One-on-one with designer Kasing Lung: Labubu is in my soul

It is not a common scene to see people queuing up outside Harrods, one of the prestigious shopping centers at the heart of London, on a Friday morning. Some are carrying huge fluffy toys in their arms.

An elf-like creature with serrated teeth, Labubu is produced by China's toy company Pop Mart. It has been trendy in recent years, making its way onto the global stage in industries such as fashion, tourism and cultural productions.

Labubu is a character from The Monsters series, originally created in a set of picture books by Kasing Lung. The designer – born in Hong Kong and raised in the Netherlands – told CGTN Europe about how he created the series, and his plans for its future.

"Labubu is in my soul," Lung said. "It dares to do the things that I want but don't dare." 

The designer talked about how picture books helped him adapt to the new environment while moving to the Netherlands at the age of seven. In order to acquire the Dutch language as soon as possible, he spent a lot of time at the library reading picture books – and that has become a cherished memory of his childhood.

The popularity of Labubu was closely related to Pop Mart's branding as well. Lung said that the cooperation with the toy company has allowed him more freedom to focus on art.

"I don't need to think about the production, promotion, logistics or the maintenance of quality," he said. "I can focus on creation."

Marking the 10th year of the creation of Labubu, Lung said he hopes that he can bring the story of the creature to more people.

"With picture books or toys, they are all platforms for me to tell stories," he said. "Telling stories is always the thing I want to do."