Labubu, the mischievous elf-like character created by Hong Kong artist Kasing Lung, has evolved from a niche collectible into a global fashion and cultural icon. Originally part of Pop Mart’s “The Monsters” series, Labubu’s unique design and the thrill of blind box purchasing have captivated audiences worldwide.
The Allure of the Blind Box
Central to Labubu’s appeal is the blind box concept employed by Pop Mart. Each box contains a surprise figure, and collectors have no way of knowing which variant they will receive until opening it.
This element of chance adds excitement and has led to a fervent collecting culture. Rare “secret” editions, with odds as low as 1 in 72, have become highly coveted, driving repeat purchases and a thriving secondary market.
The blind box model taps into the psychological thrill of surprise and the human desire for completion. Collectors often find themselves purchasing multiple boxes in hopes of obtaining a specific variant, leading to a cycle of anticipation and reward. This strategy not only boosts sales but also fosters a sense of community among fans who trade and share their collections online.
Celebrity Endorsements and Global Popularity
Labubu’s rise to fame has been significantly bolstered by celebrity endorsements. In April 2024, BLACKPINK’s Lisa shared images of her Labubu collection on social media, sparking a surge in interest across Southeast Asia and beyond. Her influence introduced Labubu to a broader audience, transforming it into a must-have accessory among fans and fashion enthusiasts.
Other celebrities, including Rihanna and Dua Lipa, have been spotted with Labubu charms, further cementing the toy’s status as a fashionable accessory.
Labubu in the Fashion World
Beyond the realm of collectibles, Labubu has made significant inroads into the fashion industry. Designers have incorporated Labubu figures into their collections, and the character has been featured in fashion shows, such as at Milan Fashion Week. Models have walked the runway wearing apparel adorned with Labubu’s image, and the figure has been spotted as an accessory on celebrities like Rihanna and Dua Lipa.
Retail Expansion
Pop Mart’s retail initiatives have played a pivotal role in Labubu’s UK success. The brand’s presence in prominent locations, including a notable six-week pop-up at Harrods, has provided fans with direct access to exclusive Labubu merchandise. These events often feature limited-edition releases and appearances by creator Kasing Lung.
The “Kidult” Market
Labubu’s popularity is a symbol of the increasing ‘kidult’ market. A demographic of adults engaging with toys and collectibles for nostalgia, stress relief, and style appreciation.
In the UK, this trend has contributed to a significant uptick in collectible toy sales, with Labubu at the forefront. The character’s unique design and the excitement of blind box purchases resonate with this audience, taking them back to their childhood full of opening blind TCG boosters and toys.
It also represents a shift in consumer behaviour, where adults embrace playfulness and collectibility without shame. This movement challenges traditional notions of adulthood and leisure, positioning toys like Labubu and other collectibles as legitimate forms of self-expression.
