I remember the day the LABUBU Exciting Macaron series dropped. We were unboxing cases for our shop, PopNya, and the energy was electric. Every time we sliced open a new case of 12, there was that little flutter of hope. Would this be the one? Would we see it? But nothing, and I mean nothing, prepared us for the absolute mania that would surround one specific figure: the Chestnut Cocoa LABUBU.
It became a phenomenon overnight. A myth. The one everyone was chasing.
In the world of designer toys, some figures just have it. That perfect combination of cute design, perfect colorway, and maddening rarity that sends the community into a frenzy. The Chestnut Cocoa is the poster child for this. It's not just a toy; it's a status symbol. But as someone who has bought, sold, and held both the real deal and the fakes in my hands, I have to ask the question everyone is thinking: Is it really worth it?
The Anatomy of Hype: Why THIS LABUBU?
So why did this specific chestnut labubu become the one? The Exciting Macaron series has two secrets, the other being the equally adorable Soy Milk. But Soy Milk never reached the same god-tier status.
Honestly, it's the color palette. That warm, cozy, coffee-shop aesthetic of the chestnut cocoa just hit different. It's a perfect blend of a rich brown vinyl body with a fluffy, lighter brown plush hood. It feels like a warm hug on a cold day. It's neutral enough to fit into any collection's color scheme, yet distinct enough to stand out. The design is simple, but flawless. It's the kind of figure you see and just… want. No explanation needed.
The timing was also perfect. LABUBU's popularity was already skyrocketing. People who had never collected a designer toy in their life were suddenly trying to get their hands on one. Then Pop Mart drops the labubu macaron chestnut cocoa, a design that appeals to literally everyone, and makes it a secret with a 1/144 pull rate. It was the perfect storm.
The hype around the entire macaron series was intense, but the cocoa labubu took it to a whole other level. It wasn't just collectors wanting it; it was influencers, casual fans, and everyone in between. And when that kind of demand hits a product with such limited supply, two things happen: the price explodes, and the fakes come crawling out of the woodwork. If you want to understand the broader context of the macaron madness, our Honest Labubu Macaron Buyer's Guide covers the whole series in-depth.
The Price Problem: A $15 Toy for $200?
Let's talk numbers, because this is where things get wild. A single blind box from the Exciting Macaron series retails for about $14-$17, depending on where you buy it. That's your cost of entry. Your ticket to the lottery.
When the Chestnut Cocoa LABUBU first started appearing on secondary markets, the price was high but somewhat reasonable, maybe $100-$120. Then, it just kept climbing. Within a month of its release, I was watching listings on StockX and eBay close for over $200. I personally saw one sell for $225. For a 3-inch vinyl figure.
It was madness.
The current chestnut cocoa labubu price has cooled down a little from that absolute peak, but not by much. You're still looking at a solid $150-$180 for a confirmed, authentic figure. That's more than the cost of a full case of 12 regular LABUBUs.
This is the point where you have to be brutally honest with yourself as a collector. Is the thrill of owning this specific piece of vinyl and plush worth the cost of 12 other figures? For some, the answer is a resounding yes. For them, it's the grail. But for many others, it's a manufactured hype bubble. The volatility of LABUBU pricing is a whole topic on its own, and it's something every collector should be aware of before diving in. We actually broke down the factors that influence these prices in our ultimate guide to LABUBU dolls.
The Big Showdown: LABUBU Chestnut Cocoa Real vs Fake
Because of that insane price tag, the market for the Chestnut Cocoa LABUBU secret is absolutely flooded with fakes. They are everywhere. If you see one listed for under $100, especially from a seller with no history, run. Just close the tab.
The counterfeiters have gotten good. Scary good. The general guides will tell you to look at the box printing and the paint job, and that's a good start. But as a seller who has to authenticate these things, I've learned to look for details the fakes almost always get wrong.
The Smell Test: This is my number one, old-school trick. Open the box. Give it a sniff. Authentic Pop Mart products, made with high-quality vinyl, have a very neutral, almost non-existent smell. Fakes, made with cheap, low-grade plastic, reek of chemicals. It's a strong, sickly sweet plastic smell that you can't miss. If it smells like a dollar store pool float, it's a fake. End of story.
The Hood Texture: This is the detail that requires you to have felt a real one. The plush hood on an authentic Chestnut Macaron LABUBU is soft, but it's also dense. It has a satisfying weight and feel to it. The fakes often use a cheaper, fluffier, and shinier material. It feels light and flimsy by comparison. The fibers are longer and less uniform. It's like comparing a high-quality sherpa blanket to a cheap teddy bear from a carnival game.
The Tag Details: Every POP MART LABUBU The Monsters Exciting Macaron Chestnut Cocoa comes with a small, character-specific card and a paper tag attached to the figure itself. The counterfeiters often mess this up.
- The Card: On an authentic card, the print is razor-sharp. On fakes, the image of the LABUBU can be slightly blurry or the colors a bit off, often too saturated.
- The Paper Tag: This is a huge tell. The real tag is made of a thick, slightly textured cardstock. It feels premium. The fakes use a smooth, thin, cheap paper that feels like it came from a standard office printer. Also, check the font. The fakes often use a font that is almost right, but maybe slightly bolder or thinner than the authentic one.
The Box's QR Code: Flip the box over.On an authentic box, this sticker is almost always a matte finish. The printing is crisp and clean. I've handled dozens of fakes where this sticker is slightly glossy and the text, when you look very closely, is a bit fuzzy around the edges. It's a tiny detail, but it's consistent.
Spotting fakes has become a necessary evil for this entire series, not just the cocoa labubu secret. The problem is so widespread that we even wrote a dedicated seller's guide to the Exciting Macaron series to help people navigate the chaos.
Real Talk: My Honest Seller's Verdict
Okay, so here's my unfiltered take. As a seller and a collector, I have a complicated relationship with the Chestnut Cocoa LABUBU. I love the design. It's undeniably one of Kasing Lung's best. When we pull one from a case, the excitement is real.
But is it worth the secondary market price and the stress of authentication?
For most people, my honest answer is no.
Ngl, the hype is overblown. The thrill is in the chase, and once you have it, you might find yourself thinking, "I spent how much on this?" The stress of hunting for a legit one, dodging scammers, and dropping that much cash can suck the joy out of the hobby. For the price of one authentic Coco Chestnut, you could buy an entire case of a new series and experience the joy of unboxing 12 different figures. You could discover a new favorite regular design you never expected to love.
If you are a die-hard, hardcore collector and this is your ultimate grail, then yes, go for it. But be smart. Arm yourself with knowledge. Buy only from highly reputable sellers or stores with a clear authenticity guarantee. Ask for detailed pictures. If the price seems too good to be true, it is.
For everyone else? For the new collector, the casual fan, the person who just thinks it's cute? I'd gently steer you away. There are hundreds of other LABUBU figures that are just as charming and won't require you to take out a small loan. The regular Sea Salt Coconut from the same series is gorgeous. The Lychee from the fruit series is a classic. Don't let FOMO (fear of missing out) dictate your collection.
Collecting should be fun. It's about finding the pieces that speak to you, not just the ones that have the highest resale value. The Chestnut Cocoa LABUBU is a beautiful figure, but it's just one tiny part of the massive, wonderful universe of The Monsters. Don't let the hunt for one hyped-up secret stop you from enjoying the rest of it.
We guarantee everything we sell is 100% authentic, sourced directly from Pop Mart, so you can just focus on the fun part.
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