Like most adults, I had no clue what a Labubu was until being enlightened by my daughter, who teaches middle school kids. I learned that San Francisco was sold out, and if I was making a trip to Asia, it was to become the journey to find Labubu. Next stop, Taipei and Beijing. And so, what follows are the trials and tribulations of seeking the latest craze.
I have lived through silly putty, pet rocks, cabbage patch kids, beanie babies, and even Tickle Me Elmo. The industry produces a famous toy nearly every year. But I was surprised to hear that Labubu had already surpassed Hello Kitty in popularity. Where are you, Barbie? Confirming that stores in the U.S., in general, were sold out, as was the ubiquitous Internet, we set off on our great exploration in Asia.
Pop Mart’s first store was founded in 2010 in Beijing by Wang Ning. A few years later they began to focus on toys and then their own designs. Soon there were hundreds of outlets and thousands of vending machines throughout China.
The secret sauce was to be a marketing concept, originated in Japan, called “blind boxes.” Several versions of a toy are produced, but sold in blind boxes, where the purchasers do not know which version they are buying. As consumers clammer for the ones they are missing, it creates a scarcity, which only increases demand.
Pop Mart grew internationally, but it was a collaboration with Hong Kong artist Kasing Lung that changed the trajectory. Raised in the Netherlands, he had created a character called Labubu and a series called the Monsters, inspired by Nordic mythology. The elf-like creatures have exaggerated eyes, sharp teeth, and rabbit ears. Pop Mart turned them into scruffy little plush toys.
We arrive in Beijing, home to numerous Pop Mart stores, certain our quest (and this story) will soon end. A visit to a local store features scores of boxes of Labubu and the Monsters series. Just one problem – the boxes are all empty. We are scolded for assuming they would actually be available here. And so, the journey to find Labubu would have to continue.
Undaunted, we next arrive in Taipei, home to Pop Mart Ximen, a store so large it spans four floors, plus an exhibition space, VIP lounge, and recording studio. More importantly, they have some Labubu, including a popular series.
We encounter a girl literally crying with joy, presumably because she has scored that elusive creature she has been missing. Braving a long line, we make several purchases here, as well as another location in the city. Let’s hear it for Taiwan!
Along the journey we discover more than we probably want to know about Labubu. Its immense popularity has made Pop Mart and Wang Ning very rich. Not surprisingly, the scarcity angle has created an enormous fake Labubu industry. We learn the subtle differences in fakes from packaging to furry product (are there 9 teeth?). And Instagram-worthy themed costumes are sold for the palm-sized creatures, spawning yet another revenue stream.
The biggest learning was that the company had expanded into the theme park business with the opening of Pop Land. So, the journey to find Labubu returns us to Beijing, home of this 40,000 square meter attraction, nestled inside Chaoyang Park. There aren’t rides; instead, you stroll through four zones aimed mostly for social media photo ops with characters, both real and imaginary.
Labubu land is a foresty area with pretend campsites and tree house. Girls stand in line in Molly land for a chance to interact with that popular character. In keeping with the family-oriented atmosphere, there is a playground for children.
Of course, there are plenty of snacks, including Labubu waffles, ice cream, and a pastry shop. Cast members are dressed in appropriate theme costumes.
The centerpiece of Pop Land is a large white castle. Its main purpose, taking a page from Disney, seems to be a place to sell more merchandise. And it is full of Labubu, Molly, Skullpanda, and other character-driven items we haven’t seen anywhere else. We buy enough monsters to fill two bags.
Disclaimer: We had many other reasons for visiting Mainland China and Taiwan. The journey to find Labubu was just a fun diversion. Besides, by the time you read this there will probably be a bigger toy craze. Maybe an AI doll that talks in your voice. The 21st century Chatty Cathy.
Do you have any questions or suggestions to help others? Feel free to comment at the bottom of this post.
