Possessing a mischievous gaze paired with a sharp grin, Labubu isn’t as cutesy as a lot of other characters out there, yet she’s somehow become one of the most publicised Pop Mart mascots of the current decade.
2024, in particular, was basically her year. Whether you were scrolling through social media and saw posts of Labubu as huggable plushies or on display shelves, or simply walking around town and seeing her impish figure hanging off of bags, you just couldn’t avoid becoming aware of her uniquely-cheeky existence.
And this overexposure is exactly how SQ (name changed for privacy), a media professional, got into starting her own Labubu collection.
“I just saw so many people dressing up their Labubus, and it made me feel like buying them so I could dress them up too,” confesses the spirited 26-year-old.
As to how the popularity of this Nordic-inspired character got jettisoned into stratospheric heights?
It’s all thanks to the organic endorsement of Blackpink member Lisa, who a year ago revealed herself to be a fan.
By the second half of 2024, Labubu’s appeal was so extensive that it had already stirred everyday people to spend thousands on sets and figurines. Many were even willing to fight over limited editions – think back to the furore of the Pop Toy Show held at Marina Bay Sands in August last year, where even the police had to show up for crowd control.
But, at the end of the day, isn’t Labubu still just a toy?
So what’s up with all the hype?
Why Do We Collect Toys as Adults?
Although toys are traditionally made for children, it’s not too uncommon for us adults to have our own little hoard of plushies, dolls or action figures.
However, Pop Mart as a brand definitely expanded the market for toys such that collecting them became a more widespread phenomenon, rather than a niche hobby.
But how is it that conventionally kid-centric products can end up being favoured by grown-ups?
Emotional Stimulation and Self-Expression
Collecting toys can be a rather tempting endeavour, largely because of its potential in evoking a sense of nostalgia.
“This nostalgic connection can be a powerful motivator for purchase, as it taps positive memories and emotions associated with simpler times,” highlighted Dr Shilpa Madan, an Assistant Professor of Marketing at Singapore Management University, in The Straits Times.
And why Labubu in particular?
Because people do actually find them quite adorable.
“Cuteness elicits nurturing emotions and protective instincts. That’s why some people have whole collections. Each character can feel like a part of the family,” Dr Madan explained.
There is also something admittedly quite charming about Labubu, a certain playful look about her that conveys so much personality, you just can’t help but feel attached—and this adds to one’s need to buy more.
In addition, toy collecting can serve as an outlet for creative expression. For instance, curating your Labubu collection a specific way, or personalising them—like SQ has done by “dressing them up in LV clothes”—can be linked to our desire for self-identification. This can actually give our psyche a bit of a boost, because of the sense of accomplishment we receive from this little pastime.
Anticipation and Thrill
Pop Mart doesn’t just sell collectibles and exclusives – it sells collectibles and exclusives in a blind-box format, which keeps its contents a mystery up until you’ve opened it, and explains why purchasing them can be a thrilling gamble.
“Pop Mart taps into human psychology brilliantly,” asserted Dr Hannah H Chang, an Associate Professor of Marketing at Singapore Management University, in The Business Times. “The blind-box concept and limited editions create a sense of scarcity and surprise that fuels demand.”
The anticipation of finding a rare figure can give us a dopamine hit, leading to feelings of happiness and reward. The searching and hunting involved can also contribute to this joy.
However, it also means that at times, the anticipation is more alluring than the actual owning of the product itself – because ultimately, many wouldn’t really do much with their new Labubus after they’ve assimilated them into their collection.
“I just throw them in the display shelf or hang them on a Christmas tree,” SQ divulges.
At the very least, they make cute showpieces.
Social Connection
Just as the Labubu-loving community has shoved the presence of this figure into your consciousness, so can it be used to connect with others who are just as passionate about Labubu as you are.
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There already exist groups and events devoted to this hobby, and there is a sense of belonging to be enjoyed by being able to form relationships with like-minded individuals. In fact, these connections enhance the overall experience of collecting.
And sometimes, you can create your own community for your passions, as SQ has with her friends, who admits that they are into collecting now because of how much she’s influenced them.
“I’m the poison and they got intoxicated,” she jokes.
Additionally, we can’t forget Lisa’s role in promoting Labubu.
As an international celebrity, Lisa is a role model for many of us, which means that we can be inclined towards imitating her opinions and interests. This has, of course, been reflected in the surge in sales pretty much right after she opened up about her love for Labubu.
Adopting the same interests as a celebrity can foster a sense of kinship and shared identity with them, and make collecting even more worth it, despite the price point.
It’s Not About the Money
Overall, the psychological pleasure derived from collecting Labubu figures goes beyond mere material possessions; it’s more about the emotions and sense of community it elicits.
But collecting Labubus is just another trend, which means it can taper off anytime.
“It’s extremely difficult for a cultural phenomenon to stay relevant,” said Dr Chang. “Very few toy brands have the staying power of Hello Kitty or Pokemon.”
Will interest wane? Maybe.
But at least you’ll still have your collection to admire whenever you want.
External References
- Chinnuswamy, Y. (2024, December 27). Life Power List 2024: Labubu, the must-have toy of the year. The Straits Times. Retrieved from: https://www.straitstimes.com/life/life-power-list-2024-labubu-the-must-have-toy-of-the-year
- Lau, C., & Olam, K. (2025, April 25). Labubu: The ‘kind of ugly’ plush toy that has taken the world by storm. CNN Style. Retrieved from: https://edition.cnn.com/2025/04/25/style/labubu-plush-toy-buying-craze-hnk-intl/index.html
- McIntosh, W. D., & Schmeichel, B. (2004). Collectors and Collecting: A Social Psychological Perspective. Leisure Sciences, 26(1), 85-97. Retrieved from: https://www.researchgate.net/publication/232980144_Collectors_and_Collecting_A_Social_Psychological_Perspective
- Mueller, S. M. (2020, October 29). Collecting: An Urge That’s Hard to Resist. Psychology Today. Retrieved from: https://www.psychologytoday.com/sg/blog/the-mind-of-a-collector/202010/collecting-an-urge-thats-hard-to-resist
- Samuel, R. (2023, December 13). The Psychology of Collecting: Why We Love Hobby Toys. Medium. Retrieved from: https://medium.com/@reed.samuel/the-psychology-of-collecting-why-we-love-hobby-toys-5523d61a6fa3
- Sukri, H. (2024, September 26). 4 things to know about Labubu, the popular Pop Mart figure with fans including Blackpink’s Lisa. CNA. Retrieved from: https://cnalifestyle.channelnewsasia.com/trending/things-know-about-labubu-pop-mart-409246
- Teo, M. (2024, September 27). It’s Labubu’s world and we’re living in it: What’s this Pop Mart figure and why is everyone obsessed with it? AsiaOne. Retrieved from: https://www.asiaone.com/lifestyle/its-labubus-world-and-were-living-it-whats-pop-mart-figure-and-why-everyone-obsessed-it
- Yusof, H. (2025, January 30). Can Labubu and Pop Mart toys make you rich? The Business Times. Retrieved from: https://www.businesstimes.com.sg/lifestyle/style-travel/can-labubu-and-pop-mart-toys-make-you-rich
