Nigeria, June 14 -- The economics of pop culture is such that it influences consumer behaviour, drives economic growth, and creates new opportunities.

Whether it is music, film, the gaming industry or just some plain old doll, pop culture shapes spending habits and trends with far-reaching consequences for businesses and industries.

So it comes as no surprise that a female elf-like character in the Nordic-inspired picture book series 'The Monsters' has become the next big trend in the global entertainment and fashion scene.

Created in 2015 by Kasing Lung, a Hong Kong-born artist raised in the Netherlands, the Labubu character was a part of a tribe.

In his book, Lung describes Labubu as a gentle elf-like creature with high-pointed ears...