TMTPOST -- From Los Angeles to London, a quirky-toothed creature named Labubu has become the latest obsession among Gen Z consumers, turning toy stores into battlegrounds and social media into catwalks for custom designer dolls.

At 2 a.m. outside LA’s Beverly Center, hundreds of young fans lined up—not for a new iPhone, but for a blind box chance at a Labubu figurine from Pop Mart. Some came for the dopamine-bright Macaron 3.0 series, others for a chance to spot a celebrity. And they weren’t disappointed—Stormi Webster, daughter of Kylie Jenner, was spotted scoring an exclusive set. Meanwhile, similar scenes played out across New York, Chicago, Paris, and Milan.

The rush has reached such a fever pitch that Pop Mart’s app surged to No. 1 on the U.S. App Store’s shopping chart, overtaking Amazon and Shein, while TikTok Shop livestreams sold 20,000 units in seconds, generating $1.5 million in GMV in just 8 hours. Some Labubu blind boxes are now flipping on StockX for over $1,000, with resale markups hitting 100x.

“We’re witnessing the rise of a new global IP,” analysts at JPMorgan wrote, dubbing Labubu “the next Hello Kitty.” In May, Google Trends confirmed Labubu had surpassed Hello Kitty in global search interest for the first time.

Created by Hong Kong illustrator Kasing Lung, Labubu is part of the “THE MONSTERS” series, first signed by Pop Mart in 2019. Initially a niche product, its explosive growth in 2024—a 726% YoY revenue increase to 3 billion RMB—helped Pop Mart reach record earnings of 13.04 billion RMB.

Bank of America research shows sales of the Labubu 3.0 series in April jumped 8x in the U.S. and 5x in Europe from the previous year.

The secret sauce? A deliberate rejection of traditional “cute” design. Labubu, with its crooked grin, nine sharp teeth, and slightly sinister rabbit ears, channels the “strange kid” archetype—a bold, rebellious answer to the soft, plushy icons like Jellycat and LinaBell.

“Labubu represents a new generation of emotional expression,” says Lilith, a 30-something professional in Shanghai. “It’s not just cute—it’s cathartic. It reflects our messy, imperfect selves.”

Labubu’s rise has been fueled by celebrity endorsements. BLACKPINK’s Lisa showcased her Labubu on Instagram. Rihanna was seen traveling with one in LAX. Even a Thai princess flaunted a Labubu charm on her Hermès Birkin during Paris Fashion Week.

The trend has since crossed into fashion. Netizens have given Labubu everything from Kardashian-style body mods to rapper bling and rainbow lashes. Hashtags like #LabubuHaul and #StylingMyBagWithLabubu have amassed over 1 billion views on TikTok. In one viral moment, a crocheted Labubu figure received over 220,000 likes on Instagram.

“Carrying a Birkin isn’t enough,” joked one viral post. “Real style means hanging a Labubu on it.”

In London, things turned chaotic. BBC reported 3 a.m. lines and even scuffles between customers and staff at a Pop Mart store in Stratford, leading the company to suspend all Labubu sales across its 16 UK locations.

Meanwhile, in Asia, Labubu is evolving into a spiritual icon. On China’s Xiaohongshu, users post photos of Labubu at temples, consecrating them like deities. In Hong Kong, a Labubu spin-off named Mokoko appeared dressed as a Taoist goddess during the Tin Hau Festival, sparking a cultural meme storm.

Even knockoffs are gaining traction. Netizens who missed out have turned to parody products—Lafufu, Lababa, Labobo—competing to post the “ugliest fake” as a badge of honor. The uglier, the more viral.

Pop Mart’s success with Labubu is no accident. The brand has crafted a fully immersive IP ecosystem: themed offline events, character backstories, music releases, and highly localized content.

Each Labubu 3.0 doll comes with a distinct personality—Luck, Happiness, Loyalty, Hope, Ego—mirroring traits fans aspire to or emotionally connect with. Labubu has its own official social media presence, music singles, and “celebrity appearances” at events, blurring the line between toy and pop culture icon.

Pop Mart’s City Park in Beijing is now home to Labubu-themed performances like “Elf Cheerleading,” and its U.S. presence has expanded rapidly through TikTok Shop and brick-and-mortar retail.

“Labubu is no longer just a collectible,” said JPMorgan. “It’s a generational IP with emotional utility—what Hello Kitty was to millennials, Labubu is to Gen Z.”

With annual sales from THE MONSTERS series projected to hit 14 billion RMB by 2027, Pop Mart is now building what some are calling the “Labubu Cinematic Universe.” Analysts say the brand has only scratched the surface of its international potential, eyeing new launches, collaborations, and licensing deals in fashion, entertainment, and gaming.

Labubu’s mischief, it seems, has only just begun.