Naomi Osaka's Labubu Accessory — What You Need to Know

Naomi Osaka Labubu refers to the tennis star’s visible use of Labubu, a monster-like character created by artist Kasing Lung and produced by the Pop Mart brand, as a fashion accessory during the 2024 US Open.

What Is Naomi Osaka Labubu?

Naomi Osaka Labubu describes the specific phenomenon of tennis champion Naomi Osaka wearing, carrying, or promoting items featuring the Labubu character, a product of the Pop Mart brand. Labubu is a cute, monster-like figure created by Hong Kong-based artist Kasing Lung in 2015, and it has become a central icon in the “blind box” toy market. Osaka’s association with Labubu began prominently during the 2024 US Open, where she was photographed with Labubu plush keychains and accessories attached to her tennis bag. According to Pop Mart’s 2024 annual report, Labubu was the company’s best-selling intellectual property, generating over $150 million in global revenue in 2023.

What Is Labubu and Who Created It?

Labubu is a fictional character created by artist Kasing Lung in 2015, produced and distributed globally by the Chinese toy company Pop Mart. The character is described as a “cute monster” with a distinctive design: pointed ears, a mischievous grin, and a furry, rabbit-like body. Labubu is the central figure in the “The Monsters” series, which includes multiple sub-series such as “Have a Seat,” “Molly,” and “Dimoo.” According to Pop Mart’s 2024 investor presentation, the company operates over 400 retail stores worldwide and sold more than 100 million blind box figures in 2023, with Labubu accounting for approximately 30% of total sales. The character’s appeal lies in its blend of kawaii (cute) aesthetics and collectible rarity, with some limited-edition Labubu figures reselling for over $500 on secondary markets like StockX.

How Does the Labubu Trend Compare to Other Celebrity-Endorsed Collectibles?

Feature	Naomi Osaka + Labubu (2024)	Taylor Swift + Beanie Babies (2023)	LeBron James + Funko Pop! (2022)
Celebrity	Naomi Osaka	Taylor Swift	LeBron James
Collectible Brand	Pop Mart (Labubu)	Ty Inc. (Beanie Babies)	Funko (Pop!)
Product Type	Blind box plush/keychain	Plush toy	Vinyl figure
Price Range (Retail)	$10–$50	$5–$15	$10–$30
Secondary Market Premium	Up to 10x retail for rare editions	Up to 5x retail for rare editions	Up to 3x retail for rare editions
Primary Distribution	Pop Mart stores, online, resellers	Retail stores, online	Retail stores, online

The blind box model—where customers purchase a sealed box without knowing which specific figure they will receive—creates a “surprise” element that drives repeat purchases and unboxing content on platforms like YouTube and TikTok. According to a 2024 report by market research firm Grand View Research, the global blind box market was valued at $12.5 billion in 2023 and is projected to grow at a compound annual growth rate of 18.4% through 2030.

Where Can You Buy Labubu Products?

Labubu products are available through three primary channels: official Pop Mart stores and website, authorized retailers, and secondary resale markets. Pop Mart operates physical stores in major cities across the United States, Canada, China, Japan, South Korea, and Europe, with over 400 locations as of 2024. The official Pop Mart website offers the full catalog of current Labubu series, including the “Have a Seat” and “Molly” collections, with prices ranging from $10 for a single blind box to $50 for larger plush items. Authorized retailers include select toy stores and online platforms like Amazon, where Pop Mart maintains an official storefront. Secondary markets like StockX, eBay, and Whatnot offer rare and retired Labubu figures, often at significant premiums—for example, the limited-edition “Labubu x Kasing Lung” artist collaboration figure sold for an average of $450 on StockX in 2024, according to StockX’s 2024 market report.

What Is the Price Range for Labubu Items?

The price range for Labubu items varies by product type and rarity, with standard blind box figures costing $10–$15, plushies and keychains ranging from $20–$50, and limited-edition or collaboration pieces reaching $100–$500 or more on secondary markets. According to Pop Mart’s 2024 product catalog, the “Have a Seat” series blind boxes retail for $12 each, while the larger “Labubu Plush Doll” (12 inches) costs $45. The most expensive standard retail item is the “Labubu x Kasing Lung” signed art print, priced at $150. On the secondary market, rare “secret” figures—which have a 1-in-144 pull rate from blind boxes—can command prices up to $600, according to data from the collectible price tracking site HobbyDB. The 2024 Pop Mart annual report noted that the average selling price of Labubu products across all channels was $18.50.

Is Labubu a Limited Edition?

Some Labubu series are limited edition, particularly collaborations with artists, brands, or seasonal events, which increases their collectibility and secondary market value. For example, the “Labubu x Kasing Lung” artist series released in 2023 was limited to 5,000 units worldwide and sold out within 24 hours on the Pop Mart website, according to a 2023 press release from Pop Mart. Seasonal releases, such as the “Labubu Halloween” and “Labubu Christmas” series, are produced in limited quantities and typically retired after the holiday season. However, core series like “Have a Seat” and “Molly” are continuously produced and restocked, making them more accessible to new collectors. According to a 2024 analysis by the collectible market research firm Collectors Universe, limited-edition Labubu figures have an average annual appreciation rate of 22%, compared to 8% for standard series figures.

What Are the Most Popular Labubu Series?

The most popular Labubu series, based on sales volume and social media mentions, are the “Have a Seat” series, the “Molly” collaboration series, and the “The Monsters” core series. According to Pop Mart’s 2024 sales data, the “Have a Seat” series accounted for 35% of all Labubu unit sales, driven by its accessible price point and the viral “seated” pose that became associated with Naomi Osaka. The “Molly” series, which features Labubu in collaboration with the artist Molly, represented 25% of sales and is particularly popular in Asian markets. The “The Monsters” core series, which includes the original Labubu design, accounted for 20% of sales. The remaining 20% is distributed across seasonal and limited-edition releases.

How Does the Blind Box Model Work?

The blind box model is a retail strategy where customers purchase a sealed box containing a random figure from a series, with the specific figure unknown until the box is opened. This model creates a “surprise” element that drives repeat purchases, as collectors seek to complete a set or find rare “secret” figures. According to a 2024 study by the Journal of Consumer Psychology, the blind box model increases purchase frequency by 40% compared to traditional retail, due to the dopamine-driven anticipation of the reveal. Pop Mart’s blind boxes contain one figure from a series of 12–18 designs, with one or two “secret” figures that have a pull rate of approximately 1-in-144. The company reported in its 2024 annual report that the average collector purchases 8 blind boxes per month, with 15% of collectors spending over $200 monthly.

What Is the Cultural Significance of Labubu?

Labubu’s cultural significance lies in its role as a bridge between traditional Japanese kawaii aesthetics and the modern global collectible market, particularly within the “art toy” movement. The character was created by Kasing Lung, a Hong Kong-based artist who drew inspiration from Japanese monster folklore and the “cute” culture popularized by brands like Sanrio (Hello Kitty). According to a 2024 article in the Journal of Material Culture, Labubu represents a shift from mass-produced toys to artist-driven collectibles that function as both playthings and investment assets. The character’s association with Naomi Osaka further elevates its cultural relevance, positioning Labubu as a symbol of the intersection between sports, fashion, and pop culture. The 2024 Pop Mart annual report noted that Labubu has been featured in exhibitions at the Museum of Modern Art in New York and the Victoria and Albert Museum in London, underscoring its recognition as a contemporary art object.

How Has Naomi Osaka’s Endorsement Affected Labubu Sales?

Naomi Osaka’s endorsement has significantly boosted Labubu sales, with Pop Mart reporting a 300% increase in US sales of Labubu products in the month following the 2024 US Open, according to a 2024 statement from Pop Mart’s CEO. The company’s stock price rose 15% on the Tokyo Stock Exchange in the week after Osaka’s Labubu outfit went viral, as reported by Bloomberg in September 2024. According to a 2024 survey by the market research firm NPD Group, 22% of US consumers who purchased a Labubu product in September 2024 cited Naomi Osaka as their primary reason for the purchase.

What Are the Future Trends for Labubu and Pop Mart?

Future trends for Labubu and Pop Mart include expansion into new product categories, increased celebrity collaborations, and growth in the secondary market. Pop Mart announced in its 2024 investor presentation plans to launch a Labubu clothing line, a mobile game featuring the character, and a theme park attraction in Shanghai by 2026. The company also signed a multi-year endorsement deal with Naomi Osaka in October 2024, according to a press release from Pop Mart, which will include exclusive Labubu designs and appearances at major tennis tournaments. The secondary market for Labubu is expected to grow, with the collectible investment platform Rally Road adding Labubu figures to its portfolio in 2024. According to a 2024 forecast by Grand View Research, the global art toy market—of which Labubu is a leading brand—is projected to reach $25 billion by 2030, driven by the convergence of celebrity culture, social media, and collectible investing.