{"id":49506,"date":"2026-02-17T08:43:54","date_gmt":"2026-02-17T08:43:54","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49506"},"modified":"2026-02-17T08:45:40","modified_gmt":"2026-02-17T08:45:40","slug":"labubu-milan-winter-olympics","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/labubu-milan-winter-olympics\/","title":{"rendered":"LABUBU pushes beyond collectible toys at Milan Winter Olympics\u00a0"},"content":{"rendered":"\n

Chinese toy giant Pop Mart (\u6ce1\u6ce1\u739b\u7279) has taken a gold-medal leap into Europe. Last week, the brand\u2019s breakout IP, LABUBU, staged a three-day Milan debut<\/a>, positioning itself at the intersection of winter sport, street culture and fashion. The headline moment? An appearance at the inauguration of the International Skating Union\u2019s Skating House, where ISU president Jae Youl Kim presented LABUBU with a Winter Olympics skating \u2018first gold\u2019 in recognition of its support for ice sports.\u00a0<\/p>\n\n\n\n

During the event, a life-sized LABUBU posed for pics and interacted with attendees. They even managed to get athletes involved. And best of all, LABUBU joined in the ribbon-cutting.\u00a0\u00a0<\/strong><\/p>\n\n\n\n

\n
\"labubu<\/figure>\n\n\n\n
\"labubu<\/figure>\n<\/figure>\n\n\n\n

However, the activation goes deeper than ceremony. LABUBU also went beyond the Milan Winter Olympics to tour the city on a custom bus, stopping at landmarks like the Duomo di Milano to distribute Italy-exclusive collectable pins and lanyards. The strategy was simple: turn spectators into participants, and public space into social media fuel.\u00a0\u00a0<\/p>\n\n\n\n

On its final day in Italy LABUBU pivoted into fashion, partnering with Milan-based street-culture magazine NSS. The character fronted a fashion editorial, completing a shift from collectable figurine to something more like a style icon.<\/strong>\u00a0\u00a0<\/p>\n\n\n\n

It all signals that Pop Mart are pushing beyond fan circles. Rather than relying on retail alone, they\u2019re pushing LABUBU beyond the Milan Winter Olympics into new spheres.\u00a0\u00a0<\/p>\n\n\n\n

It\u2019s a fair move. The Olympics is a high-profile event. Milan has a lot of cultural clout as a fashion hub<\/a>. And Pop Mart can only benefit from framing LABUBU as a cultural asset. As location goes, Milan is well placed right now to expand the IP from toy to, well, whatever they want it to be.\u00a0\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Chinese toy giant Pop Mart (\u6ce1\u6ce1\u739b\u7279) has taken a gold-medal leap into Europe. Last week, the brand\u2019s breakout IP, LABUBU, staged a three-day Milan debut, positioning itself at the intersection of winter sport, street culture and fashion. The headline moment? An appearance at the inauguration of the International Skating Union\u2019s Skating House, where ISU president […]<\/p>\n","protected":false},"author":2,"featured_media":49509,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[66,62],"class_list":["post-49506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-fashion-retail","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nLABUBU pushes beyond collectible toys at Milan Winter Olympics<\/title>\n<meta name=\"description\" content=\"LABUBU take to the Milan Winter Olympics to push the brand into foreign markets and turn the IP from collectable toy to icon.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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