Handmade 'Xinjiang Labubu' Becomes Viral Tourism Sensation

A handmade plush lamb wearing traditional Xinjiang-style clothing has become the region's latest viral souvenir, drawing crowds of tourists in Urumqi and sparking a buying frenzy online.

Dubbed the "Xinjiang Labubu" by netizens, the toy has gone viral on RedNote and Douyin, with many users posting videos of the customized lambs and sharing tips on where to buy them.

At the center of the craze is a small stall inside Jinquan Mall in Urumqi, run by vendor Abdulla Aimirila. Viral videos show customers packed several rows around the counter, with some travelers heading there straight from the airport, luggage in tow, and others snapping up as many as 10 lambs in a single visit. What was once an ordinary market stall has become one of the city's tourist stops.

Part of the toy's appeal lies in its customization. Unlike factory-made souvenirs, each lamb is assembled to the customer's taste. Buyers can select different hats, accessories and decorations before they are hand-assembled on the spot.

The lambs are dressed in vibrant outfits inspired by Xinjiang's iconic Atlas silk, topped with decorated flower hats and adorned with sparkling gemstone ornaments. While the materials themselves are relatively inexpensive, visitors say they are paying for something more than the finished product.

"The sheep is one of the most recognizable symbols of Xinjiang, but what really makes it stand out is the local costume and the personalized experience," tourist Si Lu from Shenyang told Xinjiang Daily. "You're not simply buying a souvenir – you're creating your own."

The toy's popularity has also been fueled by social media, where many users have admitted they were initially drawn not only to the lambs themselves but also to the stall's young and charismatic owner, whose interactions with customers have attracted a growing fan base online.

For Abdulla, however, the overnight fame has translated into an overwhelming workload.

"From morning to night, aside from meals and restroom breaks, I'm sitting at my workstation making lambs," he said. "The orders just keep coming."

The craze has spread far beyond the stall itself, creating ripple effects throughout the supply chain.

According to Xinjiang Daily, a Hangzhou-based crafts company that supplies the miniature flower hats has struggled to keep pace with surging demand. The company now operates two dedicated production lines for the hats, producing around 13,000 pieces a day. Even so, pre-orders have already been booked through mid-July.

"We're very optimistic about the lambs' future," said company executive Chen Qian. "Next year is the Year of the Sheep, so we're hoping the momentum continues."