Labubu Mania: How a Strange Little Toy Took Over Pop Culture
By Alivia Stonier
You open your phone and decide to scroll on social media; across every platform, you can hear the eagerness behind a pull of cardboard and the crinkle of plastic beneath the fingers of toy collectors, influencers, and everyday content creators alike.
Out in the real world, you may have noticed a strange little gremlin-like creature appearing. They have large eyes, an impish smile, and two horns sprouting from their heads. These curious figures are Labubus, a recent toy craze that has captured the imagination of collectors worldwide.
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Despite being first manufactured in 2015 by Kasing Lung, an artist based in Hong Kong, as part of his picture book series, "The Monsters." These collectibles would become popular nearly a decade following launch in 2024, with a large amount of their success being attributed to the star member of Blackpink, Lisa, who posted one of the toys to her Instagram story.
The toy is sold by Pop Mart, a Beijing-based brand known for their blind box experiences, where knowing which figure you will get is a complete gamble. The company is responsible for other popular series, including both Sony Angel and Peach Riot. Instead of finding young adults at the slot machines, you're more likely to find them lined up at the local mall or wherever they can find a Pop Mart location.
Not only has this driven up sales for the company, but it has also allowed them to open up a number of locations in America. According to S&P Global, “Mainland China accounted for 61% of Pop Mart’s revenue in 2024… Meanwhile, international markets are forecast to represent 52% of revenue in 2025, rising to 69% by the end of the decade.”
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While this has been an undeniably strong business move for the company, as they know they are a multi-billion dollar machine, these polarizing items call into question not only the natural lean towards over-consumption and the pace at which trends are currently moving within this decade, but they also allow us to examine the current economic state of the United States and the striking similarities to previous products.
As a user eagerly logs on to the popular website during a launch, hoping to get the Labubu that they desire, the rush to get one before they sell out fills them with anticipation. Before they know it, they've purchased multiple of the figurines hoping for a specific one and find that they've received duplicates or, worse, one of the figures they don't even want.
Before the item can even arrive, disappointment has set in, and a desire to find the Labubu that they truly want, or more specifically, a collector or someone who is hoping to resell these popular figurines, could be in search of a secret Labubu.
According to DemandSage, “Secret Labubu figures are not guaranteed in blind box purchases, with probabilities ranging from 1/72 to 1/144.” As a result, some of the most popular secrets include Energy Secret from the "Big Into Energy" series and Chestnut Cocoa from the "Exciting Macaron" series. Both of which retail with resellers for up to as much as $500 in certain markets.
Especially given that these series run at different points for the company and are only made available at certain times known as “drops,” which are commonly done at midnight, this creates more of a rush to be able to obtain the product.
This phenomenon is what is known as a scarcity market. “Scarcity is a gap between the demand for a product and its supply, which is resolved only when its price rises to a level that limits its distribution to those willing and able to pay it.”
This tactic has a psychological effect on the consumer and creates what is known as the fear of missing out. As a result, the company profits from people's desire to socially fit in and signal in terms of class that they are in on these popular trends.
Many people turn to reselling their purchased items out of disappointment and a search for another figure they wanted. This becomes a concern not only due to reckless purchasing that can come as a result of this sales tactic, but also the amount of environmental waste.
A significant amount of Labubus and other blind box purchases have been ending up in landfills, as 80% of all toys are estimated to meet this fate, according to sources such as Commons. Labubus are also commonly composed of synthetic materials like PVC, ABS plastic, and polyester, making the fuzzy friends not biodegradable and difficult to recycle or repurpose.
This, combined with the addictive nature of the toys, creates a recipe for a significant impact on the environment. Some of these concerns can be negated if the company is able to explore more sustainable packaging options and also operate with more transparency around the amount of waste their products contain, especially with a more youthful and impressionable demographic.
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However, this is not the first time that these types of marketing tactics have paid off for companies. Beanie Babies in the early '90s exploded in popularity. These stuffed animals that varied in color, animal type, and overall aesthetic swept the suburbs and middle to lower classes by storm.
Even middle-aged adults were rushing to purchase these stuffed animals as online forums popped up to be able to find the specific item a person may be searching for. It has been estimated that during their height, as cited by Fortune, around 60% of all American households owned a Beanie Baby.
The striking difference between this company and Pop Mart, though, is the transparency, even when purchasing. When people were buying Beanie Babies, they knew what they were getting from the moment they were purchased, so you may wonder how the addiction aspect came to be.
This stems from the creator of Beanie Babies, H. Ty Warner, being very particular about the quality of his products. After not being happy about very particular aspects of some of his creations, including the color of a specific Beanie Baby that was released and wanting to change to a lighter color, or wanting to stop selling certain ones that he was less proud of, this accidentally created a scarcity effect for those that wanted to collect them all or desired the products that would later be discontinued and changed.
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The market as a whole has also significantly changed since the 90s, with social media and representation of status rapidly changing how quickly these trends move. Labubus, in particular, has become a symbol of status with celebrities in a way that had not been quite seen in past trends.
Popular figures across the internet can be found not only sporting their Labubus, but also dressing them up and taking them across red carpet events, like Cher. Some of the other most popular names to make their ownership of these toys known include Kim Kardashian, Paris Hilton, and multiple members of BTS.
These figurines have been elevated from a simple toy to a fashion statement. With many of them being used to complete outfits, match purses, or even be clipped to your favorite pair of jeans. They have become so integrated into the fashion landscape recently that the internet has begun to poke fun, placing them under the category of “the performative man” to capture the attention of women.
Unlike Beanie Babies, which had a boom for around a decade, many people online are already fatigued with Labubus after just a couple of years. It can be argued that we have not quite seen a toy on the scale within our society when it comes to the mere exposure to the product.
Given how quickly these trends adapt and change, it can be hard to say whether your Labubu will become another item that sits on the shelf collecting dust in a matter of months.
Despite the negative marketing and environmental impacts, it is still important to recognize the joy that people have been able to get out of this product. Many people see items like this as an extension of being able to express their character. Especially given that Labubus do not fit the typical mold of a cute or affectionate collectible. Not to mention that the figures have become very tied to LGBTQ culture and the counterculture of many “clean girl” leaning aesthetics.
People have also seen, along with the quick movement of trends, a rise in the desire for sweet treats and obtaining joy from little objects. It's undeniable that the experience of opening these blind boxes has not only been able to fostered online communities but also brought people together in a social way by allowing for a moment that feels special between friends or audiences.
In many ways, toys like this can also be a return to childhood and a way to express your inner child. Many members of Gen Z may remember items like Beanie Babies sitting in their grandparents' or parents' homes. A distant memory locked away and able to be reopened in a new form. If it can unlock a level of nostalgia for many people, there is an undeniable love to be found within that.
Similar items will continue to be made and popularized within our culture. Labubus are certainly not the first, and if the opening of new Pop Marts is any indication, these trends will continue with other faces and names as the decade progresses.
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It is still important to consider the environmental effects when purchasing one of these items and question if the product is truly something that you will enjoy. Moments like this are an opportunity to examine the state of Western culture and how capitalism has affected the youth and the modern market, especially during times of recession.
Instead of simply blaming the consumer, it can be important to look at the marketing tactics that are being used. Companies have a responsibility to protect consumers and the planet while still allowing people to enjoy simple moments of happiness, like toys that have been a hallmark of nostalgia for centuries.
