Sydney descends into chaos at 5am as new Labubu store opens
Forget a sleep in, people were lining a Sydney street at the crack of dawn as the result of a global trend that has sunk its claws into Aussies.
The viral craze that has had Aussies lining up during the early hours of the morning is showing no signs of slowing down.
Pop Mart, the Chinese toy store whose collectable plushies have become a global sensation, largely owes its success to the Labubu, a character famed for its bizarre grin and sharp teeth.
While the phenomenon took off in Asia where the slightly-scary doll was initially released in 2019, interest has steadily spread around the world, and has now undeniably sunk its claws into Aussies.
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This was proved on Saturday, when Pop Mart opened a dedicated Labubu store in Sydney’s World Square, and hordes of people showed up at 5am to be among the first to get inside.
“We knew Australians would connect with Pop Mart, but the response has been beyond our expectations,” Yuki Wu, the Country Head of Pop Mart Australia, told news.com.au.
“There’s something universal about the way all our different characters capture imagination and emotion.
“The enthusiasm we’ve seen here mirrors what’s happening in other markets around the world, demonstrating how truly global our brand has become.”
Indeed, Aussies are so Labubu-mad, Pop Mart has been “aggressively expanding”, now having 13 stores across the country in Sydney, Brisbane and Melbourne.
The major retail move comes as the company flocks to accommodate its third biggest market in the region, which reportedly makes up about 10 per cent of its revenues in Asia-Pacific outside China.
“The World Square store is a themed space inspired by Labubu, while our flagship Westfield store (set to open in December) will be a Sydney icon,” she said.
“It will offer more exclusive products, unique design elements and immersive customer activations. It’s set to be a must-visit destination for fans.”
Since the stand-alone Labubu store opened on October 11, TikTok has been flooded with videos from visitors, with many declaring the shop “insane”.
“Oh my goodness,” said one.
“Can’t wait to go,” added another.
As one shared: “Woooowwww it looks beautiful.”
However there were some who questioned the sanity of those willing to line up before coffee shops had even opened.
“5am? Why?” said one.
“Not a chance in hell I’d get out of bed for this,” scoffed another.
Ms Wu said the Labubu “resonates for many reasons”, adding the new store was just the start of “a whole lot more we’ve got planned for Australia”.
“The Labubu character is incredibly likeable, both mischievous and endearing,” she said.
“Like all Pop Mart characters, Labubu has a rich backstory and emotional quality that people instantly connect with.
“The design, the element of surprise, and the sense of community among collectors all add to the magic.”
Around the world, Pop Mart store openings and new plushie collections have drawn crowds at ungodly hours, with some shoppers lining up as early as 3am.
A key element in the toy’s desirability lies in the fact consumers never know what design they are getting.
Each one comes sealed in a box that could contain one of several variations of the toy, or a very rare “special” version, that are highly coveted among collectors.
Shoppers are also only notified of a new drop at short notice, often via WhatsApp the morning stock becomes available, further fuelling hype.
