Pop Mart’s Labubu series achieved explosive growth through the strategy of blind boxes + limited releases + social virality. In the first half of 2025, the company reported an astonishing 396.5% net profit increase and 204.4% revenue growth, with Labubu (as part of “The Monsters” IP) generating approximately ¥4.81 billion (~US$670 million), accounting for 34.7% of total revenue.
The craze also manifested on social media, where the hashtag #Labubu garnered over 1.2 million posts on TikTok, and #Labubu mentions spiked by 76% in reach and 137% in engagement in early 2025 compared to the prior period. Additionally, on June 14 alone, multiple trending topics related to Labubu surpassed 10,000 mentions each, with the overarching hashtag reaching 60,000 mentions in a single day. On the resale front, rare Labubu editions soared in value—some fetching over $170,000 at auction (e.g., a 4-foot mint-green Labubu in Beijing)
Takeaways:
- Star power driving mass appeal: BLACKPINK’s Lisa showcased Labubu on Instagram, while global celebrities such as Dua Lipa also joined in, helping the character break out from a niche toy community into mainstream consumer culture.
- Crossovers and localization: Collaborations with Vans, Xiaomi Auto, Moutai, and the Louvre delivered limited-edition products; in Thailand, Labubu appeared in traditional dress, while in France a nautical-themed series was launched — actively embedding the IP into local cultural contexts.
- Livestreaming + UGC virality: Limited drops on TikTok and Xiaohongshu livestreams attracted tens of thousands of buyers and sold out instantly; fans further amplified the buzz through unboxing videos and DIY customizations, fueling secondary circulation and viral spread.
