Labubus: Unsuspecting Toy Turned Coveted Fashion Accessory
Odds are, whether you have seen them online or in person, consciously or unconsciously, Labubus are now in your orbit. The name itself may not ring a bell, but their distinctive appearance likely will. 
The Labubu is the creation of Hong Kong illustrator Kasing Lung who, in conjunction with Pop Mart, has introduced the nifty monster doll/bag charm to the global market. The furry creature, who bares sharp teeth and silly grins, initially existed two dimensionally in picture books inspired by Nordic folklore. With an array of colors, patterns and facial expressions the Labubu is ever expanding and unique. In 2019, production began on making the Labubu a physical reality as a collectible toy. Some five years later, Labubus had a breakthrough in sales and quickly surged into popular culture, thanks in part to trending “unboxing” videos on Tik-Tok.
Blindboxes have existed far before the conception of the Labubu, however. Origins can be traced back to the sixties in Japan where “gashapon” vending machines would spit out a disguised and randomized toy to buyers. By the 2010s there had been an explosion of Asia based companies and their “blind” creations circulating to the mass markets – Sonny Angel, Smiski and Monchichi to name a few. The 2020s is arguably where blind boxes will reach critical acclaim with an estimated market growth by 2026 of 15 billion USD comparable to a reported 1.3 billion USD in 2021. Even in the face of the Trump administration’s tariffs on foreign goods, the Labubu has only risen in demand with its number of sales remaining high.
Inherently, more interest and hype is placed on items of high retail value, when something becomes less accessible it is branded as luxury – high end. On average the Labubu keychain retails at around $27.99 with limited editions sitting on the higher end of the scale around $43.99. Resales blow this figure out of the water with markups tripling or quadrupling initial sale price. According to Forbes magazine and eBay, a Vans Old Skool x Labubu plush doll sold this past July for $10,585 after some 96 total bids. For interested consumers, be wary of any Labubu retailing under the as stated $27.99 – counterfeit duplicates, known as “Lafufus,” have become commonplace at various selling points, both online and in person. However, some buyers have purposefully gone out of their way to purchase a Lafufu as a gag item, interested to see just how screwed up the ill replicated doll is.
The Labubufication of society is further perpetuated by celebrities and influencers buying into the trend. Dua Lipa, David Beckham and Rihanna are among those who have been spotted donning the little monster clipped to their bags and/or person. For watchers of Peacock’s Love Island, islanders turned social media superstars, Nicolas Vansteenberghe and Pepe Garcia have both quickly fed into the hype – after a summer of strategic isolation from the outside world (mandated by the show’s producers), Labubus were the news to catch up on.
Labubus and their grasp on the fashion world is no surprise. Culturally, we have been leaning more into the kitschy nature of design, intrigued by the odd and whimsical. This may be more so the motive of those who identify as Gen Alpha, Gen-Z or Millennial, but it could be argued these are the exact groups ushering in the new concepts and ideals about what modern fashion is and can be defined as. Betsey Johnson, Tyler McGillivary, Heaven by Marc Jacobs, Coachtopia by Coach and Collina Strada are among the designer brands churning out the colorful, playful and in your face designs that define the same fashion era occupied by the Labubu.
Because of its duality the Labubu keychain can be dressed up or down – clip it to your Carhartt work pants or accessorize your Louis bag – the Labubu is whatever you want it to be. The Labubu keychain is (excluding limited editions or crazy bidding wars) relatively accessible which is what makes it all the more special. Something to love about the overindulgence in Labubus, even if silly, is that it steers us away from the idea that fashion trends have to be members only or reserved for the rich and famous. Additionally, if you jump on the trend now – years later is when you will see the worth increase on your collectible, essentially meaning you were able to obtain a luxury item without breaking the bank – you just have to let your little monster mature. And due to the nature of blindboxes, you just might get yourself a rare or secret one while paying the same price as everyone else pining for one.
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