Labubu Explosion 2025: $418M Sales, Celebrity Boost and Hot Sets

Pop Mart’s Labubu line turned into a global collecting phenomenon in 2025, with Fox Business reporting Labubu-related products generated $418 million in global sales in the first half of the year. The craze married blind-box gambling mechanics with fashion use, bag charms, removable accessories, and celebrity sightings turned vinyl and plush figures into status items and resale assets overnight.

The character behind the boom is Labubu, created by Kasing Lung. Kasing Lung, born in Hong Kong and raised in the Netherlands, introduced Labubu in 2015 as part of The Monsters Trilogy. Pop Mart expanded that universe into a catalog of over 300 variants, with notable family characters including Zimomo, Pippo, and Tycoco. Pop Mart’s blind-box model and viral unboxing culture helped fuel demand as collectors chased rarities and secret pulls.

Two 2025 releases became focal points for the market. April’s Big Into Energy series, reported by Yahoo Lifestyle, arrived as a vinyl plush pendant blind-box set with gradient, tie-dye fur and rainbow eyes. Yahoo lists the lineup as 12 regular designs plus two secret variants named ID and Luck. Yahoo content also contains conflicting rarity numbers for Big Into Energy: one entry lists secret odds as 1/72, while another section lists a 1/144 pull rate for ultra-rares. Verify official pack odds before relying on either figure. Market listings showed basic Pop Mart items selling in the $15–$30 band, with Popmart listing a Big Into Energy item at $28 and some secondary listings starting “from $19.”

Mid-year, the Wings of Fantasy Edition, a Pronounce collaboration, stood out as a limited drop. Yahoo reports Wings of Fantasy features purple fur, denim wings, a mischievous grin, pointed ears, removable accessories and detailed stitching, stands about 20 cm tall, and was limited to 5,000 pieces. Pop Mart priced Wings of Fantasy at $50; resale moved quickly into roughly $150–$300 within weeks, according to Yahoo.

Celebrity endorsements and social media pushed urgency. Fox Business and Rolling Stone document high-profile sightings from Blackpink’s Lisa (who first popularized wearing Labubu on a bag in 2023) to Kim Kardashian, Rihanna, Dua Lipa, David Beckham, Dillon Brooks, Bethenny Frankel, and even Ubol Ratana. Unboxing videos on TikTok racked up millions of views. Samantha Connell, associate editor at The Toy Insider, told Fox Business, “People use them as fashion accessories, as collectibles, and they trade them with their friends.” Connell added, “They use it as a way to bond to their community and find connection in the thrill of not knowing what everyone is going to get.” An adult collector told Fox Business, “You can dress them up, and make it fun.”

The secondary market reflected that heat. Yahoo reports rare and secret variants frequently reached $1,000–$2,000 or more by late 2025, with Big Into Energy ID variants cited in the $1,500–$1,800 range, and some collabs peaking above $10,000. Commons softened to roughly $50–$200 on platforms like eBay and StockX as supply increased. Fox Business noted a four-foot Labubu figure sold for $170,000 at auction in Beijing, and tens of thousands of shoppers strained at least one Pop Mart site during high-demand drops. A parallel bootleg market for tiny designer outfits for Labubu appeared on marketplace sites.

What this means now: expect drops to keep moving markets and street fashion. If you plan to buy or trade, check current Pop Mart listings for retail prices, confirm official pack odds on Big Into Energy before chasing secrets, and weigh resale bands, commons settled in the $50–$200 range while rares can reach four digits. Pop Mart also told Fox Business that first-half 2025 sales are “on track to more than triple,” a company claim that underscores how quickly Labubu shifted from cult collectible to global cultural moment.