Labubus: The cute-creepy soft toys that went viral

With their huge eyes, protruding ears, nasty grin, and sharp teeth, Labubus are a strange mix of cute and creepy. They have been cult favorites in China for quite some time, and now the trend has reached Germany and elsewhere. Influencers are fueling the hype by filming themselves unpacking the mysterious "blind boxes"

These trendy little creatures have only become known in Europe this year. Labubus appear in thousands of videos on TikTok and Instagram. They are a favorite handbag accessory and have even been spotted at fashion shows, making them the new “it” item. Although the grinning creatures are often assumed to be children's toys, the manufacturer recommends them for ages 15 and up.

Hong Kong artist Kasing Lung designed the creature — a "monster elf" from his picture book series "The Monsters", inspired by Norse mythology. In 2019, he signed a licensing agreement with Chinese pop culture company Pop Mart. Since then, business has been booming for the toy retailer, which was founded in 2010 – not least thanks to the growing popularity of the plush monsters.

Customers in Bangkok are rushing to the shops in search of the coveted Labubus. The hype has spread around the globe. The toys are sold in so-called "blind boxes," where buyers only find out what toy they get when they unpack the box.

The hype has also been fueled by celebrities, especially K-pop stars from the Korean music scene, who flaunt their Labubu figures on social media. International names like Rihanna, Dua Lipa, and David Beckham have been spotted with a Labubu. The sought after toys have become cult — and are currently officially sold out in Europe.

The monsters are so popular that fans queue for hours or spend hundreds of euros on them. Rare specimens fetch prices of over €1,000 on eBay, while an oversized edition was auctioned in Hong Kong for more than $170,000. On the official Pop Mart website, they cost around 19 euros, while in China prices range from 66 yuan (around 7.90 euros) to 1,299 yuan (around 155 euros).

There are already around 400 Pop Mart stores in China, attracting numerous customers every day. On July 25, the first store in Germany will open in Berlin, where the coveted cuddly monsters will be officially available for the first time. This is likely to fuel the hype. For Pop Mart, it represents an important step toward conquering the European market.