Labubu, the mischievous little monster from Chinese brand Pop Mart, has taken the art toy world by storm.
In Vietnam alone, collectors spent over $200,000 in the second quarter of this year to secure these limited-edition figurines. But what makes Labubu such a phenomenon in the global toy market?
A growing collector’s obsession
Vietnamese collectors are going to great lengths to acquire Labubu, participating in lottery sales and spending thousands on rare editions. Minh Tan, a dedicated collector from Ho Chi Minh City, invested VND40 million in just two months to expand his collection.
The social media boost
Labubu’s popularity skyrocketed after K-pop superstar Lisa from Blackpink shared photos of the toy. Social media groups discussing Labubu now have hundreds of thousands of members, further fueling the demand. Vietnamese artists and influencers have also embraced the trend, making Labubu a cultural must-have.
The economic factor behind the trend
Vietnam’s rising middle class is driving the demand for premium collectibles. With increased disposable income, consumers are investing in high-quality art toys. Consulting firm McKinsey predicts that half of Vietnam’s population will join the middle class by 2035, further expanding the market for designer toys.
What’s next for Labubu?
With Pop Mart continuously releasing new and exclusive designs, the Labubu trend shows no signs of slowing down. Experts predict that these collectible toys will remain in high demand for at least one or two more years.
Labubu isn’t just a toy—it’s a cultural phenomenon. Are you ready to join the hype?
