Watch: Russian pilots flaunt Labubu dolls inside Su-34 fighter bomber cockpit, video goes viral

A video showing Labubu dolls inside the cockpit of a Russian Sukhoi Su-34 fighter bomber has gone viral online.

According to Global Times, the footage was filmed by Russian pilots themselves and later circulated on Telegram. In the clip, a green Labubu doll can be seen hanging in the cockpit of the Su-34, sparking curiosity and amusement among viewers.

Labubu dolls, designed by Hong Kong artist Kasing Lung and distributed by China’s Pop Mart, are renowned for their quirky “ugly-cute” aesthetic. The collectible figures have gained a cult-like following worldwide, especially on platforms like TikTok, where fans showcase rare and limited-edition versions.


Pop Mart, the company behind Labubu, has witnessed explosive growth on the back of the doll’s global popularity. On Tuesday, the company reported a nearly 400% surge in first-half net profit, driven by soaring demand and strong overseas sales. Revenues jumped 204.4%, far exceeding earlier forecasts.


Shares of Pop Mart have already climbed more than 200% this year, pushing its market valuation above toy industry heavyweights such as Barbie-maker Mattel and Hello Kitty’s parent company Sanrio.

One of the key factors behind Labubu’s success has been its celebrity appeal, with fans including Blackpink’s Lisa, singer Rihanna, and football legend David Beckham. Pop Mart frequently releases the dolls in “blind boxes,” adding to their collectability and hype.

CEO Wang Ning recently told state media that sales of Labubu are expected to surpass 10 million units per day starting September. In the first half of 2025 alone, Labubu—classified under Pop Mart’s “The Monsters” IP—generated 4.81 billion yuan ($670 million), making up nearly 35% of the company’s total revenue.

Currently, Pop Mart operates 571 stores worldwide, along with 2,597 automated vending machines across 18 countries and regions.