Bryan Yambao in conversation with Kasing Lung, the creative force behind Labubu.

In the whimsical world of art and collectibles, a character hops onto the scene with all the charm of a mischievous rabbit on caffeine: Labubu. Sporting bunny ears and a toothy grin that flutters between endearing and whimsical, this delightful creature has become a globe-trotting superstar, leaving a trail of smiles in their wake. With over 300 variations on offer, Labubu is like the potato chips of collectible figurines – bet you can’t have just one! Fans go wild for the character’s adaptability and those exclusive editions, creating a frenzy that makes Black Friday look like quiet day at the library. Labubu has transcended their origins to become a symbol of creativity and personal expression. Among creatives working in fashion, Labubu has inspired a particular and significant level of devotion. Alessandro Michele took an hour out of his busy day of fittings to put together the Valentino look sported by Labubu here on the left. Katie Hillier, whose obsession with the character first alerted us at Perfect to the phenomenon, co-ordinated the creation of the custom-made Aries outfit on page 136, and it was her curiosity that came up with the questions we wanted to put to Labubu’s creator.

The creative force behind this enchanting chaos is Kasing Lung, a renowned artist celebrated for his imaginative storytelling and captivating illustrations. Born in Hong Kong in 1972, Lung’s artistic journey was enriched by his upbringing in the Netherlands, where he found inspiration in a diverse array of influences, from Nordic folklore and mythology to beloved cartoon and comic characters of the past. A significant turning point in his career came through his collaboration with figurine producers How2work in Hong Kong, where he crafted a series of illustrated storybooks and collectible figures that resonated with a broad audience; Labubu is an elf from his story series The Monsters. Recently, Kasing has shifted his focus to painting, hosting solo exhibitions under the guidance of contemporary art juggernaut Takashi Murakami, marking a notable milestone in his evolving artistic career. 

How did your relationship with art begin? 

I was born in Hong Kong and when I was a child, we moved to a very small village in the middle of the Netherlands where the people only spoke Dutch. My parents owned a restaurant and we lived upstairs. When the restaurant got very busy, especially in the evenings, my parents would want us out. There was not much to do: we either went to the cinema or to the playground. At that time, we didn’t have YouTube, so we could only watch TV or VHS tapes. And I remember repeat-watching cartoons, animation or some movies… Star Wars. I was more interested in drawing, so that’s what I did. Every day I would draw. I went to university and finished art school and went to Hong Kong for maybe three years to work. Eventually, I moved again to Europe and started working on illustrated children’s books. Then I partnered with Howard of How2Work.

As an artist, what do you love most about your work?

Storytelling. I love telling stories through my work. Before The Monsters, I made a series about animals and a little boy – the name of that series is Toy Forest and I worked on it for four or five years. After, I wanted to create a monster world, so the series The Monsters came out. When did The Monsters series start, and what inspired their creation? In 2015. I wanted to create a very modern world that brings joy to a lot of people. There’s no such thing as a main character in The Monsters land. All the characters are main characters and they each have their own story. Back then, I did not spend much time on Labubu because I spent more time developing other characters. Labubu was just the first character. There’s a reason why I created characters with many teeth – to make them unique in the market. After that we released Tycoco because I like skeletons, and then we had many others like Yaya and Zimomo and Pato. When I was young, I used to watch The Smurfs on television – and you know the Smurfs, there are hundreds of them! That’s the reason why I wanted to create a big universe with a lot of monsters.

How does the process of creating a character like Labubu work?

It starts with sketches. Then we work on the illustrated books to tell a story and from there, we expand to toys and merchandise at the same time. We create the world together.

How did your relationship with Chinese designer toymakers Pop Mart come about?

Our relationship started in 2016. We first met at TTF Taipei Toy Show. Pop Mart really helped me a lot. They have hundreds of stores around the world, thousands of vending machines. Before working with Pop Mart, the fanbase was 90 per cent male and they mostly collected the vinyl dolls. Pop Mart launched us in the Chinese market, and because of the plush doll keychains and other products now 80 per cent of the audiences are female.

Why the name Labubu?

I like to give my characters unique names. I think one of the reasons why people like Labubu is because the name is very catchy. When people type ‘Labubu’ in the search bar on Google, they will show up – it’s very clear. If I named the character ‘Johnny’, there’s going to be a lot of Johnnies coming up on the searches.

I was first introduced to Labubu thanks to my Instagram algorithm. For weeks on my feed, I saw so many collectors of very expensive Hermès handbags decorate their bags with Labubu dolls, which I thought was funny and somehow ironic. I love the intersection of the dolls and luxury fashion. It’s very unexpected.

I never dreamed people would put the charms on their designer bags. In the past, before the keychain plush dolls were released, people would bring the larger vinyl dolls with them on vacation, in cafés and restaurants. I saw a lot of this on Instagram. Paris, Los Angeles, Australia… They would take photos of the dolls at famous tourist spots. I think that’s how they became popular at first. The keychain plush dolls are much smaller and easier to carry. People can hang them off anywhere – you can hang them off a bag.

In Asia, the audiences love characters that are usually considered cute, sweet and pretty. Do you notice a difference in terms of response to your work between Europe and Asia?

I do. Even though I live in Belgium and grew up in the Netherlands, I’m still Chinese, I’m Asian. There’s a lot of different responses to my work, yes. I’ve had very many conflicts with publishers in Belgium – some of them have asked me to create characters that are not too ‘cute’. 

Do you find compromise challenging? Or do you stick with your vision?

I like to listen to everyone because that’s how you learn. But in the end, I always think of what’s the best way for me and my work. I’ve always mixed Asian and European styles to create my own style. 

What’s the most unexpected reaction to your work that you’ve seen?

So many reactions. Two weeks ago when we were in Los Angeles for a meet-and-greet event, a very nervous girl came up to me. She was crying. So I asked her, ‘What happened? Why are you crying?’ And she said, ‘I’m so nervous. Thank you, you bring so much joy.’ She was very, very thankful. This is what I can remember the most in the last few months. I’m really happy that my work brings happiness to people. 

Are there any artists who you find yourself in alignment with, or whose work has influenced you?

Takashi Murakami and KaiKai Kiki Gallery. Takashi has been supportive, especially for my work and paintings.

Your influences are truly global. Which city in the world inspires you the most as an artist?

Hong Kong! Even though I moved to the Netherlands as a child, I went back to Hong Kong after my studies, and a lot of family and friends live there. It’s a very important place for me. Hong Kong has given me a lot.

What should we look forward to in the world of The Monsters?

In the past year I’ve been working on my new book which features Labubu as the main character because of their popularity. We’ll first release it in Chinese language with Pop Mart in summer 2025 and then expand to the rest of the world. 

It’s very exciting!

I want to build this universe slowly, but for sure, I want to add more characters. But you know, I’ve spent so much time painting in the last four years and I am currently focusing on my exhibitions.

If you could bring one of The Monsters characters to life for a day, who would you choose and why?

Definitely Labubu. We live in the real world where our everyday reality is sad. We need joy. If Labubu brings joy to people, then I would like for them to be alive.

Interview by Bryan Yambao

Photos by Jahmad Balugo