Chinese brand scores a goal at the FIFA World Cup opening: Pop Mart and Labubu’s participation Merca2.0
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The opening ceremony of the 2026 FIFA World Cup was not only marked by performances from international artists such as Shakira, Alejandro Fernández, Belinda, J Balvin, Maná, Burna Boy, Tyla, Danny Ocean, Lila Downs, and Los Ángeles Azules. Before the opening whistle between Mexico and South Africa at Estadio Azteca, an unexpected appearance captured the attention of millions of viewers: two gigantic Labubu figures from the Chinese brand Pop Mart took center stage.
The presence of these pointy-eared characters with mischievous smiles surprised many fans watching the opening match broadcast, leaving them wondering what these figures were doing at one of the most important sporting events in the world. The answer has a name: Pop Mart, the Chinese company that has turned Labubu into one of the most significant commercial and cultural phenomena of recent years.
From collectible toy to World Cup star
Labubu’s appearance at the opening ceremony represents a strategic victory for Pop Mart, a brand that has successfully transformed a niche character into a global intellectual property.
Labubu was created in 2015 by Hong Kong illustrator Kasing Lung as part of the The Monsters story series. However, it was in 2019 when Pop Mart acquired the rights to produce collectible figures distributed through the blind box model, a strategy that turned every purchase into an experience of discovery.
The success was immediate. Limited editions quickly sold out, and a resale market emerged where some pieces reached prices far above their original retail value.
What started as a product aimed at collectors eventually became a global phenomenon driven by social media, celebrities, and the growing popularity of so-called “designer toys.”
The BLACKPINK effect that changed everything
Although Labubu was already well-known across Asia, its true international breakthrough arrived in April 2024.
That year, Lisa, a member of the South Korean group BLACKPINK, was photographed carrying a Labubu keychain attached to her handbag. The image went viral and sparked a wave of posts across TikTok, Instagram, and other social platforms.
From that moment on, Labubu stopped being merely a collectible item and became a fashion accessory and cultural symbol for millions of young consumers.
The strategy resembles the way luxury and technology brands use celebrities to amplify their reach, although in this case the star product is a small monster with nine teeth and a mischievous appearance.
FIFA and Pop Mart capitalize on World Cup fever
FIFA and Pop Mart used the global stage of the World Cup to launch a special edition inspired by the tournament. The collection includes Labubu figures wearing professional soccer uniforms, miniature soccer cleats, and a replica of the FIFA World Cup trophy. The initiative reflects how the World Cup has become a commercial platform that extends far beyond sports.
Brands are looking to connect with young, digital-first audiences who are highly active on social media—the exact demographic that has fueled Labubu’s explosive growth over the past two years.
Pop Mart, the Chinese company that conquered the world
Behind Labubu lies one of the most remarkable business success stories in the entertainment industry. In just 15 years, Pop Mart evolved from an emerging collectible toy company into a global intellectual property powerhouse.
The company currently operates more than 550 stores across 30 countries and manages over 2,300 Robo Shops, the vending machines that distribute its famous blind boxes. International expansion has also accelerated in the United States, where the company now has a presence in cities including Los Angeles, Las Vegas, San Francisco, Seattle, and New Jersey.
The financial results reflect the scale of the phenomenon. Pop Mart closed 2024 with revenue of 13.038 billion yuan, equivalent to approximately $1.786 billion. However, the pace of growth continued to accelerate, and during the first half of 2025 the company had already generated revenue of 13.876 billion yuan, or approximately $1.935 billion.
Labubu is now Pop Mart’s most important business
The character’s economic importance within the company has also skyrocketed. During the first half of 2025, the The Monsters line, led by Labubu, accounted for 37.5% of all Pop Mart sales.
The figure is particularly significant when compared to 2023, when the same product line represented only 5.8% of total company revenue.
In other words, Labubu has gone from being just another character in the company’s catalog to becoming its primary growth engine.
From TikTok to Estadio Azteca at the FIFA World Cup
The appearance of Labubu during the opening ceremony of the 2026 FIFA World Cup confirms the transformation of these characters into a truly global phenomenon.
What just a few years ago was a figure known mainly among Asian collectors now shares the stage with international music stars and appears at the opening ceremony of the most-watched sporting event on the planet.
