The economics of pop culture is such that it influences consumer behaviour, drives economic growth, and creates new opportunities.
Whether it is music, film, the gaming industry or just some plain old doll, pop culture shapes spending habits and trends with far-reaching consequences for businesses and industries.
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So it comes as no surprise that a female elf-like character in the Nordic-inspired picture book series ‘The Monsters’ has become the next big trend in the global entertainment and fashion scene.
Created in 2015 by Kasing Lung, a Hong Kong–born artist raised in the Netherlands, the Labubu character was a part of a tribe.
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In his book, Lung describes Labubu as a gentle elf-like creature with high-pointed ears, no tail, and a unique face that ranges from innocent to impish.
Ten years after their creation, Labubu dolls have taken the world by storm, captivating fashionistas, collectors, and pop culture enthusiasts alike.
Merchandising
In 2019, Lung collaborated with the Chinese toy company PopMart to introduce Labubu figures in their ‘The Monsters’ series.
As collectables, Labubu toys have become status symbols, with prices skyrocketing into the hundreds of thousands of Naira.
It first gained prominence in April 2024 when Lisa, a South Korean girl group member of Blackpink, posted it and said she is a collector and has been collecting different models for years.
Once other global celebrities like Cardi B, Madonna, Rihanna, Dua Lipa, Kim Kardashian, Ananya Panday, and more joined the trend, the demand for the doll went through the roof.
Forbes reports that Wang Ning, founder of toy maker Pop Mart International Group, has joined the ranks of China’s top ten billionaires for the first time, as the company’s Labubu dolls fly off store shelves in Asia, Europe and the U.S.
In Nigerian e-commerce shops, one piece of the Labubu key chain goes for between N19,000 and N39,000 while the Labubu phone pouch retails for a little above N4000.
On the PopMart US store, a miniature Labubu figurine costs about N85,000.
Other items one can find the Labubu character include as ear muffs, mittens, mugs and more.
Labubu in Nigeria
As they make their way to becoming a fashion staple in Nigeria, Labubu dolls have captured the hearts of fashionistas and collectors alike with their unique design and limited-edition releases.
During the week, a Nigerian girl on TikTok unboxed her first Labubu doll.
This triggered a wave of unboxing videos of more Nigerians purchasing and unboxing Labubu, which also comes in the form of clip-ons or other fashion accessories.
Nigerians are seemingly jumping on the trend not just for its aesthetic value, but for its versatility.
The Labubu dolls could be life-sized or used as portable key holders or bag charms. Some even wear them as pendants on their necks.
Today, social media influencers are flaunting their Labubu collections, further fueling the craze.
Not Tacha though. The former Big Brother Naija housemate has an issue with Nigerians who have jumped on the trend without fully understanding its cultural connotation.
She also called out those who have bills to pay but have caved to peer pressure.
“My issue out here is with the ones that don’t even have the money. But just because of peer pressure you want to spend 200k buying some tiny toy to put on your bag,” she said on Instagram.
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While the apparel is now perceived as a status symbol, some social media users believe the trend is fueled more by a need to drive traffic to influencers’ monetised accounts.
Whatever the case and however long the trend lasts, Labubu dolls have transcended toys, becoming a cultural phenomenon that blends art, fashion, and collectibility.
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