Inside the World of Labubu and Its Designer Kasing Lung

When you think about it, it's kind of amazing how a character like Labubu would become a monstrous success. It looks cute yet mischievous with that toothy grin, and also charming in a quirky kind of way. Of course several factors contributed to its global popularity, including Blankpink's Lisa, who posted a photo of herself on social media flaunting her Labubu doll. But it also takes a certain kind of genius to create a character that would stand out in the world of art and collectibles and would resonate with the fans.

The branchild of Labubu is Belgium-based artist and illustrator Kasing Lung. He was born in Hong Kong in 1972 but relocated with his family to the Netherlands when he was seven years old. Growing up in Europe, he developed a fascination with Nordic folklore, particularly with fairies and elves.

"When I was a child, I liked to read storybooks and was influenced by ancient European elf legends," he told Hypebeast. "At that time, there were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child."

ALSO READ

Pop Mart: ‘We are Not a Toy Company’

How Plush Toys Weave Opportunities for the Women of Negros Oriental

Since his Dutch was not good when they first arrived, picture books became his trusty companion. "The school gave me a lot of picture books with very simple Dutch, which was suitable for learning," he recalled to Tatler Asia. "I got to know many excellent Dutch picture book writers and gradually fell in love with painting. My parents ran a restaurant at the time, and we lived upstairs. In order not to disturb my parents and guests downstairs, I would read and paint quietly in my room on weekdays."

Which is why after completing his education, it is not surprising that Lung dedicated himself to crafting children's picture books. He eventually becoming the first Chinese to clinch the European Picture Book competition title.

In 2010, he made the shift from being a professional illustrator to designing toys. This led to a collaboration with Hong Kong-based design production house How2work in producing Chinese illustration storybooks and a series of collectible figures.

It was in 2013 when his first Chinese illustration book "My Little Planet" was published in Taiwan. He gained widespread acclaim after releasing the children's illustration book "Lizzy Wil Danssen," curated by award-winning author Brigitte Minne. The said book was translated into various languages and sold throughout Europe and Asia.

The Creation of Labubu

Labubu was born in 2015. It was part of a collection called "The Monsters," which was inspired by the folklore and mythology that Lung encountered growing up in the Netherlands. Among the characters such as Zimomo, Tycoco, and Spooky, it was Labubu whose popularity soared, resulting in the release of over 300 different versions.
In 2019, Kasing Lung signed an exclusive licensing agreement with Pop Mart, breaking sales records in the art toy sector. Labubu dolls are priced anywhere between P900 to P51,000, depending on the size.

Labubu has evolved over time, and so did he, said Lung. "In the past, I’d just thought of him as mischievous and kooky, but now I think he’s showing much calmer and amicable qualities," the toy designer told Hypebeast.

He may have created over 700 dolls over the years, but Labubu will always hold a special place in his heart, as it was the first character he ever designed for the series. As for more recent creations, he adores Yaya, who shares his daughter’s nickname. Then there's Zimomo, whom he finds quite endearing as well. "He’s the leader of Labubu’s tribe and is much larger than Labubu in size. Many of the characters' names, like Zimomo's, were also made up by my daughter," he shared in the same interview.

In recent months, he's been busy participating in exhibits and designer conventions. These engagements keep him actively contributing to the art and collectible toy community.

In the coming year, Lung said he plans to focus on creating picture books, which used to be one of his biggest passions. One is a collaboration with a Belgian author, focusing on retelling mundane yet amusing everyday stories. The other is a quirky fairy tale that will be both written and illustrated entirely by the Lung.