The Labubu Effect? Cute Movie Sidekicks are Running the Party This Summer!
It has sharp teeth, a mischievous grin, and a growing army of fans. Meet Labubu, the strange little toy that’s become the internet’s latest obsession.
Labubu is a mischievous, elf-like character from POP MART’s The Monsters’ series, created by Hong Kong illustrator Kasing Lung. Known for its sharp teeth, wide grin, and playful yet mysterious personality, Labubu lives in a magical world full of odd creatures lead by a similar character called Zimomo. Blending cute and scary aesthetics, Labubu appears in various themed blind box collections, making it one of POP MART’s most iconic and collectible figures. With frequent limited releases and rare “secret” versions, Labubu has gained a strong following placing it among the top designer toy collectibles worldwide.
A key factor to Labubu’s rise to fame were celebrity endorsements. Blackpink’s Lisa played a pivotal role in its rise to fame. In April 2024, she was spotted with a Labubu keychain on her purse in Thailand and posted it on instagram shortly after. That single sighting ignited a massive surge in interest across Southeast and East Asia, boosting POP MART sales by around 30% in Southeast Asia that week. Fans and media quickly made Labubu a trend, and the hashtag #labubu exploded on TikTok with over 1.4 million videos.
Lisa also featured Labubu in a Vanity Fair video in November 2024, sharing her personal story of discovering POP MART and going “crazy” over the blind box toys, highlighting her early obsession and frequent collecting trips.
That celebrity boost was followed by endorsement from others like Rihanna, Dua Lipa, Kim Kardashian, and fashion houses including Louis Vuitton ultimately turned Labubu into a must-have accessory.
Movies seem to be following the same path. Almost every movie released since May spotlights a cute but scary sidekick. Disney’s live-action remake of the iconic cartoon “Lilo & Stitch” opened the season strong. It featured Stitch, the trouble-maker blue alien, and instantly became a success, partly because of him. Stitch could be considered the original Labubu, since their looks and personality are quite similar.
Then in June, another CGI animation remake was released: How to Train Your Dragon, which featured Toothless, a fierce but adorable black dragon. With large eyes and sharp retractable teeth resembling those of Labubu’s, he may look wild but acts like a docile pet in the movie.
Cuteness is proving to be an effective marketing strategy. For one, since he debuted in the 2002 animation, Stitch has become a classic with an ample amount of merchandise spotlighting him. For all we can say, POP MART is also in the Stitch business. Toothless is the same; he even has his own Labubu crossover figurine.
The formula is clear: cute and creepy all the way. These traits that may have been weird to see in real life just make the characters more lovable on the big screen. It also may be the reason for Labubu’s rise to fame. Their eerie smiles may look mischievous but their fluffy bodies are cuddly.
