Labubu, the art toy craze and why grown-ups can’t get enough

What do Thai actor Mario Maurer, Singaporean politician Lam Pin Min, and Vietnamese supermodel Thanh Hằng have in common? An unexpected love for a sharp-toothed, pointy-eared, mischievous-looking toy character named Labubu.

Maurer has his own Labubu version styled after him; Lam brought a Labubu dressed in his party colours to a volunteering event; and Thanh Hằng pairs her Louis Vuitton bag with a fluffy pink Labubu. The toy even recently toured Bangkok’s landmarks as part of a deal between the Tourism Authority of Thailand and Chinese retailer Pop Mart, whose “The Monsters” toy set includes Labubu, Skullpanda, Molly, Crybaby, and Dimoo.

Pop Mart is a major player in the world of art toys—designer collectibles made for display rather than play. Targeted at adults, these toys are crafted from high-quality materials and produced in limited runs, adding to their exclusivity. Unlike action figures, their appeal lies in their artistic and collectible value.

Labubu superstar dance moves

In Vietnam, a more recognisable example might be Lotso, the pink bear from Pixar’s Toy Story 3, whose sideways grin has become ubiquitous on dolls, clothing, and accessories licensed by Chinese retailer Miniso. Lotso’s arrival in late 2022 caused a frenzy, breaking sales records and drawing long queues at Miniso stores.

The demand for designer toys has surged, particularly in countries where pop culture and collectibles intersect with rising disposable incomes. But how did we get here, and what does it mean for brands looking to connect with Southeast Asian consumers?

Behind the boom

Art toys have gained popularity thanks to their novelty, nostalgia, and exclusivity. Design companies experiment with intricate details, unconventional concepts, and exciting collaborations with artists and brands.

“The success of these art toys—and their retailers—can be attributed to their appeal to a distinct market: ‘kidults,’ or adults with the financial means and enthusiasm for traditionally childlike hobbies like toy collecting,” says Chanamon Bejraputra, a creative KOL communications planner at Vero in Thailand. “Pop Mart, for one, creates characters with rich backstories and personalities that resonate with these kidults. These elements spark excitement, often leading to conversations among collectors.”

One could compare the rise of art toys to the enduring popularity of Hello Kitty. Though introduced two decades before art toys, Hello Kitty’s influence on kawaii culture is undeniable. Like Labubu and its peers, Hello Kitty is childlike without being childish, with celebrity fans like Mariah Carey and countless brand collaborations.

However, there are key differences. Hello Kitty’s lack of facial expressions allows owners to project their emotions onto the character. In contrast, art toys like Labubu, Molly, and Crybaby have distinct, emotive expressions—Labubu’s mischievous grin, Molly’s perpetual pout, and Crybaby’s signature tears. Art toy designers have taken kawaii culture further, combining artistic expression with personality traits that fans can identify with.

Another difference lies in marketing. Hello Kitty built its legacy through ubiquity—starting with trinkets and expanding to home appliances. Art toys, on the other hand, thrive on rarity. Limited editions, chase variants, and unique collaborations have turned shopping for art toys into a treasure hunt. Pop Mart took this concept even further with blind boxes—sealed packages containing hidden figures from a series.

“The unpredictability of mystery boxes makes them perfect for social media hype,” says Chanon Raopanya, a Vero senior account executive in Thailand. “The possibility of finding a rare figure adds a thrill similar to opening a capsule machine or trading cards, which people eagerly share online, amplifying buzz and engaging a broader audience.”

Social media and influencer fanbases have helped push art toys into the mainstream. An Instagram post by K-pop star Lisa featuring Labubu sparked a wave of interest across Thailand, Vietnam, and Singapore. Without sponsorship, a celebrity with 104 million followers can create massive demand.

Labubu’s skyrocketing popularity led Pop Mart to open its largest Southeast Asian concept store in Bangkok, blending luxury and street design. Today, Pop Mart boasts over 450 stores worldwide, with its latest opening in Ho Chi Minh City in October—its third in Vietnam.

The art toy tribe

Far from a niche interest, art toys have become a lifestyle statement. Even if you don’t have the patience for long queues or haggling on secondary markets, it’s hard not to know about them or have a favourite you’d like to own. Much of this is thanks to fan tribes, which have emerged as powerful influencers and brand advocates. These communities range from serious collectors to curious trend followers.

Labubu is now a fixture on TikTok and Instagram across the region, while Vietnamese Facebook groups like “Addicted to Labubu Pop Mart” have over 240,000 members trading tips, products, and insights. Similar communities exist for other art toys, like Finding Unicorn’s Farmer Bob.

“The rapid growth of art toy communities over the last two years has been a key driver of Labubu’s popularity and the industry’s growth,” says Nguyen Lan Trang, a strategic planner at Vero in Vietnam. “To reach a broader audience, toy retailers are offering versions for different market segments, from serious collectors to casual fans.”

What can brands learn?

• Tell rich stories that highlight authenticity: Art toys come with rich backstories that resonate with audiences, so embrace complexity and emotional depth. Labubu’s mischievous smile hides a kind heart, while Crybaby encourages emotional expression after its creator experienced personal loss. The best campaigns tap into deep emotional drivers and shared values.
   
• Collaborate for greater reach: Pop Mart frequently collaborates with popular IPs like Harry Potter and Minions, tapping into fan loyalty while commanding higher prices for rare toys. Brands like Crybaby have also partnered with Samsung, while Puma launched a line inspired by Skullpanda. Strategic collaborations can boost visibility and enrich your brand’s narrative.
   
• Engage fan tribes through influencers: Partner with influencers who align with the values of your target fan base. Sending art toys to influencers for unboxing or content integration creates authenticity and relevance. As Lan Trang notes, “These influencers seamlessly incorporate the products into their lives, enhancing brand recognition and fostering trust.”

While the hype around specific characters like Labubu may fade, the growing art toy community suggests this cultural phenomenon will endure in Southeast Asia.

Marinel Mamac is an editor for the ASEAN region at comms agency Vero and Derek Wells is a copywriter based in Vietnam.