How Labubu Monsters Became a Global Obsession: The Science and Story Behind the Craze

Labubu monsters-those quirky, sharp-toothed plush dolls dangling from luxury handbags and starring in viral TikTok videos-have become a phenomenon few could have predicted. What began as a niche collectible has exploded into a worldwide trend, with people of all ages, backgrounds, and fashion sensibilities clamoring to own one. But what is it about these odd little dolls that has sparked such a frenzy?

Why are people so emotionally invested in what, on the surface, is just a toy?

What Are Labubu Monsters?

Labubu dolls are collectible designer toys created by Hong Kong-born artist Kasing Lung as part of "The Monsters" series for the Chinese toy company Pop Mart. Labubu is elf-like, with pointed ears, a mischievous grin, and sharp teeth-blending cute and creepy in a way that’s instantly recognizable. The character originated in a fantasy-inspired picture book and was later brought to life as a toy through a collaboration with Pop Mart. Since then, Labubu has become the flagship of Pop Mart’s best-selling collection, generating hundreds of millions in revenue and captivating collectors worldwide.

Why Are Labubu Dolls So Popular?

The Power of Collectibility and Rarity

Labubu dolls are released in limited editions and often sold in “blind boxes,” meaning buyers don’t know which version they’ll get until they open the package. This taps into a psychological principle called “variable reward”-the same mechanism that makes slot machines and social media likes so addictive. The anticipation of a rare or special version keeps people coming back for more, turning each purchase into a small gamble with the potential for big excitement.

When something is hard to get, its perceived value increases. Limited supply, seasonal drops, and the thrill of chasing rare “secret” Labubus have created a resale market where dolls can fetch thousands of dollars. Scarcity and surprise drive the desire to collect, trade, and show off these toys, fueling a cycle of obsession.

Celebrity Endorsement and Social Media Virality

The Labubu craze didn’t happen in a vacuum. Celebrities like Lisa from Blackpink, Rihanna, Dua Lipa, and Kim Kardashian have been spotted with Labubu dolls clipped to their designer bags. When high-profile figures treat a toy as a luxury accessory, it instantly gains status and desirability. Social media platforms like TikTok and Instagram amplify this effect, with millions of posts featuring Labubu collections, unboxing videos, and creative displays.

The viral nature of Labubu content-especially the excitement of blind box unboxings-has turned the dolls into a shared cultural experience. People want to be part of the trend, to participate in the conversation, and to show off their finds to friends and followers.

Nostalgia, Comfort, and Emotional Connection

On a deeper level, Labubu dolls tap into basic human psychology. Plush toys have long provided comfort and security, especially in childhood. The attachment to soft toys is rooted in the brain’s emotional centers, where early associations with comfort, safety, and love are formed. When adults collect plush toys like Labubu, they’re often seeking a return to those feelings-a sense of nostalgia and emotional anchoring.

Holding or displaying a Labubu can trigger the release of oxytocin, the “bonding hormone” that fosters feelings of trust and well-being. This isn’t just sentimentality; it’s a real biochemical response that helps explain why people form such strong attachments to their toys, even as adults.

Anthropomorphism: Giving Toys a Personality

Humans have a natural tendency to assign human traits to non-human objects-a phenomenon called anthropomorphism. Labubu dolls, with their expressive faces and unique personalities, invite people to project emotions, stories, and identities onto them. This makes the dolls feel like companions rather than mere objects, deepening the emotional bond and making them more meaningful to their owners.

Fashion Statement and Creative Expression

Labubu dolls have become more than just toys-they’re now seen as fashion accessories and symbols of individuality. Clipping a Labubu to a luxury handbag or styling it in a creative way allows people to inject personality and playfulness into their look. The combination of high fashion and whimsy is especially appealing in a world that often feels too serious or constrained.

The dolls’ quirky, maximalist design stands in contrast to the recent trend of “quiet luxury,” offering a burst of color, humor, and nostalgia. This makes Labubu a perfect fit for those seeking to express creativity and stand out from the crowd.

The Science Behind the Obsession

Variable Reward and Dopamine

The blind box model used by Pop Mart for Labubu dolls is a textbook example of variable reward—a system where the outcome is unpredictable, and each attempt could yield something special. This unpredictability triggers the release of dopamine, the brain’s “reward” chemical, which is associated with pleasure, motivation, and reinforcement of behavior.

Each time someone opens a blind box, there’s a surge of anticipation. If the result is a rare or desired doll, the dopamine hit is even stronger, reinforcing the urge to buy more. This cycle is similar to what happens in gambling or social media scrolling, where the possibility of a big reward keeps people engaged and coming back for more.

Oxytocin and Emotional Bonding

Interacting with plush toys like Labubu can increase levels of oxytocin, the hormone responsible for feelings of attachment and trust. This is the same hormone released during hugs, petting animals, or spending time with loved ones. The soft texture and comforting presence of a plush toy can trigger a sense of safety and well-being, making the toy feel like a friend or confidant.

Nostalgia and Memory

Nostalgia is a powerful force in human psychology. Holding a plush toy that reminds someone of childhood can transport them back to a time when life felt simpler and safer. This emotional anchoring is tied to the hippocampus, the brain region involved in memory and emotional regulation. Nostalgic experiences can improve mood, reduce stress, and foster a sense of connection to others.

Community and Belonging

Collecting Labubu dolls isn’t just a solo activity-it’s a social experience. Online forums, social media groups, and local meet-ups allow fans to trade, share, and celebrate their collections together. This sense of community provides belonging and identity, making the hobby about more than just the objects themselves.

The Role of Marketing and Storytelling

Labubu’s rise is also a masterclass in modern marketing. Pop Mart has carefully crafted the brand’s image, combining limited releases, storytelling, and collaborations with artists and celebrities. The character’s backstory-mischievous but kind-hearted, always trying to help but sometimes making things worse-makes Labubu relatable and endearing.

By humanizing the character and giving it a personality, Pop Mart encourages fans to project their own feelings and stories onto the dolls. This turns each Labubu into a unique companion, with its own quirks and charm.

Why Are People “Mad” About Just a Doll?

To outsiders, the frenzy over Labubu dolls might seem baffling. Why would adults spend hundreds or even thousands of dollars on a plush toy? The answer lies in the intersection of psychology, culture, and personal meaning.

• Emotional Comfort: Labubu dolls provide a sense of comfort, security, and nostalgia, fulfilling emotional needs that go beyond simple play.

• Social Status: Owning a rare or coveted Labubu can signal taste, status, and participation in a global trend, especially when endorsed by celebrities.

• Creative Expression: The dolls offer a way to express individuality, humor, and creativity, both in fashion and in personal storytelling.

• Community: Collecting Labubu connects people to a larger community of fans, fostering friendships and shared experiences.

• The Thrill of the Hunt: The blind box model and limited releases turn collecting into an exciting game, with each purchase offering the possibility of a rare find.

The Labubu Effect: Comfort in Chaos

Labubu’s design-equal parts cute and creepy-reflects a broader cultural shift. In a world that often feels uncertain and overwhelming, people are drawn to objects that provide both comfort and a sense of playful chaos. Labubu’s mischievous grin, sharp teeth, and soft body embody this contradiction, making the dolls both soothing and exciting.

This emotional contradiction is key to their appeal. Labubu dolls are comforting, but not boring; they’re quirky, but not alienating. They invite people to embrace both the light and dark sides of life, to find joy in the unexpected, and to connect with others who share their passion.

Labubu in the Context of Modern Collecting

The rise of Labubu is part of a larger trend in designer toys and collectibles. Adults are increasingly drawn to toys not just for nostalgia, but for comfort, identity, and stress relief. Collecting triggers dopamine release, providing a small hit of pleasure with each new acquisition. The aesthetic appeal of characters like Labubu taps into a love for cute, slightly weird designs influenced by anime, gaming, and pop culture.

The “blind box economy” has transformed toy collecting into a high-stakes game, where the mystery of what’s inside is as important as the object itself. This mechanic mimics the unpredictability of gambling, making each purchase an event.

The Future of Labubu and Collectible Culture

As long as people seek comfort, connection, and creative expression, trends like Labubu will continue to thrive. The combination of clever marketing, psychological triggers, and cultural relevance has made Labubu more than just a toy-it’s a symbol of how people find meaning, joy, and community in the objects they love.

Labubu’s story is a reminder that even in a digital, fast-paced world, simple pleasures-like the feel of a plush toy or the thrill of a surprise-still matter. The craze may seem irrational from the outside, but it’s rooted in the very things that make us human: our need for comfort, our love of stories, and our desire to belong.

Labubu monsters have captured the world’s imagination not just because they’re cute or rare, but because they fulfill deep psychological needs. They offer comfort, spark joy, and create community. They’re a canvas for creativity and a badge of belonging. In short, Labubu dolls are much more than just a doll-they’re a reflection of what it means to be human in a world that’s always changing.