The Mischievous Magic of Labubu: How a Fuzzy Elf Became a Global Phenomenon
Labubus, those peculiar plush purse baubles, have cast a captivating spell on the world. Their mischievous charm has transformed them into a must-have collector’s item, igniting a global craze that transcends mere toy collecting. If you harbor affection for Jim Henson’s fantastical creatures from films like Labyrinth and Dark Crystal, or if you were raised on Maurice Sendak’s Where the Wild Things Are, perhaps with a touch of the enigmatic Frank the Bunny from Donnie Darko, then Labubus will undoubtedly prove irresistible.
Resembling lucky spirits plucked from the pages of forest folklore, Labubus are seemingly ubiquitous, yet paradoxically elusive when one attempts to acquire them. Pop Mart, the distributor of artist Kasing Lung’s cherished characters in both vinyl and plush form, releases limited edition "drops" that invariably sell out within moments. Disheartened collectors often find themselves turning to resellers, where prices escalate far beyond the original $20-$30 keychain cost, often reaching hundreds of dollars for particularly rare and sought-after variants.
While Pop Mart actively encourages fans to procure their Labubus through official channels, many unwittingly stumble into the clutches of the "Lafufus"— counterfeit Labubus that are, to put it mildly, aesthetically challenged. These imitation Labubus, often sporting dislodged eyes or prematurely balding heads, have ironically amassed their own cult following, their sheer absurdity proving oddly endearing to some.
"The Monsters," the series that spawned Labubu, continues its ascent to global recognition, fueled by its popularity within the fantasy cottagecore corners of the internet. Labubu stands as the breakout star of the Monsters crew; the main character, also named Labubu, distinguished herself through an "ugly-cute" quality that propelled her to viral sensation.
Other members of Labubu’s Smurf-like tribe include the rare pink Mokoko and Zimomo, the Labubu leader (easily identifiable by his tail). These characters have also garnered devoted cult followings of their own. Toy collectors, including celebrities such as Blackpink’s Lisa, Harvey Guillén of What We Do in the Shadows, and Emma Roberts of Madame Web, have openly expressed their adoration for these whimsical creatures.
io9 engaged in an email conversation with Kasing Lung, the creator of Labubu, to delve into the Nordic supernatural folklore that served as the inspiration for these fuzzy elven creatures. Furthermore, as self-proclaimed fans who have spent countless sleepless nights attempting to snag an official Labubu on the Pop Mart app, io9 was eager to explore Lung’s perspective on the enchanting whimsy that has seemingly taken the world by storm.
Sabina Graves, io9: I understand that the creation of the Monsters was inspired by your childhood spent in the Netherlands. What specific aspects of that experience fueled the storybook idea behind the Monsters, and how did that evolve into creating them as physical art forms?
Kasing Lung: You’re absolutely right – Labubu emerged from my deep fascination with Nordic mythology and European folklore, which surrounded me during my formative years in the Netherlands. I’ve always been captivated by creatures that exist in the blurred space between fantasy and reality – figures that possess both familiarity and an air of mystery. My intention was to design a character that embodied this duality: mischievous yet endearing, strange yet profoundly human. Labubu, along with all the characters within the Monsters universe, possesses an emotional depth that imbues her with a sense of life. My partnership with Pop Mart allowed me to translate this imaginative world into a tangible form – transforming Labubu from a storybook character into a collectible object that people could connect with, personalize, and cherish.
io9: What qualities make Pop Mart the perfect collaborator for sharing the Monsters with a global audience? Did you participate in collector culture growing up, and if so, what types of toys did you collect?
Lung: Pop Mart’s unwavering commitment to design excellence makes them an ideal partner for any artist. They prioritize artistic integrity and grant creators like myself the freedom to develop characters without compromise. This level of trust is a rare and invaluable asset. It ensures that every figure remains true to its original concept – from initial idea to finished collectible – and collectors can perceive that authenticity in every piece.
As for collecting, yes, I’ve always been drawn to that world. I was drawn to toys that ignited my imagination, whether they were action figures, miniature creatures, or objects possessing unexpected personality. I believe that fascination with small, expressive objects has stayed with me. The Monsters are essentially a grown-up extension of that childlike wonder.
io9: I’m interested in hearing your perspective on witnessing your creations appear in diverse places on a global scale, even adorning fashion and music icons like Lisa. What are your thoughts on the current fashion trend that incorporates the Monsters?
Lung: To see Labubu embraced by fans worldwide, ranging from dedicated collectors to influential global figures, feels surreal and incredibly humbling. When I first began sketching Labubu, I wasn’t focused on achieving fame or riding fashion trends. I was simply following my intuition, creating something that resonated with me on a personal level. To now witness people queuing up for drops, customizing their collections, and integrating Labubu into their daily lives – it’s an overwhelmingly positive experience.
The current trend in fashion feels like a natural progression. People today seek to express their personalities through their choices, showcasing who they are through the items they carry, collect, and wear. Labubu resonates with this desire for something playful, expressive, and slightly rebellious. The fact that the Monsters are becoming a part of this cultural dialogue is incredibly meaningful to me. It motivates me to continue expanding the universe, to create characters that surprise and delight people, and that offer them something to connect with on an emotional and personal level.
io9: What are your plans for further developing the stories of the Monsters characters alongside the release of new figures? Are there any upcoming collaborations or projects related to them that you can share, which will expand their story to reach a wider audience around the world?
Lung: At this moment, I’m allowing the Monsters’ story to unfold organically. These characters are constantly evolving in my mind, and each new figure provides an opportunity to explore a different facet of their world. I never want to force the narrative’s direction – it’s more about being guided by the emotions behind them and allowing that to shape the creative process. Regarding collaborations, there are certainly exciting projects in the pipeline. Most recently, we collaborated with One Piece for the Monsters × One Piece Series Figures. While I can’t reveal too many details just yet, I’m always exploring opportunities to expand the Monsters into new mediums and formats, enabling fans to experience them in deeper and more immersive ways.
To discover Pop Mart’s extensive selection of the Monsters’ blind box offerings and collaborations, visit the retailer’s official website. The world of Labubu awaits.
