Labubu was created by artist Kasing Lung as part of The Monsters series and was popularised worldwide through POP MART blind box figures. The character surged again in 2024 and 2025 as unboxing videos, bag charms and rare secret editions spread across TikTok and Instagram. In Russian-speaking meme culture, short spoken reactions like kakoi labubu were clipped and reused over reveal footage, turning a simple question about which Labubu appeared into a shared joke for collectors who instantly recognise the pull.