Why Everyone Wants a Labubu: The Story Behind the Viral Toy

Labubu, the mischievously charming vinyl toy figure crafted by renowned artist Kasing Lung, has transformed from an obscure character into a full-fledged global phenomenon. This bug-eyed, wild-haired, elf-like creature with jagged teeth has become a viral favorite, thanks to its quirky charm and growing popularity across social media platforms—especially TikTok, where unboxing videos have garnered millions of views. Around 2015, Labubu first appeared in three illustrated picture books based on Nordic folklore. Labubu’s peculiar appearance and eccentric personality soon drew the attention of collectors and toy aficionados.

A pivotal moment for Labubu occurred in 2019 when Kasing Lung partnered with the Chinese designer toy giant Pop Mart, which specializes in limited-edition collectibles and caters to a devoted following of toy collectors and social influencers. However, it wasn’t until 2023—when Pop Mart began offering plush Labubu keychain dolls—that the creature exploded into mainstream consciousness. The character’s appeal was further magnified when high-profile celebrities such as Rihanna, Kim Kardashian, and NBA player Dillon Brooks were seen holding Labubu figures. Additionally, Blackpink’s Lisa showcased her own collection on Instagram and TikTok, amplifying the toy’s allure to her massive global following.

Labubu collectibles are sold primarily through Pop Mart’s blind box format, which adds an element of surprise and rarity to each purchase. Some exclusive and limited-edition figures have commanded astronomical prices on resale platforms, occasionally exceeding \$7,000. This intense demand has led to chaotic scenes at product launches and has given rise to concerns about scalping, unauthorized sellers, and the ethics of reselling. Some buyers have even turned to underground markets to secure rare pieces.

Despite the frenzy, Labubu has firmly rooted itself in pop culture. Its enduring appeal lies not only in its unique design but also in its role as a symbol of exclusivity and creativity. While official figures are sold via Pop Mart’s website and select retail stores, you can also find past collections and rare editions listed on platforms like StockX, Kicks Crew, eBay, Amazon, and Etsy. Whether you’re a seasoned collector or a new enthusiast, tracking down an authentic Labubu doll might take effort, but the hunt is part of the experience.