Recently, a Russian pilot uploaded a video on social media, sparking heated discussions. In the video, the pilot is flying a Su-34 fighter jet, and above his cockpit hangs a Bubble Mart Labubu doll, as if showing off his collection to netizens.
In this regard, some netizens said that this trend has reached Russia.
It is reported that Labubu is a character in Bubble Mart’s exclusive IP “THE MONSTERS” elf group series, and its prototype is an elf from the Nordic forest.
Because of its pointed ears, round eyes, nine jagged teeth and "stealing" smile, it has won the favor of many young people.
On April 24 this year, Labubu launched the global third-generation vinyl plush product "Front High Energy" series. On the night of the product launch, the related terms "grab labubu" quickly topped the list of hot searches on Weibo.
In the first half of this year, the revenue of Labubu's artist IP THE MONSTERS reached 4.814 billion yuan, a year-on-year increase of 668%, and its proportion of total revenue increased from 13.7% in the same period last year to 34.7%.
At Bubble Mart's 2025 interim results meeting, founder and CEO Wang Ning said that he hopes to achieve 20 billion in revenue this year, "but I feel that it should be 30 billion this year easily."