Let's get one thing straight right away. The Wings of Fortune Labubu is probably one of the most confusingly named and hyped keychain-style releases we've seen in a while. The morning it dropped on the Pop Mart site was a blur of refreshing browsers and watching it sell out in minutes. I managed to snag a few for PopNya, but the whole experience left me with a lot of thoughts. And since my inbox has been flooded with questions, I figured it was time to just lay it all out.
First, the name. If you're searching for "labubu pronounce," you're not alone. The volume of searches for that is wild. This is a collaboration with PRONOUNCE, a high-end fashion label founded by Yushan Li and Jun Zhou. It's not a typo. So when you see labubu x pronounce, that's what it means. It's pronounced just like the English word: pro-nounce. This isn't just a random Pop Mart release; it's a crossover meant to blend the world of designer toys with high fashion, which partly explains the immediate frenzy. People are also searching for "wings of pronounce," which is just a shorthand for the full name: LABUBU × PRONOUNCE - Wings of Fortune Vinyl Plush Hanging Card.
It's a mouthful.
Wings of Fortune vs. Wings of Fantasy: Please Stop Mixing Them Up
This is the single biggest point of confusion I see online, and it's driving prices up for both. They are NOT the same.
Wings of Fortune Labubu: This is the one we're talking about. It's the labubu purple gold edition. The head is a gorgeous, glossy vinyl painted in a deep, regal purple, with shiny gold accents on the ears, face, and that iconic little tooth. The body is a plush, fuzzy purple suit with attached felt-like wings. This is the PRONOUNCE collaboration. It released in Spring 2024.
Wings of Fantasy Labubu: This one is the white and silver version. It came out earlier, around late 2023. It has a similar concept, a vinyl head on a plush body with wings, but the colorway is completely different. The head is white, the accents are silver, and the plush body is a creamy white. This was a standard Pop Mart release, not a specific designer collab like the PRONOUNCE one.
Honestly, the Wings of Fortune is the superior design in my opinion. The purple and gold just pop in a way the white and silver doesn't. It feels more luxurious, more special. But because of the similar names, I've seen sellers incorrectly label their "Fantasy" listings as "Fortune," and buyers overpaying for the less-hyped version. Always, always double-check the color. If it's not purple and gold, it's not the labubu x pronounce wings of fortune.
A Seller's Deep Dive: The "Vinyl Plush Hanging Card"
So what do you actually get? The official product name is a "Vinyl Plush Hanging Card." It's a bit of a weird category. It's not a full plush, and it's not a full vinyl figure. It's a hybrid.
The head is standard Labubu vinyl, just like what you'd find in a blind box series. The paint job on the ones I've handled is surprisingly good. The gold is crisp, and the purple is deep and even. No major slop or missed spots, which can sometimes be an issue with mass-produced figures.
The body is where it gets interesting. It's a soft, short-pile plush. It's not super premium, high-density minky fabric like you'd find on a high-end Japanese plushie, but it's decent. It feels soft enough. The little suit is stitched onto the neck plug of the vinyl head. It's not removable unless you're willing to perform surgery. The wings are made of a stiffer, layered felt material. They hold their shape okay, but they can get bent in the packaging. A little gentle flattening usually fixes it.
My one real critique? The chain. It's a standard, cheap-feeling ball chain keychain. For a "premium" fashion collab, I really wish they had used a nicer clasp or a more substantial ring. On a figure that's fetching high prices on the secondary market, a flimsy ball chain feels like a letdown. I've had customers mention they swapped it out immediately for something more secure. I would, too. I wouldn't trust this thing hanging off a backpack I use every day. It feels more like a collectible to display than a functional keychain.
Real Talk: The Price is Out of Control
Let's talk numbers, because that's what everyone is asking about. The labubu wings of fortune retail price was $28.90 USD on the official Pop Mart US store.
Within 24 hours of selling out, I saw them listed on eBay and Mercari for $80. A week later, they were consistently hitting $100-$120. As of writing this, the average wings of fortune labubu price on the secondary market is hovering around $90, but I've seen desperate buyers pay up to $150 for one in-hand.
Is it worth it?
From a pure materials standpoint, absolutely not. It's a $15 vinyl head on a $5 plush body with a 10-cent chain. But we all know that's not how the designer toy market works. You're paying for the hype, the collaboration, and the scarcity.
The hype for this release feels very similar to the initial craze for the Exciting Macaron Labubu series. Both had a unique aesthetic that caught fire on social media, leading to an immediate sell-out and a wild aftermarket. The difference is, the Macarons were a full blind box series. This is a single, standalone release, which makes the demand even more concentrated.
The Reddit forums have been interesting to watch. Some international collectors were surprised, noting that the figure was still sitting on shelves in some stores in Asia for a while after the online drop. This suggests the initial scarcity was more of a regional distribution issue, particularly in the US and Europe. Pop Mart's US stock is notoriously smaller than its Asian stock, which almost always guarantees a sell-out for popular items.
My Honest Verdict as a Collector and Seller
Okay, so here's my final take.
The Wings of Fortune Labubu is a beautiful piece. The labubu purple gold color scheme is stunning in person, and it looks incredible on a shelf. The collaboration with PRONOUNCE gives it a certain cachet that other Labubu keychain releases don't have. It feels like a special event piece.
However, I would NOT pay over $100 for it.
The quality of the plush body and the cheapness of the ball chain just don't justify that price tag for me. It feels like a cash grab that relies entirely on the Labubu name and the PRONOUNCE collab to drive value. It's a classic case of manufactured hype. It's not as iconic as, say, the chase from the The Monsters x One Piece Labubu crossover, which had the power of two massive IPs behind it.
Who should buy this? If you are a die-hard Labubu completionist and you absolutely need every release, you're going to get it anyway. If you love the purple and gold aesthetic and you find one for a semi-reasonable price (I'd say $60-$75 is the "I'm not happy about it but I'll do it" range), then go for it. It is a very photogenic little monster.
Who should pass? If you're a casual collector or new to the hobby, do not make this your first big splurge. The price is inflated by FOMO (fear of missing out). There are so many other amazing Labubu figures you can get for a fraction of the price. You could get an entire blind box case of a new series for what some people are paying for this one keychain. For a better sense of the overall Labubu landscape, checking out a general guide to LABUBU dolls can give you more perspective on value.
My prediction is that the price will slowly cool off. Pop Mart has a history of restocking popular items (sometimes unannounced). It might not happen for months, but the chance is there. The people paying $150 right now are paying the "I need it now" tax. If you can be patient, you'll likely save yourself a lot of money.
Ultimately, the labubu wings craze shows just how powerful Kasing Lung's creation has become. The demand is insatiable. We keep our own LABUBU collection at PopNya as stocked as we possibly can, but even for us, getting these hyped releases is a battle. The Wings of Fortune is a perfect storm of a great design, a cool collaboration, and just the right amount of manufactured scarcity. It's a beautiful little monster, but be a smart collector. Don't let the hype empty your wallet.
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