blind box model creates a gambling-like excitement that triggers dopamine responses in buyers, making each purchase feel like a mini-adventure. This element of surprise and potential disappointment or joy creates strong emotional connections between consumers and the brand, fostering loyalty and repeat purchases.
Social media amplifies these psychological effects by creating communities around the collecting experience. Unboxing videos generate millions of views as viewers experience vicarious excitement, while collectors share their finds and hunting strategies across platforms. The visual nature of the dolls makes them perfect accessories for social media content, serving as both personal expression and status symbols that communicate cultural awareness and disposable income.
The collectible nature of Labubu dolls also taps into fundamental human desires for completion and mastery. With numerous variants, colors, and limited editions available, collectors are driven by the challenge of completing sets or acquiring rare pieces. This psychological hook has proven so powerful that some Labubu figures have sold for thousands of dollars on secondary markets, with a life-size version recently selling for over $170,000 at a Beijing auction.
Global Impact and Market Expansion
The international success of Labubu has had ripple effects far beyond toy sales, influencing fashion trends, social media culture, and even sparking concerns about counterfeit products. Major fashion weeks now regularly feature attendees sporting Labubu accessories, while luxury brands have begun collaborating with Pop Mart on limited edition releases. This crossover into high fashion represents a significant cultural elevation for what began as a relatively inexpensive collectible toy.
The global demand has also created new economic ecosystems around the brand. Resellers, collectors, and even thieves have emerged as significant players in the Labubu market, with reports of car break-ins specifically targeting the dolls and organized resale operations capitalizing on regional price differences. Online marketplaces like eBay, StockX, and specialized collectible platforms have seen explosive growth in Labubu listings, often at prices many times the original retail cost.
This market expansion has forced traditional retailers to adapt their strategies. Major department stores and toy retailers worldwide have begun stocking Pop Mart products, while online platforms have developed specialized sections for blind box collectibles. The success has also inspired other Chinese toy manufacturers to explore similar viral marketing strategies, potentially creating a new wave of culturally-influenced consumer products.
Challenges and Cultural Considerations
Despite its remarkable success, the Labubu phenomenon faces several challenges that highlight the complexities of cultural soft power. Counterfeit products have become a significant issue, with fake Labubu dolls flooding markets and potentially damaging the brand’s reputation. The company has had to invest heavily in anti-counterfeiting measures and consumer education to help buyers distinguish authentic products from replicas.
Cultural sensitivity also presents ongoing challenges as the brand expands globally. What resonates as cute and mischievous in one culture might be perceived differently in another, requiring careful market research and sometimes product adaptation. The character’s somewhat demonic appearance, while appealing to many, has raised concerns in some conservative markets where such imagery might be culturally inappropriate.
The sustainability of the phenomenon also remains an open question. Viral trends can disappear as quickly as they emerge, and maintaining cultural relevance requires constant innovation and engagement. Pop Mart must balance the exclusivity that drives demand with accessibility that allows for sustainable growth, all while managing the expectations of investors who have seen dramatic stock price increases.
The Future of Cultural Soft Power
Labubu’s success story offers valuable insights into the future of international cultural influence and soft power strategies. It demonstrates that in the digital age, authentic cultural resonance can emerge organically through social media rather than through traditional top-down cultural diplomacy. The phenomenon shows how consumer products can serve as cultural ambassadors, creating positive associations with their countries of origin in ways that formal diplomatic efforts sometimes cannot achieve.
The case also highlights the importance of understanding global youth culture and the mechanisms of viral content creation. Future soft power initiatives will likely need to embrace spontaneity, authenticity, and the unpredictable nature of social media trends rather than relying solely on planned cultural programs and exchanges.
For China specifically, Labubu represents a successful model for cultural export that other industries and companies might emulate. By focusing on creativity, emotional appeal, and global accessibility rather than purely economic benefits, Chinese cultural products can build stronger and more lasting international relationships.
Market Analysis and Financial Impact
| Metric | 2023 | 2024 | Growth Rate |
|---|---|---|---|
| Pop Mart Revenue (Southeast Asia) | $50M | $309M | 619% |
| Stock Price Increase | – | – | 370% |
| Global Store Locations | 280 | 520 | 85% |
| Social Media Mentions | 1.2M | 45M | 3,650% |
The financial impact of the Labubu phenomenon extends far beyond toy sales, influencing broader market trends and investment patterns. The success has attracted significant venture capital investment into the collectible toys sector, while established toy companies have begun developing their own blind box product lines to capitalize on the trend.
The Labubu phenomenon represents more than a simple toy trend—it exemplifies the evolving nature of cultural influence in our interconnected world. As these mischievous monsters continue to capture hearts globally, they demonstrate that soft power in the 21st century often comes in unexpected packages, transforming from humble collectibles into powerful ambassadors for cultural understanding and appreciation. The success of Labubu offers valuable lessons for how nations and companies can build authentic cultural connections that transcend traditional boundaries and create lasting positive impacts on international relations.
Frequently Asked Questions
What makes Labubu dolls so expensive on the resale market?
Labubu dolls command high resale prices due to their limited production runs, blind box sales model, and celebrity endorsements that have created massive demand. The uncertainty of which variant buyers will receive, combined with the social media-driven collecting culture, has created a speculative market where rare variants can sell for hundreds or thousands of dollars. The psychological appeal of exclusivity and the fear of missing out drive collectors to pay premium prices rather than risk not acquiring desired pieces.
How has Labubu influenced China’s global cultural image?
Labubu has significantly softened global perceptions of China by showcasing the country’s creative capabilities and cultural appeal rather than just its manufacturing prowess. The dolls present China as a source of fun, imaginative, and emotionally resonant products that transcend political or economic considerations. This cultural soft power has proven particularly effective among younger demographics who engage with the brand through social media, creating positive associations with Chinese creativity and innovation that traditional diplomatic efforts often struggle to achieve.
