For years, the concept of soft power has been closely associated with Hollywood, K-pop, or Western fashion brands. However, a new and unexpected cultural symbol from China has emerged: Labubu - the iconic toy character created by Pop Mart. The global popularity of Labubu not only illustrates a commercial success story but also reveals Beijing’s new approach to building soft power through consumer culture.

Labubu – From Comic Character to Global Phenomenon

Labubu was created in 2015 by Hong Kong artist Kasing Lung in his comic series The Monsters, and later introduced into Pop Mart’s blind-box model in 2019. With its oversized eyes, sharp teeth, and “ugly-yet-cute” aesthetic, Labubu has captured the hearts of millions of young fans worldwide.
Beyond toys, Labubu has expanded into fashion, accessories, and limited-edition collections, becoming a style icon endorsed by international celebrities such as Lisa (BLACKPINK), Rihanna, and Dua Lipa. As a result, a Chinese-origin cultural product has crossed borders to become a global trend.

A New Form of Soft Power: Consumer Culture as the Driver

In contrast to traditional soft power approaches centered on film, music, or literature, Labubu exemplifies a different strategy: cultivating cultural influence through consumerism and shared emotional experiences.
The blind-box model fuels curiosity and drives repeat purchases, turning each toy into an emotional experience.
Influencer marketing has positioned Labubu as a global fashion accessory, shaping a positive image of Chinese brands.
At the same time, global fan communities have emerged through sharing, collecting, and even trading demonstrating that soft power today extends beyond the state and can also be driven by private enterprises.

Commercial Success and Global Footprint

Pop Mart’s viral blind boxes mystery-packaged collectibles have become a hallmark of one of China’s most aggressive international expansion stories. The company has projected a 350% year-on-year surge in profits in the first half of the year. According to Goldman Sachs, Pop Mart’s long-term sales could reach $11.3 billion globally, matching Lego’s market scale. The company is also directly competing with Japanese legacy brands such as Sanrio and Bandai. In 2024, Pop Mart’s sales grew by 107%, while Sanrio, the home of Hello Kitty, reported a 45% increase.

Compulsive Consumption and the Flood of Counterfeits

Yet, the Labubu phenomenon also comes with challenges:

• “Gambling-like” consumption: The blind-box model has been criticized for fostering compulsive shopping behaviors, particularly among young consumers.
  

• Counterfeit boom (“Lafufu”): Labubu’s immense popularity has fueled a counterfeit market, forcing Chinese authorities to launch large-scale crackdowns to protect both the brand and consumers.

This highlights a critical reality: soft power must be accompanied by responsibility managing brand reputation, safeguarding fans, and ensuring the sustainability of consumer culture.

Labubu and the Future of Chinese Soft Power

Labubu is not just a toy; it is a symbol of how China is redefining soft power. Instead of imposing influence, Pop Mart and Labubu are winning over the world through creativity, emotional resonance, and global community-building.
If the company can maintain a balance between commerce, culture, and social responsibility, Pop Mart has the potential to become the “Disney of China” in the 21st century a dual cultural and economic icon that extends Chinese soft power worldwide.

(Source: CNBC)