Berlin's inaugural Labubu store, a German retail outlet
Labubu Mania Takes Over Berlin's Alexa Shopping Center
A global phenomenon has hit Berlin's Alexanderplatz, as the first Labubu store in Germany opened its doors to eager fans. The store, located within the Alexa shopping center, was the epicenter of a massive queue that stretched for hours, as fans from all over the country and beyond waited to get their hands on the sought-after plush toys.
Labubu, known as “monster elves” with their distinctive cute-ugly design, have taken the world by storm. The toys, popular as keychains and bag charms, have been a hit among fans who appreciate their appeal for customization and personal expression. The craze was significantly boosted by celebrity endorsements, with K-pop superstar Lisa of Blackpink, Rihanna, Kim Kardashian, and NBA star Dillon Brooks all sporting Labubu items.
The trend is fueled by numerous influencers on TikTok and Instagram, who often film themselves unboxing surprise boxes of Labubus. Some fans have even brought their own Labubus to the store, eager to show off their collections.
The Labubu store opening in Berlin caused a frenzy, with fans waiting for hours before the store's opening. Many came prepared with umbrellas and camping chairs, ready to spend the day waiting in line. Cynthia Schlater from Riesa, Saxony, spent around 500 euros and waited in line for 14 hours.
Pop Mart, the Chinese company behind Labubu, has experienced explosive growth as a result of the craze. In 2024, the company's revenue doubled to $1.81 billion, with plush toys accounting for a dramatic 1,200% increase and nearly a fifth of all company revenue.
However, some analysts suggest that the craze might be temporary, as Labubu lacks deeper content or artisanal craftsmanship that sustains long-term collector interest. Nonetheless, the combination of its unique design, strategic celebrity endorsements, social media virality, and its appeal as fashionable, collectible plush keychains and charms has created a fast-rising fad with strong commercial success.
Pop Mart plans to open a total of three locations in Berlin, indicating the company's confidence in the market's appetite for Labubu toys. For now, fans can continue to enjoy the Labubu mania, as they shake surprise boxes and guess which figure might be inside, or show off their collections to fellow enthusiasts.
Labubu enthusiasts can continue their shopping spree, exploring various sections of the Alexa shopping center, such as the home-and-garden or lifestyle departments, for deals-and-discounts on Labubu merchandise. As the Labubu craze shows no signs of slowing down, fans can look forward to more stores opening, allowing them to expand their collections even further.
