Let’s cut to the chase: Labubu a mischievous plush character with sharp teeth, empty grin, and zero fluff has become a global sensation driven by the most culturally powerful guests in retail: Gen Z and Millennials.
🎯 The Numbers: How Labubu Became Pop Mart’s Money Machine
In 2024, Pop Mart more than doubled revenue to 13.04 billion RMB (~US $1.8 billion), while Labubu drove a whopping 726% YoY sales growth, contributing nearly 23% of total revenue about 3.04 billion RMB (~US $420 million) .
Q1 2025 profitability surged even further, with profits expected to grow 350%, powered almost entirely by Labubu’s momentum .
Overseas sales have exploded North America up 550–557%, Southeast Asia up 619% year-over-year with international revenue comprising roughly 40% of total in 2024 and forecasted to exceed 50% in 2025 .
👥 Who’s Buying It? Hint: Kids Don’t Pay Resale Premiums
Pop Mart’s core audience is young urban adults (18–35) 70% are Gen Z, about 60‑70% female, all digitally immersed, design-conscious, and craving surprise over sameness .
Labubu isn’t a toy for toddlers—it’s a status symbol, fashion token, and Instagram prop:
Adults hosting plush‑ie “parties” and showing off rare finds on TikTok (#Labubu has over 1.4 million posts) .
Celebrity fans like Rihanna, Dua Lipa, and BLACKPINK’s Lisa turned it into viral street‑style accessory material .
🧠 Why This Hooked the Adult Crowd
1. Blind‑box dopamine—The thrill of not knowing what’s inside compels repeat buys, envy, and shareable content .
2. Scarcity and mystery—Limited releases + ultra‑rare “secret” figures fuel hype without oversupply backlash .
3. Emotional utility—The toy connects to personal identity and nostalgia-driven escape, especially in high‑stress urban lives .
💡 What This Means for Your Brand
Culture-first IP wins: You don’t need Disney to build collectible fandom architect emotion through character, story, and scarcity.
Make buying an experience: Each purchase should feel like discovery not transaction. Better yet, fuel shareable content and community talk.
Design for social signaling: Labubu isn’t just art it’s wearable. How can your product become a badge?
✏ Your One-Liner Takeaway
Whether you’re launching a D2C brand or scaling physical products, ask: How do I make people care—not just consume? Labubu shows that collectable culture, surprise, and emotional belonging are the triumvirate for Gen Z and Millennial fandom.
