The "ugly-cute" Labubu toy from Chinese designer toy company POP MART has gone viral in Milan, drawing long queues and becoming a fashion accessory for many young Italians.

• POP MART opened its first Italian flagship in July 2024 on Corso Buenos Aires in Milan.
• The character leading the craze, Labubu, is from POP MART's "Monsters" collection, created by designer Kasing Lung.
• Marco Ardizzone, POP MART's sales director for Southern Europe, noted that customers come from various Italian cities, and queues form daily.
• Industry observers view POP MART's success as part of the broader "Guochao" (China-chic) movement, bridging Chinese pop culture with Milan's fashion scene.