October 13 may become a significant day in history when the world saw the "peak of Labubu." At an exhibition in Shanghai, dedicated to the tenth anniversary of this popular plush character, Apple CEO Tim Cook posed with an exclusive doll made in his signature style — a black turtleneck and glasses. "I will put it on my desk," he shared with China Daily.
The management of the Chinese company Pop Mart, which produces Labubu dolls, was likely thrilled by the sharp rise in stock prices. However, this success turned out to be short-lived. In Chinese social media, comments on Cook's enthusiasm were filled with irony: his toy was dubbed "Timbubu" and "Lakuku." In Western countries, support from the aging tech giant is perceived more as a "kiss of death" than as an incentive for sales growth, as noted by Foreign Policy.
Nevertheless, even if Labubu turns out to be a fleeting fad, like Pet Rock or Tamagotchi, it cannot be considered just another trendy toy. This character, with big eyes and a slight smile, has achieved what Chinese leaders have dreamed of for decades: organic penetration into Western culture. It can be argued that Labubu has become the first true manifestation of China's "soft power" in modern times. Its viral popularity in Europe and the USA is the success that Chinese officials have long sought but failed to achieve.
The Search for "Soft Power"
For many years, Chinese research centers and universities have viewed the concept of soft power as a complex problem requiring a solution. They studied Joseph Nye's theories, dissected the formulas for Hollywood film success, and analyzed the influence of K-pop on global culture. However, the results turned out to be rather predictable and weak.
Confucius Institutes, established to promote the Chinese language and culture, became objects of suspicion and accusations of political influence. State-funded film projects with millions of dollars ended up failing in Western markets. The only significant cultural export from China — TikTok — achieved success by distancing itself from Beijing and excluding Chinese content from Western feeds.
Frustration in Chinese political circles is well documented. Wang Huning, now a member of the Politburo and the chief ideologist of Chairman Xi Jinping, was the first to introduce the concept of soft power into China's political discourse. In 1993, just three years after Joseph Nye's article on soft power was published, Wang released a paper in the Fudan Journal titled "Culture as National Power: Soft Power." He argued that culture is the foundation of soft power and can influence other nations.
A year later, Wang warned that in the post-Cold War era, "cultural conflict" had become a more serious threat to sovereignty than military pressure, pointing out that "Western countries are increasingly using cultural influence to affect world affairs."
From Party Directives to Cultural Struggle
This warning was taken seriously by Chinese leadership. At the 17th National Congress of the Communist Party of China in 2007, then-Chairman Hu Jintao noted that "the great rejuvenation of the Chinese nation must be linked to the flourishing of Chinese culture." He emphasized the need to strengthen the cultural component of soft power and promote the best traditions of Chinese culture to increase China's influence on the international stage.
These directives led to the active engagement of thousands of diplomats, scholars, and consultants, many of whom watched enviously as South Korea demonstrated impressive cultural expansion through K-dramas and K-pop.
The author of the 2024 study "Analysis of Korean Pop Music: Lessons for the Chinese Pop Industry" wrote: "Today, Chinese researchers realize the need to learn from the successful methods of the Korean Wave."
However, Chinese scholars were puzzled as to how a country with a population of 52 million could turn its pop culture into a global phenomenon, while a civilization with 1.4 billion inhabitants could not?
The mistake was that Beijing tried to derive the formula for soft power rationally, "by plan." True cultural charm cannot be created by decree or calculated by formula. Soft power arises from sincerity and emotional connection with the audience.
[b]Labubu Takes the Stage — A Mix of Nightmare and Plush Monster
Created by Hong Kong artist Kasing Lung, this character unexpectedly became the main collectible hit of 2024-2025, capturing the hearts of numerous celebrities, as if in a dream where everyone meets all at once.
Paradoxically, it was a K-pop star who kickstarted Labubu's popularity. In April 2024, Blackpink member Lisa was spotted with a large Labubu doll and keychains featuring its image on her Louis Vuitton bag.
After that, a real wave of interest began in the Western entertainment industry. Rihanna, Dua Lipa, and Kim Kardashian began appearing with Labubu; David Beckham received the toy as a gift from his daughter Harper; Madonna celebrated her 67th birthday with a huge cake shaped like Labubu; Lady Gaga received a personalized doll and was dubbed "GaBuBu"; singer Lizzo wrote a song about her doll, and designer Marc Jacobs released an AirPods case in the shape of Labubu.
