Building a fortune with Labubu

Labubus are having a major moment.

The hype is real for plush collectibles, even myself who has so far have a few at home. Not even Marc Jacobs is safe from the Labubu craze.

A week ago, the American fashion designer was photographed arriving at his Spring-Summer 2026 collection show clutching a black Hermès Birkin 40. Hanging from it is a shrimp tempura Labubu gifted to him by makeup artist Pat McGrath.

“She’s major,” Jacobs said in a TikTok video. “Is this how you do it?” he asked to which McGrath replied “Well, to each his own.”

The furry collectible has also been seen as cute bag charms by celebrities Blackpink’s Lisa, Rihanna, Dua Lipa and Kim Kardashian.

According to BBC, the world’s fascination with Labubu has almost tripled Pop Mart’s profits in 2024. It is just one of the many characters of the pop culture and entertainment company. The other, who are just as hot are Molly, Dimoo, Skullpanda and Hirono.

Founded in 2010 by Chinese entrepreneur Wang Ning, Pop Mart initially sold a variety of products before settling in toys. It later adopted the blind box concept, derived from the gashapon vending machines of Japan.

Last month, Ning made history when he became the 10th richest billionaire in China, and the youngest among the top 10. As stated by Forbes, Ning’s actual net worth as of 7 July is USD 21.1 billion. A Nasdaq report states that Ning holds a 48.73 per cent ownership stake in Pop Mart.

The Philippines and Southeast Asia’s blind box obsession is now mainstream, fueled by the demand of exclusive IPs, sought-after collectibles and even real-life fan events.

The global designer toy brand is tapping on Lazada’s LazMall to connect with millions of fans across the region through surprise drops, unboxings and community events. Since joining the platform in 2023, it has grown over five-fold to become one of the ecommerce’s fastest-growing toy brands.

This month, Pop Mart will release two globally limited figures, MOLLY and Zsiga, and also unveil the second-generation Skullpanda plush toys, adding a soft and huggable twist to its cult-favorite character lineup.

Pop Mart collectibles are not just toys, they are a lifestyle and the epitome of luxury and exclusivity that has been fueled by the energy of its fans and creators. More than one-third (34 percent) of its sales on the platform now come from affiliate creators in Southeast Asia — livestreamers, toy reviewers and content creators who bring the world of Pop Mart to life through their own lens.