Labubu looks playful at first glance, yet the wide grin hints at mischief. In less than a decade, the furry “monster rabbit” has leapt from a Hong Kong art studio to the hands of collectors, celebrities, and even street resellers. Pop Mart’s blind-box mascot now drives profits, sparks fights, and fuels fears of supernatural danger. How did a doll that costs as little as $30 create stampedes, six-figure auctions, and talk of demons?

The Rise of Labubu and the Power of Celebrity

Hong Kong illustrator Kasing Lung introduced Labubu in 2015. Pop Mart licensed the character, packaged it in blind boxes, and built hype through limited availability. Each buyer gets a random design, but one rare “secret” figure hides in every 72-box case. This unpredictability transformed Labubu from niche art toy to international sensation. By 2024, Pop Mart had launched over 500 stores across 30 countries, grossing 13 billion yuan as plush toy sales soared.

The momentum exploded when BLACKPINK’s Lisa revealed her collection. Celebrities like Rihanna, Dua Lipa, and Lizzo followed, flaunting Labubu charms on Hermes and Louis Vuitton bags. TikTok turned unboxing into spectacle. Fans streamed blind pulls in hopes of scoring secrets worth hundreds or thousands. In June 2025, a rare mint-green figurine fetched nearly $170,000 at auction. Even discount finds—like one shopper’s $4.99 plush at Ross—triggered online disbelief and envy.

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From Retail Chaos to Safety Suspensions

Barbie might still rule the runway, but she’s got competition. The Labubu doll craze has taken over malls and sparked a frenzy Mattel never saw coming. Offline, the hype escalated into crowd control nightmares. Pop Mart vending machines and mall counters from Minnesota to Shanghai drew long lines. In Novi, Michigan, people queued for hours just to try their luck. British stores saw the worst of it. On May 19, 2025, Pop Mart halted all Labubu plush sales in the UK after fights, staff threats, and stampedes broke out. Shoppers shouted over stock. Some waited from morning until malls closed, only to leave empty-handed.

The company said it would revise its distribution model to protect customers and staff. Online sales continued, but critics warned that limiting supply might push resale prices even higher. Meanwhile, resellers scrambled to flip dolls at inflated rates, treating each plush as a lottery ticket. The lines, frustration, and scalping echoed sneaker drops or concert ticket battles—only with a fuzzy, fang-toothed toy at the center.

Fear, Fandom and Cultural power

As demand climbed, so did unease. When Pop Mart released its “Big Into Energy” line, TikTok users shared stories of Labubus moving by themselves, scratching owners, or causing cold spots in rooms. One viral clip showed a girl who claimed the doll’s grin grew overnight. Others posted Bible verses while throwing them away. Theories spread about demonic ties, especially after comparisons to a Simpsons Halloween episode featuring a cursed doll named Pizuzu.

Still, the hype never slowed. Labubu charms dangle from backpacks, office desks, and airport suitcases. Fans use cruise tags to secure them to bags, afraid someone might steal one. To many, the toy is cute. To others, creepy. Pop Mart embraces the tension. Founder Wang Ning now calls Labubu a pillar of a global empire, hoping to create a “Chinese Disneyland” fueled by blind boxes and nostalgia. North American revenue alone is expected to reach $2.5 billion in 2025.

Labubu exists in a strange space. It is part luxury charm, part retail frenzy, part spiritual warning. Some collect for joy. Others sell for profit. And a few stay far away, wary of what the toy might bring into their home. Whether you believe in marketing magic or malevolent energy, Labubu’s toothy grin continues to haunt malls, screens, and wallets alike.

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