The Labubu phenomenon — the quirky, “ugly-cute” dolls — has taken over San Diego Comic-Con, where eager fans lined up to get their hands on the sought-after plushies made famous by celebrities like Rihanna, Lizzo, Dua Lipa, and Blackpink’s Lisa.
Labubu was created in 2015 by Hong Kong illustrator Kasing Lung and began wide distribution in 2019 through Chinese toy company Pop Mart, known for its signature “blind boxes.” The wide-eyed, mischievously grinning doll is part of Lung’s “The Monsters” series, inspired by Nordic mythology.

At the San Diego event, dozens of attendees showed off their Labubus attached to backpacks and bags, a reflection of the rising popularity of these collectible toys, which have exploded on social media, especially across Asia. In 2024, a single social media post by Lisa from Blackpink sparked a buying frenzy in Thailand, further boosting global demand.

Pop Mart reported a sharp rise in sales across North America, with U.S. revenue in the first quarter of 2025 already surpassing total sales from all of 2024.

For many, like 25-year-old Diana Goycortua, hunting for Labubu has become a game. “It’s like a gamble — you never know which one you’re going to get,” she said while waiting at the Pop Mart booth. Goycortua already owns three Labubus and was hoping to score a fourth during the convention.

Information based on "Labubu fans dote over ugly-cute doll trending at Comic-Con."