If you’ve been on social media in the past few months, chances are you have seen a Labubu. The first time I saw these fuzzy, colorful, and slightly creepy collectibles I was confused (and a little unsettled). I didn’t understand the hype. Why were people waiting hours – online and in real life – just to get their hands on one of these little guys?

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Fast forward two weeks, several scrolls through the Labubu hashtag, and far too much stress later… and I am the proud new owner of a Sea Salt Coconut Labubu.

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So how did I go from skeptic to collector? Let’s break it down.

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What’s the deal?

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Labubu isn’t your average blind box plush. It’s a masterclass in modern branding. This slightly devious, rabbit-esque creature started as an oddball collectible and is now a global craze – fueled by scarcity, surprise, and cultural cool. 

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But here’s the deal. Labubus are not functional. They won’t make your life easier. They don’t serve any practical purpose. In fact, the process of getting one is borderline painful due to sold-out drops, ridiculous resale prices, and fierce competition.

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And yet… people can’t get enough.

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Pop Mart, the retailer, knew exactly what they were doing:

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• Blind box drops: You don’t know what you’re getting. Mystery = irresistible.

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• Multiple collections: More and more themed sets are coming out, so there is something out there for everyone.

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• Celebrity attention: Rihanna, Dua Lipa, BLACKPINK's Lisa – all spotted with a Labubu.

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• Limited editions and “secrets”: Some rare versions can resell for more than $1000.

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• Scarcity: Boxes sell out in seconds, fueling the frenzy.

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So… why the hype?

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Because owning a Labubu makes you part of something. It’s about belonging.

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You don’t need it. It doesn’t do anything. 

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But it gives you instant membership into a secret club – a signal to other collectors that shows you’re in the know. A status symbol that shows you joined the hunt and came out on top.

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What hooked me was the chase. I kept seeing videos of the frustration, the excitement when someone snags a box, and the joy when they get a specific one they wanted. I craved that feeling too. The thrill of the hunt. That weird but also cute little trophy I can clip onto my purse and show off.

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That’s the genius of Labubu. It’s modern brand-building at its best: Not practical. Not logical. Just emotional and tribal. Which in this day and age, is more important than anything.