Labubu is the "Nordic monkey-like forest elf" keychain accessory that has taken the globe by storm, sported by celebrities like Rihanna, Lisa from Blackpink and Dua Lipa.

In this episode of China Popcast, a new video podcast covering culture, reporter and collector Vica Li talks us through the emotions of buying and dressing up your Labubu, a furry "monster" collectable created by toy retailer Pop Mart.

Professor Zhang Ying, a professor of marketing and behavioral science at the Guanghua School of Management at Peking University, lets us in on what Pop Mart founder Wang Ning and other executives were like as students.