Let’s start from the beginning, shall we? The Labubu character was released in 2015 together with the larger ‘Monsters’ figurine series, created by Hong Kong-born artist and illustrator Kasing Lung.
His creation was inspired by Nordic supernatural folklore and children’s imagination, resulting in dolls with plush bodies and vinyl faces that feature a signature look, pointy ears, big eyes, and a grin made up of nine teeth.
Lung credits the inspiration for these characters to his childhood in the Netherlands, where he became fascinated with European elf legends. “I liked to read storybooks and was influenced by ancient European elf legends.
There were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child.”
This year marks the 10th anniversary of Labubu dolls, with over 300 versions released. Despite it being presented to consumers a decade ago, its popularity is at its peak, thanks to celebrities like BLACKPINK’s Lisa, Rihanna and Dua Lipa, who were seen sporting them on their expensive handbags.
These days it’s almost impossible to get your hands on one of these toys, as they sell out immediately after being restocked online or in physical stores. Chinese-based retailer Pop Mart is the exclusive distributor of these dolls, selling them anywhere between $21.99 and $39.99. They can be purchased in ‘blind boxes,’ which means buyers don’t know what variety of Labubu they’re getting until they open it.
It’s part of the reason why Labubus are so appealing to the general public. The surprise factor taps into the psychological principle of variable reward—the same strategy that gets people addicted to slot machines and social media. A person doesn’t know what they’re going to get, which makes seeking them out that much more compelling. Such unpredictability triggers our brain’s reward systems, turning the experience into an engaging and habit-forming activity.
Another aspect that makes these toys so popular is that they're hard to get. Psychotherapist Daren Banarsë explains that people assign greater value to things that are more complicated to obtain. The scarcity of Labubus is integral to the whole experience, as it fuels FOMO, and finding them creates a sort of adventure.
“People aren't just buying a toy; they're participating in a quest that feels meaningful precisely because it's challenging. The hunt has become as important as the prize, transforming a simple retail transaction into something that feels like genuine achievement,” Banarsë explains.
Their quirky appearance is an additional reason why people go crazy for them. “Labubus are weird, cute, and collectible, which is exactly why teens are hooked,” said fashion stylist Julie Matos. Plus, you can dress them up and customize the dolls to your liking and personality.
“They hit that niche sweet spot of being just offbeat enough to stand out, while still being incredibly shareable on social. In a time where personal style isn’t just about what you wear, but what you collect, decorate with, and post about, Labubus has become part of the larger ‘aesthetic identity’ teens are curating,” Matos explained.
The Labubu craze has generated its distributor, Pop Mart, over $420 million last year. However, these days they aren’t able to meet the demand for it, which has caused quite some quarrels between customers. In fact, Pop Mart in the UK completely stopped selling these toys because of it.
To satisfy the demand, some manufacturers started making counterfeit products with a cheaper price tag that were named by the public as ‘Lafufus.’
