ONE thing I’ll readily admit is that I am a self-confessed bandwagoner – if there’s a new trend or fad making the rounds, you can bet I’ll be jumping on it.
From making my own version of the viral Dubai-inspired pistachio and knafeh chocolate bar to the iced strawberry matcha latte I’m currently sipping, I love getting on board with whatever the current (and sometimes literal) flavour of the month is.
And my enthusiasm for what my editor affectionately calls “woke nonsense” continues with my recent discovery and now very real obsession with Labubus.
For those unfamiliar with this fuzzy, grinning, almost gremlin-like doll that is currently hanging from the bags of celebrities like Rihanna, Dua Lipa and Kim Kardashian, Labubus are the result of a collaboration between Hong Kong designer Kasing Lung and China-based toy retailer Pop Mart.
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The Labubu initially started as a character designed by Lung as part of his story series ‘The Monsters’. They are described as having a playful yet slightly fierce look, featuring round, furry bodies, wide eyes, pointed ears as well as nine sharp teeth that form a mischievous smile.
However in 2019 Lung partnered with Pop Mart to transform the Labubu from a character in his children’s book into a global sensation. This plushie bag charm has gone stratospheric after K-pop group Blackpink member Lisa was spotted with a keychain Labubu on her bag.
In fact, they have gained so much attention recently that Pop Mart pulled the plushies from its 16 UK stores following reports of customers fighting over them. They may go back on sale this month.
I didn’t understand the viral hype around these Furby-esque toys as they are quite ugly, expensive (£25 a pop) and they are sold in a blind-box format which means you don’t know which one you’re going to get.
However, as my TikTok became increasingly inundated with Labubu unboxing videos and elaborate hunts to find the ultra-rare ‘secret’ Labubus I too fell victim to their googly eyes and snaggly-toothed smile, eventually ordering one off Depop as they are impossible to get anywhere else (for a reasonable price).
Apart from social media influencers being extremely good at their job, there are a few reasons why I think Labubus have taken off. Although on the surface the appeal may appear superficial, I believe it reflects many people’s desire to be part of something and find connection with others.
In contrast to the ever-increasing Labubu content cropping up on my social media platforms, there’s also been a growing conversation among young women about the challenges of forming new friendships and building relationships in their mid-20s.
While collecting a small stuffed toy may not directly address this social disconnect, it appears to offer a sense of community and shared interest that can help bridge the gap.
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The blind box element of the Labubu buying experience also evokes feelings of childlike fun and nostalgia similar to when you opened the little yolk shaped container inside a Kinder Egg or rooted through your McDonald’s to see what toy you’d landed in your Happy Meal.
It creates a sense of comfort and escapism that becomes increasingly difficult to experience as we get older.
So yes, I may be a bandwagoner but maybe there’s more to it than just chasing trends. In a time when adulthood often feels isolating and serious, things like Labubus offer a rare mix of lightness, connection and joy.
So whether it’s through a £25 plushie or a pistachio chocolate bar, sometimes jumping on the latest trend is less about the craze itself and more about the sense of belonging it brings.