Understanding the Labubu craze: What makes these dolls so popular?

Inspired by Nordic mythology and designed by Hong-Kong born artist Kasing Lung, Labubu is an elf-like figure, with pointed ears and even sharper teeth, wearing an eerie grin that is somewhere between sweet and scary. 

She (yes, it’s a girl) is a character from 'The Monsters' series. Lung first came up with the designs in 2015, and then signed a licensing agreement with Pop Mart in 2019, thus giving rise to the now popular line of toys.

The name “Labubu” has no real meaning. According to Pop Mart, “despite a mischievous look, she is kind-hearted and always wants to help, but often accidentally achieves the opposite”. 

Despite being described as everything ranging from “sweet” and “cute” to “ugly” and “creepy”, the dolls from 'The Monsters' series are Pop Mart’s best-selling collection generating about $419 million dollars in revenue in 2024.

Labubu dolls have become a highly coveted, trending purchase on social media. Instagram and TikTok are now flooded with people flaunting their new obsession, from celebrities to influencers. 

Thanks to the doll’s overwhelming popularity, Wang Ning, the chairman and CEO of Pop Mart International, saw his net worth shoot up to $1.6 billion dollars. 

In fact, the high demand for the toy has even led to Chinese customs authorities intensifying efforts to prevent the dolls from being smuggled! 

The collection attained a cult following among niche toy collectors and streetwear fans all over Asia, but their fame cannot be attributed to a single quality alone. Various factors such as the collection’s marketing strategies, celebrity endorsements, and its influence on fashion has contributed to the doll’s immense popularity. Other important factors are:

 

Blind boxing

One of the reasons why the dolls went viral can be attributed to blind box sales, where buyers didn’t know which characters they would get. This exciting gamble added to their overall appeal, making the purchase more enthralling and addictive for collectors. Even something as simple as a Labubu unboxing video garners over a thousand views on social media.

 

Celebrity endorsement

The Labubu’s ascent into mainstream culture was elevated in 2024 through Blackpink star Lisa, who was seen with a Labubu toy hanging from her handbag. The star also called the toys her “secret obsession” in an interview. Other celebrities such as Dua Lipa, Rihanna, Kim Kardashian and Singaporean socialite Jamie Chua have also been spotted with the popular doll.

 

Fashion

The Labubu vinyl plush bag charms are the most sought-after artifact in the Labubu collection. The charms are now a style statement, mainly seen on celebrity handbags like Hermès and Dior. The quirky toy adds sass and spunk, and can be seen as a way to inject some personality into a style that may otherwise be seen as ‘serious’. The combination of high fashion and whimsy allows you to showcase your creativity in a fun, new way.

 

Nostalgia

Another reason why the dolls might be so popular is because of their ability to tap into a deep emotional need. Engaging with such dolls can provide relief and a comfortable escape into happier times, away from the stress of the present.

Just like all viral trends, this may come and go. However for now, it is a major pop-culture phenomenon that has made it into the hearts of many adults, who consider it to be the perfect ‘pocket of joy’ that comforts them amidst the chaos of ‘adulting’. 

Lifestyle