LABUBU has become a full-blown pop culture phenomenon. A mint-green first-edition figure recently sold for 1.08 million RMB (about 150,000 USD), making it one of China’s most sought-after collectibles. Now, Uniqlo is riding that wave with the return of its LABUBU collaboration—version 2.0.
The brand first partnered with Pop Mart in 2022, launching LABUBU as part of its UT line. That collab paved the way for more tie-ins with Pop Mart favorites like Molly and Dimoo. Every release drew long lines, with last year’s drop prompting overnight queues and even event cancellations in Shenzhen and Chengdu over safety concerns. With LABUBU back, another retail rush seems likely.
The new collection launches August 29, with styles for both adults and kids. Prices range from 79 RMB (about 11 USD) to 199 RMB (about 27 USD) and include over ten pieces—T-shirts, hoodies, long sleeves, and jackets. This round features prints of Zimomo, LABUBU’s big boss, keeping the brand’s signature quirky-cute vibe intact.
Uniqlo’s collaborations have always drawn attention, but this one speaks to more than hype. As China remains a key market, rising competition and softening sales have added pressure. The LABUBU launch feels less like just another fun drop and more like a strategic move to stay culturally relevant and win over Gen Z. By tapping into one of China’s most beloved IPs, Uniqlo is hoping to turn buzz into business.