Inside Labubu phenomenon: How a toy became a global obsession

The world can’t seem to get enough of Labubu - the elf-like, “ugly-cute” plush toy that has become one of 2025’s most talked-about collectibles. Love it or hate it, Labubu’s rise from niche art figure to global pop culture icon is hard to ignore.

Labubu was designed by an artist named Kasing Lung of Hong Kong, who came up with the character as one of the fantasy books in his creation “The Monsters”, created in 2015.

Lung also collaborated with Chinese retailer Pop Mart in 2019 to manufacture the characters in their quirky form as vinyl and plush toys.

It exploded in popularity in reality, however, in April 2024, when BLACKPINK Lisa posted Instagram photos with a Labubu doll. Since then, there was a disproportionate rise in demand.

At the time, by 2025, Labubu was totally in the mainstream. Stars such as Rihanna, Kim Kardashian, or Dua Lipa have already been seen with the dolls, which are often styled as keychains or accessory charms to handbags. What began as a niche collector’s item has become a full-blown fashion and lifestyle accessory.

Why is everyone obsessed?

The hype is based on three factors which include scarcity, storytelling and social media.

Labubu dolls are sold in “blind boxes” implying that the buyers are unaware of the version until they open it. Only a limited number of special editions, also known as “chasers”, is produced, which adds a lottery-like thrill, as well as a boosting resale value of thousands of dollars.

There is also a back story attached to each release, as well which gives more depth by allowing the fans to create their own attachment to the characters.

Labubu can be found all around social media sites, including unboxing videos, fan art, TikTok, and fashion reels. Between January and May 2025, more than 876,000 of Labubu mentions were observed on large platforms. The interaction has also increased by 137 percent relative to the equivalent time in 2024, and the development is steadily enhanced.

Pakistan joins the Labubu craze

Now, Pakistan is joining the frenzy. The turning point was when actress Sajal Aly showed up with a Labubu keychain in the promotional poster of her upcoming drama. Shortly afterward, celebrities like Maya Ali and Areeba Habib shared their collections of Labubu online sparking interest among local fans.

A toy or a trend?

In short, from Shanghai to Karachi, Labubu fever is spreading fast. Whether it’s a cultural moment or just a brilliant marketing strategy, one thing is certain: Labubu is here, and the world can’t seem to get enough.