Imagine a small plush monster with pointy ears and a wide grin full of sharp little teeth, which has captivated collectors and trendsetters in every corner of the globe. This is Labubu – a playful doll that has become a worldwide viral phenomenon. In just a few years, its popularity has skyrocketed: the hashtag #labubu has already appeared in over a million videos on TikTok, while its rarest editions are resold for thousands of dollars by enthusiastic collectors. From social media to queues outside stores, let’s see how Labubu managed to create a frenzy in the world of fashion and collectibles.

What are Labubu?

Labubu is the name of a series of small monster figures (mainly in the form of plush dolls or vinyl toys) with cute yet mischievous features – large pointy ears and a signature grin with nine teeth. The character was created by artist Kasing Lung in 2015, drawing inspiration from Scandinavian mythology.

Labubu usually come in the form of “blind boxes”, that is, surprise boxes where the buyer does not know which variation of the figure is inside until they open it. This thrill of surprise – combined with the fact that each Labubu series includes an extremely rare secret figure (“secret” Labubu) with odds of just 1 in 72 to find – makes many collectors buy boxes repeatedly, chasing the “lucky” one.

Today there are dozens of different versions and themed Labubu series: from pastel costumes inspired by macarons to collaborations with well-known brands like Coca-Cola, and every new release offers a fresh, collectible touch. Although it looks like a toy, it is worth noting that a large part of Labubu’s devoted fans are adult collectors – in the US, in fact, buyers aged 18+ played a key role in the $800 million rise in toy sales in 2024, indicating that the Labubu phenomenon is part of a broader “kidult” trend (adults who collect toys) that is here to stay.

The Labubu craze: from TikTok to store windows

Shelves empty within a few hours every time a new batch of Labubu is released, both in Asia and in Europe and America. In the few physical Pop Mart stores, huge queues form from early in the morning, while online the stock sells out almost immediately. The phenomenon has reached such proportions that in the United Kingdom the company had to suspend Labubu sales in stores temporarily, after incidents where buyers got into confrontations and fights over the last available boxes.

But where did all this madness start? The answer lies in social media. On TikTok, the hashtag #labubu has gone viral, with over 1 million videos featuring it. Users constantly post unboxing videos, showcase their collections full of colorful Labubu, and even share costumes (cosplay) inspired by their favorite character. Instagram and Reddit also host active fan communities – there are dedicated groups and subreddits where collectors upload photos, exchange tips, or even trade the figures themselves.

Celebrities were perhaps the catalyst for Labubu’s popularity to skyrocket. Rihanna and Kim Kardashian have been seen holding Labubu (as keychains or decorations), while Lisa from the K-pop group Blackpink posted photos and videos with her own Labubu to her more than 100 million followers. This celebrity exposure catapulted the fame of the little monster, especially in Asia where the craze first started, and quickly spread it all over the world. Labubu thus didn’t just remain in the collectors’ sphere, but also became a fashionable accessory that many want to carry with them.

The Labubu craze has made its way into the world of fashion – here, a visitor at Paris Fashion Week (March 2025) has decorated her bag with two plush Labubu keychains. Indeed, many new fashion trends have embraced Labubu. Fans hang the small dolls on bags, backpacks, belts, or even on their car mirrors, incorporating them into their everyday style. On the runways and in street style, a Labubu might appear hanging cutely next to designer clothes, proving that a playful gadget can become a fashion statement. The image of a designer handbag adorned with a smiling Labubu monster is no longer unusual – on the contrary, it has become part of today’s pop culture, blurring the line between play and style.

Highly sought-after and rare figures are sold by resellers at outrageous prices – there have been cases where a single small figure (which originally cost very little) was resold for over $7,000! Even more “affordable” collectible editions, such as a collaborative Labubu x Vans series, have appeared on resale sites (e.g., StockX) with prices exceeding $3,000 for a single figure. It’s no exaggeration to say that a small “gold rush” surrounds anything bearing the Labubu name. Pop Mart is trying to keep up by opening new production facilities and stores, but for now, shortages continue, further fueling FOMO among fans.

The most important thing? Enjoy it! The essence of the Labubu phenomenon is not just the value of the toys or their “rarity,” but the joy of participating in a creative, global community. Whether you are a die-hard toy collector or simply a fan of cute trends, Labubu offers a nostalgic escape into childhood imagination, combined with the adrenaline of modern collectible hunting. So if you see these smiling little monsters everywhere and wonder what’s going on, maybe it’s time to open your first Labubu box too – who knows, you might discover your new favorite hobby. Good luck and welcome to the world of Labubu!