The Hype (Scare) Over Labubu Dolls

What do you think is the primary use of a stuffed animal? Is it a source of comfort for children who need a friend to be with? Is it a collectible, like a Pokémon plushie, for instance, where the consumer has the opportunity to collect every character from a series? Well, with Labubu dolls, it is all those things, including a cultural phenomenon, worldwide popularity, and conspiracy theories. 

I first heard of Labubu dolls from social media, where I saw literal swarms of people in front of Pop-Mart stores, the retailer of Labubu products. Many influencers, including my friend, uploaded photos of themselves in front of Pop Mart as well as the crowd in front of them. That made me wonder: what made these dolls so popular?

The character "Labubu" originated from a book series written by Hong Kong illustrator Kasing Lung titled The Monsters. Labubu is a part of the main cast of characters, shown as a funny yet creepy and mischievous rabbit-like creature with a wide, toothy grin and large eyes. After a plushie was introduced by the brand How2Work in 2015, Pop Mart collaborated with Lung and created the signature Labubu toy that has grown increasingly popular over the last year. 

According to Lung, Labubu, and his series The Monsters was inspired by Nordic mythology and folklore he enjoyed during his childhood. Raised in Utrecht, Netherlands, Lung was exposed to such stories from an early age. Many believe that books such as Where the Wild Things Are were also inspirations for the Labubu character. 

Okay. We got a rough idea of how they look, and I can see why they are popular. They have an interesting duality to them. Labubu is a cute-looking monster, just like Pokémon. Sure, they might look adorable on the outside, but like Pikachu, they also possess monster-like qualities, such as elvish ears, sharp teeth, and odd stature. But why and how have they sold to the numbers that they have?

In the first half of 2025, the profits that Pop Mart made from selling Labubu dolls amounted to $21.1 billion. As for the number of varieties they offer, there are over 300 different versions of these figurines from Pop-Mart, with different editions as well as sizes. While a normal-sized 15cm figurine costs $15, a "mega edition" Labubu costs $79, and in June of this year, a 4ft tall Labubu doll sold for $170,000. 

But I was still not sold on why there was so much profit. Sure, they were branded as "designer products" and appealed to collectors with 300 different editions. However, even if sales numbers were huge, it is hard to imagine $15 dolls amounting to billions of dollars without a catch; a uniqueness to the rise of these dolls unparalleled by any other fad product. Well, Labubu has not only one, but two. 

A primary component of Labubu's rise is its alleged popularity amongst celebrities. Before 2024, Labubu's popularity was mostly limited to China, and after the pandemic, to East Asian countries such as the Philippines and Thailand. Then, Lisa, a member of the K-pop group Blackpink, was spotted with one and said that her Labubus were her companions during touring. Then, Rihanna was spotted with one. Then, Kim Kardashian. Even Sir David Beckham posted a picture of a Labubu gifted by his daughter. Sightings of these Labubu dolls with famous celebrities grew, and so did their worldwide fame. Fans took to Pop Mart and tried to find the exact model their favorite celebrities had been spotted with. 

Speaking of models, there is one more thing that I think makes the Labubu doll so unique: its configuration. All Labubu dolls (not including the giant ones) are sold in "blind boxes". Blind boxes are a form of selling that does not disclose the contents of a box. Labubu does this in the form of "editions", or a certain theme in which multiple Labubus fall. Blind boxes make it so that customers immediately get the desire to collect in order to obtain a full series or edition, and also add tension and fun to the experience. Blind boxes have been used by countless other products over the years, but paired with the celebrity status Labubus has gained, it only heightens the importance of the "edition" or "version" of the doll. 

Now, to answer the second part of our big question: are Labubu dolls demonic? In my personal opinion, they do look like monsters. After all, the book series featuring them is called "The Monsters", and their wide eyes and toothy grin sure do give a creeping sensation. 

Many claim to have witnessed strange sightings with their Labubus on social media. One user claimed that they had mysteriously been displaced over time, while others claim the creature's eyes seem to follow wherever they go. Labubus have been linked to an old Mesopotamian demon called Pazuzu, a similar-looking elf-like beast. Paired with the similarity in their names as well as countenance, some presume that Labubu dolls are incarnations of this demonic creature. Some countries, including Russia and Pakistan, have banned the sale of Labubu dolls in their nations.

Weirdly, however, there are some sightings of Labubu worship around the world. Most notably, an Indian woman claims that her Labubu figurine is a Chinese god, and performs rituals serenading the toy. More amusingly, protective amulets, or casings for Labubu dolls, were spotted in Thailand and are going on sale on eBay.

Regardless of Labubu's celebrity status in the world, I will unfortunately not be buying one of them anytime soon. I am not willing to wait close to six hours for a toy that I probably will not get from opening one blind box. But to Labubu enthusiasts, do what you must.