Labubu Dolls Popularity Surge: What It Means for Collectors & Brands
In 2025, Labubu transformed from a niche collectible into one of the most talked-about viral trends worldwide. Labubu was originally a plush figure in a blind-box format. Its popularity catapulted into the mainstream because of social media and celebrity endorsements. The psychology of surprise purchases also played a role and characterizes modern consumer culture.
What is a Labubu?
At its core, Labubu is a line of collectible plush toys. Hong Kong illustrator Kasing Lung created them. Later, the toys were marketed by Chinese toy retailer Pop Mart. Labubu figures are characterized by exaggerated features — wide eyes, big ears, and a mischievous grin. Such traits blur the line between cute and uncanny. This unique charm drew millions of collectors and casual fans alike.
Why are they so popular?
Unlike traditional toys, Labubu figures are commonly sold through “blind boxes”. These are sealed packages. Buyers don’t know which version of the toy they’re getting until after buying. This uncertainty, mixed with limited production runs, led to a compelling loop. The prospect of rare figures enhanced this cycle of surprise, scarcity, and social sharing.
The result? Lines outside flagship stores, soaring resale markets, and social media posts that turned individual unboxings into viral moments. Even celebrities like Lisa from BLACKPINK contributed to amplifying the trend. Rihanna and Dua Lipa also showcased their own Labubu collectibles online.
Our Branding Perspective
The Labubu trend isn’t just about cute plush toys — it highlights how digital culture shapes consumer behavior. Social proof, like celebrity influence, plays a role. Scarcity, like limited runs, is another factor. Game-like purchasing, with blind boxes, also contributes. These elements show broader patterns in how people seek out novelty and status items.
Search patterns show that Labubu interest surged globally, aligning with peak search interest for general collectible and toy hobbies. Overall search volume has tapered since the peak. Still, it remains far above pre-trend levels. This indicates lasting relevance beyond fleeting meme cycles.
Reports suggest that Pop Mart’s global expansion strategy builds on this momentum.
Takeaways for collectors and brands.
The Labubu craze of 2025 showcases the intersection of social trends, consumer psychology, and digital culture. These elements transform a simple plush toy into a global phenomenon. Whether you’re a collector, marketer, or casual observer, understanding the why behind Labubu’s rise is important. It can help you predict future viral waves. You can also craft smarter engagement strategies.
Sources Cited: http://popmart.com, http://google.com, http://setupconcierge.com
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