JAKARTA - A toy company from China, Pop Mart, officially announced that it will release the latest version of its iconic character, Labubu, in the form of a mini that can be installed on mobile phones.
"Labubu is not just a toy, but has become a global phenomenon. We present this MiniLabubu to make it closer to the daily lives of fans," said Wang Ning, CEO and founder of Pop Mart.
Previously, Labubu, which had big teeth and had a 'bad-cute' face, was popular as a bag hanger. Now, Pop Mart wants to reach a wider market by making it a cellphone accessory.
Labbu is part of The Monsters series designed by the artist Kasing Lung. This toy has become a favorite of many world celebrities, including Rihanna and David Beckham, and has always been sold out in various countries.
Pop Mart is known for its blind box sales strategy, which is a mystery packaging worth USD 10 USD 20 (IDR 163 thousand-IDR 326) where buyers don't know which character to get. This concept has succeeded in creating curiosity and adrenaline for collectors.
Wang emphasized that Labubu's demand is still very strong in the global market.
"We see a very wide growth space, especially from North America, Asia Pacific, to the emerging country market," he explained.
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The Monsters series itself contributed 4.81 billion yuan or IDR 10 trillion in the first half of 2025, or about 34.7% of Pop Mart's total revenue. The other four series, including Molly and Crybaby, each generated more than 1 billion yuan or IDR 2.2 trillion.
"We hope that the launch of a new edition, including MiniLabubu, could boost profits in the second half," Wang said.
In addition to releasing physical products, Pop Mart is also preparing for a bigger step. Company executives say they are optimistic that Pop Mart's character has the potential to enter animated films and theme parks, although direct contributions to revenue will not be large in the near future.
"Mini Labubu is the beginning of Pop Mart's long journey to build a global entertainment ecosystem." Wang said.
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