Labubu craze grips Finland

Finnish collectors cite a blend of fashion appeal, scarcity, and emotional comfort as key drivers of Labubu's popularity.

HELSINKI, June 17 (Xinhua) -- Labubu, a toothy, fluffy figurine created by Chinese brand Pop Mart, is experiencing a wave of popularity in Finland, with long queues outside stores and a growing online fanbase.

At the Forum shopping center in downtown Helsinki, dozens of Finnish customers lined up early last weekend to purchase one of just 12 available Labubu plush toys. The first shopper reportedly arrived as early as 7 a.m.

Finnish collectors cite a blend of fashion appeal, scarcity, and emotional comfort as key drivers of Labubu's popularity. "Sometimes it's just about having something small and joyful, especially in these tough times," said one local buyer. Another compared Labubu to Norse trolls, highlighting an unexpected connection between East Asian design and Nordic folklore.

As Chinese cultural exports like Labubu gain traction globally, many observers see this as a sign of China's rising soft power. "The success of Labubu demonstrates that China's cultural creativity is resonating with global audiences," Finnish national broadcaster Yle quoted a Helsinki-based analyst as saying.

Labubu - a goblin-like character with sharp teeth and a mischievous grin - was created by Kasing Lung, an artist from Hong Kong, China. The figure is commonly sold in "blind boxes," a popular format where buyers do not know in advance which variant they will receive, adding elements of surprise and collectibility.

Originally introduced in 2015 as part of a children's book series titled The Monsters, Labubu gained wider recognition in 2019 when it was transformed into a collectible designer toy through a partnership with Pop Mart, one of China's leading toy companies. The release of the "Exciting Macaron" key-ring series in October 2023 marked a turning point in its rise to international fame, aligning with the growing fashion trend of bag charms and accessories.

To date, over 300 Labubu variations have been released. On TikTok and other social media platforms, more than 1.7 million videos have been posted under the #Labubu hashtag.

Pop Mart reported annual revenue of 1.8 billion U.S. dollars in 2024, marking a 107 percent increase from the previous year. Labubu products accounted for nearly 400 million dollars of that revenue. Buoyed by strong international demand, the company posted a year-on-year revenue growth of 165 to 170 percent in the first quarter of 2025, with overseas sales surging by 475 to 480 percent. ■