There is something instantly recognisable about KUBO. The buzz cut. The unimpressed stare. The quiet confidence. He looks cold, detached even, but spend a little more time with the character and you realise that is exactly the point.
Created by Chinese illustrator and toy designer BAO 艺术家, KUBO is not designed to be a perfect mascot or an overly cheerful cartoon figure. Instead, he represents something more personal, emotional and relatable, especially for younger collectors navigating identity, individuality and self-expression in a noisy world.
And that may be why POP MART is betting big on him.
According to BAO, KUBO was born from a re-examination of “youthfulness”, not the polished or idealised version often portrayed online, but the more truthful side of it.
Before creating KUBO, BAO mainly expressed emotions through paintings. Eventually, he realised traditional art still created emotional distance between the work and the audience. Designer toys, however, allowed emotions to become tangible and touchable.
That shift became the foundation of KUBO.
The character may appear aloof on the surface, but BAO describes him as someone with warmth and playfulness hidden beneath his guarded exterior. His motto, “Own Your Truth”, reflects the core philosophy behind the IP.
A Character Built on Emotional Honesty
KUBO’s defining design elements are intentionally simple. The buzz cut represents honesty and sharpness, “no hiding, no pretension,” while his determined gaze acts as an outlet for the soul, according to BAO.
Together, those elements create the tension that makes KUBO visually compelling, cold on the outside, warm on the inside. That emotional duality is increasingly resonating with younger designer toy collectors who are looking for characters with personality and meaning rather than just visual cuteness.
Unlike many collectible characters that rely heavily on fantasy worlds or exaggerated storytelling, KUBO feels grounded in real emotions. Hesitation, silence, confidence, loneliness and self-belief all quietly exist within the character.
That emotional realism also appears to be shaping BAO’s future direction for the IP.
In a recent interview, BAO shared that upcoming KUBO works will shift from “outer exploration” towards “inner observation”, focusing on still moments and unspoken emotions.
Rather than loud or dramatic expressions, BAO hopes to capture quieter emotional states, moments of pause, uncertainty and reflection, almost like freezing an intimate scene through a camera lens.
How POP MART Is Expanding KUBO’s Reach
POP MART’s partnership has significantly amplified KUBO’s visibility globally. BAO described POP MART as an “energy booster” that helped KUBO step beyond the small world of his studio and reach a much wider audience. That broader exposure has encouraged him to experiment with bolder and more avant-garde forms of expression.
International toy events such as POP TOY SHOW have also helped KUBO connect across cultures. BAO noted that one of the most meaningful experiences is seeing fans from different countries instantly understand the character emotionally, even without words.
That kind of emotional universality is rare.
It is also what gives KUBO the potential to become more than just another collectible figure.
Could KUBO Become POP MART’s Next Major Breakout Character?
Characters like POP MART’s LABUBU succeeded because they tapped into emotion and identity, not just aesthetics. KUBO appears to be following a different but equally powerful route.
Instead of chaos and whimsy, KUBO offers quiet introspection. Instead of exaggerated expressions, he communicates through restraint. In a social media era where everyone feels pressured to perform, that emotional authenticity feels surprisingly refreshing.
And perhaps that is why collectors are beginning to pay attention.
Because beneath KUBO’s stoic stare is something many people recognise instantly, the desire to stay true to yourself, even when the world expects otherwise.
For now, KUBO may still be growing beyond hardcore designer-toy circles. But with POP MART’s global reach and BAO’s emotionally driven storytelling, this cool kid with the buzz cut could quietly become one of the scene’s next major names.
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