Labubu Dolls: The 'Ugly-Cute' Collectibles Taking the Internet by Storm

11 May 2025

It’s the surprising fashion must-have for 2025 (Picture: Pop Mart)

Labubu dolls, originally designed a decade ago by Hong Kong artist Kasing Lung, are rapidly gaining popularity online and may soon be at the top of children's wish lists. These plush toys are known for their distinctive "ugly-cute" aesthetic, featuring sharp teeth, pointy ears, and mischievous grins. Marketed and distributed by Chinese toy company Pop Mart, Labubus are sold as collectible blind box figures, a format that fuels online trends with influencers purchasing large quantities in search of specific characters. Their mysterious packaging and hype have made them a social media sensation, with celebrities like Rihanna and Dua Lipa spotted carrying them.

Though primarily seen in the hands of adult collectors, Labubu dolls are still toys and are suitable for children. However, parents should be cautious because of their collectible nature and the challenge of obtaining specific figures, the cost can quickly escalate beyond the $21 base price.

The explosion of Labubu popularity can be traced to the appearance of the toy, not with aspirational child models in a heavily capitalized, after-school-television marketing campaign, but in the possession of adults. Lisa from K-pop band BlackPink was photographed with one of the miniatures dripping from a luxury handbag last year. The Barbadian icon Rihanna followed suit. Then everyone was in on it.

Labubu dolls also blew up on resale sites like StockX. They went from fewer than 100 sales in all of 2023 to over 1,000 sales daily in 2025. Some people were paying four figures just to get one. Others were getting them inked. A few ne'er-do-wells even resorted to stealing them, as reported by The Straits Times.

Labubu dolls have become the latest collectible trend among Gen Z and celebrities worldwide, going viral on social media platforms such as TikTok and Instagram. The history of these dolls is not as new as the sudden craze behind acquiring them. Notably, Hong Kong-born artist Kasing Lung created Labubu dolls in 2015, inspired by Nordic fairy tales. A decade later, they have become a worldwide sensation.

Labubu is one of the characters created by Lung, which has become very popular among youngsters and celebrities. She belongs to Lung’s imaginative storybook world, The Monsters. It also features other whimsical characters such as Zimomo, Tycoco, Spooky, and Pato.

Labubu charms are so chic, they even showed up on the arm of designer Zufi Alexander at Cannes this month.The little plush dolls, affixed to everything from designer bags to belts, have caught on with a curious cross-section of teens, celebs, and fashionistas.

In late November, Casey Lewis began her “After School” newsletter by announcing, “We’ve officially hit peak ‘bag charm.’” She cited a spate of stories from the New York Times, the Wall Street Journal, and the Strategist about women of all ages clipping keychains and jewelry to their purses as evidence that “the trend’s days are numbered.” But just a week before, Lewis had also included an item about a new toy taking Asia by storm: an elf with a toothy, mischievous smile in a plush suit named Labubu.

Several months later, Labubu is more popular than ever and the plush dolls can be seen dangling from purses next to other clattering charms nationwide.

Lewis is known to have her finger on the pulse of Gen Z and its consumer habits, but she admits that her grim assessment of the bag charm was premature.

Labubu dolls have become a viral sensation, captivating audiences with their unique design and collectible nature. Their rise in popularity reflects a broader trend of nostalgia and the appeal of quirky, unconventional aesthetics among younger generations.

As Labubu dolls continue to gain traction, they may soon become a staple on children's wish lists, blending the worlds of fashion, collectibles, and childhood play.