Labubu or Pazuzu? The truth behind Pop Mart’s viral demon toy panic and billion-dollar backlash

Labubu dolls have taken the world by storm from celebrity shelves to Wimbledon sightings. But a recent viral claim linking these adorable toys to the ancient demon Pazuzu has triggered fear and confusion online.

Are Labubus just mischief-filled toys—or something sinister? The controversy began with a viral Instagram post and snowballed into a conspiracy theory that’s seen fans destroy their dolls. But what is the truth behind this internet sensation? Let’s explore the origins of Labubu dolls, the Pazuzu myth, and what the creators have to say about the now-global phenomenon that’s driving Pop Mart’s billion-dollar success.

Labubu doll sparks panic after viral demon Pazuzu comparison

The controversy began when an Instagram user posted a video featuring a brown Labubu doll beside an image of Pazuzu, warning users:“Do not buy this demonic toy for your children or yourself!”This post gained traction as the video included a clip from The Simpsons (Season 29, Episode 4), where Marge buys what she thinks is a pizza-themed figurine, only to unwittingly gift her baby a Pazuzu demon toy, which causes possession. The video text read: “Parents: do not buy this toy for your kids.”

This pop culture reference sparked panic, fueling widespread misinformation about the origins of Labubu dolls.

Labubu Doll’s true story: From European fairy tales to Pop Mart collectibles

Contrary to online rumors, Labubu dolls were created in 2015 by Kasing Lung, a Hong Kong-born cartoonist. Inspired by European fairy tales from his childhood in the Netherlands, Lung introduced Labubu as part of his illustrated book series titled The Monsters. In his interview with CGTN Europe, Lung revealed that Labubu lives in his soul, and the character was never intended to be evil.

In the stories, Labubus are elf-like, female creatures who appear mischievous but have kind hearts.In 2019, Lung partnered with China-based Pop Mart to turn these fantasy characters into collectible toys, which rapidly gained popularity due to their quirky looks and blind box packaging format.

Labubu Doll vs Pazuzu: Viral demon theory debunked by experts

The viral conspiracy ties Labubu to Pazuzu, a mythological demon from ancient Mesopotamia, known primarily through his appearance in The Exorcist.

He is typically depicted with wings, bulging eyes, a serpent-headed phallus, and claws.However, fact-checking site Snopes.com debunked the resemblance, stating the dolls look nothing like Pazuzu. Even Britannica notes that Pazuzu was often considered a protective figure in mythology, used in amulets to ward off evil rather than embody it. There is, as of now, no credible evidence linking Labubu’s design to any demon, ancient or fictional.

Artist Kasing Lung has not publicly addressed the demon-linked rumors, but his past interviews consistently point to fairy tales and childhood nostalgia as the primary inspirations behind the Labubu character.Pop Mart, the brand behind the toy’s mass production, describes the dolls as having “mischievous but kind” personalities. There's no indication of dark origins or occult references in either Lung’s work or Pop Mart’s official branding.

Pop mart and Labubu’s billion-dollar success story

Despite the controversy, Labubu’s popularity has only grown. Thanks to Pop Mart’s blind box strategy, the toy has become a global sensation, particularly among Gen Z and millennial collectors.In 2025, Labubu dolls generated nearly $400 million in revenue. This skyrocketing success helped Wang Ning, founder of Pop Mart, become one of China’s youngest billionaires, with a net worth of $22.7 billion. Labubu’s fanbase now includes global celebrities such as Rihanna and BLACKPINK’s Lisa, further fueling its cultural relevance.

Experts say Labubu dolls have 'no link' to Pazuzu

The claim that Labubu dolls are linked to Pazuzu is unfounded and lacks any factual basis. What started as a social media scare has been widely debunked by experts, with mythological and pop culture sources offering clarity.Rather than symbols of darkness, Labubus are the result of artistic imagination rooted in folklore and storytelling. Their growing success shows that despite online rumors, fans continue to embrace these quirky collectibles for what they truly are: mischievous, magical, and undeniably marketable.

Labubu doll vs demon Pazuzu FAQs

What is the Labubu doll and why is it popular?Labubu is a character created by artist Kasing Lung as part of The Monsters book series. The dolls became globally popular for their unique look, limited editions, and celebrity endorsements.Why are people linking Labubu to the demon Pazuzu?A viral video falsely linked the doll to the ancient demon Pazuzu due to visual similarities. However, no real connection exists.Has the creator responded to the claims?Kasing Lung has not responded directly, but his previous interviews confirm the character stems from childhood imagination and fairy tales, not from demonic influence.Also Read | Dolly Chaiwala opens franchise, expands across India from viral street stall in Nagpur; netizens reacts, ‘Education is scam in India’