In the world of trendy toys that has swept the globe, Labubu (Lā Bù Bù) is undoubtedly a shining star. It is not only a favorite among trend enthusiasts but also a hot IP pursued by many collectors. This little sprite, created by the Chinese artist Kasing Lung, who was born in Hong Kong and grew up in the Netherlands, has quickly gained popularity since its debut in 2015 with its unique shape and story-rich setting, attracting the attention of countless fans. Labubu first appeared as the core character of "The Monsters" series, with its signature pointed ears, nine sharp teeth, and a slightly mischievous smile, which is both childlike and mysterious, presenting a charm between fantasy and reality, highly recognizable.
Kasing Lung has been passionate about fantasy literature and painting since childhood, and his inspiration often comes from the fantasy world of his childhood and the mysterious creatures in Norse mythology. It is under the influence of such a cultural background that he created several "monster friends," including Labubu, who, despite their strange appearance, all have kind, brave, and emotional personalities. Labubu, as the "guardian spirit of the forest," is mischievous but full of curiosity, much like the imaginative and adventurous self of childhood. It is not just a toy but more like a "spiritual totem" that can awaken people's childlike innocence.
In 2019, Labubu reached an important turning point in its development - a deep cooperation with the well-known Chinese trendy toy company Pop Mart. This cooperation quickly brought Labubu from a niche circle to the public eye and officially stepped into the broad commercial stage of "trendy toys." Pop Mart has made Labubu transform from an artwork to a popular consumer product through various methods such as blind box sales, offline pop-up stores, and exhibition linkages. Its exquisitely packaged and thematically diverse blind box series has not only triggered a buying frenzy but also stimulated the enthusiasm for exchanges and secondary creations among fans. In this process, Labubu has gradually become not just "a little monster owned by one person" but a lovely and wonderful existence in the hearts of thousands of fans.
At the same time, the cultural and emotional connotations carried by Labubu have also been increasingly recognized and accepted by the public. It represents not only an aesthetic style but also a yearning for individuality, emotional expression, and a fantasy world. In the "Monsters" series where Labubu is located, there are other characters such as Zimomo, Tycoco, Mokoko, etc., each with its unique personality and story background. The complex and warm relationships between these characters have built a complete and imaginative "monster forest" worldview, allowing fans to collect toys while also following a "never-ending" fairy tale. Many veteran fans have even created fan comics and videos for each character or shared their "daily life" with Labubu on social media, giving these characters more emotion and vitality.
Labubu's popularity is not limited to the trendy toy field; it has already crossed into fashion, art, and even lifestyle on multiple levels. In 2023, it cooperated with the Chinese new designer brand Pronounce, appearing on the Milan Fashion Week runway, launching a men's clothing series that integrates Labubu elements. Whether it is T-shirts with Labubu patterns, printed overcoats, or fairy tale-like accessories, they all reflect the increasingly blurred boundary between trendy toy culture and high-end fashion. This cross-border cooperation not only gives trendy toys more possibilities but also injects lively and fun energy into fashion. Outside the runway, Labubu also frequently appears in the private clothes of celebrities and fashion bloggers. BLACKPINK member Lisa, Zhou Yutong from China, and other celebrities have all shown their Labubu collections on social media, further expanding the international influence of this IP.
In 2019, Labubu reached an important turning point in its development - a deep cooperation with the well-known Chinese trendy toy company Pop Mart. This cooperation quickly brought Labubu from a niche circle to the public eye and officially stepped into the broad commercial stage of "trendy toys."
Pop Mart's ability to grow from a trendy toy startup to a listed company with a market value of tens of billions of dollars in just a few years is closely related to its successful creation of several popular IPs, and Labubu is undoubtedly one of the most representative and commercially potential IPs. According to Pop Mart's public financial report data, Labubu, as its "TOP TOY level" super IP, has long occupied the top sales, showing amazing commercial vitality in various dimensions such as blind box sales, repeat purchase rate, peripheral development, and cross-border authorization. For example, in the first half of 2021 alone, the sales of Labubu products exceeded hundreds of millions of yuan, ranking at the top of Pop Mart's best-selling list, far exceeding most other independent IPs.
More importantly, Labubu not only drives the sales of blind box products but also promotes the youthfulness and internationalization of Pop Mart's overall brand image. As one of the representative characters of Pop Mart's "going abroad strategy," Labubu has a stable fan base and consumer groups in Southeast Asia, Japan, Europe, and the United States. In international trend areas such as Akihabara in Japan, Siam Square in Bangkok, and SoHo in New York, Labubu often appears in offline stores and pop-up exhibitions, becoming an important carrier of trend culture output. From a business model perspective, Labubu's success once again confirms the huge potential of the "IP economy" in the consumption trend of the Z generation. Through character personalization, emotional links, product blind boxization, and other means, Labubu has established a strong brand memory point and purchase stickiness in consumers' minds. Coupled with the support of scarcity and limited edition strategies, Labubu has gradually evolved from a single toy into a sustainable business ecosystem, with its derivative value extending to clothing, cultural creation, trend exhibitions, and other fields.
This "IP+lifestyle" model also provides a new paradigm for cooperation with other brands. Our barbecue black tea seasoning is a life aesthetics product that combines visual creativity and taste experience, inspired by this. It is not just a seasoning but also a bridge that connects daily dining with trendy culture - just as Labubu brings fairy tale dreams into reality, our seasoning blends the steady aroma of black tea with the free and fun flavor of barbecue, awakening the taste buds while also mobilizing the happy emotions brought by trendy toys. Imagine discussing your favorite Labubu collections with friends while barbecuing outdoors, using this seasoning to add a unique tea fragrance and smoky flavor to chicken wings, beef, and vegetarian dishes. That "trendy toys + taste" dual experience is precisely the lifestyle expression loved by contemporary young people. This seasoning is refreshing and enhances the freshness, with a warm fragrance that neither takes the lead nor leaves a deep impression, especially suitable for pairing with light-flavored ingredients to enhance the overall taste level.
Moreover, barbecue black tea seasoning has also become a standard for many trendy toy players to share "weekend toys + food" on social platforms. On platforms such as Xiaohongshu, Douyin, Weibo, etc., more and more users have posted videos and graphic content that combines Labubu still life photography with cooking sharing, not only showing their collection fun but also conveying the multi-dimensional charm of trendy life. The combination of trendy toys and food is not only a content creation trend but also reflects consumers' expectations for "culture + sensory" dual satisfaction.
In summary, Labubu is not just a trendy toy but a cultural phenomenon, representing modern people's pursuit of individuality, emotion, and aesthetics. It awakens childlike innocence through artistic expression, links emotions through stories, and extends boundaries through cross-border cooperation. And the barbecue black tea seasoning that matches it is another manifestation of lifestyle - reinterpreting traditional ingredients and blending taste experience with trendy culture, making every meal an expression of fun and personal style.
In the world of trendy toys, what we pursue is not just the collection itself but a kind of aesthetic attitude that belongs to ourselves. And the combination of Labubu and barbecue black tea seasoning is the perfect presentation of this attitude - living wholeheartedly and lighting up every moment with fun.