From Monchhichi to Kuromi: Who’s the next Labubu?

Recent news that Pop Mart founder Wang Ning’s net worth has fallen almost $6 billion in less than a month points to the limits of Labubu’s popularity. Yet the global mania behind the fuzzy toy has catapulted plushie charms to be the most sought-after accessory. Hanging from Birkin bags, collaborating with luxury house Moynat, and triggering meteoric resale prices, the fuzzy monster by artist Kasung Lung birthed a worldwide craze for fluffy, beautifully ugly toys. Partly down to the Labubu-effect, bag charms have emerged as an entry-level gateway for shoppers, amid a luxury slowdown marked by soaring designer prices and softer consumer spending. According to wholesale platform Joor, Google searches for bag charms jumped 168% in the past year, Pinterest queries spiked 700%, and bag charm sales soared to 12 times 2024’s level in H1 2025. The plushie competition, then, is a race to who can capture a stylish take on the universal pull of nostalgia and become the next viral luxury handbag accessory. From Japan’s Monchhichi revival to Taiwanese artist Yiying Wang’s cult Noodoll creations, the market is seeing a surge of fresh intellectual property alongside reimagined classics. Here are the five plushies-to-watch in 2025. 1. Monchhichi Bio: Monchhichi, the beloved line of plush monkey toys created by Japan’s Sekiguchi Corporation, has charmed generations worldwide through global distribution deals. The plushies were licensed by Mattel in the U.S. in the 1980s and boosted by the Hanna-Barbera Monchhichis cartoon series, which helped turn them into an international craze. Fast forward to 2025 and the retro icon has hit the shelves of Western fast-fashion retailer Urban Outfitters: the ultimate sign of attaining Gen Z approval. Blackpink’s Lisa was recently spotted with one. Founded: 1974 Social context: #monchichi features in 17,900 posts on TikTok, while that hashtag has 47.3 million views on Xiaohongshu (also known as RedNote). There are also 5.2 million posts on TikTok referencing the “Monchichi official store.” 2. Noodoll Bio: Noodoll was first imagined by Taiwanese-born artist Yiying while studying at the prestigious Central Saint Martins in London, where she transformed doodles inspired by noodles and rice into cutesy plushies. Since then, the brand has grown into a cult design label known for its whimsical, character-driven creations. It was most recently spotlighted with a special line at the esteemed French trade fair Maison&Objet. Founded: 2010 Social context: On Instagram, Noodoll has 103,000 followers, and #noodoll has 241,900 views on Xiaohongshu. 3. Kuromi Bio: Born as My Melody’s cheeky rival in Sanrio’s 2005 anime Onegai My Melody, Kuromi was originally cast as a rebellious villain, but her playful pranks and charm turned her into a global superstar. The character has even birthed her own fashion aesthetic. From Honda motorbikes to a Razer gaming chair and Puma streetwear, the IP is becoming one of Sanrio’s most prolific collaborators, so the plush keychains have the attributes to be the next Labubu. Founded: 2005 Social context: #kuromi has 4.5 million views on Xiaohongshu, and there are 82.7 million posts referencing Kuromi on TikTok. 4. Monamhee (MNH) Bio: Monamhee began as a grocery store concept by Namhee Mo and has since grown into a lifestyle brand under the Line Friends umbrella, designed to add some joy to daily life through fuzzy accessories. Its playful aesthetic has now attracted high-profile collaborators, most recently a partnership with South Korean rapper G-Dragon’s brand Peaceminusone, which introduced two covetable keyrings. Founded: 2011 Social context: 116,000 followers on Instagram. #monamhee has 474,000 impressions on Xiaohongshu, and #linefriends has 174.2 million. 5. Fufu Souls Bio: Based on a furry monster called Fufu, Fufusoul has merged fragrance with the fluffy charm craze. Functioning as car air fresheners, Fufusouls are fragrant dolls that are reportedly the brainchild of a seven-year-old girl called Miko — now, the Chinese company is frequently orchestrating local collabs with the likes of Zeekr and Tmall. Fufu was even recently the focus of a themed afternoon tea at Pullman Guangzhou Baiyun Airport. Founded: 2024 Social context: #fufusoul has 6.2 million reads on Xiaohongshu, and 11,300 followers on Instagram.

5 Asian plush toys coming for Labubu’s crown

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5 Asian plush toys coming for Labubu’s crown