The era of Labubu, the quirky, toothy elf that captivated global audiences, appears to be fading. Stepping into the spotlight are Wakuku dolls, the latest sensation sweeping China with unprecedented fervor.
These new collectibles, featuring a distinctive unibrow and a bold, unconventional charm, are flying off the shelves as fast as they arrive, signaling a shift in the country’s toy trend landscape.
Wakuku, created by Shenzhen-based company Letsvan in 2022, has quickly emerged as a serious contender to the once-dominant Labubu. Like their predecessor, Wakuku dolls can be worn as keychains, adding a playful accessory to bags and backpacks—a trend that resonates with China’s youth culture.
Their rapid rise in popularity is no accident; it taps into the growing Chinese fascination with “cute ugliness” (chǒu méng), an aesthetic that Gen Z adores for its anti-perfectionist edge. The unibrow, expressive eyes, and slightly crooked features of Wakuku embody this quirky appeal, making them a must-have for young collectors.
This surge mirrors the marketing playbook that propelled Labubu to fame — blind boxes, limited releases, and a strong social media presence. However, Wakuku’s affordability and vibrant jungle-warrior design set it apart, attracting an even broader audience.
Social media buzz, celebrity endorsements (such as the rumored gifting to David Beckham’s daughter), and the thrill of unboxing have fueled its meteoric ascent, with fans lining up for hours to secure their favorites.
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As Wakuku gains traction, speculation is rife about a potential collaboration between the two iconic brands. A Labubu-Wakuku crossover could blend the established legacy of the former with the fresh energy of the latter, creating a cultural fusion that might redefine the collectible toy market.
For now, Wakuku stands as the new darling of China’s trend-savvy youth, proving that the appetite for “ugly-cute” innovation is far from satisfied.
