As of late 2025, artist Kasing Lung’s mischievous elf character Labubu has become a global sensation, overtaking iconic toy lines like Barbie and Hot Wheels.
Labubu’s rapid growth has led Pop Mart to generate more than $1.4 billion in sales within the first ten months of 2025. With millions of fans, content creators and businesses benefiting from Labubu’s success, this collectible toy phenomenon shows no signs of slowing down.
The Monster The series starring Labubu has emerged as a standout brand with revenues of $954 million in the first three quarters of 2025, up 668-725% from 2024.
Collectors and resellers make significant profits by selling rare figurines, running TikTok channels and organizing local meetups.
The Labubu craze now extends across all regions, with international sales reaching new heights, accounting for 42% of total sales, particularly in the Americas, Southeast Asia and Europe.
Explosive sales growth
Pop Mart’s revenue from Labubu’s Monster The series has skyrocketed, earning $954 million in the first nine months of 2025 alone. This surpassed Mattel’s Barbie and approached Hot Wheels’ sales.
In total, Pop Mart is expected to generate up to $1.6 billion from the series by the end of 2025, a staggering 240-280% increase year-over-year.
| Period | Monster Series Revenue (USD) | Year-on-year growth | % of Pop Mart total sales |
| Full year 2023 | ~$50-$70 million | – | <10% |
| Whole year 2024 | $418 million | +726% | 23% |
| H1 2025 | $677 million | +668% | 34.7% |
| Q3 2025 (July–Sep) | $277 million | +702% | 38% |
| First 9 months of 2025 | $954 million | +695% | 36% |
| Full year 2025 (proj.) | $1.4-1.6 billion | +240–280% | 40+% |
This explosive sales growth underscores Labubu’s enduring appeal: fans are happy to pay $15 to $300 for blind boxes, plush keychains, and limited-edition items.
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International sales increase: 42% of sales outside China
In 2025, Pop Mart’s international sales accounted for 42% of total sales, a historic milestone. Overseas markets saw an upturn, with Southeast Asia growing 250-700% and the Americas recording a staggering 1,142% increase year-on-year.
| Region/Country | Sales 2025 (first 9 months) | Growth compared to 2024 | % of international sales |
| Southeast Asia | $540-580 million | +258% | 46% |
| America (USA) | $440-460 million | +1,142% | 38% |
| Europe + Others | $150-180 million | +729% | 14% |
| East Asia (HK/TW/KR/JP) | $100-120 million | +155% | 10% |
Key regions such as California, Florida, Singapore and Thailand are driving Labubu’s tremendous growth, proving that this trend is global and not just limited to China.
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Demographic factors determine Labubu’s success
Labubu’s primary demographic is women, particularly those aged 25-34, who make up 40-45% of global buyers. Growth among Generation Z women (18-24) is particularly rapid, with a 300% year-over-year increase in this group.
| Demographic | Share of buyers | Average monthly expenses | Fastest growing? |
| Female 25-34 | 40-45% | $150-$500 | Yes |
| Female 18-24 (Gen Z) | 20-25% | $100-$400 | Extremely fast |
| Female 35-44 | 12-15% | $200-$800 | Very fast |
| Male (all ages) | 35-40% | $80-$300 | Moderate |
The Plush Keychain Phenomenon: Turning $40-$80 into Huge Profits
In 2025, the plush keychain category experienced a massive surge in popularity, growing by over 1,200%. Celebrities like Rihanna and Kim Kardashian made these stuffed animals the ultimate status symbol. These plush keychains now account for 44% of Pop Mart’s sales.
| Series name | Selling price | Current resale (November 2025) | Average flip profit |
| Macaron vinyl face plush | $59-$79 | $350-$1,200 | $300-$1,000 |
| Exciting macaron | $49-$69 | $500-$2,500 (secret) | $450-$2,400 |
| Chestnut cocoa | $69 | $800-$3,000 | $700-$2,900 |
| Halloween & Christmas 2025 | $79-$99 | $600-$4,000 (limited) | $500-$3,800 |
Record-breaking Labubu sales
Labubu items have become so valuable that they are now being sold in private auctions for incredible prices:
- June 2024: 131cm life size mint green Labubu – $170,000
- August 2025: 5-foot brown Labubu sculpture – $188,000
- November 2025: Custom 1-of-1 Kasing Lung Hand Painted Labubu – $245,000
These sales prove that Labubu remains a high-end collector’s item and the market for high-quality items continues to thrive.
Real people will earn big with Labubu in 2025
Many collectors and entrepreneurs have turned Labubu Flipping into a full-time business. Here’s a breakdown of what people earn:
- Blind box flipping: $5,000-$25,000/month profit
- TikTok/Instagram Unboxing Channels: $8,000-$80,000/month
- Local Facebook Group Administrators: $3,000-$12,000/month
- Labubu Custom Clothing Store: $4,000-$40,000/month
- High End Resale (StockX, Whatnot, eBay): $20,000-$150,000+/month
The counterfeit crisis: How to protect yourself
A growing number of fake “Lafufu” dolls are flooding the market. Authentic Labubu dolls come with official Pop Mart hologram stickers, correct font and perfect stitching. Always ensure authenticity before purchasing.
Labubu Investment Strategy: A 30 Day Plan
To benefit from Labubu flipping, follow this proven 30-day plan:
- Days 1-7: Join online communities like r/Labubu and Facebook groups and find out more about current hot shows.
- Days 8-15: Spend $500-$2,000 on authentic cases from hot shows like Macaron or Halloween 2025.
- Days 16-23: Open boxes, sell duplicates and save secret figures for later resale.
- Days 24-30: List secret numbers on platforms like Whatnot, eBay or StockX and collect $3,000 to $15,000 in the first month.
FAQs about Labubu statistics
1. How much revenue did Labubu generate in 2025?
Labubus Monster The series generated $954 million in the first nine months of 2025, with total revenue expected to reach $1.4 billion to $1.6 billion by year-end.
2. Where outside of China is Labubu most popular?
Southeast Asia, the US and Europe are the biggest revenue drivers with sales growth of 250-1,142% year-on-year.
3. Can ordinary people still benefit from switching to Labubu in 2025?
Yes, many new flippers make $5,000 to $25,000 per month by buying authenticated cases and reselling them.
4. What are the safest Labubu investments?
Secret or limited editions from popular series and authentic plush keychains see the best returns.
5. How can I avoid fake Labubu?
Always look for Pop Mart hologram stickers, correct fonts and quality stitching. Buy from trusted sources.
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Labubu’s explosive growth in 2025 has cemented its place as a global collectibles empire, surpassing iconic toy lines such as Barbie and Hot Wheels.
With over $1.4 billion in revenue and a growing international market, Labubu continues to captivate millions of collectors, pinballers and content creators, offering opportunities to turn small investments into significant profits.
Whether through selling rare figures, running unboxing channels, or selling high-value collectibles, Labubu’s rise proves that there is huge financial potential for those entering the market.
The Labubu phenomenon is far from over, making it a prime opportunity for enthusiasts and entrepreneurs alike.
Source: Statista, VN Express International
