Emma Roberts Is Also Obsessed with Pop Mart’s Labubu Blind Box
⏰ Mon Jun 2, 2025 @ 8 AM PST
🐟 Published from Seattle, WA
🔨 Built by Chase Burns Broderick
LISA, Rihanna—Emma? Labubu Stays on the A-List
“Emma Roberts doing an unboxing was one of the things that I was not expecting to happen in the year 2025.” — @instasetegram
In her latest Reel, American Actress Emma Roberts (Madame Web, We’re the Millers, Scre4m) revealed she’s just like us: obsessed with Labubu.
The actress, currently in Milan, starts the video confessing she waited in line at an Italian Pop Mart to get her hands on a complete “Have a Seat” Labubu set. And in just a day, the video has earned over 2 million views.
Roberts posts an average of ≈3–4 pieces of content per week, so drops like this land frequently in the feeds of her 20M followers—and with every view, Pop Mart’s cult collectibles reach a wider mainstream audience.
Why the Timing Matters for Pop Mart
The Beijing brand has been on a tear:
Sales hit $1.8 billion in 2024—up 100 % year-on-year as Labubu, Molly, and Skullpanda fueled record demand.
Overseas growth is surging: Pop Mart now counts 130+ international concept stores across North America, Europe, and Southeast Asia, part of 500-plus locations worldwide.
Executives project overseas revenue could top 50% of total sales by 2025.
This popular Instagram Reel taps directly into that expansion strategy: celebrity visibility that converts curious Western shoppers into first-time blind-box buyers.
UPDATE: MAINSTREAM TV PICKS IT UP
Emma Roberts x Labubu quickly made the jump from Instagram Reels to national morning TV. NBC’s TODAY Show opened its show with a five-minute feature, “What is a Labubu doll? Inside the toys taking the world by storm,” describing Pop Mart’s mischievous gremlin as “2025’s Beanie Baby moment.” The segment ran at 7:26 a.m. PT and even name-checked the same celebrity unboxings we highlighted below—yes, including Emma Roberts’ viral Reel.
Catch the full clip here → https://www.today.com/video/what-is-a-labubu-doll-inside-the-toys-taking-the-world-by-storm-240706117920
