Meet Labubus. These plush doll collectibles, with their toothy, mischievous grins and fluffy bodies, have taken the internet by storm.
Labubu plushies have become a global sensation, trending among younger generations and often being clipped to belt loops and bags. The toys are sparking long lines outside of toy stores, selling out online within minutes, and listing for double (or even triple) their original price on resale markets.
A June 18 article on NPR.org noted that “a life-size Labubu figure sold for more than $170,000 at the first Labubu art auction hosted by Yongle Auction in China. The event drew nearly 1,000 bidders.”
Why are these plushies so sought after? Whether or not Labubus are “cute” is up for debate, but there’s no denying their current fame. Before they became highly desired collectibles, Labubus were book characters created by Chinese artist Kasing Lung. Born in Hong Kong, Lung moved to the Netherlands when he was seven years old. There, he fell in love with Nordic fairytales, especially stories about elves. His interest inspired him to create his own illustrated book series, The Monsters, which pictured a playful tribe of female elves named “Labubus.”
“That’s why I wanted to create something that I’ve always known existed in my heart. It’s amazing that so many people love it,” said Lung in an interview with CGTN Europe.
Labubus are described as kind-hearted and always eager to help, although their good intentions often lead to chaos. There are about 100 different Labubus in Lung’s series, each with its own design and personality.
Lung released a toy series inspired by his book characters not long after The Monsters trilogy was published. The toy collection didn’t gain much attention until Lung teamed up with the Chinese toy company POP MART in 2019. After the collaboration, Labubus took off with consumers. According to POP MART, the revenue generated from the series broke the sales record in the art toy category. Labubus eventually came to be sold in various colors and “blind boxes,” meaning the toy inside is kept a mystery until the box is opened.
The appeal of the surprise and the chance to unbox a rare secret, as well as the desire to collect all of the variations, sent Labubus into an upward spiral online. Over the years, more and more celebrities have been spotted with Labubu plushies of their own on their bags, such as pop singers Dua Lipa, Rihanna, and Lisa from the K-pop group BLACKPINK. These sightings caused Labubus to gain even more popularity, and memes involving Labubus circulate online constantly, pushing them further into the spotlight.
Despite their humble origin, the Labubu stampede does not seem to be stopping anytime soon. Some find that their mischievous natures and air of mystery tap into childhood memories of opening cereal boxes for prizes and collecting vending machine toys. Lung’s mythical creations appear to be the latest in a long line of trend sensations that, like Beanie Babies and Cabbage Patch Kids, will enjoy their time–however long or brief–in the public square.
