Just when we thought LABUBU couldn’t get any bigger, it proves once again that it still has the world under its spell. On 17 June, hundreds of thousands of people tuned in to the POP MART livestream sale on AliExpress for its “Overseas 618” sales event, for LABUBU, of course.
The event marked POP MART’s first-ever livestream sale outside China and featured a limited edition LABUBU. POP MART also brought on American actress and YouTuber Teala Dunn to stream live from its theme park, POPLAND, in Beijing for a special event. Dunn also noted that all her friends had installed AliExpress especially for the stream.
On the day of the sale, more than 240,000 people from the United Kingdom, Canada, Australia and New Zealand viewed the stream with live comments from different continents and languages, greeting each other. More than a dozen listings from popular IPs such as LABUBU quickly sold out. AliExpress has expressed intentions of holding a second livestream sale for overseas consumers after restocking.
The livestream also attracted many Chinese students studying abroad, despite POP MART branches being in those countries, such as the UK. It is, of course, mostly due to the lower prices offered by the cross-border platform and because of the rare editions included in the event.
POP MART entered AliExpress as early as 2020, and with the recent LABUBU boom, helped to propel designer toys to become the most searched for terms on AliExpress, with GMV growing 300% year-on-year in H1 2025. The “Overseas 618” on AliExpress will last till 26 June.