Meet Kasing Lung, the artist behind Labubu, the doll taking over global toy culture

Kasing Lung’s characters have become household names among collectors, but behind the vinyl toys and plush dolls lies a quiet illustrator with a deeply personal approach to storytelling. The Hong Kong-born artist is the creator of Labubu, a rabbit-like monster whose success has redefined the intersection of art, toys and pop culture.

Born in 1972, Lung moved to the Netherlands with his family at a young age. Without video games or digital media, he found comfort in drawing and European storybooks. “There were no game consoles or computers,” Lung said in an interview with Hypebeast, “so I had to draw dolls with a pen. I had the idea of painting fairy tales since I was a child.” His early fascination with elves and folklore laid the foundation for what would become his lifelong artistic direction.

He later studied and worked in Belgium, where he became the first Chinese artist to receive the national Illustration Award. Today, he splits his time between studios in Belgium and Hong Kong, continuing to produce work steeped in fantasy and memory. His universe of characters—Labubu, Spooky, Zimomo, Tycoco, and others—form what he calls The Monsters, a series that reflects both whimsy and quiet introspection.

Labubu, first introduced in 2015, was inspired by Celtic folk tales and carries Lung’s signature blend of mischief and kindness. According to Lung, Labubu represents a part of himself—“Some things I wanted to do but didn’t dare to do, I let Labubu do.”

The character’s trajectory shifted dramatically in 2019 when Lung signed a licensing deal with Pop Mart. The partnership allowed Labubu to be produced as a blind-box collectible—a business model that turns mystery into mass appeal. Since then, Labubu has been released in over 300 versions and has become a pop culture icon across Asia, Europe, and the U.S.

Famous fans—including Rihanna, Dua Lipa, BLACKPINK’s Lisa, and even members of the Thai royal family—have been seen with Labubu figures, helping to drive its popularity even higher.

This year alone, Labubu has nearly doubled Pop Mart’s sales. Its chairman, Wang Ning, gained £1.3 billion in a single day when shares jumped 13.2% in May after Pop Mart’s new US app topped download charts. His net worth now stands at an estimated £12.8 billion, per Forbes Real‑Time Billionaires list.

Despite the commercial success, Lung remains focused on storytelling. He initially planned to release one picture book per year, each exploring a different character from The Monsters universe. Labubu’s rapid rise disrupted that schedule, but Lung continues to see his work as narrative-led rather than product-driven. “Labubu is not just a toy,” he has said. “It’s a character with a story.”

In fashion, limited‑edition bag charms sparked hunger—queues formed at Harrods, while fans brought their pets in Labubu costumes to a Perfect Magazine signing at Dover Street Market. His illustrations also graced the cover of Perfect Magazine, reinforcing his growing influence at the intersection of art and fashion.

Within The Monsters series, Zimomo and Mokoko often get mistaken for Labubu; Mokoko has a heart‑shaped nose and Zimomo a tail.

Lung’s next goal is to return to the roots of his practice. He hopes to publish a new Labubu picture book within the next year, bringing the character’s origin story to life for a new generation of fans. “I didn’t expect Labubu to become so popular,” he admits, but his dedication to craft and narrative remains unchanged.

As Labubu continues to dominate the toy market—contributing to Pop Mart’s billion-dollar rise—Kasing Lung’s quiet storytelling and cross-cultural vision remain the heart of the phenomenon.