In an era where everything can be “cute-ified”, an elf with fangs is conquering the spiritual world of global youth at an astonishing pace. It’s LABUBU, the new top – tier IP under Pop Mart following Molly. In 2025, a limited – edition LABUBU doll fetched a sky – high price of 1.08 million yuan at the Yongle Auction, becoming a phenomenal “plastic gold”. However, what is little known is that behind this elf that drives countless people crazy lies a fantasy journey spanning half a century.

1. The Lonely Origin of the Creator: Fairy – tale Redemption in a Dutch Winter

In 1972, Kasing Lung, born in Hong Kong, could never have imagined that the lonely experience of immigrating to the Netherlands at the age of 6 would give birth to a global trendy toy idol four decades later. During his childhood in a foreign country with language barriers, Nordic mythology picture books became his sanctuary. “Those elves and monsters made me feel safer than humans,” Kasing Lung recalled in an interview. This sense of closeness to non-human images later evolved into the creative motif of the Monsters family.

During his studies at the Amsterdam Academy of Art, Kasing Lung systematically absorbed European Expressionist painting techniques while obsessing over the study of World War II history. This dual influence shaped his unique creative style: wrapping war trauma in childlike brushstrokes, much like how Nordic people use fairy tales to digest the long polar night. When he first drew LABUBU in his 2015 picture book The Mysterious Log Cabin, the forest elf with nine fangs was merely a supporting character, yet it already possessed all the potential to become a cultural symbol—its contradictory temperament as both a protector and a mischief-maker precisely mirrored the collective unconscious of contemporary youth.

1. POP MART’s Midas Touch: From Hong Kong Ornament to Global Phenomenon

Labubu didn’t have an easy start in its first four years. In the 潮玩 (trend toy) series launched by Hong Kong’s HOW2WORK, it was consistently overshadowed by more traditional cute characters. The turning point came in 2019 when Pop Mart keenly recognized the timeliness of this image: in the post-pandemic era, what people needed was no longer purely cute healing types, but edgy resonance.

Pop Mart implemented three key transformations for Labubu:

Material Revolution: Introduced magnetic joints and luminous materials, endowing static figurines with playability.

Scene Expansion: Developed a plush keychain series, promoting the shift from collectibles to daily accessories.

Meme Marketing: Launched a fan creation contest on Bilibili, igniting the communication enthusiasm of Gen Z.

These strategies precisely hit the expressive needs of young groups. As analyzed by Shō Satō, a cultural studies scholar at the University of Tokyo: “Labubu’s success lies in its simultaneous satisfaction of two contradictory needs—the functionality of social currency and the privacy of spiritual

Ⅲ. Decoding Cultural Codes: Why Nine Teeth?

In Kasing Lung’s original concept, Labubu is a “half-breed of elves and trolls,” with nine fangs symbolizing the nine realms of Yggdrasil in Norse mythology. However, what truly sparked global resonance is how this design aligns with the survival philosophy of the digital age:

Defensive Cuteness: Fangs provide psychological security, echoing the defensive mindset of young people against the backdrop of the new Cold War.

Flaw Aesthetics:Asymmetrical eyes and a slightly clumsy physique challenge Instagram-style perfectionism.

Malleable Body:Its simple form acts as a blank canvas, encouraging users to project themselves through customization.

Taobao data shows that in 2024, transaction volume for Labubu customization accessories exceeded 300 million yuan, with the best-selling item being “battle-damaged” painting toolkits. This participatory consumption model turns every owner into a co-creator of the IP.

Ⅳ. From Trend Toy to Cultural Symbol: The Rise of Spiritual Substitute Economy

When Ping An Bank launched its “deposit campaign offering Labubu dolls,” the IP had already transcended the realm of toys to become a form of spiritual legal tender. This phenomenon reveals a new business logic:

Emotional Securitization：The appreciation expectation of the figurines turns them into storage media for emotional value, similar to how securities embody financial value.

Identity Visualization：Just like medieval icon paintings, modern people use material carriers to manifest their ideal selves. Labubu’s flawed yet authentic design becomes a tangible representation of individual identity.

Cross-Cultural Currency：Its non-linguistic features break down the Tower of Babel barrier, making it a universal language for young people globally.

At the 2025 World Design Congress held in Lisbon, Labubu was selected as one of “the 20 most representative design symbols of the 21st century.” The commentary stated: “With the simplest lines, it encapsulates the most complex spiritual dilemmas of our era.”

V. Future Speculations: Totem Evolution in the Metaverse Era

Facing the impact of AI and virtual idols, physical trend toys have been rejuvenated by “authentic scarcity”. Pop Mart’s recent registration of the “Labubu Digital Twin” trademark hints at a strategic direction of online-offline integration. Possible evolutionary paths include:

Mixed Reality Interaction：Using AR to make the figurine a portal to the metaverse, enabling physical toys to serve as entry points for virtual experiences.

Crowd-Created Narrative Platform：Opening up a story framework for fans to create branching plots, transforming passive consumption into active content co-creation.

Synesthetic Cultural Experiments：Combining with sensory elements like music and scent to build multi-dimensional IP experiences that engage multiple senses.

As Kasing Lung stated in an interview: “Labubu no longer belongs to me; it has become a mirror where everyone sees the story they need.” This open narrative ecosystem may be the core code behind its continuous ability to break into new cultural circles.

In this era of fragmented values, Labubu’s rise proves that the most powerful cultural symbols often emerge from the serendipity of creators and the intentional cultivation of societal moods. When you post that grinning elf on social media, it’s essentially a grand spiritual selfie—except this time, the whole world reads your expression.

In an era where everything can be “cute-ified”, an elf with fangs is conquering the spiritual world of global youth at an astonishing pace. It’s LABUBU, the new top – tier IP under Pop Mart following Molly. In 2025, a limited – edition LABUBU doll fetched a sky – high price of 1.08 million yuan at the Yongle Auction, becoming a phenomenal “plastic gold”. However, what is little known is that behind this elf that drives countless people crazy lies a fantasy journey spanning half a century.