I remember the day the POP MART "The Monsters Big into Energy" series landed at our store. It was a cute concept, LABUBU as little plush pendants you could clip onto your bag. We opened a case for inventory, and my business partner pulled a strange one. It was a pale, almost mint-green LABUBU, clutching a tiny four-leaf clover. The box just called it "Luck."
We both looked at it. "Huh. That's the secret? It's cute."
"Cute" was the understatement of the year.
Within a week, my social media feeds were on fire. The community hadn't just named it "Luck." They'd given it a new identity, a sort of phonetic, almost affectionate name: bie luck. It's derived from the Chinese pinyin for secret, "bì," and the English word "luck." The name itself felt like a password into a niche corner of the fandom. And that password was about to unlock a level of collector frenzy I hadn't seen since the early days of the Zimomo figures.
So, what exactly is the bie luck labubu? It's the secret, or "chase," figure from the Big into Energy plush pendant series. In a standard case of 6, you are not guaranteed to get one. The official odds are 1/72, which is pretty standard for a POP MART secret. But the demand for this specific secret was anything but standard.
The retail price for a single blind box from this series was around $28. A fair price for a licensed, high-quality plush pendant. I sold my initial stock at that price, and they moved steadily. Then, the bie luck sightings began. First on Instagram, then on TikTok. Someone would post a video of them pulling it, and the comments would explode. "OMG BIE LUCK!" "YOU'RE SO LUCKY!" The name itself became a self-fulfilling prophecy. Everyone wanted a piece of that luck.
That's when the market went sideways.
I watched, in real-time, as the secondary market value climbed a wall. The first confirmed bie luck I saw sell on a Facebook group went for $90. I thought that was high. A week later, they were hitting $150. By the end of the month, I saw a StockX transaction close at $220. For a plush keychain that was, I have to repeat, retailing for under thirty bucks. It was a perfect storm of the adorable LABUBU design, the universally appealing "luck" theme, and the peak of social media hype. The fact that it's a functional accessory, a bag charm, made it even more desirable. You could flex your find in public.
This kind of explosive popularity is something I've seen before, but it's always fascinating to dissect. It's a bit like what happened with the Exciting Macaron Labubu series, where certain figures just capture the collective imagination and their value detaches from reality.
The Dark Side of Luck: Fakes and Scams
When a toy's value skyrockets like this, the fakes are never far behind. And with bie luck, they arrived fast and furious. This is where, as a seller and collector, I get frustrated. I've had customers send me photos of fakes they bought, their hearts broken.
So, let's talk specifics. This is the stuff you won't find on a generic product page.
The first wave of fakes was laughably bad. The color was off, too bright, more of a lime green than the soft, dusty mint of the authentic one. The plush material felt cheap and coarse, like a carnival prize. But the counterfeiters are smart. They adapt. The newer fakes are much, much better, and you have to know what to look for.
My Personal Checklist for Spotting a Fake Bie Luck:
1. The Clover Stitching: This is my number one tell. On an authentic bie luck, the four-leaf clover is attached with incredibly neat, tight stitching. It feels secure, almost embedded in the plush. On many fakes, the stitching is looser, puffier, and you can sometimes see the thread gaps. It just looks less… premium. 2. The Face Embroidery: Look closely at the eyes and mouth. POP MART's quality control on embroidery is top-notch. The lines should be clean, with no fraying or loose threads. The fakes often have slightly wonky eyes, one might be a fraction higher than the other, or the mouth's curve isn't quite right. 3. The Tag: This is a big one. The paper tag attached to the plush has a specific font, color, and texture. Fakes often get the font wrong. It might be too thick, too thin, or have incorrect spacing (kerning). Also, feel the paper. The real tag has a slight matte finish; some fakes are glossy or feel like cheap cardstock. 4. The Plush Texture: This is hard to judge from photos, but crucial if you're buying in person. The real bie luck has a very soft, dense, almost velvety feel. It's a specific type of short-pile plush. Fakes tend to use a longer, stringier material that feels slick or greasy to the touch. 5. The Clip Hardware: The metal clip on the authentic version is solid and has a good weight to it. The spring action is smooth. On fakes, the clip often feels flimsy, lightweight, and can be a brighter, cheaper-looking "gold" color.
Honestly, the proliferation of fakes is one of the main reasons I wrote The Honest Labubu Macaron Buyer's Guide a while back. The same principles apply here: if a deal seems too good to be true, it absolutely is. No one is selling a real bie luck for $50.
Is Bie Luck Still Worth It?This is the question I get asked all the time. And my answer is… it depends entirely on why you want it.
If you are a die-hard LABUBU completionist and this is the last piece you need for your Big into Energy set, and you have the disposable income, then sure. Go for it. But be patient, do your homework, and buy from a reputable seller with a long history of positive reviews.
But if you're new to the hobby and you're just chasing it because you see it all over TikTok? I'm going to give you some honest advice: don't.
Your first big LABUBU purchase shouldn't be a stressful, overpriced hunt for a hype piece. The joy of collecting these figures is in the discovery, the surprise of the blind box, and finding a design that genuinely speaks to you. There are so many incredible designs in the wider LABUBU collection that you can get for a fraction of the price. The hype around bie luck is a classic case of FOMO (Fear Of Missing Out) driving a market. It's less about the toy itself and more about the perceived status of owning it. It's a phenomenon we also saw with the Labubu Big into Energy series as a whole, but bie luck took it to another level.
Think about it this way: for the price of one bie luck on the secondary market, you could buy an entire case of a new series like "Have a Seat" or "Exciting Macaron," and have the fun of opening 6 or 12 boxes yourself. You might even pull a secret from one of those!
Real Talk: My Seller & Collector Verdict
Look, I'm not going to lie. The bie luck is an objectively adorable figure. The design is a 10/10. The clover, the gentle color, the little pointy ears, it's Kasing Lung's design language at its best. I have one in my personal collection, and I love it.
But I would not pay today's aftermarket prices for it. Period.
As a seller, the bie luck is a double-edged sword. It brings incredible attention to the LABUBU brand, which is great. But it also creates unrealistic expectations and potential for disappointment among new collectors. The value is purely based on hype and scarcity, not on any intrinsic quality that makes it 10x better than any other LABUBU plush. It's not made of gold. It's made of the same polyester and cotton as its case-mates.
My advice? Admire it from afar. Appreciate it as a fascinating case study in collector culture. But put your money towards building a collection you love, not just one that's trendy. The thrill of chasing the "it" toy is fleeting. The joy of owning a figure that makes you smile, regardless of its resale value, is what this hobby is all about. For a more comprehensive look at the LABUBU world and why they've become so popular, you might want to check out The Ultimate Guide to LABUBU Dolls.
The hype around bie luck will eventually fade, as it always does. Another, newer, shinier secret will come along to capture the community's attention. But the core designs of LABUBU will endure. Focus on those, and you can't go wrong.
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