How Labubu dolls became a global status symbol and generated $423 million in revenue for its company last year
- Miguel Virgen, PhD Student in Business
- Jul 30, 2025
- 9 min read
We cover Insights on Labubu's business and economic impact, exploring the brand’s strategy, international expansion, distribution channels, pricing tactics, and role in collectible economics. In cities around the world, fans queue for hours—or even overnight—to buy the latest Labubu toy. This “ugly-cute” plush figure, designed by Hong Kong artist Kasing Lung, has taken on a life of its own. Pop Mart, the Beijing-based toymaker behind Labubu, reports that its total sales doubled to ¥13.04 billion ($1.81 billion) in 2024, propelled in large part by Labubu’s popularity. Industry observers note that roughly US$423 million of that revenue came from Labubu sales alone. In Chicago, for example, dozens of customers lined up outside a Pop Mart store to grab the new “Big Into Energy” Labubu blind boxes. Reporters even titled a segment “Long lines for Labubu collectible toy” as eager fans clutched two of the dollar‑priced dolls. The frenzy has made Labubu a byword for the new collectible-toy craze.
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