Labubu Craze Lands in London
On Tuesday, November 11, 2025, AliExpress brought China's Singles' Day shopping frenzy to London via a live-streamed event that saw Labubu dolls and other Pop Mart blind-box collectibles fly off virtual shelves. Fans around the world tuned in through the AliExpress app to unbox mystery figures and snag exclusive deals.
Hosts and Highlights
AliExpress enlisted 23-year-old British TikTok star Anna Williams, with 1.3 million followers, to co-host daily two-hour livestreams alongside influencer Mary He. Together, they revealed sought-after figurines, from the Labubu 'why so serious' clown to the blueberry-scented Hacipupu gummy bear, priced between £11 and £74. The duo's engaging unboxing sessions have already set the company on track to sell around 10,000 toys by Friday.
Surge in UK Sales
According to Bonnie Zhao, general manager at AliExpress UK, Pop Mart sales jumped 1,500% in October compared to last year. Collectible toys on the platform also climbed 300% in the first half of 2025, fueled by the blind-box trend turning into a fashion and resell phenomenon.
Live Shopping Goes Global
Born in China, livestream shopping is rapidly expanding westward. Major brands like Zara and IKEA have experimented with the format, blending entertainment and e-commerce. 'It's still in its early days, but we have seen a huge increase of brands doing live shopping, especially since TikTok Shop launched in Spain, Ireland, Italy, Germany and France,' says Carmen Muley, a former AliExpress host in Spain and now a live-shopping consultant.
What's Next?
As the Labubu craze takes hold beyond Asia, AliExpress is redefining global retail by marrying pop culture collectibles with immersive online experiences. For young global citizens, entrepreneurs and influencers, this fusion of digital entertainment and shopping offers a blueprint for the future of e-commerce.
Reference(s):
Labubu craze hits London on Singles' Day with AliExpress live shopping
cgtn.com
