Labubu plush toy trend: The spiky-toothed, wide-eyed vinyl figure has exploded from niche art to global phenomenon.
On Friday, shoppers across Asia swarmed Pop Mart stores and websites to grab the new “Big Into Energy” Labubu drop. The latest collection features six figurines and one secret design, each representing a different emotion. Priced at $13–$16 in Asia, the collectibles are already being resold for as much as $90 online.
Originally created by Hong Kong-born illustrator Kasing Lung, Labubu began as a side character in his picture book series The Monsters. Labubu is a naughty yet kind character who frequently inadvertently causes mayhem in a mystical setting based on Nordic legend.
Now, nearly a decade later, Labubu is a viral sensation.
Celebrity Power Behind Labubu’s Rise
The real boost came from celebrity endorsements. K-pop superstar Lisa from Blackpink has called Labubu “my baby,” frequently showing off her growing collection on Instagram. Other fans like Rihanna and Rosé have added to the toy’s high-fashion appeal—it was even spotted at Paris Fashion Week this year.
This influence is translating into massive sales. Chinese toy giant Pop Mart reports that the Labubu franchise generated more than $410 million last year alone. In Southeast Asia, their revenue rose by 619%—fueled by Labubu’s popularity.
From Blind Boxes to Online Frenzy
Each Labubu toy comes in a sealed “blind box,” meaning buyers don’t know which version they’ll get. That mystery, mixed with exclusivity, is a major part of the hype. Unboxing videos are flooding TikTok, with fans reacting with joy—or devastation.
University student Kamolwan Pohfah, 21, says she “thought it was ugly at first” but was won over by social media and friends. Another fan, 27-year-old tourist Emily Jong, said she missed out on the release in Bangkok because she didn’t register in advance.
Resellers are cashing in too. Some buyers purchase multiples to flip them at double or triple the price. In the U.S., the “Big Into Energy” blind boxes are priced at $27.99 due to steep trade tariffs, up from $21.99 in the previous drop.
What Will Happen to Labubu Next?
Fans like collector Lawrence Yu in Australia are shelling out hundreds of dollars to finish their collections. Yu once waited ten hours in line to get new toys at 2:30 a.m.
Despite its quirky look, Labubu is quickly becoming a favorite among pop culture fans, fashionistas, and collectors.
Source: CNN
