In the heart of Kabul’s bustling marketplaces, colorful figurines with mischievous smiles and elf-like ears have become an unexpected hit, reflecting a shift in Afghanistan’s retail and cultural landscape.
The figurines, known as Labubu, a viral collectible from China, have rapidly transformed from quirky toys into symbols of economic opportunity and modern consumer culture in the country.
Mostafa Seerat, who owns a shop in Kabul, started selling Labubu just six months ago in response to growing demand. “The sales have been incredible. We now sell around 400 units a day,” he said. “It has become one of our top-selling items.”
Tamim Behzad, a veteran businessman based in Yiwu, China — a small commodities hub — was among the first to see Labubu’s potential in Afghanistan. “When we realised the speed of sales and strong market demand, we decided to take a risk and bring Labubu here,” Behzad said.
For many Afghans, Labubu’s popularity signals a broader cultural change. Shafiqullah, a local Labubu seller, explained that Afghanistan’s traditional consumer market, once dominated by local and regional goods, is now opening to global products. Labubu is often purchased as gifts for fiancés, spouses, or children, reflecting a growing interest in international brands.
Labubu has also sparked entrepreneurial growth. Erfan, an online retailer, began his business with just US$100 and within a year grew his capital to US$5,000–6,000. “In Afghanistan, jobs are hard to come by, but a small investment can grow into a profitable business,” he said.
The toy has created opportunities for women and young people as well. Erfan now employs three staff members, two of whom are women responsible for managing delivery across Afghanistan, often within one or two days.
“This isn’t just about making money; it’s about giving women the chance to work and develop professionally,” Erfan said. “This was less common in Afghanistan in the past.”
Labubu’s success highlights how a simple, globally popular toy can drive both economic growth and social change in Afghanistan’s evolving marketplace.
