We need to talk about Labubus.
And no, Labubu isn’t some off-brand kombucha or a Goop-approved fertility crystal. It’s the name of those fuzzy toys with bunny ears and toothy grins that Gen Z and millenials seem to be losing their collective minds over.
The buzz for Bubus has grown so loud that it even made its way to the Jenna Bush Hager-led fourth hour of the Today show this week.
The Labubu was first introduced in a 2015 children’s picture book created by Hong Kong-born artist Kasing Lung called The Monster Trilogy. Inspired by Nordic mythology, the Bubu are tiny elvish creatures with nine serrated teeth and pointy ears. They’re also canonically female.
Following the success of his book, Lung signed a deal in 2019 with Pop Mart, a Chinese-based toy company known for “blind box” collectibles—a figurine sold in sealed packaging so that the item is unknown until opening—to create the first line of Labubu plushie charms.
Since then, the toy has gone from a niche collectible item to a global sensation.
While the Bubus come in many forms, from vinyl figures to pendant charms, the most popular iteration is the keychain. You can find them dangling from TikTokers luxury handbags, high schoolers backpacks, and proudly flaunted by celebrities like Rihanna, Lisa from Blackpink, and Dua Lipa.
The Labubu collections are so popular that in 2024, Pop Mart generated $410 million in revenue, with its total revenue clocking in at a jaw-dropping $1.81 billion. It’s so popular that some are even calling the toy “tariff proof,” as President Donald Trump’s trade war has done nothing to slow down the Bubu consumer demand.
But like so many cultural obsessions that came before it, the Labubu craze hasn’t been without scandal (or chaos). From full-on brawls to counterfeits to a thriving criminal underground, here are some of the wildest controversies surrounding the viral plushie that we could find.
The Frenzy
Why are people getting into fistfights over the Labubus?
Well, it’s thanks to a little phenomenon known as manufactured scarcity—a term for when companies create a false perception of limited availability, even when they could theoretically manufacture more products.
You see, Pop Mart restocks their Labubu collections every week, from the immensely popular “Exciting Macaron” series to the “Fall in Wild” series. The restocks happen online on Thursdays and in stores on Fridays. But despite these weekly product drops, the Bubus often sells out in a matter of seconds. And no, that’s not an over-exaggeration.
Due to Bubu scarcity, people have taken to camping outside Pop Mart stores hours and sometimes days before the Friday restock. Don’t believe me? Take a look at this recent video published by NBC Chicago, which shows hoards of people camping outside the Pop Mart store in anticipation of its opening.
People are so desperate to get their hands on a Bubu that full on brawls have been happening at Pop Mart stores across the world.
In the UK, the fights got so out of hand that the company decided, for the moment, to stop selling the toys in the region’s stores. Pop Mart said they made this decision to figure out a solution to “prevent any potential safety issues.”
The Prices
Typically, a single “blind box” Labubu cost anywhere from $21 to $27, with a whole box coming in at around $167.
However, thanks to the Labubu craze, resellers are jacking up the prices to an eye-boggling amount. On eBay, a limited edition Bubu is currently on the market for $9,500. On StockX, another popular online marketplace, a Labubu x Vans limited edition doll is going for almost $3,500.
Lafufus
With the rise of Labubus came the Lafufus—fake Labubus.
Although it can be hard to tell the difference between the “real” and “counterfeit” versions, most people find that the Lafufus have slightly off coloring, sometimes lopsided smiles, and an incorrect number of teeth.
Labubu Theft
The Labubu criminal underground is thriving.
Just last month, a Pop Mart shipment of Labubus in the UK containing the figure Hirono got intercepted by a group of thieves, who stole over $202,000 of product. A month before that, thieves stole around $27,000 worth of Labubu products from a store in Somerset, England.
People are also getting their Bubu toys stolen right off their bags.
For some, the fear of getting robbed has gotten so intense that they are now taking out insurance for their Bubus when they travel abroad.
“It might seem ridiculous to insure a toy, but it speaks volumes about how emotionally invested people are in what they pack,” Peter Klemt, chief of Australia’s division of Passport Card, a travel insurance company, said to the New York Post.
“When you consider some Labubus are now selling for nearly $652 (1,000 AUD) on resale sites, it makes sense why they want to protect them,” he added.
The Demon Conspiracy Theory
Maybe it’s because the Labubu creatures look a little mischievous, but some people (religious people) are starting to believe Labubus are demonic.
“They. Are. So. Creepy,” a Bubu hater wrote on Reddit.
Others in the thread agreed, with one Redditor even claiming that the doll was straight up “evil.”
On TikTok, a user posted a video talking about how they bought a Labubu at a thrift store, and immediately after, they almost got into a car accident. Then, they started experiencing health issues, which apparently only got better when they threw their Labubu out.
After the demonic conspiracy theories became popular, Pop Mart uploaded a post for “April Fools,” announcing they are recalling the Bubu toys for suspicious “supernatural” behavior.
Maybe the demon Bubus cast a spell on everyone and that’s why people are so obsessed? Just some food for thought.
