Labubu -- a toothy, fluffy figure toy from Chinese brand Pop Mart -- has sparked a global frenzy, demonstrating how the country's enterprises are reshaping their international image through innovation, cultural storytelling and the globalization of homegrown intellectual property (IP).

If you’re reading this, odds are you’ve seen Labubu somewhere — on TikTok, in a group chat — and now are wondering: what even is a Labubu?

First things first: Labubu is a girl. People often assume she’s a boy (I did too, at first), but the fanbase is quick to correct that. Labubu also isn’t a standalone character — she’s part of a larger group called “The Monsters”, created by Hong Kong artist and author Kasing Lung. The Monsters debuted in a Nordic mythology-inspired picture book trilogy in 2015, and by 2019, toy giant Pop Mart had turned them into the viral vinyl collectibles we know today.

Labubu is described as an “elvish creature”, and according to Pop Mart, “despite a mischievous look, she is kind-hearted and always wants to help, but often accidentally achieves the opposite.” She may look small and scary, but she means well.

Labubu’s rise in popularity can largely be credited to Lisa from BLACKPINK, who has professed her love for the creature in interviews and on her social media. Since then, demand has exploded with fans lining up overnight and paying well over retail. (Present company included).)

Today, The Monsters series is Pop Mart’s best-selling franchise and generated $419 million in sales last year, according to NBC News. Although the prized items are the vinyl plush bag charms, you can still get your hands on other Labubu figures, accessories and brand collaborations.