This article is a special request from my lovely fiancé, who always asks the important questions. In this case: what the hell is a Labubu?
Seemingly overnight, everyone in fashion has been talking about how much they love their Labubus. Grown adults in otherwise sophisticated outfits are delightedly attaching the plush toys to their designer handbags. Labubus come in a multitude of different colors and styles, but they’re easily recognized by their wide eyes, sharp-toothed smiles and pointy ears.
Labubu is the creation of artist Kasing Lung, who was inspired by Nordic folklore to design the characters of Labubu and The Monsters (that’s right, Labubu has friends!). Labubu is a small elf creature, and the Pop Mart official website describes her character by saying “despite a mischievous look, LABUBU is kind-hearted and always wants to help, but often accidentally achieves the opposite.” Lung partnered with Pop Mart in 2019 to offer a line of toys around his original characters, which are sold in a blind-box style, meaning that no one knows exactly which iteration of Labubu they’re going to get.
Although The Monsters are best known as collectible toys, Lung has created a whole fairytale world around Labubu and her friends. He presented a solo exhibition of his work in August of last year, featuring a series of 20 paintings in which Labubu explores and interacts with her world, getting into mischief along the way. When asked about his art being suitable for an adult audience, Lung explained, “Although they look childish or naive, I'm just using them to package a world of survival of the fittest…the stories contain many microcosms of reality. For example, in 'Right Away,' although the stronger monster captured one of the Labubus, the other Labubus worked together to save it, expressing different aspects of the real world."
There’s certainly an appeal to a mythological world, an offbeat group of monsters, and fairytale stories that explore themes about the world at large. Dare I say, I thought the Labubus were just plastic status symbols, but it turns out they’re status symbols with a backstory. They’re kind of cute in a quirky way that’s full of personality, and I can see why people like them so much.
The toys were originally a niche item that fans would collect, but they’ve taken off in popularity to the point that they’ve become a high-demand, hard-to-get item. These days, buying a Labubu can be a challenge. The toys sell out quickly, leading to an extensive - and lucrative - resale market. Especially rare versions of the toys have sold at auction for thousands. Sotheby’s Hong Kong offered a trio of “Three Wise Labubu – Don’t Hear, Don’t See, Don’t Speak” for an estimated HKD 30,000 and 50,000 (around $3,800 to $6,400 USD). There’s even a large market for fakes, which have been dubbed “Lafufus.”
About a year ago, Blackpink’s Lisa shared her Labubu plushie and bag charm on Instagram, introducing the toy to a wider mainstream audience. Her fans clamored for the toys, and their popularity expanded from the collectible toy world to the mainstream fashion scene. There are currently over 1.4 million videos posted about the Labubus on TikTok. Celebrities from Rihanna to Kim Kardashian have been spotted with Labubus adorning their bags. There’s even a market for fashionable doll clothes so you can accessorize your Labubu accessory and dress her in everything from little shoes and overalls to Prada-logo hats.
Labubu’s may have started off as a whimsical collector’s item, but there’s no denying that their surge in popularity, paired with their difficulty to acquire, has turned the vinyl toys into a status symbol. Owning a Labubu is a flex. Being able to buy a labubu and hang it off a designer handbag is an easy way to signal that you’re not only wealthy, but also cool and in-the-know (but in a chill way, where you definitely don’t take yourself too seriously). Rarity adds value and clout. Since Labubu toys are made in limited production runs, they’re difficult to find, and that makes people want them even more. Since they’re sold in a blind-box style where you never know which color you’re getting, people are willing to spend more on the resale market to get the specific Labubu that they want.
When asked about the viral popularity of his character, Lung said he did not like to see the crazy re-sale prices people are charging for his work, but stated that, “I think it's similar to the trend of 12-inch action figures a few years ago. Actually, 12-inch action figures are still fun; it's just that people's focus has changed. Now, vinyl toys have become a trend. Let's see how long it lasts.”
Even Lisa, whose posts about Labubu helped the toys gain popularity to begin with, said in an interview with Variety that although she still really loves the toys, “I can’t stop talking about Labubus… but now I can’t really get new Labubus. They’re really hard to find. I’m kind of sad.” Maybe she should have gatekept Labubus after all.
Not everyone is enamored with Labubus though. The monsters are quite divisive, and haters are just as vocal online as fans. In fact, part of the Labubu virality is enforced by the fact that the toy seems to bring out strong opinions. Whether users are posting loving unboxing videos and skits about their Labubus, or dueting said videos with a scream, they’re bringing attention to the toys. You know what they say: there’s no bad press, and that’s never been more true than in the age of social media algorithms. This article from Grazia does a great job of diving into the phenomenon. One point that stuck with me was when writer Aranyaa Cowdhury said, “This is “post-taste”consumerism: where items are collected not because they are objectively beautiful, but because they are strange, funny, nostalgic, or gloriously niche.” I’ve certainly bought into this mindset - I find great delight in weird footwear that walks a thin tightrope between beautiful and hideous. Every day I contemplate buying a pair of Vibram toe shoes. Sue me.
Maybe it doesn’t matter whether Labubus are cute or hideous. It’s more important that they make people strongly feel something.
Do you own a Labubu? Do you want one? Leave a comment, I’m dying to know!
this was a beautiful read and i think i want one too 🥺
This gets the official Fiancé Seal of Approval!