This Might Be the Next Labubu: The Quirky Creature Winning Over Collectors Worldwide

Zazu the Imp — the whimsical creature some say could be the next Labubu.

In the fast-moving, often chaotic world of designer toys, trends can appear overnight and vanish just as quickly. But every now and then, a creation emerges that captures collectors’ hearts and refuses to fade. Right now, that figure is Zazu the Imp — and some are already whispering that it could be the next Labubu.

With oversized, pointed ears, a mischievous toothy grin, and wings that fold like origami, Zazu exists somewhere between goblin, bat, and fairy tale mischief-maker. Its unusual charm hits the same nerve that made Labubu — Pop Mart’s now-iconic elf-monster — a global sensation.

The Accidental Origin Story

Zazu’s creator, Hong Kong–based indie artist Eris Kwan, never expected her late-night sketch to explode into an internet craze. “It was just something I drew in the margins of my notebook,” she says. “I wanted to create a creature that felt mischievous but also loveable — the kind you’re not sure is going to hug you or steal your lunch.”

Encouraged by friends, Eris sculpted a prototype from clay, painted it in three whimsical colorways, and posted a few photos online. Within hours, collectors were demanding more. Fan art popped up before she even had a name for it. Eventually, the community settled on “Zazu the Imp,” and the legend began.

From Sketchbook to Sell-Out

When Eris announced a run of 500 blind-boxed Zazu figurines, she underestimated the frenzy to come. The drop sold out in just under 45 minutes, crashing her modest online store in the process. Moments later, listings appeared on resale platforms for double — and sometimes triple — the original price.

“I was shocked,” Eris admits. “I thought maybe I’d sell half in a week, not everything in one morning. It’s been surreal.”

A Collector Community Is Born

Since the debut, Zazu’s fandom has grown rapidly. Collector groups on Discord have created rarity charts for each release, while Instagram reels show unboxings with suspenseful music and dramatic reveals. One video — in which a fan finally pulls a “Galaxy Zazu” rare variant after 14 attempts — has racked up over 600,000 views.

Fans are already predicting secondary waves: glow-in-the-dark Zazus, seasonal colorways, and even plush versions. Independent makers have begun producing unofficial enamel pins, stickers, and knitted Zazu plushies, which Eris has so far embraced with a smile.

The Labubu Comparison

For seasoned collectors, the comparison to Labubu is inevitable. Both designs thrive on scarcity, emotional connection, and the thrill of the “blind box” gamble. But Zazu differs in one crucial way: it’s still an entirely independent project. No big-brand distribution, no corporate marketing push — just one artist, a growing fan base, and the internet’s unpredictable attention.

“Labubu had the backing of Pop Mart, but Zazu has something else — a grassroots vibe,” says Jason Wu, a longtime vinyl toy collector. “It feels more personal, like we’re part of its journey from the very beginning.”