The latest sensation of the internet has made its mark on the global stage. Labubu Dolls are trending at the San Diego Comic-Con.
Labubu Dolls are stuffed animals or plushies with wide eyes and a mischievous smile, which almost looks scary. These dolls ahs taken oevr the netrnet in the past few weeks.
First created in 2015 by Hong Kong designer and illustrator Kasing Lung, Labubu is now a highly sought-after collectible, due in part to its A-list fanbase, which counts Rihanna, Dua Lipa, Lizzo, and Blackpink’s Lisa among its fans.
This oddball figure was made widely available to the public in 2019 when Lung partnered with Chinese toy brand Pop Mart. The company is known for its ‘blind boxes’, sealed packages containing a surprise character from a themed collection, fueling the thrill of not knowing exactly what you’ll get.
Naomi Galban, a 24-year-old San Diego native, was one of the numerous fans in line early at the Pop Mart booth inside the Comic-Con complex. “Whenever I visit a Pop Mart store, they’re out of stock,” she told Reuters. Her mission? To get one for her little sister at last.
Pop Mart Head of IP Licensing Emily Brough said in an interview with Reuters that fans at Comic-Con were simple to identify, most sporting their Labubu dolls proudly. “We enjoy seeing how fans are customizing it for themselves,” Brough said.
Though Labubu’s popularity has risen in recent times, it has been gradual. Since Pop Mart started selling the doll in 2019, it has gained popularity among collectors. But things changed in 2024 when Blackpink member Lisa posted about Labubu on social media, which created a buying frenzy, particularly in her home country of Thailand.
That episode was a game-changer for Pop Mart in North America too. U.S. sales for the first quarter of 2025 already surpassed total American revenue earned in all of 2024, according to the company.
Lung, who provided Labubu with a backstory based on Nordic folklore, calls her and the other characters in the collection “The Monsters.”
Diana Goycortua, 25, from San Diego was another enthusiastic fan at Comic-Con. She initially learned of Labubu on social media and now enjoys collecting them as part fun, part challenge. “It’s a little bit of gambling with what you’re getting,” she explained. For all the uncertainty involved with blind boxes, she says the experience is worth it. She already has three Labubus and was hoping to acquire a fourth to add to her collection.
