Labubu: the ugly-cute toy celebrity of mainland China’s sang culture

This article examines the rise of Labubu, an ‘ugly-cute’ designer toy, as a non-human celebrity among young people and explores how fan practices of sang culture contribute to the establishment of its celebrity status in mainland China. Drawing on textual analysis, discourse analysis of videos, comments, and danmu on the platforms Bilibili, Douyin, and Rednote, this paper argues that Labubu is not just a consumer product but has instead emerged as a toy celebrity comparable to human stars. Its rise has been driven by celebrity endorsements, marketing strategies, and its resonance with sang culture among Chinese youth, while the government’s attitude towards this toy celebrity remains notably ambivalent. This research contributes to understanding the complex relationship between toy celebrities, sang culture, youth culture, and state authority in mainland China.