Giant inflatable Labubu, Elmo float on Hong Kong's Victoria Harbour

A giant inflatable Labubu floated on Victoria Harbour as part of a new installation that attracted crowds of tourists and locals. The elf-like character, created by Chinese toymaker Pop Mart, became a global sensation and boosted the company’s profits.

SK Lam, Founder of AllRightsReserved said "We are trying, not just doing [being] sales driven. We want to bring more experience with the IP [intellectual property] to the fans -- that's very important. That's why we created many wonderful events with many partners in the past. It's really an important moment now in Asia to bring something new with strong energy, [to bring] projects to here."

The waterfront parade, which ran until November 1, also featured sculptures of Elmo from Sesame Street, Japanese manga icon Doraemon, and McDonald’s mascot Grimace. Organized by design studio AllRightsReserved, the event aimed to combine art, pop culture, and tourism in a lively display.