In the shifting landscape of contemporary art, few figures are bridging the gap between illustration, pop surrealism and emotional resonance quite like Kasing Lung. Best known for his fanged, wide-eyed creature Labubu, the Hong Kong-born illustrator has developed an emotionally charged visual universe that blurs the lines between art toys, collectible culture and psychological storytelling.
This year marks the 10th anniversary of Labubu, a milestone that not only cements the character’s cult status, but also underscores the way Lung’s monsters have tapped into something far deeper than trend: emotional resonance, nostalgia, and the aesthetics of the inner child.
With over 300 versions of Labubu released, the figure, ranging from plush toys, and art works, to vinyl figures, has become a global pop cultural icon. But at the core of the craze is an artist with a finely honed practice in cross-cultural storytelling and character design.
A Cross-Cultural Illustrator with a Fairy Tale Imagination
Born in Hong Kong in 1972, Lung moved to the Netherlands with his family at a young age. Without digital distractions, he turned to storytelling and sketching. Lung told Hypbeast “I liked to read storybooks and was influenced by ancient European elf legends”. Lung added that during his childhood, “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”.
He later studied and worked in Belgium, where he became the first Chinese artist to receive the national Illustration Award. Today, he splits his time between Belgium and Hong Kong, maintaining studios in both. Over the years, Lung has developed a richly layered visual universe inspired by European folklore, childhood nostalgia, and emotional depth. His most recognisable characters — Labubu, Spooky, Tycoco, Zimomo and Pato — are affectionately known as The Monsters.
In 2015, Lung introduced Labubu, a small, mischievous creature inspired by Celtic folklore, said to bring both luck and mischief. Four years later, he signed a licensing deal with collectible toy giant Pop Mart. The partnership allowed Pop Mart to produce and distribute Labubu and her companions as collectible figures, propelling them into the mainstream and sparking a surge in global demand. Celebrities such as Rihanna, Dua Lipa, BLACKPINK’s Lisa, and members of the Thai royal family have been spotted with Labubu toys, further fuelling the craze.
This year, Labubu helped Pop Mart’s sales double, with the brand now a global phenomenon. Its chairman, Wang Ning, became £1.3 billion richer in a single day as shares soared 13.2% in May following Pop Mart’s U.S. app topping the download charts. His net worth is now estimated at £12.8 billion, according to Forbes Real Time Billionaires List.
From Art Toys to Auction Blocks
While Lung’s toys dominate streetwear stores and collector forums, they are also making serious inroads into the art world. His original illustrations have fetched up to HK$330,200 at auction, and since his first solo exhibition in Tokyo in 2020, he has continued to show his work internationally. With multiple exhibitions now under his belt, Lung most recently exhibited at Art Basel Hong Kong 2025.
In the fashion world, Labubu has inspired fan devotion of near-mythical proportions, particularly with bag charms. Collectors recently queued for hours outside Harrods for a limited-edition release, while at a signing event with Perfect magazine at Dover Street Market London, attendees even arrived with pets dressed in Labubu-themed outfits. Lung’s illustrations also graced the cover of Perfect Magazine Issue 8, reinforcing his growing influence at the intersection of art and fashion.
An Artist Redefining Contemporary Collectibles
Kasing Lung isn’t just designing toys, he’s reimagining what contemporary art can feel like. With Labubu, he has created a character that traverses culture, psychology, and aesthetics, as welcome in a collector’s cabinet as it is on the cover of a fashion magazine.
At its heart, Lung’s work offers a way to reconnect with playfulness, even amidst uncertainty. It’s a world of monsters — but monsters who speak of vulnerability, care, and the beautiful strangeness of being human.
And as Labubu turns ten, its toothy grin is showing no signs of fading.
