Pop Mart’s new famous toy, the Labubu, has prompted a craze that stretches way farther than the Beijing-based toy group. Executives signal a revenue trajectory that could top 30 billion yuan ($4.2 billion) in 2025.
Sales have jumped roughly fourfold as Labubu and other “Monsters” characters have reached overseas sales and become an instant hit.
Keep learning more about the new toy craze and Labubu projections below.
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Labubu’s Revenue Surge
Labubu has quickly transformed from just a toy line to the driving force of Pop Mart’s global expansion. In a span of six months through June, Labubu alone contributed about 4.81 billion yuan ($670 million) in revenue, proving how one item can totally reshape a company’s geography and margin profile.
Overseas markets in particular were a driving force in the revenue surge. The company’s international footprint now includes around 40 U.S. stores, with plans to add another 10 by the year’s end.
Pop Mart & Celebrity Connections
The Labubu phenomenon has also pushed past its traditional blind-box sales model. Celebrities such as Rihanna, Kim Kardashian, and Lisa from Blackpink have been seen with Labubu-branded items and have elevated the brand’s profile on a global scale.
Now the store sells all sorts of Labubu-themed items, from figures to clothing. The biggest overseas contributor is the Asia-Pacific region, with North and South America close behind.
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Mini Labubu’s
Pop Mart’s latest craze within the Labubu world? Mini Labubu figurines, which are designed to attach to mobile phones. This shows the brand’s desire to translate virality into portable, everyday items with broader appeal.
The mini Labubu line will help further extend Pop Market’s reach into new consumption markets, and the aim is to have more than 200 foreign stores by the year’s end.
Pop Mart’s Overseas Aims
With new stores and items, Pop Market’s overseas aims and goals are high. It doesn’t come from anywhere strange, though. In 2024, Pop Mart established a solid base with a revenue of around 13 billion yuan ($1.8 billion) and an overseas revenue of roughly 5 billion yuan ($696 million).
The company’s 2025 model hinges on sustaining momentum in higher-margin markets, aiming for 20 billion yuan ($2.78 billion), with overseas markets contributing more than 10 billion yuan ($1.39 billion).
Analysts have accepted Pop Market’s numbers with a blend of optimism and caution, because though the Labubu market is surging, it is also subject to consumer interest and pop-culture trends.
Other plans for Pop Market in the future include animations, theme parks, and a broader entertainment system to create a “world-class cultural and consumer brand,” according to China Daily and other outlets.
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Analysts’ Takeaways
As mentioned above, analysts’ takeaways reflect a cautious optimism about the company’s future.
Morningstar’s Jeff Zhang warned that while restocking and new editions are likely to drive earnings in the second half, the long-run risk remains high in a business built on trend-driven demand and blind-box formats.
Other market observers commented on the potential for continued overseas expansion and IP-driven growth, while also cautioning that a rapid global push could face competitive pressure.
All in all, the company’s sustainability will depend on product refreshes, brand licensing opportunities, and a disciplined expansion tempo, all led by executive members of the company.
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Only time will tell how Labubu fares in the tumultuous worldwide market, and whether these cute yet creepy creatures will stay at the top of the toy craze.
