Labubu. Is. Taking over.

From luxury bags adorned with fluffy toys to multiple viral videos of people showing off collections, CCTV footage of people stealing collections, and more, Labubu has become the trend du jour.

But what exactly is Labubu, and where does this new obsession stem from? Jom, let’s explore.

Labubu, created by Hong Kong-born artist Kasing Lung in 2015, is part of a larger group of characters called The Monsters

These creatures, including Labubu’s friends Zimomo and Tycoco, were initially inspired by Nordic fairy tales and first appeared in children’s books. Recognisable by its pointy ears, sharp teeth, and impish grin, Labubu has since transitioned from the pages of storybooks to becoming a highly sought-after collectible.

Image via The Toy Chronicle

In 2019, Lung partnered with Chinese toy company Pop Mart, a brand known for its blind box collectibles. This collaboration turned Labubu into a cult figure, now available in various colours, shapes, and sizes, from plush toys to vinyl figures.

The appeal lies not only in Labubu’s quirky appearance but also in the joy of discovering which design you’ll get when purchasing a blind box.

Though Labubu has been around since 2015, its recent rise in popularity can largely be credited to a very influential fan: Lisa from K-pop group BLACKPINK

Earlier this year, Lisa posted an IG story hugging a Labubu plushie, instantly sparking a buying frenzy. Over the following months, she continued to showcase Labubu as a stylish accessory, attaching Labubu pendants to her luxury bags, including a Birkin.

Thanks to Lisa’s organic endorsement, Labubu has gained a massive following, particularly in Thailand, where fans, including local celebrities, scrambled to get their hands on these fluffy dolls.

Image via @lalalalisa_m (Instagram)

The trend quickly expanded across Southeast Asia, reaching even the Thai royal family and government officials. The craze has been so intense that Thailand’s Prime Minister’s Office had to issue a warning about counterfeit Labubu dolls flooding the market.

But Lisa is not the only famous face to embrace Labubu

Thai celebrities like actor Mario Maurer and model Araya Alberta Hargate have also shared their love for the quirky collectible. The doll has become more than a toy — it’s now a statement piece, worn and flaunted by influencers across the region.

Labubu figures are often sold in blind boxes, which means buyers don’t know which design they’ll get until they open the package

This element of surprise has made collecting Labubu even more exciting, as fans are eager to complete the entire set or land rare editions. It’s a bit like a treasure hunt, which adds to the fun of the experience.

Labubu’s exclusivity fuels the craze even further.

Pop Mart frequently releases special editions and regional exclusives, such as the Singapore-exclusive Merlion Labubu pendant. Fans rush to buy these limited-edition figures before they sell out, creating a sense of urgency and scarcity that drives demand. Some of these exclusive pieces have become coveted collectibles, fetching high prices on resale markets.

The Labubu craze has also taken root in Malaysia with collectors making social media content specifically centred around their Labubu dolls

“It looks like a menace. Labubu is ME,” said local collector Amanda Louis, when asked what the appeal of Labubu is to her.

“Also, I’m a sucker for stuff I can dress up and match my clothes with. It’s a mini me!” Amanda added.

Amanda, her sister, and friend all collect Labubu dolls, which are styled to their individual preferences.

“I did find it ugly at first but for some reason… I was drawn to it’s unique ugliness and cuteness combined,” explains Edwin Siew, an avid Labubu collector.

“I found out about Labubu through my friends and was lowkey judging them for having it at first. But now I am one of them,” he continued, choosing not to disclose how many dolls he has in his collection.

Edwin shares the latest doll in his Labubu collection.

In addition, Pop Mart’s presence in Malaysia, along with online platforms like Shopee and Carousell, makes it easier for local fans to get their hands on Labubu figures

The excitement of discovering rare or exclusive designs has caught on, and it’s not uncommon to see Malaysian influencers and celebrities showing off their Labubu collections.

Toy fairs and pop culture events in Malaysia are now also including Labubu in their offerings. That means… You’re about to see a whole lot more Labubu-themed everything.