Labubus explained: How one Hong Kong artist’s Nordic fairytale sparked a $150,000 collectible frenzy

There’s a Maggie Smith photo circulating on Instagram where she appears to be asking: What is a Labubu?

Of course, she never actually said that — because, given it’s Maggie Smith, known for her delightfully brusque yet quaint way of cutting anything down to size, I would have loved to hear her even try to utter the word Labubu. Still, that photo perfectly reflects my current state of mind seeing these creatures flood every possible conversation — from social media to celebrities flaunting furry keychains, to people spending… *checks notes*… over $150,000 on them, sold at an auction recently.

As I told my friend the other day, I’m in my ‘sure, why not phase’ these days when it comes to social media trends that seemed to be becoming stranger than fiction these days. So, not much from social media surprises me, but these Labubus sweeping into our daily lexicon did bewilder me a little.

 At first, I had  my own personal opinions on the creatures: if I had them in my house, I would sleep with my eyes open. They felt like a Chucky horror doll homecoming of sorts, but that’s just me. Maybe they were the Chucky doll’s dolls. (Okay I’m going down a scary path).

 I wouldn’t venture near them ever, but I’m no one to judge anyone’s keychains so loftily, I suppose my own collection might horrify people too. I’ll be fair.

Yet, I was curious enough about these Labubus to read about them. I found their actual origin story, far more interesting than the dolls themselves, and possibly now they look less frightening.

 Folks, read the storybooks first.

Who are the Labubus?

 Before breaking the internet, Labubus were actually storybook characters created by artist Kasing Lung. Born in Hong Kong, Lung moved to the Netherlands at age seven, where he quickly fell in love with Nordic fairy tales — especially those about elves. Inspired by this whimsical folklore, Lung launched an illustrated book series called The Monsters in 2015, featuring a playful tribe of female elves known as Labubus.

 “At that time, there were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child,” Lung said in an interview with Hypebeast as reported by Bangkok Post.

While living in Belgium, Lung worked as a children’s book illustrator and became the first Chinese person to win the Illustration Award. In 2013, he published a Chinese illustration book titled My Little Planet, followed by another children’s book, Lizzy Wil Dansen, which he created in collaboration with writer Brigitte Minne.

"That's why I wanted to create something that I've always known existed in my heart," he said in an interview with CGTN Europe in March. "It's amazing that so many people love it."

 His most recognisable characters — Labubu, Spooky, Tycoco, Zimomo and Pato — are affectionately known as The Monsters. And these creatures, are kind-hearted. They’re eager to help, and of course, their good intentions lead to chaos. According to Lung, there are about 100 different Labubus in the series. One storyline follows a Labubu who’s dating a shy skeleton named Tycoco and often playfully teases him.

And then Labubu became a global sensation

Not long after The Monsters trilogy debuted, Lung released an artistic toy series inspired by the characters. However, the collection didn’t spark a global craze until he teamed up with Chinese toy company POP MART in 2019.

 According to POP MART, revenue from the first Monsters series launch "broke the sales record in the art toy category." Over the years, Labubus have appeared on bags belonging to pop stars like Dua Lipa, Rihanna, and Lisa from the K-pop group BLACKPINK.

 Labubu dolls come in various colors and are sold in blind boxes. meaning the figure inside is a mystery until opened. You don't know what you're going to get, the lesser-known 'box of chocolates' quote from Forrest Gump.

 I still wouldn’t buy a Labubu, but it helps to know where they came from — and the artist who brought his imagination to life, drawing from Nordic folklore. Now that’s the story I want to read.

No doubt, there will be a movie to follow soon. Sigh. labubu