In 2025, the global toy market witnessed an unexpected sensation: Labubu, a quirky plush character created by artist Kasing Lung and released by Chinese company Pop Mart. Initially launched in Asia in 2019, Labubu’s popularity skyrocketed worldwide in 2024, becoming a must-have collectible and fashion accessory. Its appeal was amplified by public appearances with celebrities like Rihanna, Dua Lipa, and Blackpink’s Lisa, and further fueled by Pop Mart’s strategic use of mystery boxes and limited product drops, often announced via WhatsApp.
The frenzy reached Australia in 2023 when Pop Mart opened stores, leading to long queues of adult fans eager to purchase the toy. Some enthusiasts even paid others through services like Airtasker to stand in line on their behalf. The hype is compounded by the rarity of certain editions, with some reselling for over $100. This phenomenon mirrors past pop culture crazes, such as fidget spinners, but Labubu’s success also highlights the intersection of art, fashion, and consumer behavior in the digital age.
While some critics question the intensity of the obsession, the Labubu craze underscores a shift in pop culture collectibles, where adult consumers seek items that blend nostalgia, artistry, and exclusivity. As Pop Mart continues to innovate its marketing strategies and collaborations, Labubu’s influence on global pop culture and consumer trends is poised to grow even further.
