Why is Labubu so popular? Just because they are cute? No, but they are unique “ugly-cute” design, its inherent value as a collectible, and endorsement by celebrities.

But what is Labubu to begin with? What’s the deal with Labubu? Why is everyone raving about them, and what's up with that mysterious smile?

You must have seen influencers unboxing Labubu dolls on your routine evening scrolls. The mischievously grinning face of Labubu is somewhat of an odd one out in the world of collectable toys. These quirky dolls, originally made by the Beijing-based toy company Pop Mart, are suddenly everywhere, and they’re not just loved but they’re obsessed over. 

We’ll have a closer look into the craze for Labubu, explore the origins, the conspiracy theories (yes, seriously), and why people are spending so much for a doll.

What Is Labubu?

Labubu is a quirky and mischievous elf-like character created by Hong Kong-based artist Kasing Lung. The character, who is a she, emerged from Lung’s imaginative story series The Monsters, which drew inspiration from the Nordic folklore and mythology he loved as a child. 

Labubu made its debut in 2015 through a collaboration with the designer toy company How2Work. But it wasn’t until 2019, when Pop Mart teamed up with Lung, that Labubu truly skyrocketed in popularity. Popmart started selling vinyl and plush figure dolls of the character. 

Since then, it has become a staple in the world of collectable toys. Labubu was widely popularised through Pop Mart’s wildly successful blind box format, where people wouldn’t know which type of doll they had purchased until they unbox it. Each new Labubu series hides a rare “secret” edition found in just 1 out of every 72 boxes. Each type features a unique colour scheme, pose, or special design element that sets it apart from the rest.

A collection of Labubu dolls

Labubu’s design is truly unique, with an ear-to-ear grin where her teeth are so prominent. On paper, this sounds like a scary doll, but its design is so cheeky that the line between cute and scary just blurs. What makes them cute are their bunny ears and fluffy bodies. Labubu quickly became a cult favourite among collectors, and many influencers started doing unboxing videos.

How Did Labubu Become Popular?

Labubu toys shot to fame in April 2024 when K-pop group BLACKPINK’s Lisa was seen with a Labubu keychain attached to her bag. The sighting instantly sparked a trend, boosting Labubu’s popularity across Thailand and spreading rapidly through Southeast and East Asia. 

Blackpink’s Lisa with Labubu keychains

Shortly after, Lisa posted a picture of her cohort Rose, before her APT international breakout era, sporting a grey Labubu. In no time, the craze spread across Europe and the UK.

Blackpink’s Rose with the Grey Labubu

Several celebrities from the West, with the likes of Rihanna and Dua Lipa, started sporting Labubu dolls along with their handbags and other accessories. Olivia Attwood even had a Labubu-themed birthday party. All this fuss among celebrities further increased the intrigue.

Dua Lipa was spotted with a Labubu keychain attached to her bag (Source: ImageDirect)

Talking numbers, Pop Mart's 2024 interim report, released in August 2024, stated that the line generated sales of approximately US$870 million in the first half of the year.

By 2025, over 300 different Labubu figurines had been released, ranging from $15 for a small 8cm vinyl version to a whopping $960 for a limited 79cm “mega” edition. In June 2025, a massive 1.2-meter mint-green Labubu sold for an astonishing $170,000 at the first official Labubu auction in Beijing. Adding to the excitement, an anime adaptation featuring Labubu is set to launch in mid-2025, with a planned run of 156 short episodes.

Why Is Labubu So Popular?

There’s no single reason, but rather a perfect storm of art, mystery, emotion, and marketing. A lot of thought has been put into storytelling, design, and viral marketing. Here’s why Labubu's popularity exploded, unlike any other collectable toys:

Unique Design

Labubu isn’t traditionally cute, but they are cute. It has a raw, hand-drawn aesthetic that stands out in a sea of hyper-polished kawaii figures. Its round shape is too adorable to be overlooked. But it’s not your run-of-the-mill teddy bear, and you cannot deny the fact that the face is a bit scary. This rare combination is probably the reason people are instantly drawn towards the collectable.

Nostalgic and Emotional Pull

Fans often say Labubu gives them the same whimsical comfort they got from childhood storybooks. It taps into nostalgia without being overtly childish. Labubu’s designer Kasing Lung grew up in the Netherlands, where he stumbled upon a lot of European and Nordic fairytales. He obviously drew inspiration from the elf-like characters that featured in these stories.

These characters are bridges to nostalgia for many, especially in the European continent, and Labubu may tap into that emotional corner of many hearts.

Blind Box Culture

A blind box is a sealed package that hides a mystery figure inside. You know it’ll be from a certain collection, for example, the Labubu Sweet Family or Labubu Have a Seat series, but you won’t know which exact figure you’ve got until you open it. Each series includes common figures, rarer designs, and usually one super-rare “secret edition”, the ultimate prize for collectors.

It’s kind of like a lucky draw. There’s excitement, suspense, and just enough risk to make it feel like a game. Not knowing which version of Labubu you’ll get is part of the thrill. This keeps collectors coming back.

Viral Visibility

All of this is a story. And story means content. The whole marketing narrative sparked the creation of several unboxing videos on social media. Reddit discussions and Instagram reels of Labubu collections have created major FOMO among non-collectors as well. Many have started purchasing Labubu dolls to make a style statement and go with the trend.

Where to Buy Labubu in the UK

Labubu fever has officially spread to the UK, but finding them isn’t always easy. Many official Pop Mart stores are located in Asia, and limited-edition releases can sell out fast. So, where can you get your hands on an authentic Labubu without paying inflated reseller prices or waiting months for international shipping?

If you're based in the UK and can’t wait to get your hands on Labubu, you're in luck. You don’t have to scour sketchy sites or pay for international shipping.

Check out our Labubu Dolls collection and Labubu Mini Keychain Plush Toy right here at Heavenly Snacks. We keep it fresh, authentic, and shipping-friendly.

Have a Seat, Labubu Secret

Every Labubu fan dreams of pulling a "secret edition" from a blind box, but the "Have a Seat" series brought a new level of craze. This series features Labubu chilling on miniature chairs in adorable poses, but hidden among them is a secret version that collectors go absolutely bananas for.

The secret "Have a Seat" Labubu features a golden chair and a different outfit, adding rarity and excitement to each box opening. The chances of scoring one? Very slim. But that’s exactly what keeps the hype going.

Are Labubu Dolls Possessed? Pop Mart Responds to the Viral Rumours

It started with some conspiracy theory videos on TikTok. Some videos and Reddit posts started speculating an eerie similarity between Labubu’s grin and depictions of Pazuzu, the ancient demon from Assyrian mythology. What followed was a social media spiral of controversies.

Theories emerged claiming Labubu’s smile was inspired by demonic art. Others claimed the dolls moved on their own, caused bad dreams, or even influenced moods. Panic spread, especially among superstitious fans. Some Reddit posts even suggest people started burning their Labubu dolls, fearing bad luck.

Pop Mart had to issue a statement. They clarified that Labubu was purely fictional, created by artist Kasing Lung from his imagination. There are no demonic origins or haunted backstories. 

Their social media response was rather quirky, just like the doll. On April Fool’s Day, they posted on Instagram a whimsical and sarcastic recall notice due to “suspicious supernatural activity”. This was meant to be a tight slap for theorists, and it only made the whole episode reach more people.

Whether you believe the hype or not, there’s no denying this viral rumour gave Labubu even more visibility. It blurred the line between toy and urban legend.

Why Are Labubu Dolls Expensive?

If you’re new to collecting, you might be shocked at the price tags. The thought of why Labubu dolls are so expensive, and whether it’s really worth it, must have gone through your mind. Some rare Labubu figures resell for hundreds of pounds. 

Here is why Labubu dolls are sold in big bucks:

Limited Runs 

Many Labubu series are only produced once. No restocks. That means if you miss out on a particular collection, you’re out of luck unless you can find it through a collector (who’ll probably charge double or triple the original price). This scarcity makes every release feel exclusive and urgent, driving up both demand and resale value. 

High Quality

Each figure is hand-painted with unique detailing. Unlike many mass-produced toys, Labubu figures are meticulously crafted. Each piece is made from premium materials and features clean sculpting, hand-painted finishing touches and carefully curated themes and costumes. Like any designer product, a high level of craftsmanship is directly translated to increased cost.

Emotional Value

For fans, Labubu is more than just a collectable. For some, it’s a table decor; for others, it’s a styling accessory.  Like art, its value is personal and driven by demand. The experience you get from purchasing a Labubu doll itself is emotional and community-driven. That makes you a moving part of Popmart’s incredible marketing narrative as well.

Why It Matters to Collectors

Labubu drops usually come in themed collections, for example, Sweet Family, Pirate Labubu, Have a Seat, or seasonal holiday editions. Each series typically includes 12 standard figures and one secret edition.

For collectors, it’s not just about owning toys, but it’s about completing a puzzle, one figure at a time. The satisfaction of lining them up on a shelf, side by side, in perfect sequence is a kind of achievement in itself.

Due to the limited nature of the dolls, collectors know that once a series sells out, it becomes a rare piece of work whose value quadruples. That limited nature is what turns a £15 blind box into a £100+ collector’s item on resale platforms.

The number of Labubu doll fan groups, online forums, Discord servers, and social media pages dedicated to trading, sharing, and geeking out over the latest releases is innumerable at this point. Unboxing videos are part of a daily routine, and there are even large meetups of collectors. Needless to say, being part of the Labubu world often means being part of a supportive, like-minded community. When someone pulls a rare secret edition or completes a set, the whole community celebrates. This shared passion makes collecting so much more than a solo hobby.

Labubu has a strange way of sticking with you once you’re into it. You can be into it for the art, the thrill, the rumour mill, or you can just think that little grin is kinda cute. It’s not just a trend, it’s a community-driven experience that involves collectors to celebrities.

Ready to bring Labubu home? Check out our Labubu Dolls collection and Labubu Mini Keychain Plush Toy now.