Labubu, the mischievously adorable character from the The Monsters series by artist Kasing Lung, has become a massive cultural phenomenon in Thailand. Known for her mischievous expression and oversized ears, Labubu has captured the hearts of collectors, and her popularity continues to soar thanks to recent collaborations and campaigns. This year, Labubu’s presence in Thailand reached new heights, with the launch of a partnership between the Tourism Authority of Thailand (TAT) and Pop Mart, the Chinese company behind Labubu’s creation.
Labubu’s Cultural Impact in Thailand
Initially introduced in 2015 as part of The Monsters series, Labubu became a global sensation when Pop Mart began releasing her in blind boxes, where fans could collect various versions of the character. The element of surprise and the unique, quirky designs made Labubu a must-have for toy collectors, particularly among Gen Z. This trend was further fueled in 2024 when Thai superstar Lisa from Blackpink posted about Labubu on social media, igniting a frenzy among her fans and further cementing Labubu’s place in Thai pop culture.
However, it’s not just Labubu’s collectible appeal that has captured attention in Thailand. In a strategic move to promote tourism, TAT teamed up with Pop Mart in 2024 for a campaign aimed at attracting Chinese tourists back to Thailand post-pandemic. A life-sized Labubu mascot was brought to Bangkok, where it explored famous landmarks and participated in cultural events. The campaign allowed fans and tourists to follow Labubu’s journey through the city, highlighting both Thailand’s rich heritage and modern tourist attractions
First Labubu Concept Store Outside of China
As Labubu’s popularity continues to grow, the character has made a significant leap in terms of physical retail presence. In 2024, the first Labubu concept store outside of China opened its doors in Bangkok. Located in one of the city’s popular shopping districts, the store features an extensive range of Labubu merchandise, including plush toys, figures, and exclusive collectibles. This marks a monumental step for Labubu’s global expansion, with Bangkok selected as the site for the flagship store due to its enthusiastic fanbase and the city’s central role in Southeast Asian culture .
More Than Just a Toy
Labubu is more than just a collectible toy—it’s become a symbol of modern pop culture. With its mix of cuteness and mischief, Labubu appeals to a wide demographic, including young adults and art enthusiasts who view these toys as pieces of art. The blend of play and collectible culture has solidified Labubu’s role in Thailand’s growing designer toy market, where fans eagerly seek out limited-edition releases and exclusive designs.
The partnership between Pop Mart and the TAT has not only spotlighted Labubu as a tourist mascot but has also bridged the gap between art, culture, and tourism. By incorporating Labubu into the tourism campaign, both companies have managed to bring attention to Thailand’s vibrant culture in a fun and engaging way. As a result, Labubu’s character has become more than a toy—it’s now a marketing tool that introduces a new generation to Thailand’s iconic sights and experiences .
The Future of Thailand
With Labubu continuing to dominate the collectibles scene and influencing tourism marketing, it’s clear that this lovable character is here to stay. The combination of playful toy culture, celebrity influence, and tourism promotion makes Labubu an important part of Thailand’s current pop culture landscape. As more collaborations and limited-edition toys are released, Labubu’s influence is likely to grow, making her a staple in both Thailand’s retail environment and its cultural identity.
For more updates on Labubu’s journey and the latest releases, check out Pop Mart’s official site or visit the new Labubu concept store in Bangkok to experience the magic firsthand.