Labubu Craze: The Plush Toy Phenomenon Taking the World by Storm!
The toys come in blind boxes, which conceal the specific design inside, adding an element of surprise and collectibility that has fueled their popularity.
The “Labubu craze” refers to the global phenomenon surrounding Labubu, a line of plush toys created by Hong Kong artist Kasing Lung and marketed by the Chinese company Pop Mart.
Labubu figures are elf-like, fluffy, and toothy creatures originally inspired by Nordic fairy tales and featured in Lung’s children’s book series “The Monsters” (2015).
The toys come in blind boxes, which conceal the specific design inside, adding an element of surprise and collectibility that has fueled their popularity.
It's high time You all see a psychologist. pic.twitter.com/GCfhvzW54M
— Chudé (@chude__) June 20, 2025
The craze gained major momentum in 2024, particularly after Thai-born K-pop superstar Lisa from Blackpink began sharing photos with Labubu dolls on Instagram, significantly boosting the brand’s visibility and demand worldwide.
Labubu has since become a cultural icon, appearing as charms on designer handbags and as collectables sought after by both children and adults, including celebrities.
Pop Mart reported earnings exceeding $1.8 billion in 2024, with $420 million from international sales, partly attributed to Labubu’s popularity.
The brand has expanded its product line with multiple releases and secret, rare variants, which collectors eagerly pursue despite high prices on resale markets. For example, rare Labubu figures can fetch hundreds of dollars, and life-sized versions have sold for six-figure sums at auctions in China.
The craze is also linked to the “kidult” movement, where adults embrace play and nostalgia as a form of stress relief and emotional comfort.
Labubu’s appeal crosses age barriers, resonating with adults who enjoy the nostalgia of unboxing and collecting, as well as children who trade and play with the toys. This trend reflects a broader societal shift recognising the value of playfulness in adulthood.
View this post on Instagram
The Labubu craze is a multifaceted global trend driven by collectable blind-box toys that blend nostalgia, exclusivity, and cultural cachet, making it one of the biggest consumer phenomena of recent years.
