Why is Labubu taking over our online feeds?
And why is it so popular (all of a sudden?!)
You’ve probably seen the “ugly delicious” version of plushies. Labubu, a character from a Hong Kong-based illustrator and creator, Kasing Lung’s The Monsters, an art toy series, is now a full-blown cultural phenomenon.
With its signature buck teeth, impish smile, and that "I'm definitely up to no good but you'll love me anyway" vibe, Labubu has spawned everything from collectable figurines to fashion collaborations.
Making its way from online screens to our wallets, the most affordable Labubu retails at INR 4,999 on Hype Fly. The most creative ones go up to INR 49,999. But why are they so expensive?
And why are celebrities like Rihanna and Lisa (BLACKPINK) flaunting them? Let’s find out!
Why is the internet obsessed with Labubu?
Labubu has been around for a while. It was created in 2015, and the collaboration with Pop Mart, a Chinese toy giant, specialising in "blind box" collectables, took off in 2019. Statista reports that Labubu’s sales grew by 725 per cent from 2023 to 2024. And yet it became viral now?
Well, it all started when Lisa shared her Labubu collection online. Rihanna, Dua Lipa, and other celebrities followed suit, turning it into a coveted fashion accessory and a viral trend. Tons of pictures surfaced!
The "#Labubu" hashtag on TikTok alone has over 1.4 million posts, and apparently, its resale value is higher than the Stanley Cup. Who would’ve thunk? Well, actually, anyone, but here’s a stat: Some Labubu figures that retailed at $14 were resold for $361. Limited editions fetch even higher prices.
Labubu has made the CEO of Pop Mart even richer. To be precise, his net worth grew $1.6 billion in a single day, because of the holy Labubu effect on Pop Mart’s stock.
A significant portion of Redditors discuss their relentless pursuit of new Labubu releases. They share tips on beating bots, navigating Pop Mart's online drops, and even elaborate URL tricks to try and snag elusive figures. The hustle to find one is real!
But, first, basics: How does it work?
The "blind box" is central to Pop Mart's success and the addictive nature of collecting Labubu. It piques one’s curiosity even more because you’re clueless which Labubu you’d get. Each Labubu figure comes in a sealed, opaque box.
Aaand yes, you cannot see which specific figure is inside before purchasing it. Every unboxing is a gamble and a moment of anticipation.
Figures are released in themed series, such as Exciting Macaron, Have a Seat, and Big into Energy. Each series has a set number of regular figures with 6, 9, or 12 distinct designs.
Almost every series includes one or more ultra-rare "secret" (or "chaser") figures. These aren’t advertised on the box, and the probability of getting one is as good as 1 in 72 or 1 in 144. Perhaps even rarer.
And the thing is..it’s all about marketing! As someone who works in marketing, I know this is a fleeting trend. But I still wanted to get one because, well...Pop Mart plays right into our psychology. Pop Mart is masterfully marketing it as "the thing to own" by tapping into a powerful cocktail of psychology, community, and aspirational trends.
And of course, there’s FOMO! They constantly release new themed series and limited-edition runs, creating a sense of urgency. If you don't buy now, you might miss out. Their collaborations with other popular brands, artists, or IPs resulted in a few fun series like Labubu x Coca-Cola, Labubu x One Piece, and the Louvre edition.
Special Labubu figures are released only at specific conventions (like Beijing Toy Show or Shanghai Toy Show), Pop Mart grand openings, or unique regional collaborations.
And just like Rihanna, Ananya Pandey, and Lisa, many around the world are attaching their Labubus to their luxury bags. I’ve seen at least two women in Hyderabad with Labubu Macarons linked to their Louis Vuittons. If you spend a considerable amount of time online, you would’ve seen people decking their Labubus with Vuitton jackets, Cartier bracelets, and other accessories. This is madness!
And the main thing is that..Labubus are bringing a community together. On Reddit, you’ll find flourishing subReddits with Redditors helping each other find Labubus or their exclusive drops. The "blind box" element inherently creates a shared experience. Everyone is on the same quest for that elusive secret"figure or to complete a set.
This shared goal fosters solidarity, as collectors connect over their wins: "I finally got the secret!" and lament over their misses: “Alas! Another duplicate.”
Then, there’s the act of unboxing! This user-generated content forms a massive, organic advertising network. It also builds a communal viewing experience for fans who react or resonate with the unboxer’s emotions.
For many adult collectors or “kidults”, as the internet lovingly calls them, Labubus are more than just toys. They're a form of self-expression and a connection to a playful, nostalgic part of their lives. Think of the '90s kids who grew up collecting and cherishing such pop culture phenomena.
Remember the Indian pop song featuring a koala bear clip-on? In school, owning this was “the thing,” and many around me would clip on these bears to their bags. In fact, I’ve used mine from primary school to high school, until it got stolen when I was in the 10th grade.
Was it cringe? Sure! But did kids and adults around me stop wearing it? Nope. It's a great example of how a simple accessory, featured in popular media, can become a mass-market sensation.
Unlike Labubu, which relies on a specific IP and "blind box" strategy, the bear's popularity was influenced by a direct visual association with a song and its lead actress, making it a must-have item for many young people at the time. It was mass-produced and readily available, but still loved!
As time fades, perhaps we’ll all remember the Labubu as fondly as India’s 90s kids often remember this koala bear. But till then, let it have its moment!
And that’s it! I’ll be back with another story or brand spotlight soon. 👋
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