From Bangkok to Ho Chi Minh City, collectible art toys like Labubu have become a sensation, especially among adults, thanks to their blend of nostalgia, creativity, and exclusivity. These toys tap into the past while offering something entirely new and unique, and as a result, they’ve sparked a playful obsession among collectors. Vero’s Marinel Mamac takes a closer look at the cultural forces and personal connections behind this growing craze.
What connects Thai actor Mario Maurer, Singaporean politician Lam Pin Min, and Vietnamese supermodel Thanh Hằng? A shared affection for the sharp-toothed, pointy-eared, and mischievous toy character, Labubu.
Mario Maurer has a personalized version of Labubu crafted in his likeness, while Lam Pin Min took his Labubu, dressed in his party colors, to a volunteering event. Meanwhile, Vietnamese supermodel Thanh Hằng is often seen pairing her Louis Vuitton bag with a fluffy pink Labubu. Recently, Labubu even toured famous landmarks in Bangkok as part of a collaboration between the Tourism Authority of Thailand and Chinese retailer Pop Mart. Pop Mart’s “The Monsters” toy collection features Labubu alongside other characters like Skullpanda, Molly, Crybaby, and Dimoo.
Pop Mart has established itself as a dominant force in the art toy industry, focusing on designer collectibles that are meant more for display than play. Aimed at adult collectors, these toys are made from premium materials and produced in limited quantities, which enhances their exclusivity. Unlike typical action figures, their appeal is rooted in their artistic and collectible nature.
In Vietnam, a prominent example of the art toy trend is Lotso, the pink bear from Toy Story 3. With his signature sideways grin, Lotso has become a popular icon, appearing on a range of products like dolls, clothing, and accessories, all licensed by Miniso, a Chinese retailer. The release of Lotso in late 2022 created quite a stir, quickly setting sales records and leading to long lines outside Miniso stores.
The rise in demand for designer toys has been particularly strong in regions where pop culture and collectibles intersect with growing disposable incomes. This trend has led to a surge in interest, especially in Southeast Asia. But how did this phenomenon develop, and what implications does it have for brands looking to connect with consumers in this region?
The Origin of Labubu
Labubu was introduced in 2015 as a key character in the The Monsters series by Hong Kong illustrator Kasing Lung. Drawing inspiration from Nordic mythology, this series presents a collection of whimsical characters, including Labubu, along with others like Zimomo, Tycoco, Spooky, and Pato. Each character features its own unique style and personality, helping to build a strong fanbase and contributing to the art toy movement’s growing popularity.
Labubu is a mischievous elf characterized by her pointed ears, playful grin, and nine jagged teeth. Fun fact: Labubu is actually a female character!
More than just a cute figure, Labubu represents the essence of childhood curiosity and boundless imagination, reflected in her many expressive faces that capture different emotions and moods. These traits help her connect with fans of all ages, making her more than just a toy, but a symbol of creative spirit.
I believe this character has evolved alongside me through all of these experiences,” Lung shared. “At first, I saw her as simply mischievous and quirky, but now I notice she’s exhibiting more serene and friendly traits.”
This reflection highlights how the character of Labubu has matured over time, growing in complexity and charm.
Reasons Behind The Popularity of Labubu
Art toys have quickly become a cultural sensation, appealing to both collectors and casual fans alike, due to their unique blend of nostalgia, creativity, and exclusivity. Companies are constantly pushing the envelope with intricate designs and bold, innovative ideas, often collaborating with top artists and brands to create these highly sought-after pieces.
The success of art toys can largely be credited to their appeal to a specific demographic: “kidults”—adults who have the means and passion for indulging in hobbies typically associated with children, such as toy collecting. Bejraputra further explains that Pop Mart, for example, creates characters that come with intricate backstories and distinct personalities that resonate deeply with these collectors, sparking excitement and fostering discussions among fans.
The rise of art toys can be likened to the sustained popularity of Hello Kitty, which has remained influential long after its debut, nearly two decades before art toys came onto the scene. Much like Labubu and similar characters, Hello Kitty encapsulates a childlike charm without veering into childishness. The character’s appeal is evident, with celebrity endorsements from figures like Mariah Carey and collaborations with a multitude of brands, solidifying its place in popular culture.
While both Hello Kitty and modern art toys share a childlike appeal, they differ in some key aspects. Hello Kitty’s blank expression allows fans to project their own emotions onto the character, making it more universal. On the other hand, art toys like Labubu, Molly, and Crybaby are designed with distinct, expressive faces that convey specific emotions—Labubu’s playful grin, Molly’s constant pout, and Crybaby’s tears all tell their own stories. This evolution in kawaii culture blends artistic expression with personality, allowing fans to connect more deeply with these characters.
Another notable difference between Hello Kitty and art toys lies in their marketing strategies. Hello Kitty grew its legacy by being everywhere, from small trinkets to home appliances, establishing widespread recognition. In contrast, art toys flourish by embracing scarcity. Collectors seek out limited editions, chase variants, and unique collaborations, which turn the process of acquiring art toys into an exciting hunt. Pop Mart has enhanced this experience by introducing blind boxes—sealed packages that conceal figures from a series, adding an element of surprise and rarity to the collection.
The unpredictability of mystery boxes makes them ideal for generating social media excitement,” explains Chanon Raopanya, a senior account executive at Vero in Thailand. “The chance of uncovering a rare figure creates a sense of thrill akin to opening a capsule machine or trading cards, which people are eager to share online. This not only heightens the excitement but also helps spread the buzz, reaching an even wider audience.
Social media, particularly through the influence of celebrity followers, has played a crucial role in the rising popularity of art toys. For instance, when K-pop icon Lisa shared a post featuring Labubu, it triggered a wave of enthusiasm in countries like Thailand, Vietnam, and Singapore. Thanks to her massive Instagram following of 104 million, her endorsement led to a surge in demand for the toy, illustrating the powerful influence of celebrity culture and social media in shaping consumer trends.
Labubu’s rapid rise in popularity has propelled Pop Mart to expand, with the brand recently opening its largest Southeast Asian concept store in Bangkok. The store combines a fusion of luxury and street-style design. Globally, Pop Mart now operates more than 450 stores, and in October, they unveiled their third store in Vietnam, located in Ho Chi Minh City.
How Brands Can Benefit from This Trend
When telling stories, brands should focus on authenticity by weaving in compelling backstories that truly connect with their audience. Art toys, such as Labubu and Crybaby, excel in this area. Labubu’s playful smile masks a kind and thoughtful nature, while Crybaby’s emotional expression is inspired by the creator’s personal loss, promoting the value of emotional openness. The most successful campaigns tap into deep, universal emotions and shared values, which resonate with consumers on a much more personal level.
Partnering with well-known intellectual properties (IPs) can expand your reach and strengthen your brand’s presence. Pop Mart, for example, has collaborated with iconic franchises such as Harry Potter and the Minions, leveraging the loyalty of fans and increasing the perceived value of rare collectibles. Similarly, brands like Crybaby have teamed up with tech giant Samsung, while Puma introduced a special line inspired by the character Skullpanda. These strategic partnerships not only elevate your brand’s profile but also deepen its narrative, making collaborations a powerful tool for visibility and engagement.
Collaborating with influencers who share your target audience’s values can expand your brand’s reach. By sending art toys for unboxing or content integration, you add authenticity and relevance to your brand. This organic promotion increases visibility and fosters trust, as influencers naturally weave the products into their everyday lives, creating a more personal connection with their followers.
Conclusion
Although the craze surrounding characters like Labubu may eventually calm down, the growing art toy culture in Southeast Asia indicates that this trend is here to stay. As more collectors and enthusiasts embrace the unique appeal of art toys, the community continues to expand, ensuring that the phenomenon remains a significant part of the region’s pop culture.