REVEALED: Asian subpostmasters faced racist abuse and injustice
Judges urge review into bias claims while Asian staff recount trauma of wrongful prosecutions
By SARWAR ALAM and BARNIE CHOUDHURYJan 17, 2024
ASIAN sub postmasters have described the devastating impact of the Post Office Horizon scandal as they revealed the consequences of the injustice on their families as well as their health and finances.
In interviews with Eastern Eye, some post masters recalled the fallout of discriminatory and racist behaviour by Post Office bosses.
They revealed how they were ostracised by their local communities after they were wrongly accused of theft, prosecuted and jailed.
Shazia Saddiq, who was called a thief and was assaulted in the street in front of her children, told Eastern Eye, “I lost my pension, my health insurance, my life insurance; I lost my home, my sanity, my reputation.
“How can one put a price on the loss of dignity and reputation?”
Seema Misra was jailed when she was pregnant.
She gave birth to her second child wearing an ankle tag and has been diagnosed with post-traumatic stress disorder.
No amount of money could compensate her family for the suffering they endured, to this day, she said.
Vipin Patel’s son said the family lost everything they has saved up to build a retirement nest.
When the scandal broke, local residents put a cross in the field next to their post office with a wreath bearing his father’s name.
Berkshire sub post master, Hasmukh Shingadia, had suicidal thoughts after being accused of stealing £16,000.
‘Ending it all’
Their comments come after the acclaimed ITV series Mr Bates vs The Post Office, which chronicles campaigner Alan Bates’s 15-year struggle to get justice for himself and other sub-postmasters and sub-postmistresses.
The ITV drama Mr Bates vs The Post Office
It tells the story of more than 700 sub-postmasters and sub-postmistresses who were handed criminal convictions after Fujitsu’s faulty Horizon software made it appear as though money was missing at their branches.
“I was watching it with my daughter Maya and we both had to come out of the room because we started crying,” an emotional Shingadia told Eastern Eye.
The ITV drama bought back traumatic memories for him, he said.
“At the time it happened, I was so angry and frustrated.
“My mental health started going down with all the pressure of thinking about what will happen to my wife and daughters if I go to prison.
“I thought two or three times about ending it all.”
Hasmukh Shingadia and his wife Chandrika
Shingadia, 65, was handed an eight-month suspended sentence at Oxford Crown Court, ordered to pay more than £2,000 in costs and complete 200 hours community service.
After a 10-year legal battle, his conviction was overturned in July 2021.
Intimidation
Saddiq was wrongly accused of stealing £40,000 from the Post Office she ran on Westgate Hill on Newcastle-upon-Tyne.
She told Eastern Eye she received intimating calls from Post Office investigator Stephen Bradshaw who she claimed called her a b**** one time, which she found “extremely distressing”.
Shazia Saddiq (Photo by Dan Kitwood/Getty Images)
While Saddiq, 40, was ultimately never charged and prosecuted by the Post Office, she said her life was "destroyed" by the scandal.
"At the time my children were nine and four, and I was called the thief,” she said.
“I was assaulted in the street in front of my children and attacked with flour and eggs and even stoned.
“Because of this, I had to flee Ryton (in Tyne and Wear) overnight like a refugee.
“I went to my husband, who was living down south in Oxfordshire.
“I was already a divorcee with two children, I was sort of ostracised from the Asian community.
“I don't feel part of any community and I've been battling this on my own.”
Racial attacks
Misra told Eastern Eye that when she was jailed, some villagers in West Byfleet, where the couple lived, attacked her husband, Davinder, or Dave, as he is known.
Among those who were convicted, many were sentenced to prison, lost their businesses and their health deteriorated.
Vijay Parekh told Eastern Eye he lost his business, received an 18-month prison sentence, how he couldn’t get a job for six years and had a heart attack.
Parekh bought a three-floor building in Willesden, north London, in 2006, which included the post office.
He hoped it would be his retirement fund.
Vijay Parekh
In the first three years of the business, he noticed minor shortfalls.
But in 2009, auditors declared there was shortfall of £70,000.
“It was a hectic time, it makes me so angry when I look back now,” Parekh said.
“We had to transfer our property to my daughter and son’s name, and they took out a loan to pay the £70,000.”
However, given the size of the shortfall, Parekh’s case was taken to the crown court where he initially pleaded not guilty, but was told that if he switched his plea to guilty, he would face a lesser charge.
Parekh attended a pre-sentencing probation service meeting, which recommended that he should not be given a custodial sentence.
The judge decided to ignore this and sentenced him to 18 months in prison.
He did three months at Wormwood Scrubs and a further three in Ford Open Prison.
“I wasn't allowed to go back to the Post Office.
“I bought the building on a 999-year lease and could have bought it freehold in 10 years.
“I was thinking of converting the upstairs into two flats – it would’ve been my pension pot.
“But I lost the building after just six months of going to prison because I couldn’t keep up with the mortgage payments,” said Parekh.
The 65-year-old’s conviction was quashed in 2021 and he received £100,000 in compensation, most of which went on paying legal fees.
“It’s taken 15 years of my life. It took me six years to find a proper job. It’s affected my health. I had a major heart attack because I was trying to fight this case and get my conviction overturned.”
‘Stolen’ heirlooms
Vipin Patel joined the post office in 1987, working at the Acton crown branch in west London, before opening his own post office in a small village, Horspath in Oxfordshire in 2002.
The shortfalls due to issues with the Horizon system started almost immediately.
“My dad had to cash in his Royal Mail pension to pay for these shortfalls.
“He also had to, unfortunately, ask my mom to sell her family heirlooms like gold, and wedding jewellery passed down for around three generations from India,” Vipin’s son Varchas Patel told Eastern Eye.
By 2010, Vipin had paid around £45,000 from his own pocket to cover the shortfall.
However, in December that year, auditors found a further shortfall of £34,000.
With no money left to cover this amount, Vipin was interrogated by Post Office investigators and suspended.
“When the court summons arrived, my dad called up a Post Office solicitor and was told that ‘if you plead guilty to one charge, we'll drop the other charge, and we will make your life easier’. So that's what my dad did,” said Varchas.
“He was later charged with fraud, or wrongfully charged with fraud, I should say, at Oxford magistrates, and ever since then, life has not been kind to my father – it shattered his physical health.
“He's disabled and walks on crutches.
“He was bedridden at one point, so numb he couldn't even move his arms and legs.
“He wasn't eating and drinking, he couldn't show his face in the community, he was made to feel like a pariah.”
Varchas Patel (middle) with Vipin Patel (right)
Vipin, 70, was given an 18-week suspended prison sentence in 2011.
Varchas said the abuse his father endured from the community led to the rapid deterioration of his health.
“There was anarchy in our village. Intimidation, harassment, death threats, the use for racism,” Varchas said.
“Some people built a four-foot cross, and they concreted it into the village green outside our shop.
“They put a wreath on it which said, ‘rest in peace’, they literally wanted to put my father six feet under.
“I've got a picture of this.
“There were dead or alive posters circulated, with one stuck on our shop door.
“We were the first ethnic family in the village.
“The locals wanted to drive my father out.
“In fact, they were having parish council meetings.
“They had a meeting to block our business driveway and our private driveway to literally run my mum and dad out of the village.”
Racism
Varchas said he believes racism also “played a part” in the Post Office investigation into Asian sub-postmasters and sub-postmistresses.
He pointed to the ongoing public inquiry, where Amandeep Singh, who worked in the Post Office helpline call centre, revealed that staff “mistrusted every Asian postmaster” and made comments, such as “I have another Patel scamming again”.
Eastern Eye has spoken to several judges on and off the record about the Post Office Horizon scandal.
All, including a senior crown court judge, agreed that part of the inquiry must concentrate on whether race played any part in the Post Office’s decision to prosecute their employees or in the criminal justice process.
“The problem here is potential unconscious bias throughout the system – the prosecutors, the investigators, juries, experts, everything – you have to look at whether there was some unconscious bias operating here,” former Old Bailey judge, Nick Cooke KC, told Eastern Eye.
Nick Cooke KC (Pic credit: Gresham College)
“What's actually affecting these people, whatever their ethnicity or social class, is that they've been wrongly convicted or left convicted by a system which should have prevented that.
“We need to find out whether unconscious bias affected the process in any way, and if it did, that clearly isn’t right.”
Cooke added that the judiciary should investigate the entire criminal justice process.
“There needs to be an independent investigation of the entire process, so we learn lessons from it,” said the retired judge.
“One problem is that a trial focuses on a specific case.
“There does not appear to have been anyone looking for a pattern of potential injustice, even though we have had such problems in the past.
“That should have been someone’s job and needs to be in the future.
“The fact that these prosecutions were flawed should have been picked up by the criminal justice system.
“The trial process should have picked up that there was something wrong here, before hundreds of people were wrongly convicted, either at appeal or at the first instance.
“It's really important, because if you don't want a repetition of this sort of thing, you need to discover what went wrong.
“One of the core functions of any criminal court system is to ensure that the innocent aren't wrongly convicted, and there was a terrible failure to do that.”
Miscarriage of justice
The High Court in 2019 ruled that computer errors - not criminality – were to blame for money going missing.
Prime minister Rishi Sunak announced last Wednesday (10) that the government will unilaterally quash the wrongful theft convictions of the Post Office branch managers targeted due to the faulty software and offer immediate compensation.
Prime minister Rishi Sunak's twitter post on the victims of the Horizon scandal (Credit: Twitter/Rishi Sunak)
Announcing the highly unusual decision to pass legislation exonerating and compensating the sub-postmasters and sub-postmistresses, Sunak said he wanted to help right "one of the greatest miscarriages of justice in our nation's history".
Alongside the exonerations for those criminally convicted in England and Wales, the government will offer £600,000 per person in upfront compensation or the opportunity for claims to be individually assessed.
Meanwhile, those who are part of a group civil litigation over the issue will now qualify for a new upfront payment of £75,000.
The government said it has in recent years paid almost £150 million in compensation to more than 2,500 total victims embroiled in the scandal.
Sources in the judiciary told Eastern Eye the government did not need to bring in a blanket acquittal of all those involved in the so-called miscarriage of justice.
They said that courts could clear the backlog by using the same mechanisms when dealing with terminally ill people who felt they had been wrongly convicted.
“It’s something judges have been doing for years,” said one civil court judge who asked not to named.
“If someone’s case needed to be expedited, a judge would look at the evidence in writing, and as long as the defendant, in this case the Post Office and Horizon, didn’t object, we could agree a settlement and quash the conviction.
“I know of judges who were able to conclude more than a dozen of these cases every day.
“If we used our common sense, we’d be able to complete all the cases before the general election.”
Cooke agreed.
The former judge told Eastern Eye, “You could do that by setting up a system in which you've just got judges reviewing the papers and saying this case substantially depended on Horizon evidence, so that conviction is therefore unsafe.
“That could be declared on paper, and if a particular defendant, who was on the receiving end of an adverse decision, about that a judge saying I've read these papers, it didn't depend substantially on the Horizon evidence, was aggrieved by it, they can take the case for an oral hearing in the Court of Appeal.
“Incidentally, I see no reason why that it should be entirely High Court judges.
“In this case, if they say there's too much pressure on the work of high court judges, there's no reason why this paper process couldn't be done by circuit judges.”
Shingadia hit out at the government, saying they should have taken action over this scandal years ago when evidence came out that so many people were innocent.
“They should’ve jumped on this a long time ago.
“So many lives have been destroyed as a result of this.
“People lost their livelihoods, some committed suicide and others died without ever being exonerated,” he said.
CENTURIES from opener Yashasvi Jaiswal and captain Shubman Gill, his first as skipper, fired India to a commanding position in their series opener against England, closing day one of the first test on an imposing 359-3 on Friday (20).
Despite the clear, humid Headingley conditions seemingly favouring the batting side, England chose to bowl first, knowing each of the previous six Leeds tests had been won by the side bowling first.
Ben Stokes' decision seemed ill-advised, with India openers KL Rahul and Jaiswal both looking in fine form, but Rahul fell for 42, with the England captain quickly removing debutant Sai Sudharsan for a duck from the final ball before lunch.
Jaiswal and Gill steadied the ship in the afternoon session, however, the opener storming to his fifth test century, with Gill's classy ton, an unbeaten 127, putting England on the back foot from the off in the five-match series.
"It was very special, it meant a lot to me," Jaiswal told the BBC. "I really enjoyed it because I have worked so much before the series, after the IPL.
"I just wanted to get in and do something for my team, for my country and for myself after the work I have put it. I loved it. There is no secret. I just try to work very hard and have the will and desire to do well whenever I have the opportunity. I will just keep trying to put my team first."
The pressure was on Gill on his test bow as captain, with a nation expecting a smooth transition following the retirements of stalwarts Virat Kohli and Rohit Sharma.
India's fifth-youngest captain at 25 found himself in the firing line in the blink of an eye, after England had toiled initially on an unusually humid Leeds day.
Missing numerous frontline pace bowlers through injury, it was left to Brydon Carse, making his first test start on home soil, to make the crucial breakthrough just as Rahul was settling in before debutant Sudharsan quickly followed him back to the pavilion.
Supported by Jaiswal, who sailed to his sixth half century in 10 innings against England, Gill showed his class with his fastest-ever test 50.
Jaiswal, despite receiving treatment for an injury to his hand throughout the afternoon session, quickly retook the limelight from the skipper storming to his fifth century from just 20 matches, a third against England, to pile the misery on the hosts’ beleaguered bowlers.
After Stokes struck to clean bowl Jaiswal, who departed for 101, ending the third wicket stand of 129, Gill and Rishabh Pant continued to keep the scoreboard ticking over, with a drive through the covers taking the skipper to his first test century outside of Asia.
Pant finished off a memorable day for India by reaching his half century with a bizarre-looking shot, leaving England with mountain to climb to avoid getting their summer off to a losing start.
"It was a tough day but we will get our opportunity to bat soon," England coach Tim Southee said. "We will come back tomorrow and try to make some inroads.
"The guys are good. The strength of this side is that things can be tough at times but they try to not to get too caught up in the emotions of bad days."
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I recently joined the incredible team at the Asian Sports Foundation. It is an honour to work alongside passionate individuals such as Shazia Ali, Harleen Kaur and Angus Martin. Since it was founded by Jug Johal, the Asian Sports Foundation has worked to transform inactivity into active living, promoting better wellbeing and greater representation of Asian communities in sport and physical activity.
This is a cause close to my heart. The undeniable power of sport and movement to improve both physical and mental health cannot be overstated. It is a message I have consistently championed, alongside a commitment to equity and inclusion, which is why I am so excited to contribute to a charity that truly embodies this ethos.
In recent weeks, my conversations with Parkinson’s UK and various Asian community groups about boosting wellbeing through activity have shed light on a critical issue: Parkinson’s is on the rise, yet awareness and support remain limited, especially within South Asian communities. The stories I have heard have been deeply moving and point to a pressing need for change.
One person told me about their family’s experience. “We didn’t know much about Parkinson’s at the time,”
They said – a sentiment echoed by many. There is little information about the condition within the community, and it is often shrouded in stigma. In some circles, it is even viewed as a ‘curse’. The diagnosis came as a devastating blow. “We were shocked. All our dreams and plans to see the world came crashing down.” Their honesty reflects the profound emotional impact and isolation many families face.
For those unfamiliar, Parkinson’s is a complex, progressive brain condition. It is the fastest-growing neurological condition in the world, affecting around 153,000 people in the UK. With over 40 symptoms – ranging from tremors and pain to anxiety – and no known cure, the challenges are immense. But staying active and connected can make a real difference.
Parkinson’s is a complex, progressive brain conditionInstagram/ itsmitamistry
This is where organisations like Parkinson’s UK are so vital. They support people at every stage of the Parkinson’s journey, and their efforts to raise awareness in marginalised and ethnic communities are commendable. Their work builds on a strong foundation, which includes local events, essential support services and a pioneering Race Equality in Research programme, aimed at improving understanding and treatment across all communities.
My aim – and a key focus for the Asian Sports Foundation – is to amplify these efforts through inclusive, impactful programmes. We want to act as a bridge, connecting communities with the support and information they need. If you or someone you know is
experiencing symptoms, please know that you are not alone. The journey can be overwhelming, but there are people who care and resources that can help.
I would genuinely love to hear from you. Share your experiences, tell me how we can help, and if you are part of a grassroots community group, let us work together to break the silence and build a more informed, supportive environment for all.
Whoever said you need moonlight to find magic clearly has not stepped onto the spectacular, LED-lit dance floor at this daytime Bollywood bonanza.
From the moment the doors opened at Popworld in London, Bollyday fizzed with the kind of unfiltered joy usually reserved for weddings or late-night parties – except here, you still get home in time for a proper night’s sleep (and Sunday roast prep).
The 4pm to 9pm window is sheer genius. No frantic dash for the last tube, no overpriced taxis, and no bleary-eyed ‘never again’ mantra the next morning.
Parents can drop in after football practice, dog owners can pop out without fretting about late-night walks, and early-rising professionals can toast the weekend without sacrificing their productivity.
Daytime parties are not new – but Bollyday bottles the concept, shakes it with Bollywood sparkle, and serves it ice cold.
If British Asian DJ royalty had a throne, Shai Guy would be polishing the crown. His reputation precedes him – yet he still managed to overdeliver.
He slid through an eclectic mix of 70s and 80s disco-era anthems, noughties earworms and today’s stadium-shaking hits.
Just when you thought you had the set figured out, he dropped slick western house cuts and Afrobeat flourishes that sent hands skyward.
Bollyday
The dance floor never emptied – not once. Even the self-confessed two-left-feet brigade found themselves belting out choruses they did not know they knew.
Cross-generational Bollywood adventurers shared the space in perfect, sweat-soaked harmony.
It is rare to see Gen Z TikTokers trading moves with aunties reliving their early 90s bhangra gig glory – but Bollyday makes that collision feel entirely natural.
Non-Asian guests turned up out of curiosity and left draped in imaginary chiffon, convinced they had stumbled onto the set of a Karan Johar epic.
Set in the heart of London, the venue is as convenient as it is atmospheric.
The retro-futuristic dance floor glowed underfoot – think Saturday Night Fever meets Dil Dhadakne Do.
Scenic photo ops were practically compulsory; birthday crews made full use, balloons in tow.
British Asian nights out have come a long way since the daytime bhangra circuits of the 80s and 90s.
Bollyday is the next leap: an inclusive, wellness-friendly, rhythm-heavy celebration that proves you do not need darkness to turn up the heat.
With the mental health benefits of dancing well documented, this matinee rave feels as good for the soul as it does for the step count.
Bollyday
Uniqueness, practicality, cross-generational appeal and a stellar soundtrack make Bollyday an instant classic – expect copycats soon.
But for now, mark your diaries: the next Bollyday returns to London on Saturday, 6th September, with plans to go nationwide shortly afterwards.
Tickets will evaporate faster than a filmi teardrop.
For its trailblazing timetable, sublime venue and Shai Guy’s pitch-perfect DJing, Bollyday earns a full, unreserved five stars.
Go once and you will wonder why we ever surrendered our sleep to nightlife in the first place.
This week sees the release of Aamir Khan’s new film Sitare Zameen Par. Marketed as a ‘spiritual sequel’ to the multi-award-winning 2007 drama Taare Zameen Par, the film is in fact a remake of the 2018 Spanish movie Campeones — and it appears to be packed with copied moments from start to finish.
Social media users have already forensically compared the trailer with the original and pointed out identical scenes, alerting Hindi cinema fans to the 2023 American remake (Champions) and a 2022 German version (Weil wir Champions sind).
Unlike the many Bollywood productions that shamelessly steal storylines without credit, Sitare Zameen Par is an official adaptation. But it is arriving in an era where the remake formula no longer works — and now feels like a desperate, lazy shortcut.
Judging by the performance of most remakes in the past decade, the model is no longer viable. In today’s digital age, recycling someone else’s work is not just commercially risky — it is cultural suicide.
Aamir Khan
In the so-called golden age — or more accurately, the morally grey era — of Hindi cinema, producers routinely lifted entire plots from international films or South Indian blockbusters.
Streaming platforms did not exist, YouTube had not yet archived global cinema, and social media had not empowered legions of film detectives gleefully exposing plagiarism frame by frame. Bollywood operated in a vacuum — and in that silence, rip-offs flourished.
Aamir Khan, ironically now on the receiving end of backlash after the ill-fated Forrest Gump remake Laal Singh Chaddha, was once a master of the borrowed blockbuster.
Akele Hum Akele Tum was essentially Kramer vs. Kramer with playback singing. Mann was a musical version of An Affair to Remember. Ghulam borrowed heavily from On the Waterfront. Dil Hai Ke Manta Nahin was a near-copy of It Happened One Night, and Raja Hindustani drew inspiration from Jab Jab Phool Khile.
Even Ghajini was a remake of a Tamil film, which had itself stolen the core idea from Memento. These films succeeded because most of the audience had never seen the originals.
They were cinematic secrets whispered among cinephiles, not dissected in Instagram reels or exposed in viral X threads.
Back then, it was so easy to plagiarise without consequence that legendary screenwriting duo Salim–Javed regularly lifted scenes and story ideas from global cinema for their 1970s blockbusters.
In the following decade, Javed Akhtar reportedly pitched the story of Main Azaad Hoon (1989) to producers as an original concept — they only discovered after production began that it was lifted from the Hollywood classic Meet John Doe.
While occasional remakes like Kabir Singh and Drishyam have succeeded, most Hindi remakes in recent years have crashed and burned — especially in the age of social media, streamers, and video sharing sites.
The painful list of failures from just the last five years includes Bachchhan Paandey, Jersey, HIT: The First Case, Vikram Vedha, Thank God, Mili, Shehzada, Selfiee, Bholaa, Sarfira, Baby John and Deva.
These films have become redundant because the originals are often available online — and even if you are unaware of the source, someone in the comments section will be happy to point it out.
Hrithik Roshan
Now with Sitare Zameen Par, the cycle repeats. The original Taare Zameen Par worked because it was original and honest.
It was not borrowed from overseas or adapted from the South — it emerged from a sincere concern for children with dyslexia, a subject Bollywood had never explored before.
Trying to recreate that emotional impact through a tired remake formula risks tarnishing the very legacy Aamir Khan helped create.
This is not just another film — it is his third-layer adaptation of a story that has already been remade multiple times in other languages.
But this is not only about Aamir. The industry as a whole must confront the fact that today’s audience is smarter, more connected, and far less forgiving.
In what is arguably the worst creative slump in Hindi cinema history, original storytelling is no longer a luxury — it is a necessity.
Instead of spending crores (over £100,000 or ₹1 crore) on designer costumes, scenic locations and remake rights, Bollywood should be investing in screenwriters.
Remember them? The underpaid, under-credited creatives with actual ideas? They are the ones capable of pulling this industry out of its current rut.
There is a generation of hungry young filmmakers and writers eager to tell new stories. But their scripts are gathering dust while remake kings chase the faded echoes of past glory.
It is time to retire the remake — or at least cut them back drastically.
Audiences deserve better. Bollywood deserves better. Hindi cinema cannot keep indulging the egos of creatives who, frankly, have run out of creativity.
That includes even the so-called perfectionists like Aamir Khan, whose own last home production Laapataa Ladies was not spared plagiarism accusations.
A struggling industry cannot build a future by xeroxing the past. It is time to stop photocopying and start creating.
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Its appeal lies in its unpredictability, emotional expressiveness, and the thrill of collecting
A mischievous elf-like toy called Labubu has gone from niche collectable to global cultural phenomenon. Created by Hong Kong-born artist Kasing Lung and popularised by Chinese toy giant Pop Mart, Labubu has captured the imaginations of collectors from Beijing to London and beyond, with celebrity endorsements and long queues at retail stores fuelling its rapid rise.
The birth of Labubu
Labubu originated as a character in The Monsters, a picture book series by Lung. With its signature wide eyes, pointed ears and toothy grin, the figure was designed to be kind-hearted yet chaotic, charming in a deliberately imperfect way. The name “Labubu” itself doesn’t mean anything; it was invented for the character.
The toy first gained traction when Pop Mart acquired licensing rights in 2019. Pop Mart, founded by Wang Ning in 2010, had already found success with blind-box toys—sealed packages that keep the buyer unaware of which toy they’ve purchased until they open it. This model, combined with Labubu’s offbeat appeal, became a winning formula.
Global popularity and celebrity power
Although Labubu gained popularity in China early on, its international breakthrough came post-pandemic. Fans describe the toy as an “anti-cute” character that resonates with those tired of perfect aesthetics. Its appeal lies in its unpredictability, emotional expressiveness, and the thrill of collecting.
The Labubu frenzy went global in 2024, particularly after Thai K-pop star Lisa from BLACKPINK posted about the dolls. Soon after, global celebrities including Rihanna, Dua Lipa, Kim Kardashian, and David Beckham were seen with Labubu toys, turning the quirky character into a fashion accessory and internet talking point. Rihanna, for instance, was photographed with a Labubu clipped to her designer handbag, while Kardashian showed off her full collection online.
Booming sales and global reach
The celebrity exposure helped drive international demand. Pop Mart now operates over 2,000 vending machines—nicknamed "roboshops"—as well as more than 130 stores in over 30 countries. By the end of 2024, nearly 40% of its total revenue came from outside mainland China.
Sales have soared, and Pop Mart’s market value now surpasses that of Western toy giants like Mattel and Hasbro. In early 2025, the company reported a rise of nearly 500% in international revenue compared to the previous year.
The role of scarcity and surprise
A key part of Labubu’s success is its blind-box marketing strategy. Collectors never know exactly what version they’re getting; some are common, while rare “chaser” variants are far harder to find. This element of chance keeps consumers coming back for more. Some fans have even learned to weigh or shake boxes in hopes of guessing the contents.
Collector Desmond Tan, for example, says he often purchases multiple boxes in a single visit. He finds particular joy in identifying rare editions through feel alone, a practice now widespread among collectors.
Labubu dolls come in dozens of themed series, including “Exciting Macaron” and “Fall in Wild.” Limited editions and seasonal drops often sell out within minutes, both online and in-store. Prices range from £14 to £40 at retail, but rare items command much higher prices on resale markets.
Cultural soft power
The Chinese government has celebrated Labubu’s international popularity as a form of soft power. State media outlets like Xinhua have described the toy as an example of "Cool China"—a creative cultural product that resonates globally. This aligns with a wider push to promote Chinese intellectual property abroad, alongside video games and animated films.
Despite the success, the popularity has led to concerns over counterfeit products. Chinese customs officials recently confiscated over 70,000 fake Labubu toys, a sign of just how widespread the demand has become.
More than a toy
For many fans, Labubu represents more than just a collectable. It is an escape, a conversation piece, and in some cases, a personal symbol. Its curious charm, global reach, and viral appeal show how a character with no clear backstory can still capture hearts across continents.
What began as a quirky elf in a Hong Kong picture book has now become a cultural icon, equal parts weird, adorable and unstoppable.