Labubu Joins Viral Chinese-Aesthetic Trend, Signaling New Soft Power Appeal

Labubu just crossed a line that toy collectors notice fast: it is being used to explain China’s cultural pull. The Associated Press tied the character to a viral “becoming Chinese” meme, where young Western social-media users brag about a “very Chinese time of their lives” by drinking hot water, eating dumplings and wearing slippers indoors. In that frame, Labubu sits beside Chinese movies, music and video games as a consumer symbol of something bigger than a fad.

That matters because AP validation changes how a character travels. Once a figure moves from hobby chatter into mainstream cultural-symbol territory, search interest usually widens beyond the existing fan base, casual buyers start looking harder, and resale heat tends to follow fast. Labubu has already had the ingredients for that kind of jump, but now it is being discussed less like a niche art toy and more like a marker of what is cool about Chinese-made culture right now. Chinese diplomats have even taken notice, which is another sign that internet play can spill into real-world influence.

Pop Mart built the character long before this moment. The company says Kasing Lung created THE MONSTERS in 2015 as a fairy world inspired by Nordic mythology, with Labubu as the most prominent character. Pop Mart describes Labubu as a small monster with high, pointed ears and serrated teeth, but says the creature is kind-hearted and often does the opposite of what it means to do. That contradiction has always been part of the appeal. It reads as cute, weird and collectible all at once.

The business side shows how far that appeal has run. Pop Mart said the global phenomenon of Labubu pushed THE MONSTERS revenue beyond RMB3 billion in 2024. In its 2024 annual results, the company reported revenue of RMB13.037749 billion, up 106.9% year over year, while profit attributable to owners rose 188.8% to RMB3.125473 billion. Pop Mart also said non-mainland China revenue grew sharply and made up nearly 40% of total revenue, underscoring that Labubu’s breakout is not just a mainland China story.

Pop Mart’s first-half 2024 results already pointed in that direction, with revenue up 62.0% year over year to RMB4.557831 billion as the company leaned harder into IP licensing, content e-commerce and live streaming. Put together, the AP framing and Pop Mart’s numbers tell the same story: Labubu is no longer only riding blind-box scarcity. It is now part of a wider global appetite for Chinese style, Chinese products and Chinese cultural status.