I remember the exact moment the Labubu hype hit me like a ton of bricks. It wasn't seeing them online. It wasn't reading an article. It was an email from a customer, 3 AM my time, practically begging to know if I had a secret stash of The Monsters Exciting Macaron series. They weren't asking for one box. They wanted a whole case. And they were willing to pay way over retail.
That was the turning point. I'd been selling Labubu for a while, and I always loved them. But this was different. This was a frenzy. So, why does everyone like Labubu all of a sudden? As someone who handles these figures every single day, let me tell you, it's not just one thing. It's a perfect storm of art, psychology, and a little bit of celebrity magic.
The Art of "Ugly-Cute"
First, you have to look at the figure itself. Labubu isn't conventionally cute. Not like a Sanrio character. Created by Hong Kong artist Kasing Lung, Labubu is part of his whimsical world of elves and monsters. It has these long, rabbit-like ears, a mischievous grin full of buck teeth, and wide, slightly unsettling eyes.
It's "ugly-cute."
This is a huge part of the appeal. It has personality. It feels less like a mass-produced toy and more like a little creature that stumbled out of a fairytale forest. The design is simple enough to be a canvas but distinct enough to be instantly recognizable. When you hold one, especially the earlier releases, the vinyl has a certain softness to it. It's not just a hard piece of plastic; there's a tactile satisfaction. The newer series have a harder, crisper feel which makes the paint application cleaner, but I still have a soft spot for the feel of the originals.
This unique design means Labubu can be anything. One day it's a fluffy astronaut, the next it's a piece of sushi, and then it's a grumpy little guy embodying a mood from the "How Are You Feeling Today?" series. This versatility is genius. You're not just collecting the same character in a different hat; you're collecting a new story with each box.
The Blind Box Dopamine Rush
Let's be real: a huge part of what is the fascination with Labubu is the blind box format. If you've never opened one, it's hard to explain the rush. You pick a box. You shake it (even though you know it does nothing). You feel the weight. You carefully slice the plastic, peel back the foil, and for a split second, you have no idea what you're about to get.
Will it be the common one you already have? Or the one you've been dying to get? Or… the secret?
That moment is a pure dopamine hit. It's gambling, but for a cute toy. It's why people don't just buy one; they buy a whole case of 12. They're chasing that high, and the thrill of completing a set.
Here's a real collecting tip that only a seller would know: Forget the weighing trick. Back in the day, you could sometimes identify a secret figure by its weight. Resellers would bring tiny scales to stores. But Pop Mart got wise. On the newer series, like the Fall in Wild or the Macaron V2, the weights are incredibly standardized. They even add little counter-weights in some boxes. I've opened hundreds of boxes for inventory checks, and I can tell you, your scale is useless now. It's a true lottery, which, honestly, makes it more fun and fair for everyone.
The Lisa Effect: Pouring Gasoline on a Fire
You can't talk about the Labubu hype without talking about Lisa from Blackpink. When she posted a video of herself unboxing a case of the Macaron series, the internet exploded. The "Soymilk" Labubu she was so excited to pull became an instant grail for millions of fans.
I saw it happen in real-time in my store. The Macaron series went from a popular release to completely unobtainable overnight. I was selling individual boxes for about $16. Within weeks, I saw the Soymilk figure alone selling for over $250 on secondary markets. It was absolute madness.
But here's the thing: Lisa didn't create the hype. She amplified it. The fire was already burning. Labubu had a dedicated fanbase for years before that. What Lisa did was introduce Labubu to a massive, global audience that had never heard of designer toys. She gave them a gateway, and they jumped right in. She turned a collector's item into a mainstream phenomenon.
Our Take: A Quick Word of Warning
Okay, real talk. As a seller, I love the hype. But as a collector, I have to give you a warning. The current obsession with Labubu has created a dangerous bubble, especially for sought-after series like the Macarons.
Do not start your collection by chasing the most hyped, expensive figures. You will burn out and your wallet will hate you. New collectors see the Macaron series selling for $40+ a box and think that's normal. It's not. That is a price inflated by a specific moment in time.
My advice? If you're new, buy a current, in-stock series. You can find a huge LABUBU collection right from official retailers or specialized stores like ours for the standard retail price. Get a feel for the figure. See if you actually like it. The joy of collecting is in the hunt and the love for the art, not just owning what's trendy. If you start by overpaying, you're treating it like a stock, not a collectible, and that's where the fun dies.
It's a Community, Not Just a Collection
So, people who like labubus are called what? Honestly, there's no official, cringey name like "Bubu-heads" or something. We're just collectors. Fans. Enthusiasts. Or, as my friends and I joke, "happily broke."
What's more important than a name is the community. The trading groups on Facebook, the unboxing TikToks, the customizers who repaint Labubus into incredible new creations. This shared experience is a massive part of the appeal. When you pull a secret, you don't just celebrate alone in your room. You post it online and hundreds of people celebrate with you. When you get a double, you have a whole network of people to trade with.
This community aspect is incredibly powerful. It transforms a solitary hobby into a social one. Fans create their own stories, their own art, and their own connections around these little monsters. The fanart scene, in particular, shows how deeply people connect with the character, giving it life far beyond what the original artist intended. In fact, the fanart community is a huge part of what keeps the character fresh and relevant.
The Collector vs. The Investor
The Lisa effect also brought a new type of person into the hobby: the investor. People saw the crazy resale prices and jumped in, hoping to flip a rare figure for a quick profit. This has added a whole new layer to the what is the obsession with labubu question.
Now, you have two kinds of people in the market: those who collect for love, and those who collect for money. This dynamic fuels the hype even more. The investors drive up prices on rare pieces, which makes the collectors who genuinely want them even more desperate to find them at retail.
It's created some truly legendary "grail" figures. Take, for example, The Loyalty Labubu. It's a special edition figure that commands an insane price on the secondary market. For collectors, owning it is the ultimate badge of honor. For investors, it's a blue-chip stock. Understanding this distinction is key to navigating the market, and if you're ever thinking of dropping serious cash on a figure like that, you need to know how to spot fakes and understand its true market value.
This dual identity, a beloved piece of art and a tradable asset, is at the very heart of the modern Labubu phenomenon. It's not just a toy; for some, it's an investment portfolio you can display on your shelf. The brand has expanded into a whole universe, including things like collectible cards, which adds another layer for people to explore. If you've seen those around, you might be wondering what a Labubu card even is, and it's just another way the world of Kasing Lung's monsters keeps growing.
So, why do people like Labubu?
Because it's an ugly-cute monster that feels special. Because opening a blind box is a thrill. Because a global superstar told them it was cool. Because it connects them to a community of people who get it. Because it can be a fun hobby, or a serious investment.
It's a character that's a canvas. It's a product that's an experience. For me, my favorite is still the simple, classic Zimomo from The Monsters series. He just sits on my monitor, watching me pack orders. He's not the rarest or the most expensive. But he was one of my first. And that's the real magic of collecting, isn't it? Finding the one that speaks to you.
If you're feeling the pull and want to see what all the fuss is about, you can browse LABUBU figures and maybe find the little monster that speaks to you, too. Just promise me you'll start with one you genuinely love, not the one you think is worth the most.
Disclosure: PopNya may earn a commission if you purchase through links on this page.
