In the sweltering heat of a 90-degree Texas morning, a fervent crowd gathered outside Baybrook Mall in Friendswood, eager to acquire Labubu, a plush toy that has garnered a global cult following. Created by artist Kaisin Lung in partnership with Hong Kong-based designer toy company Pop Mart, Labubu’s distinctive features—such as its wide, toothy grin and oversized ears—have made it a coveted status symbol, particularly in Asia where it is often seen adorning luxury handbags. This burgeoning popularity was evident as Pop Mart celebrated the opening of its fourth Houston location with exclusive merchandise, including limited-edition Monster Series toys and a special Labubu comb for purchases exceeding $199.
Enthusiasm reached fever pitch despite warnings not to queue before 8 a.m., as social media videos vividly portrayed fans converging at the mall well before dawn. These clips, some of which went viral, depicted eager shoppers sprinting towards the entrance long before the official opening at 11 a.m. By mid-morning, a winding queue, with many attendees equipped with folding chairs and umbrellas, snaked its way past major stores like JCPenney, underscoring Labubu’s escalating appeal.
The excitement was particularly evident on social media, with one TikTok video of the event amassing over 5.6 million views, capturing the enthusiasm and long waits of those who arrived early. Another social media user commented on the unexpectedly large crowd, estimating over 300 people, which prompted them to leave.
Pop Mart’s success in Houston is part of a broader expansion strategy within Texas, as the company also operates locations in First Colony Mall, The Woodlands Mall, and Willowbrook Mall, as well as in North Texas at Galleria Dallas and Stonebriar Centre. With more than 500 stores across 30 countries, Pop Mart continues to extend its global footprint, driven by the popularity of unique collectibles like Labubu.
