With their appearance of a mutant rabbit with big teeth and bright colors, the Labubu embody a phenomenon as surprising as it is captivating that shakes the French and international creative scene. Born in 2015 from the imagination of Hong Kong illustrator Kasing Lung, these small plush toys and vinyl figurines quickly conquered social networks and collectors’ display windows. From Paris to London, passing through digital platforms with over a million views, these are as many human and cultural adventures woven around these creatures with a look both strange and endearing. This dive into the Labubu universe reveals a phenomenon far more than a simple craze for objects: a true artistic expression and a brilliant illustration of a fluid creative culture, nurtured by innovation and driven by the expectations of an audience eager for surprises.
- A viral phenomenon born over ten years ago with the creation by Kasing Lung, who has become an emblematic figure in the contemporary art scene.
- A media explosion driven by TikTok and social networks, which transformed the Labubu into web stars, relayed by celebrities like Rihanna or Lisa from BLACKPINK.
- A sales strategy based on mystery and rarity, with surprise boxes that spark frenzy and enthusiasm, while generating a parallel economy among collectors.
- A sociocultural impact at the intersection of art, innovation, and consumption modes, reflecting changes in behavior and expectations in today’s world.
The artistic and cultural origins of Labubu, a reflection of creative modernity
This hybrid character, both fascinating and quirky, finds its roots in the “The Monsters” universe imagined by Kasing Lung. Fusing Nordic folklore and kawaii aesthetics, Labubu embodies the strange while retaining a gentle familiarity. This duality intrigues as much as it attracts, especially in France where enthusiasm is strengthened by Pop Mart’s mastery of design, an essential brand in the field of limited-edition collectible objects. Over the years, Labubu have transcended their status as artistic artifacts to become a vibrant expression of pop culture, brilliantly combining the anticipation of gambling and the quest for originality.
A community united by creativity and rarity
In real life, what we observe among French collectors goes well beyond a simple hobby. The hunt for limited editions, each mystery box containing a potential treasure, creates a true moment of exchange and sharing. “Drops” are often found where enthusiasts meet, discuss, and exchange tips and emotions, sometimes waiting several hours in front of shops to obtain a rare copy. This frenzy is fueled by an innovative economic model where the value of a figurine can rise from thirty euros to several hundreds or even thousands, intensifying the feeling of exclusivity and belonging to an insider community.
Labubu and the economy of surprise: how creativity blends with marketing
Pop Mart, the company that officially markets Labubu, has built an aura around these little creatures through a commercial technique based on the unexpected and collecting. This mystery box system, which relies on the surprise effect, triggers enthusiasm close to addiction, particularly visible on TikTok where unboxing videos count millions of views. This model, by playing on rarity, resembles a “gambling effect” that captivates both teenagers and adults eager for cultural innovation.
Despite this growing popularity, points of sale had to temporarily suspend their activities due to an influx of consumers that was difficult to manage, notably in the United Kingdom. Endless queues and some incidents forced Pop Mart to rethink its distribution strategy. The brand now commits to implementing fairer solutions, such as raffles, to manage this intense demand and preserve the safety of fans and employees.
The key stages of the Labubu phenomenon
| Phase | Description | Impact on the audience |
|---|---|---|
| Creation (2015) | Labubu appears as a dense and symbolic novelty, appreciated by a niche of innovators. | Essentially appreciated by a small circle of collectors and art lovers. |
| Virality (2022-2024) | Explosion on social networks, TikTok in particular, with very popular unboxing videos. | Appearance of early adopters and strong growth of the community. |
| Commercial frenzy (2025) | Mass market initiated, with queues, resales, and rare limited editions. | Strengthening of the phenomenon and multiplication of collectors. |
| Regulation (2026) | Suspends in-store sales in the UK for safety reasons, implementation of new management tools. | Adaptation of the economic model, preparation for more balanced distribution. |
Labubu, between artistic expression and transformation of cultural modes in France
The dynamic around Labubu perfectly illustrates the growing importance of innovation in contemporary culture. A recent interdisciplinary thesis links the phenomenon to the states of matter to understand modes and trends. Thus, the initial creative, solid and dense, transforms into a fluid trend carried by the community, becoming an omnipresent gaseous fashion before fading. Labubu is thus a mirror of social and cultural mutations, where the quest for novelty mixes with a constant search for originality and expression.
Adaptable according to age and daily energy, this phenomenon also calls for rethinking how younger generations approach art and creativity. Pop Mart’s ephemeral stationery, the variety of editions, and the surprise strategy contribute to a playful experience where each purchase becomes a rediscovery, a shared exploration in the vast universe of contemporary art. In this effervescence, we find the very essence of creative activities that can also be cultivated at home, with few materials, to stimulate imagination and confidence, a nod to the childhood universe and its multiple discoveries.
Some ideas to stimulate children’s creativity at home
- Create an improvised sensory bin with simple materials like rice, spoons, and a funnel to awaken the senses.
- Encourage free painting, even with unusual tools, for example painting with a feather, to free inhibitions.
- Use cooperative games to strengthen sharing and mutual aid, values encouraged in any creative community.
- Organize a drawing workshop outside, like in a community garden, to renew inspiration and enjoy nature.
In real life, what I often see with children is this happy mix of curiosity and wonder in front of new forms of expression – an echo to what Labubu embodies on a large scale in the creative world.
To extend the discovery of the phenomenon and its connections in other cultural or playful fields, also find useful resources like the best Kickstarter campaigns or explore innovative universes like Altered TCG, which combine creativity and passion.
What exactly are Labubu?
They are small plush toys and vinyl figurines created by Kasing Lung, representing characters with features close to mutant rabbits, with an aesthetic blending kawaii and strange.
Why are Labubu sold in mystery boxes?
The mystery box is a commercial strategy that maintains surprise and rarity, encouraging collectors to renew their purchases hoping to find rare and exclusive models.
How did the Labubu phenomenon develop in France?
Initially popular in Asia, the phenomenon exploded in France thanks to social networks, with enthusiasm reinforced by the careful design and limited editions offered by Pop Mart.
How to stimulate children’s creativity at home by drawing inspiration from Labubu?
By offering simple and playful activities like sensory bins, free painting with varied tools, cooperative games, and outdoor workshops, encouraging discovery and personal expression.
