Anyone who has social media (and at this point, a pair of eyes) is likely familiar with Labubu. It’s practically impossible to have not scrolled past a video of someone participating in a blind unboxing of the Pop Mart creature. Some clips are hilarious, some are oddly emotional, but no matter the genre, one thing is for certain: Labubus are captivating people everywhere.
For me, there was a time when all I was doing was watching Labubu unboxing videos. It almost felt involuntary, as every other video on my TikTok For You Page in May and June centered around the collectible. I’ve witnessed people dress them up in unique ways, claim that they have the only 24 karat gold Labubu in the world, and do so much more with these dolls.
Everyone, including myself, became enamored with this little creature. And for what it’s worth, Labubu brought in $423 million for Pop Mart last year, which is a 729% increase from 2023.
While the hype is definitely really, I kept wondering why. To get to the bottom of this, I dug into a few psychological reasons to figure out what’s making everyone go wild over Labubus.
Labubus reflect our innermost desires.
According to a report from Psychology Today by Sarah Rasmi, Ph.D., there are a few reasons why the world took to Labubu as hard as it did. One of the main ones is that Labubu acts as a “mirror for our feelings,” meaning that anytime we dress one up or give it a name, we’re actually expressing a part of ourselves that we may not even be aware of. By engaging in this sort of exchange, we end up creating a bond with the object, as it may help us feel secure, happy, etc.
This same logic applies to any object. In fact, some of us might even remember feeling particularly attached to a specific toy when we were younger. Labubu fulfills this comforting role, which is made even more special when we get to dress them up however way we like, or if we get one in our favorite color.
I believe that to be true, as I do love looking up accessories for my Sesame Bean Labubu from the Tasty Macaron series. Plus, my colleagues shared their preferences over certain Labubus (based on their colors) in hopes that they would receive that one.
People love the chase.
As we mentioned before, Labubus have sold dramatically. In fact, they sold so well that they’re pretty hard to come by. The scarcity behind this creature plays into its popularity, which is something that Daren Banarsë, a senior psychotherapist based in London, explained to The Independent.
“People aren’t just buying a toy; they’re participating in a quest that feels meaningful precisely because it’s challenging. The hunt has become as important as the prize, transforming a simple retail transaction into something that feels like genuine achievement,” Banarsë explains.
This would explain the long lines at physical Pop Mart stores, and why the brand’s digital storefront constantly sells out of Labubus within mere minutes. No less, people are also willing to dish out serious cash for a Labubu, whether that means buying one for a higher cost on reseller sites like StockX, or spending extra bucks in spite of the the toy’s tariff increase.
A big part of the “chase” appeal is also due to the blind-box distribution that adds to the toy’s mystery. When you buy a Labubu box, you’ll know the series that it’s from, but you won’t know what exact color or Labubu model you’ll get until you open the package. For serious collectors, the quest for Labubus won’t stop until each one has been found.
It really comes down to wanting to be “in” on a trend.
Despite their cost, a Labubu isn’t really a status or wealth symbol. In fact, this is something that Jordan Conrad, a New York City-based psychotherapist, also touched on in a report from The Independent.
“A Labubu doesn’t necessarily signal wealth, it signals being part of an in-group, and that involves a certain aesthetic, knowing certain things,” Conrad says.
This begs the question, is it really the Labubu itself that’s being fancied? Or is it the act of being part of something so large, yet so so hard to squeeze into?
The latter would definitely make sense due to what these credited psychologists have reported, in addition to seeing many celebrities with one of these dolls. BLACKPINK’s Lisa was one of the first major figures that was spotted with a Labubu, alongside celebs like Rihanna, Kim Kardashian, BLACKPINK’s Rosé, and Dua Lipa who all accessorized their flashy, designer bags with the toy.
When we see something that we like on our favorite celebrities, it’s no surprise the we also want in—especially if it’s something that’s as small and relatively accessible as a toy. This becomes even more the case when all of our friends, family, and people in our inner circles also start to adopt the same trend.
Here’s the deal.
The social media bandwagon is also definitely a major reason why we’re all in love with Labubus, but there are also underlying psychological reasons in play that make us fall deeper into its charm.
So, the next time you’re thinking of investing your time in searching for the Labubu blind box toy (or really any current trend for that matter), just know that you aren’t alone. You’re human!
Where to Buy Labubus
A Rare Collab
Get Festive
A Figurine Version
Josiah is the Digital Content Producer for the commerce team at Popular Mechanics, Best Products, Runner’s World, and Bicycling Magazine. He also writes for “BIO Buys”—a column on Biography.com—giving readers the lowdown on what products their favorite celebs are using. In another life, Josiah was an editor at ThePioneerWoman.com, where he sharpened his expertise on all things lifestyle, food-news, and entertainment. Outside work related matters, he’s a fan of Studio Ghibli films, unimportant reality TV drama, and melancholy Lorde songs.