Customers select collectable designer toys at a Pop Mart store in Bangkok, Thailand on May 8, 2025. /Lillian Suwanrumpha/VCG

From Southeast Asia and Europe to the United States and the Middle East, Labubu – the beloved character from Chinese toy company Pop Mart – is taking the world by storm.

Labubu dolls are seen on display at a Pop Mart store in Shanghai on May 24, 2025. /VCG

The ugly-cute fluffy monster has become a viral fashion statement, after celebrities like Rihanna were spotted with the dolls dangling from their bags. Its signature toothy grin has captured hearts worldwide, making Labubu a source of stress relief, emotional comfort, and creative inspiration.

A video screenshot of a woman sharing her new Labubu toy /CGTN

The dolls, often sold in blind boxes, add an element of surprise since buyers never know what they'll get until they open the box. This mystery factor has fueled a wave of unboxing videos across social media platforms, further boosting their popularity.

People line up to buy Pop Mart dolls from a vending machine outside a soon-to-open Pop Mart store in Los Angeles, United States, on May 23, 2025. /VCG

Scenes of long queues outside Pop Mart stores often make the headlines. In one extreme case, crazed fans fought over the toys at an outlet in Stratford, leading to the halt of all in-store sales of the dolls across the UK.

Online sales are booming too. On April 25, Pop Mart's app topped the shopping category in Apple's US App Store.

Labubu dolls are seen on display at a Pop Mart store in Beijing on May 25, 2025. /VCG

On resale platforms, the toys can sell for hundreds of dollars, compared with a standard retail price of up to $85. Rare editions are even selling for more than $1,000 each.

The soaring demand has even sparked a rental market. A leading British fashion rental platform, By Rotation, now offers Labubu dolls starting at ￡3 (around $4) per day.