You’ve definitely seen them around…I’m talking about these quirky little figures that have taken global markets by storm, and now the craze has finally landed in New Zealand. Fashionably late, but no less fierce.
Like any brand that reaches cult status, Labubu has attracted a flood of imitations, fakes, and knockoffs.
Which got me thinking: how did Labubu become such a global phenomenon? And more importantly, how has Pop Mart (the brand behind Labubu) managed to hold onto its value and keep fans hooked, even in a marketplace overflowing with counterfeits and cheap lookalikes?
In this blog, we’ll explore what Pop Mart has done so well and uncover the lessons other businesses can take away about building, protecting, and amplifying brand value.
Labubu’s Meteoric Rise
Labubu was first brought to life in 2015 by Hong Kong artist Kasing Lung, who dreamed up a mischievous, fuzzy little creature with sharp teeth inspired by Nordic folklore.
In 2019, Pop Mart acquired the exclusive rights to Labubu and transformed it into a global obsession. By launching Labubu in sealed “blind box” packaging, Pop Mart gamified the buying experience, creating anticipation, surprise, and an irresistible hunt for rare characters. To fuel the frenzy, they also placed Labubus in vending-style “Robo Shops”, which drew long queues and generated serious buzz.
Then came the celebrity effect. When BLACKPINK’s Lisa was spotted carrying a Labubu keychain in 2024, the craze exploded overnight. Soon, Rihanna, Kim Kardashian, David Beckham, and other stars followed suit. Suddenly, Labubu wasn’t just a toy; it became a fashion statement, appearing as bag charms and collectibles around the world.
Pop Mart doubled down on scarcity, releasing limited-edition pieces, seasonal tie-ins like Coca-Cola collaborations, and retailer exclusives. Collectors went wild: rare Labubus began fetching astronomical prices, including a 4-foot green Labubu that sold for US $170,000 at auction.
By mid-2025, the strategy was paying off. Sales surged to 396% in just the first half of the year, cementing Labubu’s place as a global pop culture icon.
The Rise of Fakes and Pop Mart’s Defence Efforts
With Labubu’s explosive popularity, it was inevitable that fakes and knockoffs would flood the market. Today, counterfeit Labubu figures (nicknamed “Lafufus”) are everywhere, especially across online marketplaces, fuelled by the brand’s cult status and soaring demand.
To defend its intellectual property, Pop Mart has taken an aggressive stance. It has leveraged copyrights, trademarks, and legal action to block imitators from global markets, launching over 2,200 lawsuits in China alone. Beyond the courtroom, Pop Mart works with customs agencies to intercept fake imports and actively monitors online platforms to remove counterfeit listings.
Despite these efforts, the tide of fakes keeps coming. But here’s the twist: it’s not all bad news.
Scarcity Becomes Status
In a marketplace flooded with counterfeits, owning an authentic Labubu carries real weight. The harder it is to secure a genuine figure, the more desirable it becomes. Pop Mart has leaned into this by building a rich brand story and embedding authenticity markers, from official logos and packaging to blockchain-backed certificates.
Collectors as Brand Guardians
Pop Mart isn’t fighting this battle alone. Dedicated collectors act as unofficial brand protectors, sharing tips to spot fakes and celebrating rare or first-edition pieces. Their passion strengthens the sense of exclusivity and community around Labubu.
Culture Over Commodity
Labubu isn’t just a toy anymore; it has become a cultural statement. Being “in the know” matters. Ironically, the shadow market of fakes only sharpens the line between true fans and casual observers, making authenticity feel even more significant.
For Pop Mart, completely eliminating counterfeits may be impossible, but the message to fans is clear: authenticity matters. And for collectors, the flood of knockoffs doesn’t diminish Labubu’s value. Instead, it magnifies it.
Key Takeaways
1. Protection Builds Value
2. Fakes Can Be Validation
3. Build a Story, Not Just a Product
True brand power comes from compelling narratives and communities, not just specs and price tags. When people buy into your story, they value your products for what they represent, and the marketing your customers do on your behalf through word of mouth?
Completely free.
In a world overflowing with imitations, authenticity becomes your ultimate differentiator and your most powerful status symbol.
