In a crowded store, frenzied teens shove their way through the masses in hopes of attaining the hottest new product on the market.
Enamored by its captivating appearance, millions of people would pay exorbitant prices and risk their safety for one of these collectible figures. This scene may be reminiscent of the Beanie Babies craze in the ’90s or Cabbage Patch Kids from the decade prior. But this is now the story of the grinning, nine-tooth Labubus sweeping the adolescent world.
When entrepreneur and Pop Mart founder Wang Ning first wanted to expand his novelty stores, he noted the immense popularity of Sonny Angels — three-inch figurines from Japan. Wang observed that the “blind box” model meant customers would purchase multiple collectibles, hoping to receive one with a particular headpiece without knowing beforehand what they would get.
In 2019, he found illustrator-turned-toy designer Kasing Lung and worked out a partnership to sell figures inspired by Lung’s “The Monsters” trilogy. Each “Labubu” would vary in color, size and accessories while retaining its classic fuzziness and mischievous smile.
The Labubu had some moderate success in the next few years, but it would explode in popularity due to a particular adjustment: smaller designs catered to keychains. This made it much easier for customers to transport their Labubus and, in turn, advertise them to other people.
K-pop idol Lisa from Blackpink was soon spotted wearing a backpack sporting one of these Labubus. Many other celebrities quickly caught on, and teens flooded Pop Mart stores by the thousands. The trend would become international by early 2025.
“I heard they were cute, pretty popular, and I wanted to see what the hype was all about,” said Kaedan Faria (‘27).
Faria was one of the millions to purchase a Labubu due to its extreme prevalence, especially on social media. Upon unboxing, though, many customers weren’t exactly sure what they were looking at.
“[It] looks a little devilish,” said Faria. “It has a small nose. It kind of looks like a bunny at first, but I’m not sure what animal it’s supposed to be.”
The devilish look has been quite off-putting for some customers. Conspiracy theories emerged online claiming that the Labubus have demonic origins, with many garnering millions of views.
In reality, though, Kasing Ling based his design off of Nordic fairy tales featuring mischievous but kind-hearted creatures.
Even though no malicious intent was meant by the look, some still feel threatened by their appearance.
“They just look ugly,” said Livie Brill (‘28). “I don’t know why anyone would want to buy one of them, because they’re expensive and ugly.”
Selling for more than $40, the Labubu is substantially more expensive than similar products.
While Pop Mart has used its novelty to rake in nearly $500 million, customers have felt the product does not justify the high price.
“It has no real value. If you purchase one, it’ll probably get stolen,” Faria said.
Indeed, much of the societal and economic value of the Labubu has disappeared since its initial rise to fame. Pop Mart’s stock has dropped by over 25% since its peak in August. People simply don’t seem to care about Labubus as much.
“It’s going to die out soon,” Faria said. “I can tell.”
Others hold similar views on Labubus. With each passing day, the Labubu loses significant ground in the collectible market.
Faced with a variety of knockoffs, resellers and unsatisfied customers, the Labubu’s fate, it seems, is sealed as a fad that came as quickly as it went. In a hyper-consumerist society always obsessed with the latest celebrity fashion, the Labubu will likely be remembered as only the latest product in a string of others to grab its 15 minutes of fame before leaving the face of the Earth.
