Big Into Energy: How Labubu Turned a Designer Toy into a Global Fashion Craze in 2025

Global art toy leader POP MART has officially introduced Big Into Energy, the latest installment in its wildly popular Labubu The Monsters collection. This vibrant new series combines expressive design with a powerful emotional theme, and has rapidly become a pop culture sensation across Asia, Europe, and the Americas.

Each figure stands approximately 17 cm tall and comes in vivid gradient colorways symbolizing core energies: Love, Happiness, Loyalty, Serenity, Hope, and Luck. In classic POP MART fashion, Big Into Energy is released in blind box format, with a secret ultra-rare black edition featuring rainbow eyes appearing in just 1 of every 72 units—driving a collector craze worldwide.

“Big Into Energy captures the spirit of today’s generation—playful, expressive, and emotionally charged,” said a POP MART spokesperson. “It’s more than a toy. It’s wearable art and personal energy.”

CULTURAL IMPACT & COLLECTOR DEMAND

Labubu, created by Hong Kong artist Kasing Lung, has seen explosive growth since POP MART began distribution in 2019. As of mid-2025, over 300 unique designs have been released, with secondary market prices reaching thousands of dollars for limited editions.

Celebrity endorsements by icons such as Rihanna and Lisa of Blackpink have further fueled demand, turning Labubu into a fashion accessory and digital status symbol among Gen Z influencers. On TikTok and Instagram, unboxing videos and collection showcases continue to trend under hashtags like #Labubu and #BigIntoEnergy.

DESIGN MEETS EMOTION

Each Labubu in the Big Into Energy series combines soft plush textures with vinyl detailing, creating a tactile and visual contrast that fans love. The design features include wide eyes, mischievous ears, and Labubu’s signature nine sharp teeth, giving each figure a bold, animated personality. The addition of a metal keychain ring makes the figures versatile accessories for bags, clothing, or decor.

 GLOBAL REACH & ECONOMIC MOMENTUM

POP MART now operates more than 500 stores across 30+ countries and has seen remarkable financial success, with revenues doubling and profits increasing over 350% in early 2025 compared to the previous year. The brand’s valuation now exceeds $43 billion USD, surpassing legacy giants such as Hasbro and Mattel.

Despite fluctuations tied to tariffs and sustainability concerns, major financial analysts at HSBC and Citi continue to issue strong “buy” recommendations, citing brand loyalty, product innovation, and international expansion.

ABOUT LABUBU & POP MART

Labubu is one of POP MART’s flagship IPs, originating from the artistic vision of Kasing Lung. Since its global debut, it has captured the hearts of collectors, fashionistas, and kidults—a fast-growing demographic of nostalgic, style-driven adult toy consumers.

POP MART, founded in 2010, is a leading force in the designer toy industry, pioneering blind box culture and IP-driven collectible art products worldwide.