Labubu, the goblin-like doll with a wide grin and quirky charm, is the latest global toy craze thanks in part to a wave of celebrity endorsements and social media virality. Created by Hong Kong artist Kasing Lung in 2015, Labubu first appeared in his graphic novel series The Monsters, inspired by Nordic folklore. The doll found new life in 2019 when Chinese collectibles company Pop Mart released it as part of a mystery-box collection, which adds an element of gaming to the shopping experience.
Labubu’s global fame skyrocketed in April 2024 when K-pop superstar Lisa of Blackpink shared a photo hugging a doll. Soon, celebrities like Rihanna, Kim Kardashian, Emma Roberts and David Beckham followed suit, turning Labubu into a fashion accessory, collector’s item and status symbol. On TikTok, the hashtag “Labubu” has racked up over one billion views.
Originally priced at 99 yuan (around US$14), Labubu dolls now command sky-high prices on the resale market. Common versions have tripled in value, while rare ones can reach 3,000 yuan (US$417). A limited-edition collaboration with shoe brand Vans, first sold for 599 yuan (US$83), has been flipped for as much as 16,000 yuan (US$2,225). The most expensive Labubu yet, a 51-inch mint-green doll, sold at auction for a jaw-dropping 1.08 million yuan (US$150,215) in June.
Experts and media point to “emotional consumption” as a key driver behind the phenomenon. Many adults say Labubu evokes childhood comfort and nostalgia, with its quirky design offering a sense of playful escape. The doll has become a source of emotional support, carried in bags, cars and office desks as a kind of modern security blanket.
However, not everyone is sold. Some netizens say they simply don’t understand the appeal of what they call an “ugly” doll, arguing that the trend reflects a decline in aesthetic standards. Others warn of the dangers of blind consumerism, accusing Pop Mart of leveraging scarcity marketing tactics to fuel irrational spending.
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