Labubu, the adorable yet quirky monster dolls created by Chinese toymaker Pop Mart, have become an unlikely ambassador for China’s soft power. These small, fuzzy creatures with sharp teeth have taken the world by storm, adorning the handbags of celebrities like Rihanna and Cher, and drawing excited crowds at international stores. Priced around $40 and sold in “blind boxes,” Labubu dolls have become a coveted item among young people globally.
The success of Labubu can be attributed to social media platforms like TikTok, which has played a significant role in changing consumers’ perceptions of China. With over 1.7 million videos about Labubu on TikTok, the app has become a conduit for Chinese social media memes and fashion trends. Experts believe that social media can boost China’s global image, similar to how Japan’s image was influenced by Pokémon and Nintendo in the 80s and 90s.
Labubu’s popularity is not just a testament to the doll’s unique design but also a reflection of China’s growing influence in the global market. According to Professor Fan Yang from the University of Maryland, it has been challenging for consumers worldwide to perceive China as a brand-creating nation. However, Pop Mart has bucked this trend, and other Chinese brands like designer womenswear label Shushu/Tong and handbag maker Songmont have also gained recognition abroad.
While Labubu’s impact on China’s political power is still uncertain, it has undoubtedly promoted interest in Chinese culture among younger generations. As Joshua Kurlantzick from the Council on Foreign Relations notes, cultural exports like Labubu can improve China’s image as a place that produces globally attractive goods or services. With Labubu’s charms spreading like a virus, it’s likely that more Chinese brands will become globally recognizable in the future.
