Labubu’s ascent into mainstream culture has been steady – but was elevated last year by BLACKPINK star Lisa, external.
The K-pop singer was seen with a Labubu creature hanging from her handbag and also called the toys “her secret obsession” in an interview.
Rihanna was also spotted, external with one of the toys attached to her bag in recent weeks, which has led to fashion fans replicating her look.
But for collectors such as 22-year-old Chulie, who shares her purchases on TikTok, external, she says Labubu becoming a “fashion trend” misses the point of why they’re so loved.
“For me, it’s all about the nostalgia and the surprise aspect,” she tells the BBC.
One of Pop Mart’s biggest selling points for collectors is the way their toys are packaged in what’s known as blind boxes, which make the experience of getting one like a lucky dip.
You don’t know what character you are getting until you unseal the package, so it’s always a gamble for collectors.
“You know it’s fun, it’s a dopamine hit”, James says.
“It’s gambling for some of us – kind of like a happy meal, you don’t know what toy you’re getting until you open it up.”
It also makes the toy perfect for the world of social media, as creators can catch their genuine surprise on camera and share it with other fans – something James says provides comfort and “escapism from the real world”.
Chulie says, as a child, she would collect Pokemon trading cards, so collecting another surprise item “triggered memories for me”.
“When you’re having a rough time, especially for me personally, it’s a big serotonin boost to not only buy a collectable and keep it, but share the experience with other people as well,” she adds.
Others have compared Labubus to Beanie Babies, which were popular in the 1990s and 2000s, and say collecting Labubus evokes feelings of childhood nostalgia.
