What are Labubus? And where do they come from?

A new trendy accessory from Asia is conquering Germany and the world: the Labubus. Small, fluffy monsters with a mischievous grin, sharp teeth, and a heart on their noses.

They are usually found as colorful tags on collectors' bags. Unboxing videos of the plush toys sometimes reach millions of views, and fans often wait in line for hours to get their hands on one of the popular figures. But what's behind the hype?

The Labubus play supporting characters in the series "The Monsters" (2015) by Hong Kong artist Kasing Lung. He drew inspiration from Nordic folklore when designing the monster elves.

Due to their growing popularity, a collaboration with the Chinese company Pop Mart was formed in 2019. Since then, the figures have been sold there primarily as vinyl toys or collectible keychains.

Kasing Lung is the inventor of the Labubus.

Source: IMAGO/Newscom / SCMP

The Labubus gained worldwide fame last year when K-Pop singer Lisa of the band "Black Pink" posted photos on Instagram showing the plush toy as an accessory. Since then, the monster elves have been equally popular with fans and celebrities like Rihanna and Dua Lipa.

But why are these cute-yet-creepy figures so popular? For one thing, fans can't simply pick out and buy their Labubu—the figures are traditionally sold in opaque boxes. It's precisely this element of surprise that appeals to many collectors: Only upon unpacking do they discover which version they've actually purchased.

In addition to the different color variants, each edition also contains a secret figure whose appearance remains unknown at first – and which is particularly sought after among fans.

In addition, the Labubus are deliberately not available in unlimited quantities. According to the principle of artificial scarcity, only a limited number of the plush figures are released. Therefore, the new models are usually sold out within seconds of going on sale. You either get a collector's figure – or you miss out.

Another incentive to buy is likely the so-called "FOMO" ("fear of missing out") – the fear of missing out. Currently, almost every TikToker seems to own at least one, if not three or four, Labubus. This is fueling a growing desire among many followers to belong and be part of the trend.

Berlin-based Instagrammer Paula Senfkorn is considered the German "Labubu Queen," regularly sharing her shopping and unboxing experiences with her fans. For example, she takes her followers to a Berlin shopping center where friends of hers had discovered Labubus. Surprisingly, the plush figures, which were out of print worldwide, were actually available there—albeit at three times the price of the original release.

Until now, collectors in Germany have mostly only been able to purchase the approximately ten-centimeter-tall monster elves online or in select stores in Europe and Asia. But that's set to change at the end of July: The first Pop Mart store in Germany will open in Berlin's Alexa shopping center. According to media reports, additional branches in Berlin and Frankfurt could follow.

In brick-and-mortar stores, the plush monsters typically cost around 15 euros – online, however, they are often significantly more expensive. Because the figures are so popular, fans are willing to pay quite a bit for the toys: Collectors in Beijing paid the equivalent of around 130 euros for a life-size Labubu doll.

The Chinese manufacturer and original shop Pop Mart offers Labubus in a wide variety of colors and designs – including a simple beige, a pink yoga version, or a hip-hop figure. The cheapest models cost around 15 euros. For more elaborate editions, such as the "How to Train Your Dragon" Labubu – a collaboration with the film "How to Train Your Dragon" – fans can invest up to 120 euros.

However, all figures are currently sold out due to artificial scarcity and high demand.

The Labubus usually sell out within seconds at the original manufacturer, Pop Mart. (Symbolic image)

Source: IMAGO/CFOTO

The collectible figures are still available in other online shops, but at significantly higher prices. A Mystery Box at hypeneedz, for example, costs between €59 and €109. Fans may have better luck at the Elbenwald merchandise shop. Labubus are occasionally offered there for €24.95.

But the hype surrounding Labubus isn't without its share of criticism. As with many trends, there are fans who don't just buy one or two, but hoard entire piles of them—only to discard them later once the hype dies down.

A well-known example: At the beginning of last year, the "Stanley Cup" boomed. A thermal mug with an oversized handle, it became famous thanks to the hashtag #stay-hydrated. Some influencers bought so many that they filled entire shelves. Apparently because they could afford it – and wanted to show it off.

The Labubu hype is no different. For example, a TikTok video by user "insertrichie" has now garnered 6.6 million views. In the background, eleven boxes, each containing six figures, are stacked. He unpacks them one by one and holds them up to the camera, only to carelessly discard the ones he doesn't like. He only shows visible enthusiasm when he holds the rare "Secret Labubu" in his hands.

This kind of thing promotes "overconsumption," criticize YouTubers like Susannah Friesen. She argues: "We don't need so many Labubus, which are transported from Asia and packaged in plastic." Anyone who enjoys a Labubu can certainly buy one or two plush toys. But with a certain passion for collecting, there comes a point when everyone should ask themselves: "What am I actually doing here?" Friesen says. Because, just like with Monchichis, Furbys, and the like, the hype surrounding Labubus will eventually die down.