Bonnie Elle first saw the furry monsters currently populating Philly Chinatown’s streets during a family vacation to Southeast Asia in August.
Elle had seen people lined up outside of Pop Mart stores, excitedly waiting to get their hands on Asia’s biggest toy trend: Labubus.
Seeing the popularity of the roughly eight-inch tall dolls with devilish grins and rabbit-like ears, she brought them back to Asia Crafts, her gift shop in the heart of Chinatown.
Elle said it took some time for the dolls’ popularity to take off in the U.S. and reach the levels she saw in Asia. But this spring, the dolls’ popularity soared, and they were flying off shelves almost faster than she could keep up with.
“All of a sudden, this year people started buying them, and then, a couple of months ago, Labubus went viral, and people started going crazy for them,” said Elle.
Chinatown’s newest craze
Now boxes of the dolls line the walls of Asia Crafts, and a display for Labubu clothes, which Elle calls her “Labubu boutique,” stands by the store’s register. The boutique is stocked with an array of miniature designer clothes fit to dress a Labubu.
Her Chinatown neighbor Phech Loa saw the same interest at her gift shop, Little Seven House, just a block away from Elle.
Loa says they now sell around 10 Labubus a day, but at the height of the craze, they sold 30 to 50 daily and saw lines of customers wrap around the inside of her store to ask about the trendy toy.
As Labubu dolls can cost upwards of $50, depending on the model, Loa said her store was making “five times more than” its regular profit when Labubu’s sales reached their peak.
Asia Crafts and Little Seven House aren’t the only Chinatown shops cashing in on the craze. Ebisu Japanese Life Store, Happy DIY and Chinese Culture & Arts Inc. all had Labubus in stock as of July 19.
Beyond Chinatown, some Philly small business owners are also diving into the hype by customizing Labubus and accessories.
A K-pop boost sends Labubus global
Loa credits Lisa of the ultra-popular K-pop group Blackpink, who co-starred in the latest season of HBO’s The White Lotus, as the catalyst of the dolls’ success.
While the dolls have been around since 2015, their popularity surged across Asia in 2024 after Lisa shared a photo with a Labubu on Instagram, where she has 106 million followers.
This year, pop stars Rihanna and Dua Lipa were spotted with the dolls clipped onto their bags, igniting their popularity in the U.S.
Back in Philly, both Elle and Loa say they’ve seen people visit their stores this summer with 5-10 dolls clipped onto their pants, shirts and bags.
“I saw a guy with like, at least 10, he had a cross-body [bag], and from the top to the bottom he had them,” said Loa. “I called my husband to see it, too, and he was just so surprised.”
While she didn’t have quite as many as that guy, local shopper Nickie Friel’s Labubu sported a faux Louis Vuitton hat and jumpsuit, clipped stylishly to her purse.
The decorated doll may seem eccentric to some, but collectible plush toys and small charms have always been popular (think: Beanie Babies and Tamagotchi). Combine that with another recent trend towards blind/mystery boxes, which originated in Japan in the 1980s, and it’s clear how Labubus have become a hit.
“I just love the little [Labubu] outfits and stuff, they’re so cute,” said Friel. “I have a bunch of different purses, so I can mix and match.”
Will Labubus last?
Friel left Little Seven House with two new Labubus in hand, but despite her growing collection, Friel suspects the dolls’ moment in the spotlight may be short-lived.
“My whole life, American Girl dolls, Build-A-Bears, I’ve always been crazy about that stuff, but in a year it will be something else,” said Friel.
Unfortunately for those looking to make their first purchase of trending toys, Elle and Loa both agree the dolls may not be here to stay.
“We’ve been in Chinatown since 1991,” said Elle. “Every couple of years, or every year, there’s something that goes crazy for people.”
Joy in the collecting
Still, for many buyers, it’s not about chasing trends but about the momentary delight of something silly, soft and sweet.
With mystery boxes, rotating character series and even counterfeit “Lafufu” versions floating around, there’s a thrill of chance baked into the experience.
“It’s like gambling,” laughed Friel, who said she’s had to sort through some fakes while buying Labubus at certain locations.
For Julia Smith, an Asia Crafts customer who plans to buy a Labubu someday and left the store Saturday with a different $54 plush charm, the joy lies in the frivolity of the purchase itself.
“As someone who, in childhood, didn’t get to spend a lot of money on fun toys, this is like rewarding the inner child,” said Smith.
“It’s frivolous money spending, but it’s on something super cute that gives you some joy.”