Labb appears at the Messi Thanksgiving Parade in New York

Labub is the IP of Bubble Mart, a Chinese fashion play company. According to media reports, Bubble Mart contacted Macy's about a year and a half ago to participate in the Thanksgiving Day parade.

At the annual ceremony on Thursday, Labbou and her partner Mokoko appeared in a 16 foot tall plush inflatable sculpture on a float designed by Pop Mart and Macy's Studios with the theme of "Friendgiving in Pop City", presenting a scene of Labbou and her partners celebrating the festival.

Brendan Kennedy, Creative Production Director of Messi Studio, stated that this float is one of the heavyweight new products for this year's parade.

The Macy's Thanksgiving Parade is an annual Thanksgiving parade organized by the American department store Macy's, which began in 1924.

This year marks the 10th anniversary of the birth of the Labubu image. This IP has now launched dozens of doll images, which are sold worldwide and have become a typical case of Chinese brands successfully going global. Global celebrities, from singer Rihanna to football star Beckham, have all been photographed carrying rag dolls.

The global popularity of Labb has brought substantial profits to Bubble Mart, with approximately 40% of the company's revenue currently coming from outside of China.

Morningstar analysts say that as Bubble Mart continues to expand, its overseas revenue share may exceed 60% in the next five years.

According to HSBC's forecast, Bubble Mart's overseas revenue may exceed its domestic revenue this year, with the US market contributing one-third.

Data shows that Pop Mart has over 60 stores in the United States, compared to only 5 in 2023. The company plans to open multiple branches in New York City next year.

Thanks to the explosive popularity of Rabbu, the stock price of Bubble Mart Hong Kong rose by about 366% last year and has risen by 153% so far this year.