By Ghazali Ibrahim 
Nigerians on social media are reacting with a mix of shock, disbelief, and curiosity following news that Wang Ning, CEO of Chinese toy company Pop Mart, has entered China’s top 10 richest list, all thanks to the sudden global success of a small rabbit-like doll called Labubu.
Many Nigerians who had never heard of the toy until now are stunned that what looks like a mischievous cartoon figure could generate so much wealth, placing 38-year-old Wang among China’s billionaire elite with a net worth of $22.7 billion, according to Forbes.
“So someone is now a billionaire because of this thing called Labubu? Make una no vex, who dey buy am abeg?” one user posted on X, sharing a photo of the doll with wide-eyed emojis.
Pop Mart’s stock has surged more than 300% in 2025, and its Labubu toy, created by Hong Kong artist Kasing Lung has become a global phenomenon, with celebrities like Rihanna, Dua Lipa, and Blackpink’s Lisa spotted with it.
In London, fans were seen scrambling outside stores in April to purchase the third edition of the toy, priced as high as £50.
In Nigeria, however, the reaction has ranged from amusement to entrepreneurial venture.
“Somebody is cashing out in billions selling one rabbit wey no dey talk. Meanwhile we dey here dey struggle with POS business and Ankara,” said a TikTok content creator.
“Nigeria must start exporting our own version of Labubu. Call am Shalanga the spirit doll,” another joked on Instagram.
Others expressed frustration at the perceived triviality of what counts as valuable in the global economy.
“People just dey spend millions on toy wey no even cure headache,” said an X user.
“Meanwhile we dey argue over minimum wage.”
Despite the humor, some Nigerians are taking notes.
“Forget joke, this is branding and creativity at work. That man built a character and turned it into a global luxury,” tweeted a Lagos-based entrepreneur.
Pop Mart’s massive success is also catching the attention of local creatives and toy designers.
Some are already discussing how to build Nigeria’s own homegrown collectible character, blending Afro-urban storytelling and pop culture appeal.
