Kasing Lung's Labubu Evolved From Picture Books to Global Collectibles

Kasing Lung, a Hong Kong illustrator and toy designer born in 1972, created the visual world of Labubu through a trilogy of picture books and then expanded the character into collectibles that now appear in multiple markets. The picture‑book work, known as the Fairy / Monsters trilogy and begun around 2015, drew on Nordic mythology and storybook influences to shape the aesthetic that became The Monsters and Labubu. Lung studied art and design, worked as an illustrator, and has lived and worked in both Belgium and Hong Kong, maintaining studios in Antwerp and Kwun Tong.

The transition from page to product involved commercial partnerships that scaled distribution and licensing. Collaborations with How2Work and later Pop Mart helped move Labubu into collectible formats, including plush toys, pendants and vinyl figures. Those partnerships, combined with exhibitions and published books linked to the character, pushed Labubu beyond a niche illustration project into a visible pop culture intellectual property.

For collectors and community organizers, the practical implications are clear. Verify authenticity by checking official licensing and production details when buying, because Labubu appears in many collectible variants and licensed items. Note materials and editions: plush, pendants and vinyl figures will differ in collectability, price and care. Watch exhibition schedules and product drops from studios and retail partners, since special collaborations and limited runs are where value and community buzz often concentrate.

For local creators and small brands, Labubu’s path illustrates a playbook: build a cohesive visual world in story form, refine that aesthetic across media, and pursue targeted partnerships to scale production and reach. Lung’s cross‑border presence, with studios in Antwerp and Kwun Tong, also highlights how maintaining creative bases in different regions can open exhibition and collaboration opportunities in both European and Asian markets.

Collectors planning purchases or event organizers programming toy shows will find Labubu a useful case study in turning narrative IP into collectible merchandise. Verify authenticity, track editions and partnerships, and follow studio and retail partners for drops and exhibitions to engage with new releases and community events.