The internet is flooded with photographs of an atrociously ugly yet adorable little toy called the ‘Labubu’. These quirky, rubber-coated plush characters are part of Hong Kong-based artist Kasin Lung’s creative imagination. His monster trilogy, which includes three graphic novels based on the characters of Nordic mythology, has seen mass popularity after almost a decade of being launched.
The exponential boom of the Labubu and of the store PopMart, which houses, markets and distributes a number of such interesting and fascinating toys is testament that popular culture can be harnessed as soft power on a global scale. The ‘Made in China’ label has been recognised and associated with cheap reproductions and poor quality goods for years now. However, the introduction of these unique, creative plush toys is changing that mindset. Several years later John Berger’s, ‘Ways of Seeing’ continues to hold relevance where he argues that art is a product of society. The way we see, perceive and accept art is hugely shaped and connected with society at large.
Muddra
With each generation, what is known and accepted as popular or ‘pop’ culture is evolving and transforming. A rite of passage, an experience open for all, pop culture in India perhaps began with Britain’s Industrial Revolution and India attaining independence. The 19th century saw the emergence of the working class, a boom in Indian cinema followed by the internet and social media. As there was a greater level of accessibility and acceptance, doors for creative expression opened and widened. Today, artists such as Kasin Lung have a range of platforms available. Be it to display their works at prominent art fairs such as Art Basel Hong Kong or design toys, which can be part of a larger global movement. The possibilities are limitless for artists today. One watches and listens to Diljit Dosanjh performing with Ed Sheeran and holding centre stage at the Met Gala while also having a devoted fan base on the home turf.
Consumption, as we know it, is changing and transitioning with art toys for adults, which serve no real purpose or use to Lego games and graphic puzzles. A recent study concluded the Global Art Toy market to double in growth from $3 billion to a whopping $6 billion by 2030. Is there a sense of nostalgia being chased here or is it purely the simplicity in contrast to the multilayered technologically driven world?
Pop culture, be it art, cinema, fashion or even music are making the most of this diversification though and the impact is quite evident when I scroll my instagram page. A sharp toothed, mischievous looking Labubu chained on the Vietnamese supermodel Thanh Hằng’s Louis Vuitton bag or part of K-pop group Blackpink’s member Lisa’s ensemble. In a fast paced world, art toys are the saviours keeping us distressed. Artists today are not limited to patronised ateliers or formal schools of art. Nor are they confined to a set country, community or region. The Korean boom be it through music, television series or food is a perfect example of this. Korean is being recorded as one of the fastest growing languages in India with the help of popular culture.
But, are Indian artists being able to diversify their portfolios and find creative solace and popularity with a global audience? A year ago, I stumbled upon ‘Muddra’, an art toy, brainchild of designer Dilpreet Singh. A mudra or a gesture is an integral part of ancient Indian culture, scriptures and yoga. Each mudra denotes and holds a specific meaning. While Singh’s toy or figurine derives its name from India’s past, the character has a science-fiction story attached to it, making it more relevant to today’s audience. Juxtaposing Indian Gods with humanoid robots, makes Muddra, a fascinating work of art. My reaction and perception of Muddra was quite similar to most of PopMart’s toys and collectibles.
In a world of Labubu’s, I do wonder why such creations by homegrown artists are not finding global acceptance and craze?