In the evolving world of digital subcultures, niche icons often collide in ways that defy logic, or, at the very least, traditional storytelling. Such is the case with Labubu and Pazuzu: two figures separated by millennia and meaning, yet recently entangled in a surprising online discourse. Labubu, a mischievous collectible toy from the Pop Mart universe, has become a social media phenomenon — part fashion statement, part fandom fixture. Pazuzu, on the other hand, is a Mesopotamian demon most famously known for its cinematic revival in The Exorcist.
What has emerged in recent months is a wave of viral speculation, conspiracy theories and meme‑laden debates that pits the two against one another, both literally and symbolically. The so‑called Labubu vs Pazuzu comparison has sparked discussions on consumer culture, modern myth-making, and the internet’s strange talent for drawing unlikely parallels.
Labubu vs Pazuzu: What you need to know about the viral comparison
Origins of the characters
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Labubu is a character from “The Monsters” series, a line of collectible designer toys created by Hong Kong-based artist Kasing Lung and produced by Chinese toy giant Pop Mart. First introduced to global audiences in the late 2010s, Labubu features a mischievous grin, sharp teeth, oversized ears, and wiry limbs. A blend of spooky and sweet, it has struck a chord with younger collectors. Its rising popularity, particularly this summer, has been fuelled by TikTok unboxing videos, fashion collaborations, and its appearance as a sought-after accessory on high-end bags. Across the world, Labubu has become something of a style symbol, merging street culture with designer toy aesthetics.
Pazuzu, on the other hand, is an ancient Mesopotamian deity, dating back to at least the first millennium BCE. In historical sources, Pazuzu is depicted as a hybrid creature — part man, part animal — with a fearsome face, bulging eyes, sharp talons, wings, and horns. Contrary to its modern horror associations, Pazuzu was often invoked as a protective spirit, particularly against other demons such as Lamashtu, who threatened pregnant women and infants. Artefacts and amulets bearing Pazuzu’s image were commonly used in households for protection.
Pazuzu entered Western pop culture largely through The Exorcist (1973), where it was reimagined as a force of pure evil. Since then, it has appeared in various horror and animated genres, becoming shorthand for demonic possession and supernatural threat, a stark contrast to Labubu’s light-hearted, stylised appeal.
The viral conspiracy and social media uproar
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The connection between Labubu and Pazuzu began surfacing online early into the trend, initially as a niche curiosity but soon gained widespread attention through TikTok and Instagram reels. Users began comparing Labubu’s distinctive grin and pointed ears to the horned visage of Pazuzu, creating side-by-side edits and memes. The conversation was amplified further by a resurfaced Simpsons clip from “Treehouse of Horror XVI”, in which the character Maggie is possessed by a demon named Pazuzu, a reference that younger audiences mistakenly linked to Labubu due to visual similarities and name confusion.
Speculation quickly escalated. Videos warning against purchasing Labubu dolls, alleging occult connections, began circulating, especially in South and Southeast Asian social media spaces. Some posts falsely claimed Labubu was a “child-friendly disguise for demonic influence,” fuelling unnecessary panic.
Despite the lack of any factual basis, the narrative took hold, reflecting the internet’s ability to rapidly blur fiction and reality. Hashtags like #LabubuVsPazuzu, #DemonToy, and #LabubuExposed began trending, prompting responses from fans, collectors and eventually the toy’s creators. What started as a visual coincidence evolved into a full-fledged internet myth, with global reach and mainstream media interest.
What are the creators saying?
As the Labubu vs Pazuzu debate made its way across social media, fans looked to Pop Mart and artist Kasing Lung for clarity. While the company has not issued a direct response to claims linking the toy to demonic origins, it has continued to reinforce Labubu’s true creative lineage.
“Labubu was born in 2015,” the company’s website explains. “Kasing Lung created a fairy world in three picture books inspired by Nordic mythology and populated it with magical characters both good and evil, calling them ‘The Monsters.’ Among them, the most prominent one was Labubu.”
Despite the character’s devilish grin, Pop Mart describes Labubu as “kind-hearted,” a creature who “always wants to help, but often accidentally achieves the opposite.”
Pop Mart has not responded publicly to claims that the little monster is possessed, and media reports suggest that the controversy does not seem to have curbed the Labubu fever.
In the context of the Labubu vs Pazuzu discourse, this perspective has helped ground the conversation. For most collectors, the toy remains firmly in the realm of fantasy and folklore, not horror or superstition.
(All images: Pop Mart, The Simpsons)
This article first appeared in PrestigeOnline Hong Kong