The Labubu Effect: Why is Everyone Obssessed with Labubus?

How this viral, ugly-cute toy became this year's most unexpected collectible, and what this actually says about us.

Let’s talk about Labubus. Labubu is the collectible that has become the new it charm. Everyone is going crazy trying to get their hands on these elf-like plush figures. It carries the same hype as Sonny Angels or Jelly Cats once did, but I’d argue it’s gone way beyond that. Labubu has become a full-blown cultural phenomenon that leaves many people confused, yet undeniably intrigued.

So what is it about Labubus that makes everyone so obsessed and crazed? (And yes, I’m fully guilty of it too.)

What is a Labubu?

Labubu is a collectible typically sold in blind boxes, and it sells out in a matter of seconds. It is an elf-like vinyl and plush toy created by Hong Kong Illustrator Kasing Lung. Originally, Kasing wrote a picture book inspired by Nordic mythology and filled it with characters he called The Monsters. Among them is the Labubu, known for its pointed ears, mischievous grin, and serrated teeth.

They’re the epitome of ugly-cute. Strange, conventionally unattractive, and yet completely adorable and lovable.

What started as just another collectible from Pop Mart has now reached global cult status. People line up overnight for restocks, hunt limited editions, and treat them with the same urgency usually reserved for a limited handbag.

But why this toy? What makes it different from all the other bag charms and collectible blind boxes we’ve seen?

Era of Bag Charms

To understand the Labubu craze, it helps to look at the rise and the return of the bag charm.

Over the past year, we’ve seen a resurgence in celebrities and influencers accessorizing their Hermès Kellys and Birkins with playful add-ons like beaded trinkets, quirky keychains, and plush charms. While it may feel like a new trend, it actually traces back to the early 2000s, with icons like Jane Birkin and the Olsen twins, who made it cool to dress down their pristine, luxury bags with personal, “unconventional” touches. In doing so, these charms stripped away the bag’s intimidating exclusivity and added personality instead. It turned something aspirational into something more down-to-earth and accessible.

But what’s happening now feels different. Instead of the typical consumer matching their $20k bag with a designer charm, they’re now attaching vintage toys, nostalgic keychains, beaded strings, and of course, the Labubu. It’s such a deliberate contrast, pairing something so luxurious with something unbranded or non-luxe. Some might call it an anti-luxury luxury flex. And that’s what makes it so fun and interesting.

Labubu, specifically, is the perfect mix of quirky and stylish. It is something so high contrast and unique against the classic bag silhouette. And it can easily spark up curiosity and conversation.

Celebrity and Social Media Significance

Social media carries an entirely different kind of power, especially when it comes to turning something into a trend. Celebrity influence, once the main driver of style and status, doesn’t hold as much weight in today’s world. These days, social media and influencers often have more impact. But the Labubu craze feels like an exception.

While the trend started among Pop Mart collectors in Asia, many credit the extreme rise in popularity to the K-Pop star Lisa from Blackpink. When she posted a photo with a Labubu on social media, it created a ripple effect, launching the Labubu onto the global stage. I would even argue it has way surpassed Sonny Angels in cultural relevance.

Pop Mart’s blindbox model only intensified the buzz. For those unfamiliar, a blind box conceals the exact version of the toy inside. You don’t know what you’re getting until you open it. It’s brilliant. It taps into both the psychological thrill of surprise and the social component of the hunt. It’s essentially low-stakes gambling, which is just as psychologically addictive, with cute rewards. It offers you the chance of finding the rare one, or just the one you wanted, which is what keeps people coming back.

That built-up anticipation gets shared across social media. People would post their unboxing, their duplicates, their disappointments, and their wins. And that shared cycle of desire, risk, and reveal creates a kind of collective FOMO. It makes you want to be in on it. It makes you want to have your unboxing moment. It makes you want to have one of your own.

Pop Mart has essentially created the perfect engine of consumerism. The illusion of exclusivity is paired with accessibility, psychological thrill, and is driven by social phenomena. The Labubu is the poster child of that model. It’s cute, relevant, rare but not that rare, and it’s everywhere.

And whether you’re a collector or Labubu-curious, the feeling is undoubtedly contagious.

Resale Market of Labubus

Given the fandom and its built-in collectibility, it is no surprise that Labubu has created a resale market. Pop Mart’s strategy of limited editions and high-profile collaborations has pushed prices beyond retail.

It is no longer just the everyday consumer or casual collectors lining up for new releases or restocks. Resellers are now buying in bulk, with the sole purpose of flipping these collectibles for three or four times their original price. And in many cases, resale is the only way to get one.

Limited edition Labubus can go for $200-400 on resale sites such as StockX. Those special collab releases, such as the Sacai x Cahartt x Labubu, released only through Pharrell Williams’ Joopiter Auctions, reportedly went up to $30k. And I believe this marks only the beginning of the Labubu resale craze.

Is Collecting Labubus “Kidult”?

Collecting toys is not a new phenomenon. I’d argue that Labubu, like Sonny Angels or Jelly Cats, is our current generation’s version of Bearbricks or KAWS. The toy and collectible industry goes through cycles, and every few years, there’s a new must-have to collect. This one, though, feels more tied to the re-emergence of a cultural trend: Kidult.

Kidult culture is when adults engage in hobbies or activities typically associated with children. It is about reconnecting with your playful and carefree version of yourself while tapping into your inner child energy that offers both nostalgia and escape. And in today’s world, that pull is stronger than ever.

As we grow up, the world gets heavier. And sometimes, joy and relief may come in small, weird, and unserious forms. For many people, Labubu scratches that itch. It taps into that instant satisfcation, comfort, and nostalgia, without needing any justification.

Labubu: A Recession Indicator

In some ways, Labubu is a healthier form of escapism. It’s not chaotic, not harmful, slightly overconsumption, but overall it’s just a silly, cute creature that makes you smile.

But there’s something worth noting. The rise of the Labubu might also be a soft indicator of a recession.

In times of chaos or uncertainty, people tend to crave little things that bring them joy and comfort. Collectibles like Labubu hit that spot, especially when they offer this accessible exclusivity. It allows people to search for something that feels good and emotionally rewarding, without breaking the bank.

As the economy dips, the collectibles come out and thrive. Labubu has become an affordable entry point to luxury, not in price, but in feeling. It's a comforting distraction against a world that is increasingly hard to process and often out of our control.

Labubu is the embodiment of modern consumerism. It’s exclusive yet somehow always within reach. It creates a psychological thrill, has a built-in social experience, and taps into the same behaviors that drive any collectible craze. But Labubu feels somewhat different. It holds a unique cultural relevance that adds little joys to a very chaotic era.

What sets it apart is also how quickly it became a cultural and social force. It’s functional, wearable, and more importantly, accessible to almost everyone, while just exclusive enough to keep people hooked. And that’s the magic. And that’s why we’re all just a little bit obsessed.

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