For many people, the LABUBU craze seemed to explode overnight in 2025, with celebrities and their kids clipping the mischievous creature onto luxury bags and turning it into a full-blown fashion statement. Even Soulja Boy jumped in, commissioning a diamond-encrusted LABUBU chain. But the story of LABUBU goes far deeper than its recent viral moments. Created by Hong Kong illustrator and toy designer Kasing Lung a decade ago, LABUBU has quietly grown into one of the most recognizable designer characters in the world.

Now, fans can trace that journey at MONSTERS BY MONSTERS: NOW AND THEN, running until January 4 at the Asia Society Hong Kong Centre. The exhibition celebrates 10 years of Kasing Lung’s MONSTER universe, offering a rare look at how LABUBU evolved from illustrated character to global cultural icon.

With its Cheshire-Cat grin, exaggerated teeth, and sky-pointing ears, LABUBU has a charm that’s equal parts cute and unsettling. The exhibition transforms this energy into an immersive, fairy-tale forest where fantasy runs wild. Visitors move through rooms packed with LABUBU figures—from mass-released favorites to highly sought-after designer editions—alongside original sketches and artworks that laid the foundation for the phenomenon.

LABUBU first appeared as part of Kasing Lung’s MONSTER series, released through Pop Mart, and has since expanded into more than 300 unique designs. As the character’s popularity has grown worldwide, so has Kasing’s reputation as one of the most influential figures in contemporary designer toys.

After successful runs in Taipei and Shanghai, MONSTERS BY MONSTERS: NOW AND THEN marks a special homecoming for Kasing Lung in Hong Kong. For longtime collectors and curious newcomers alike, it’s a rare chance to see how a small monster grew into a global obsession.

Check out MONSTERS BY MONSTERS: NOW AND THEN before January 4.