Recently, Labubu, a character that breaks conventional aesthetics and went viral for its unconventional charm, has sparked a buying craze among young consumers worldwide. Collaborative products featuring Labubu are flying off the shelves, some commanding resale premiums rivaling gold. This trend has also swept into the baking world—from Los Angeles and Tokyo to London, Moscow, the UAE, and Singapore, Labubu-themed desserts are instantly sold out wherever they appear, quickly becoming the hottest items in-store.

Whether it's a boutique dessert shop in Singapore, a supermarket chain in the UAE, or a high-end bakery in China, Labubu-inspired cakes are trending across social media. Young consumers see them as must-have collectibles and “social currency” to share online. Some limited-edition Labubu cakes have even been resold at triple their original price—turning them into the luxury goods of the pastry world.

At a premium patisserie in Moscow, a Labubu-shaped chocolate sculpture cake was priced in the tens of thousands of rubles, sparking heated debate across local social platforms. In a UAE shopping mall, Labubu-themed ice cream sold over 300 servings in a single day, becoming the latest must-try for Middle Eastern dessert lovers. Meanwhile, a viral bakery in Singapore broke records with over 1,000 pre-orders in one day for their Labubu collab cake.

Back in China, local players are also joining the race. During Children’s Day, artisanal dessert brand Black Strawberry launched a Labubu-themed chocolate cake in collaboration with Pop Mart. Combining licensed IP with exquisite craftsmanship, the cakes sold out rapidly, triggering a wave of social media posts.

At the heart of this craze lies the spillover influence of Pop Mart’s IP empire. Labubu, already a symbolic figure in the designer toy community, embodies a subversive “ugly-cute” aesthetic and frequently collaborates with celebrities and streetwear brands—cementing its place in Gen Z’s cultural landscape. As Labubu moves from toys to desserts, the familiar “blind box logic” blends seamlessly with pastry consumption. This shift has generated tremendous attention and fundamentally disrupted traditional pricing and consumption models in the baking industry.

From “collecting Labubu” to “eating Labubu,” today’s consumers aren’t just buying a flavor—they’re buying emotional value, cultural identity, and social shareability. It’s a clear signal: in the modern baking industry, design-driven products and co-branded IP are fast becoming key drivers of premium pricing and brand loyalty. A new wave of consumer behavior is emerging: shift the perspective, spark deeper resonance; emotional spending, socially-driven sharing.

Source: China Sweets Industry