One of the most sought-after items of 2025 isn’t a designer handbag or the latest tech gadget. It’s a plush elf with a snaggle-toothed grin.

Labubu (拉布布) is a global sensation.

From David Beckham and Rihanna, to Dua Lipa and Blackpink’s Lisa, celebrities – and even members of the Thai royal family – have been spotted showcasing their Labubu collections.

Created in 2015 by Hong Kong artist Kasing Lung for his picture-book series The Monsters, Labubu gained mass popularity when toy company Pop Mart began releasing it as blind-box collectables in 2019.

The toys are often sold in these blind-boxes, where people don’t know what make they’ve bought until after opening the box.

The niche designer toy has since spiralled into a multibillion-dollar obsession.

Plushies sell out within minutes, fans queue for hours, and rare editions like the human-sized mint-green-coloured Labubu have fetched over $230,000 at auction.

Labubu isn’t just a toy. It’s a glimpse of how China’s long-awaited soft power is beginning to take shape in unexpected ways.

David Beckham’s Labubu charm personifies its appeal. Photo: Instagram/David Beckham

For years, the Chinese government has tried to cultivate a positive image abroad through the Belt and Road Initiative,........

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