Labubu's Monster Summer Boosts Pop Mart Revenue

Labubu, a character from Chinese retailer Pop Mart's 'The Monsters' collection, experienced a surge in popularity during the summer of 2025, adorning millions of accessories and fostering a customization micro-economy around it.

The character's success propelled Pop Mart's 2025 revenue to $5.1 billion, marking a 184% increase from the previous year. The 'Monsters' collection alone grossed $2.1 billion globally in 2025, with North America emerging as Pop Mart's largest growth market. Increased interest in Labubu, already popular in Asia, was amplified in the U.S. through social media engagement from celebrities and collectors, coinciding with Pop Mart's rapid expansion of 22 new stores in six months.

Emily Brough, Pop Mart's head of IP licensing for the Americas, noted that the character's excitement grew significantly during the eight months preceding new series releases. She identified the April 2025 'Big Into Energy' launch as a key inflection point, after which demand consistently outstripped supply.

Collectors like Andrew Zheng discovered Labubu through word-of-mouth, driven by its perceived scarcity. Zheng actively participated in the online community, sharing unboxing videos and release information, which helped build his social media following. He described how initial efforts focused on providing informational content, addressing common questions about authenticity and drop dates.

By August, Labubu's presence was widespread, sparking creativity from official tie-dye series to bespoke creations like those by artist Kerin Rose Gold for tennis player Naomi Osaka. While sales growth has moderated from its peak, Pop Mart plans to leverage Labubu's success to expand its broader character portfolio and develop initiatives like the Popland theme park in Beijing.