Russians obsession with Labubus make them spend millions

(MENAFN) Russians have spent more than 1.5 billion rubles (about $17.6 million) on Labubu toys since the start of the year, according to figures from a major online marketplace.

The character, created by Hong Kong artist Kasing Lung for his book The Monsters, gained worldwide fame after Chinese company Pop Mart introduced it in 2019 as part of a blind box collectible series. Its popularity skyrocketed in 2024 when Thai-born K-pop singer Lisa posted pictures of the figurines on Instagram, prompting a wave of celebrity attention. Rihanna was later spotted with one clipped to a luxury handbag, Kim Kardashian showcased ten in her collection, and David Beckham shared a photo of a Labubu his daughter had given him—cementing its status as a global trend.

Although Labubu products first appeared on the Russian platform in mid-2024, sales stayed minimal until May 2025, when demand surged by 4,700% compared to the previous month, generating tens of millions of rubles. “The popularity of the toys continued to grow in June: Labubu sales set a new record – compared to May, turnover increased by another 1,190% and almost reached 1 billion rubles ($11.1 million). As of today, total sales of Labubu products on Wildberries (since January 1) have amounted to 1.582 billion rubles ($17.6 million). On average, every tenth Russian has bought Labubu on Wildberries,” the company said.

The booming craze has caught the attention of Russian lawmakers, some of whom are calling for restrictions. Officials have voiced concern over the dolls’ “monster-like” appearance, warning of possible negative effects on children. Others have raised alarms about inadequate labeling on many of the products and are pushing for stricter regulation.

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