As the 2026 FIFA World Cup kicked off with music, celebrations and football festivities, an unlikely guest captured the attention of fans worldwide. Labubu, the iconic character from Chinese toy company Pop Mart’s The Monsters series, appeared at the tournament’s opening ceremony, marking a milestone for Chinese pop culture on the global stage.

The appearance made Labubu the first Chinese original intellectual property (IP) to take part in a FIFA World Cup opening celebration. Dressed in football jerseys, two Labubu figures joined the festivities and helped launch the world’s biggest football tournament before an international audience.

From Designer Toy to Global Phenomenon

Created in 2015, Labubu is known for its distinctive look, featuring pointed ears and a mischievous grin with nine teeth. Over the past decade, the character has grown from a niche designer toy into one of China’s most recognisable cultural exports, gaining a devoted following across Asia, Europe and the Americas.

Its appearance at the World Cup reflects the growing global influence of Chinese entertainment and consumer brands, particularly among younger audiences.

World Cup Collaborations

In the months leading up to the tournament, Labubu was featured in several World Cup-related promotional activities. A special co-branded collection inspired by the competition was released in April, while the character also appeared in the official music video for the tournament’s theme song in May.

That appearance made Labubu the first designer-toy brand to feature in an official FIFA World Cup music video.

First Visit to Mexico

The World Cup also marked Labubu’s debut visit to Mexico. During preparations for the opening ceremony, the character was showcased exploring local attractions, visiting traditional markets, trying Mexican cuisine and interacting with residents and tourists.

The activities formed part of a wider promotional campaign aimed at introducing the character to new audiences in North America.

Pop Mart Expands Overseas

Labubu’s growing popularity has coincided with Pop Mart’s rapid international expansion. By the end of 2025, the company had opened 64 stores across the Americas, including its first outlet in Canada, as it continued to strengthen its presence in overseas markets.

The World Cup appearance represents another major step in the brand’s global ambitions, placing one of China’s most successful cultural creations in front of millions of football fans around the world.

(with inputs from agencies)