Labubu launches officially in Brazil with 20-store rollout

Brazilian Labubu buyers no longer had to chase imports, reseller markups or blind-box knockoffs to get the real thing. Candide’s official rollout put Pop Mart’s most sought-after line into 20 licensed stores across 11 states, with prices starting at R$299.99 and a first wave that also included Hirono, Crybaby and Skullpanda.

The physical launch reached Rio de Janeiro, São Paulo, Minas Gerais, Espírito Santo, Distrito Federal, Paraná, Santa Catarina, Rio Grande do Sul, Bahia, Pernambuco and Amazonas. Early launch plans had pointed to sales beginning as soon as June 5, but the in-store rollout landed on June 18, giving Brazilian collectors a domestic buying channel after months of looking overseas or waiting on resellers. Depending on the product and collection, official pricing was reported between R$299.99 and R$799.99 in the initial wave, while later store-level listings placed some items at up to R$599.99.

That matters because Brazil had already built its own Labubu shadow market. Before the official shelves opened, imitation figures were circulating widely, including in São Paulo’s 25 de Março commercial district, where replicas were sold at prices ranging from R$65 to R$250 in 2025, far below the cost of an original that could run to about US$300. With Candide now handling distribution, collectors have a clearer baseline for packaging, provenance and price, which makes it easier to tell a licensed drop from a counterfeit one before money changes hands.

The Brazil push arrives after Labubu’s rise had already gone global. Created in 2015 by Hong Kong illustrator Kasing Lung, the character became a blind-box sensation and then a pop-culture accessory, boosted by celebrity visibility from Rihanna, David Beckham and Kim Kardashian in 2024. That wave helped drive Pop Mart’s 2025 revenue to 37.12 billion yuan, about US$5.4 billion, up roughly 185% year over year, with Labubu and The Monsters accounting for about 38% of total sales.

Candide brings more than 55 years in Brazil’s toy market to the partnership, and that local infrastructure is what gives the launch its weight beyond the fandom buzz. For Brazilian collectors, Labubu has moved from import hunt to official shelf space, and that changes the rules of access just as much as the price tag.