Published on
August 18, 2025
By: Tuhin Sarkar
Labubu has become far more than a collectible toy. Born in Hong Kong, the quirky character has now joined forces with global markets like the US, Japan, Indonesia, UK, France, and Spain to evolve into one of the world’s most viral tourism icons. What started as a designer art figure is now a global phenomenon, shaping not only shopping habits but also travel experiences.
In Europe, America, and Asia, Labubu is sparking a super social media trend. Fans post photos with themed stores, mascots, and limited-edition figures as if they are part of the travel journey itself. In Thailand and Bali, Labubu-themed attractions have already proven how pop culture can boost tourism. In London, Paris, New York and Tokyo, exhibitions and outlets are drawing crowds who combine sightseeing with collecting.
This rise of Labubu highlights a deeper shift in tourism. Modern travellers, especially Gen Z and Gen Alpha, are no longer satisfied with traditional souvenirs alone. They want playful icons they can show online, link with identity, and bring home as cultural keepsakes. By joining global destinations, Labubu has turned into more than just a toy. It is now a shared travel experience, a bridge between cultures, and a symbol of how tourism is adapting to the digital age.
The Birth of Labubu in Hong Kong
Labubu was born in Hong Kong, created by artist Kasing Lung. At first, it was part of a toy series called The Monsters. It looked like a playful, quirky figure with a cheeky face and pointy ears. The toy became popular among collectors, but its journey did not stop there.
Soon, Pop Mart, a lifestyle and toy brand from China, took Labubu into its blind-box collections. This move gave the toy a new life. Each release brought excitement, queues, and sell-outs. Labubu grew into a cultural icon that was more than just a small figure. It became a lifestyle symbol, loved by children, teens, and even adults who collect art toys.
China Leads the Fan Craze
China is now the heart of the Labubu craze. Pop Mart shops and vending machines sell out of new designs within hours. Collectors wait in long lines to grab the latest editions. For young buyers in China, Labubu is not just a toy. It is a fashion accessory and a way to show identity.
Pop Mart’s smart marketing pushed Labubu into shopping malls, airports, and online platforms. The toy’s strong presence in China helped it expand abroad. Travellers who visited China often brought back Labubu as souvenirs. This gave the brand an early link to tourism.
Global Spread to Europe and the US
Labubu’s reach has grown even further. In Europe, cities like London, Paris, and Berlin now host Pop Mart stores or exhibitions. Collectors in the UK, France, Spain, and Germany hunt for rare editions. For many, these toys are not just souvenirs. They are part of global art culture.
In the United States, Pop Mart has stores in New York and Los Angeles. Labubu is gaining fans among Gen Z and Gen Alpha. It is even seen as a fashion statement, sometimes carried like an accessory rather than a toy.
This spread shows how Labubu has become global. From its Hong Kong origin, it has moved across China, Thailand, Indonesia, Europe, and the US. Everywhere it goes, it ties into travel, shopping, and lifestyle.
Why Labubu Works in Tourism
Labubu’s success in travel is based on three points. First, it is fun and friendly. Tourists love mascots and playful icons. Second, it is highly shareable. Photos with Labubu spread quickly on Instagram and TikTok. Third, it mixes local culture with global trends. A Labubu in Thai silk or in a Bali-style shop feels both fresh and rooted in place.
This makes it perfect for modern tourism. People today want experiences that are unique and easy to share. Labubu gives them that. It adds a playful twist to holidays, turning ordinary travel moments into something special.
A Toy Becomes a Global Travel Star
Labubu started life as a designer toy from Pop Mart. At first, it was just one of many collectible figures popular with young buyers in Asia. Yet in only a few years, it has gone from a small art toy to a cultural icon. Today, Labubu is not just sold in boxes. It is used as a mascot, a travel ambassador, and even a tourism draw.
In Thailand, Labubu appeared on the streets of Bangkok, dressed in Thai clothes and travelling in Tuk-Tuks. In Bali, a Labubu-themed outlet was opened right across from Kuta Beach. These events show how travel and tourism are now deeply linked with this unusual character. The story of Labubu is no longer only about toys. It is about how pop culture is shaping journeys, destinations, and the way visitors share their holidays online.
Thailand Turns Labubu into a Tourism Ambassador
Thailand has always been creative in promoting tourism. But in 2024, the country tried something new. The Tourism Authority of Thailand teamed up with Pop Mart to make Labubu a travel mascot. The small figure became a life-size character. It was dressed in Thai traditional outfits and posed with Tuk-Tuks, temples, and food markets.
This campaign was not only for locals. It was designed to attract travellers, especially from China, where Labubu is a major craze. Tourists could take pictures with the mascot, share them on social media, and connect Thailand with fun, fashion, and youth culture. By using Labubu, Thailand linked tradition and modern trends. It showed that tourism is not just about temples and beaches. It is also about playful images that travellers love to share.
Bali Welcomes the First Labubu Travel Store
In June 2025, Pop Mart opened a Labubu-themed outlet in Bali. It was not just a shop. It was an experience. The outlet was built near Kuta Beach, one of the most famous tourist spots on the island. Its design mixed local styles with Labubu’s world. Visitors could buy toys, but they could also take photos and enjoy the unique setting.
This step turned shopping into tourism. For travellers, visiting the store became part of their holiday. Many shared their visit online, which gave Bali more attention. It also gave Pop Mart free publicity. The brand used travel to expand its reach. Bali used pop culture to attract younger tourists who want more than just beaches.
Why Tourists Love Pop Culture Icons
The link between travel and toys may seem strange at first. But in truth, it makes sense. Modern travellers want experiences they can share instantly. They want to show friends unique images and moments. Characters like Labubu give them that chance.
Taking a photo with a mascot in Bangkok or a themed store in Bali is not just about the toy. It is about showing a lifestyle. For Gen Z and Gen Alpha travellers, toys like Labubu are a symbol of style and identity. When these symbols are tied to a destination, it makes the trip feel more personal and fun.
Travel Meets Fashion and Collecting
Labubu has also become a fashion icon. It appears in high-end photoshoots and luxury collections. Tourists who buy a Labubu figure abroad are not only buying a toy. They are buying a piece of culture that blends art, fashion, and travel.
Collecting toys on holiday is a trend. Many Brits, Europeans, and Asian tourists seek limited-edition figures in different cities. These toys become souvenirs. Instead of a T-shirt or fridge magnet, travellers bring home a designer toy linked to their trip. Labubu has become part of that trend.
Social Media Fuels the Trend
Another reason Labubu is tied to tourism is the role of social media. When travellers post images with Labubu, the toy becomes part of the travel story. For example, in Thailand, tourists shared posts of Labubu in traditional outfits. In Bali, Instagram and TikTok feeds filled with colourful shots of the themed store.
This sharing creates free marketing for both Pop Mart and the destination. It turns a personal holiday moment into global publicity. As more travellers see these images, they too want to visit, take photos, and share their version. In this way, Labubu spreads through tourism like a wave.
The Business Side of Travel and Toys
From a business view, this link is very smart. Pop Mart uses travel hubs to sell toys and build its brand. Tourism boards use Labubu to make destinations more attractive to young visitors. Both sides win.
For Thailand, using Labubu meant drawing in Chinese and Asian tourists who already love the toy. For Bali, placing a themed store near Kuta Beach meant pulling in global visitors who want something new to share. These actions turn tourism into shopping and shopping into tourism. It is a cycle that brings more income for local economies.
What This Means for the Future of Travel
The rise of Labubu in travel shows a bigger shift. Tourism is no longer just about places. It is about experiences, culture, and connections. Pop culture icons like Labubu can shape how people choose destinations.
In the future, we may see more toys and characters become travel ambassadors. Cities may build themed attractions, and resorts may use mascots to create buzz. This is a way to link tradition with modern trends. It also helps destinations stand out in a crowded market.
Lessons for Other Destinations
Other countries can learn from Thailand and Bali. By mixing local culture with global icons, they create unique stories. For example, a Labubu dressed in Thai silk tells a story of old and new. A themed store by a Bali beach mixes global toys with tropical paradise.
If destinations in Europe or the UK use similar ideas, they could attract young travellers. Imagine a Labubu in front of Big Ben or on the London Eye. Such campaigns would not only promote tourism but also link Britain with playful global culture.
Labubu as a Symbol of Modern Tourism
At its heart, Labubu’s role in travel is about joy. It makes tourists smile. It adds fun to photos. It creates a reason to explore new corners of a city. This may seem small, but it is powerful. Travel today is shaped by what people can show, share, and collect.
Labubu, as strange as it may seem, is now part of this pattern. It is not just a toy. It is a tool for marketing, a driver of tourism, and a global travel companion.
Pop Culture Meets Holiday Dreams
The story of Labubu in Thailand and Bali is not only about a toy. It is about how travel is changing. Tourists now seek more than beaches and temples. They want icons, experiences, and stories they can carry home.
For Brits, Europeans, and Asian travellers, this shows a new side of tourism. A holiday may now include not just a sunset, but also a stop at a themed store or a photo with a mascot. This is how Labubu, a small art toy, has become a giant in global travel.
It links culture with commerce, play with promotion, and holidays with hashtags. As tourism faces new challenges, icons like Labubu show how creative ideas can keep destinations fresh and exciting.
