Labubu’s surge in popularity in Thailand has taken even its Chinese fans by surprise.
Across Bangkok, this plush “little monster” is everywhere. People of all ages dangle Labubu keychains from their bags, proudly showing off the brand. An online search in Thai reveals just how pervasive Labubu has become, with posts and promotions from influencers, media outlets, and Pop Mart fans sharing their enthusiasm.
According to a May report by Nielsen, Thailand led the world in TikTok mentions of Labubu and Pop Mart, with over 365,000 comments—dwarfing engagement in other countries, where comments only numbered in the thousands.
This buzz has brought official recognition.
In July, the Tourism Authority of Thailand named Labubu an…