It All Started with a Selfie

In April 2024, Lisa posted a seemingly simple selfie with a giant Labubu plush. What followed was a ripple effect that would ignite one of the most explosive viral toy trends of the decade. Fans across Asia—and soon the rest of the world—rushed to find out what this strange, cute creature was and where they could get one.

The plush toy, part of the "The Monsters" series by Pop Mart, had been around since 2015, but Lisa’s public endorsement gave it a new life. Not only did it cause Labubu to sell out in record time across Pop Mart locations worldwide, but it also elevated the toy into the realm of luxury and fashion.

From Skeptic to Superfan

Lisa admitted in an interview with Vanity Fair that at first, she wasn’t sold on the hype. “A friend in Thailand told me about them,” she said. “At first, I didn’t want to spend money on it. But when I saw how fast they disappeared from the shelves, I got curious. The moment I got my first one… I went crazy. I spent all my money,” she laughed.

Her enthusiasm didn’t stop there. Lisa began hunting for Labubu toys everywhere she traveled—whether it was New York, Miami, Paris, or Seoul. Wherever there was a Pop Mart, Lisa was there.

Fashion Meets Fandom

Lisa’s influence quickly spread. Soon, fans were spotting Labubu plushies hanging from designer handbags or featured in luxury lifestyle photoshoots. On Chinese social media, especially Douyin (the Chinese version of TikTok), influencers began dressing up their Labubu dolls in tiny Louis Vuitton jackets, Ralph Lauren coats, and even adding miniature gold chains and diamond accessories.

Even more high-profile celebrities joined in. Rihanna, Dua Lipa, Kim Kardashian, and David Beckham were all seen posing with Labubu or carrying them as bag charms. Lisa didn’t just create a trend—she turned Labubu into a fashion-forward collectible.

What Makes Labubu So Special?

Labubu is more than just a cute face. Created by Hong Kong-based illustrator Kasing Lung, the character is part of a broader fantasy universe inspired by Nordic mythology. The original series features multiple whimsical monsters like Mokoko, Spooky, and Zimomo—the latter being Labubu’s leader.

Each toy is sold in a “blind box” format, meaning buyers don’t know which version of the toy they’ll get until they open it. This surprise element has made the collecting experience even more addictive and fun, sparking a huge resale market where rare editions can fetch hundreds or even thousands of dollars.

The Rise of “Lafufu”

Of course, no viral success story is complete without copycats. With official Labubus often sold out, fans have turned to a growing black market of unofficial knockoffs, jokingly dubbed “Lafufu”. While not produced by Pop Mart, these imitations reflect just how intense the demand has become.