Labubu doll madness: What’s behind global rush for creepy cute collectables?

The Labubu doll, a quirky six-inch figure with sharp teeth, rabbit ears and a fuzzy coat, has taken global youth culture by storm. Created by Hong Kong illustrator Kasing Lung, the character belongs to a fictional group called "The Monsters" and is sold exclusively through Chinese retailer Pop Mart. Priced at around £17.50, Labubu has grown into a status symbol, with rare versions fetching over £1,500 online.

Labubus are sold in "blind boxes", so customers don’t know which version they’ll get until they open the packaging. This mystery element keeps collectors coming back. The thrill of hunting rare dolls has led to long queues, crowd surges, and even resellers camping outside stores. Pop Mart recently paused UK in-store sales citing safety concerns.

Young women, especially in cities like London, have embraced Labubu culture. Many flaunt the dolls on handbags and share photos on social media. Celebrities like Rihanna, Dua Lipa and Lisa Manobal have been seen with Labubus attached to luxury bags, further fuelling the craze. But it’s not just women—men, too, are joining in, especially in countries like Japan, where carrying cute items has become socially acceptable.

Why is it different from other collectables?

Unlike traditionally cute toys like Hello Kitty or Jellycat, Labubu blends creepiness with charm. With its sharp features and eerie smile, it appeals to those looking for an edge in their aesthetic. Experts say this “scary-cute” appeal taps into a desire for uniqueness in self-expression and personal style.

The Labubu trend reflects a broader movement toward individuality through accessories. Whether it’s about nostalgia, joy, or social connection, fans say owning one opens up conversations and fosters a sense of belonging. At its core, the Labubu doll has become more than a toy—it’s a personality statement.