You’ve likely come across it on social media, spotted it dangling from handbags, or watched someone rip open a blind box in pure anticipation. Labubu, the small plush figure with its wild hair, big eyes, and toothy grin, has transformed from niche collectible into a full-blown global obsession. What started as a quiet, quirky toy release has exploded into a billion-dollar craze embraced by celebrities, influencers, and everyday collectors just like you.
Kevin Duong remembers the moment clearly—January 2025, with his boyfriend beside him, both opening their first Labubu blind boxes. They had no idea what specific toy design they would get, and that mystery was half the thrill. “I pulled the pink and he pulled the purple, and we just had that rush of yelling, screaming and all of that,” Duong recalled.
He’s a 23-year-old YouTuber who now shares his Labubu journey online. That moment of joy, the bond it sparked, stayed with him. It wasn’t just about the toy. It became about connection.
Blind boxes create a feeling that’s hard to replicate. You don’t know what you’re going to get, and that uncertainty becomes addictive. “You have a lot of people on TikTok do blind box opening events,” explained Markus Maciel, associate professor of toy design at Otis College. He compared it to the excitement of opening Pokémon card packs.
The act of unboxing, not knowing what’s inside, creates the urge to try again. That drive keeps people returning for more. The randomness creates a game-like thrill, one that taps into both your curiosity and competitive side.
You started seeing Labubu not just in niche collector circles, but in the hands of major stars. BLACKPINK’s Lisa was among the first celebrities to shine a spotlight on the toy in America. She spoke about her love for Labubu during a Vanity Fair interview last November. After that, it spread quickly. Brad Pitt and his F1 co-stars opened Labubu boxes during a Warner Bros. press event.
Sarah Jessica Parker got introduced to it on Call Her Daddy, and even Cher made headlines by attaching one to her handbag at the Tribeca Film Festival. Bethenny Frankel shared, “I went from thinking this was the most stupid thing I’ve ever seen to thinking this is the most brilliant thing,” as she proudly used hers as a charm for her “Firkins,” or fake Birkin bags.
The power of celebrity marketing can’t be underestimated. “A lot of stars are taking part in it and actually showcasing [Pop Mart’s] product lines,” said Maciel. When people you admire start posting about a product, that item gains instant credibility.
Even if you didn’t know much about Labubu before, seeing it repeatedly in these glamorous contexts makes it feel current and desirable. Celebrities like Emma Roberts, Lizzo, and Tom Brady have all shown off their Labubu toys, adding to its cultural presence.
Labubu wasn’t always a commercial product. It started as part of a picture book series called The Monsters, created by Kasing Lung, a Belgian artist born in Hong Kong. The character was inspired by creatures from Nordic mythology and had a unique charm from the beginning.
In 2019, Chinese designer toy company Pop Mart transformed these creatures into collectible figures, setting the stage for an international phenomenon. What began as a niche toy now fuels a business empire with massive reach.
The popularity of Labubu has turned Pop Mart into a financial powerhouse. According to the company’s 2024 annual report, revenue doubled to $1.8 billion. While a single Labubu sells for around $30, scarcity drives resale prices into the hundreds—or even thousands—depending on the edition.
Emily Brough, Pop Mart’s head of licensing, confirmed, “Recent Labubu drops have sold out within minutes—both online and in-store.” Social media influencers like Kevy Oh offer tutorials on how to score limited editions. He refers to himself as having “a PhD in Labubunomics,” guiding fans through the competitive world of high-demand drops.
For Kevin Duong, the joy of collecting isn’t just about owning the toy. It’s about the chase. “I think a lot of us wanted [it] because it was getting so hard to obtain,” he said. He’s already spent over $1,000 on his collection.
But the obstacles, the effort, and the wait all enhance the final moment of unboxing. That experience, he explains, makes everything more meaningful. The sense of earning it after overcoming the difficulty adds emotional weight to each piece.
The deeper reason why Labubu resonates so strongly with adults goes beyond trends or price tags. For Duong and many others, Labubu connects to something deeply emotional. “I had a really good childhood where toys were a big part of my life,” Duong explained.
In the midst of adult responsibilities, bills, and deadlines, having a small piece of that childhood innocence can feel grounding. He shared, “Being an adult is very stressful and overwhelming at times, but having just a little part of my life where I can just sit down, open a blind box or look at my toys and be happy about it, it’s really good to not overthink about life.”
You’re not just watching another fad come and go. The Labubu phenomenon blends emotional nostalgia, limited-edition appeal, and pop culture relevance into something bigger than just a toy. It allows you to pause and reclaim a little moment of childhood joy in an adult world.
As Pop Mart continues to roll out new designs and celebrities share their love for it, Labubu’s story is far from over. Whether you’re collecting, watching, or just curious, you’re part of something much larger than a trend.
