In 2025, a tiny, toothy creature with a devilish grin has unleashed a global obsession. Labubu, the plush monster elf born from the mind of Hong Kong artist Kasing Lung, has evolved from a children’s book character into a cultural juggernaut. These fuzzy dolls, with their pointed ears and quirky charm, dangle from luxury handbags, flood TikTok with unboxing videos, and command thousands at auctions. From Bangkok’s crowded malls to New York’s chic boutiques, Labubu mania is inescapable. So, what’s behind the hype? Let’s unpack the magic of these mischievous elves and why they’ve captured hearts, wallets, and social media feeds worldwide in a 1,500-word deep dive.
The Origin Story: From Sketch to Sensation
Labubu first sprang to life in 2015 within The Monsters, a whimsical children’s book series by Kasing Lung, a Hong Kong artist now based in the Netherlands. Drawing from Nordic folklore and his own playful imagination, Lung crafted Labubu as a cheeky elf with a toothy smile and a fuzzy, lovable vibe. For years, the character remained a niche favorite, charming readers with its oddball allure. But in 2019, everything changed when Pop Mart, a Chinese retail giant, saw star potential and turned Labubu into a collectible phenomenon.
Pop Mart’s genius move was packaging Labubus in “blind boxes”—mystery packages costing $20–$30, where buyers don’t know which doll they’ll get until they tear open the foil. The thrill of possibly snagging a rare “secret” edition (with odds as low as 1 in 72) hooked collectors instantly. By 2024, Labubu had propelled Pop Mart’s The Monsters franchise to $419 million in revenue, helping the company outshine toy giants like Mattel and Hasbro. Today, Labubu isn’t just a toy—it’s a global movement.
The Celebrity Effect: From Lisa to Luxury
The spark that ignited Labubu’s worldwide takeover came in April 2024, when BLACKPINK’s Lisa shared an Instagram story featuring a Labubu keychain clipped to her bag. Thai fans lost it, clearing out Pop Mart stores in Bangkok within hours. The craze went global as stars like Rihanna, Dua Lipa, and Kendall Jenner were spotted with Labubus adorning their Chanel or Prada bags. Even David Beckham was seen with one, cementing Labubu’s status as a fashion must-have.
This celebrity buzz transformed Labubu from a quirky collectible into a luxury accessory. Fans began customizing their dolls with tiny designer outfits—mini Dior coats, Gucci hats, or even Cartier-inspired watches—turning each Labubu into a fashion statement. Social media, especially TikTok, amplified the frenzy, with #labubu racking up over 1.2 million posts in 2025, including 40,000 in the US in one week alone. Unboxing videos, where collectors shriek over rare finds, have become a cultural staple, driving a community of fans who trade tips and flaunt their hauls.
Why Labubu? Nostalgia Meets FOMO
What makes a fuzzy elf with a wonky grin so irresistible? Labubu’s allure is a perfect storm of nostalgia, exclusivity, and emotional connection. Its “ugly-cute” aesthetic—think Beanie Babies crossed with Gremlins—taps into the “kidult” trend, where adults embrace childhood joys. In a world still reeling from global challenges, Labubu’s playful chaos feels like a warm hug, offering comfort to fans of all ages.
The blind box model is another hook. Each box is a gamble, with collectors chasing rare editions that spark envy in online communities. The thrill of unboxing a sparkly or themed Labubu fuels a dopamine rush, keeping fans hooked. Posts on X describe collectors buying dozens of boxes, chasing that elusive 1-in-72 “secret” doll. This gamified hunt mirrors trading card frenzies, but with a cuddly twist.
Labubu’s universal appeal crosses generations. Teens chase TikTok clout with their collections, millennials pair them with high fashion, and even older fans are drawn to the nostalgia. In Thailand, where the craze is so intense that Pop Mart partnered with the government for tourism campaigns, entire families join the hunt. This broad reach makes Labubu a rare cultural unifier in 2025’s divided world.
Fashion’s New Darling: Labubu as Style Icon
Labubu’s leap into fashion is its most unexpected triumph. These 4–6-inch dolls are now staples in streetwear and high-end style, often seen dangling from Hermès Birkins or Louis Vuitton totes. Collectors go wild customizing them with miniature outfits, from tiny Balenciaga hoodies to faux Rolexes, creating a playful mix of kitsch and couture. Pop Mart’s collaborations with brands like Sanrio and Disney have produced Labubus dressed as Hello Kitty or Stitch, further blending toy and art.
This fashion crossover has made Labubu a symbol of self-expression. Unlike traditional collectibles that stay on shelves, Labubus are meant to be shown off—clipped to bags, worn as hair accessories, or even hung from car mirrors. Designers have jumped on the trend, launching Labubu-inspired clothing and accessories. The result? A toy that’s as much a fashion statement as a collector’s prize, redefining what a “doll” can be.
The Economic Surge and the Counterfeit Crisis
Labubu mania has been a boon for Pop Mart, which reported $1.1 billion in revenue in China in 2024. A life-size Labubu fetched $180,000 at a Beijing auction in June 2025, and rare editions sell for up to $7,500 on platforms like StockX. Collectors have turned into resellers, flipping limited drops for massive profits, with some drops selling out online in seconds.
But the hype has a shadow. Counterfeit Labubus, dubbed “Lafufus,” have flooded markets, especially in Asia. These knockoffs, often sold on sketchy websites or street stalls, lack the charm and quality of originals, frustrating collectors. Thailand’s government even issued warnings about fakes, urging fans to buy from verified retailers. Critics also point to the environmental toll, warning that unsold or discarded Labubus could clog landfills if the trend fades. The debate over consumerism looms large, with some calling Labubu a fleeting fad.
A Global Obsession: From Asia to Everywhere
Labubu’s journey from Asia to the world is a masterclass in global pop culture. Thailand remains the epicenter, with Pop Mart’s Bangkok store drawing round-the-clock crowds. In the US, Los Angeles and New York stores see 4 a.m. queues for drops, while London and Paris host sold-out pop-ups. The craze has even boosted tourism, with Thailand promoting Labubu-themed attractions like cafés and photo ops.
Pop Mart’s 450+ stores worldwide can’t keep up with demand, and new locations are planned for 2026. Social media sentiment reflects the frenzy: from January to May 2025, Labubu mentions soared by 80% in reach and 140% in engagement, with fans gushing over their collections. An upcoming 156-episode anime (short 4–5-minute episodes) set for mid-2025 and rumors of a Labubu movie suggest the craze is far from over.
Joining the Hunt: How to Score a Labubu
Want in on the mania? Good luck—Labubus are notoriously hard to find. Drops sell out in seconds on Pop Mart’s website, and physical stores see long lines. Pro tips: check restocks around 7 p.m. (times vary by region) or use Pop Mart’s “pick one to shake” feature to guess the doll inside. Resellers on eBay or StockX list them for $100–$7,500, but counterfeits are a risk. Stick to verified retailers to avoid “Lafufu” scams.
The Future of Labubu: Fad or Forever?
Labubu’s grip on 2025 is undeniable, but will it last? Posts on X hint at emerging rivals like Crybaby, which could steal the spotlight. Yet, with an anime on the way and Pop Mart’s aggressive expansion, Labubu’s reign seems secure—for now. Whether you see it as a joyful escape or a consumerist craze, one thing’s clear: these mischievous elves have redefined collecting, fashion, and pop culture. So, grab a blind box, join the hunt, and let Labubu’s quirky charm win you over. Who knows? You might just snag that rare edition everyone’s chasing.