If you don’t know what a Labubu is, you’re probably over 30, not on TikTok or both. Congrats – your bank account is safe from the siren call of the creepy-cute plush with a cult following.

Labubu – the mischievous stuffed monster with dagger teeth and the blank stare of someone who’s seen things – is the latest social media obsession.

Every authentic Labubu has exactly nine sharp teeth (more or fewer? That’s a dreaded “Lafufu” knock‑off), with newer editions sporting hidden UV‑footprint stamps – think Beanie Babies tush tag meets modern anti‑counterfeit magic. Fans have latched on to Labubu’s mashup of play and fashion, making them accessories on handbags, backpacks and belts, or dangling from rearview mirrors like the tiny agents of menace they are.

Labubu isn’t exactly new. The little gremlin was created a decade ago by author and illustrator Kasing Lung for his children’s picture books.

  • In 2019, Lung entered an exclusive licensing deal with Pop Mart, turning Labubu into an easily attainable toy.
  • But it wasn’t until K-pop singer Lisa of BLACKPINK posted images of her Labubu to social media – for her 100 million+ followers to admire – did the fuzzy frenzy begin.


Suddenly, Labubus were clipped to every celebrity in Hollywood – Kim Kardashian, Cher, David Beckham, Simone Biles, Dua Lipa, David Beckham and even on the belt loop of NBA player Dillon Brooks (the online roasting was real).

@brkicks Chuck was NOT feeling the "damn bunny" 😂😭 #sneakers #sneakerheads #sneakertok #sneakertiktok #sneakerheadsbelike #sneakermeetup #sneakershopping #labubu #labubuthemonsters #labubuhaveaseat #resellersbelike #sneakerreseller #reseller #resellercommunity #sneakerstore ♬ original sound – B/R Kicks

Since going celeb-viral, fans have started sharing unboxing videos and dressing up their goblins in handmade designer duds and accessories. And the obsession hit peak “you have to be kidding me” when Labubu insurance became a thing. Yes, people are insuring their plushie. You know your product has hit when it comes with its own policy number.

Once fans and celebrities had fully embraced the chaos, big brands wanted in too.

Coca-Cola partnered with Pop Mart for a limited-edition holiday plush drop earlier this year. It was a calculated entry into one of the fastest-growing toy trends of the decade – and in doing so, scored major clout with Gen Z and younger Millennials. Each doll came decked out in seasonal gear: red scarves, tiny glass bottles, one even riding a snowboard. The collab sold out online in less than two minutes.

Diehard critter collectors who didn’t have their trigger finger ready are now paying upwards of $400 on the resale market.

@devynnnnnn COKE LABUBU UNBOXING!! #labubu #labubuthemonsters #lafufu #labubuunboxing #atlanta #coke #cokelabubu #labubus @mason ♬ original sound – devyn

“We’ve seen the community play a huge role in fueling this movement – whether it’s fans sharing display shelves, TikTok videos or styling their bag charms,” said Emily Brough, Pop Mart’s head of IP licensing in the Americas.  

So, what’s in Pop Mart’s secret sauce? Blind boxes – sealed, mystery packages that contain a common design, a limited variant, or if lady luck strikes, a “secret” edition with 1-in-72 odds. It’s marketing meets gambling, with slightly better odds and cuter payouts.

Then there’s the bright yellow Pop Mart vending machines, tucked away in 52 malls in the U.S. Restocked at completely random intervals, they’ve turned devoted fans into rabid lurkers, hoping to score a rare figure.

@xteenaashcraft @POP MART US we happen to stop by the mall and saw the pop mart vending machine. Did we get the V3?! Watch and find out!!! #labubus #popmart #labubuthemonsters #unboxing ♬ original sound – Xteena

At some locations, tensions flared into scuffles, prompting security guards to be posted nearby. In the UK, sales were suspended altogether after full-blown brawls broke out in stores. Think the Cabbage Patch Kids craze, but for the ring-light addicted.

The smartest campaigns in 2025 aren’t campaigns at all – they’re moments. One post, one plush and suddenly a feral little collectible is selling out worldwide, crashing resale apps and showing up on Rihanna’s handbag. It’s not about convincing people they want it – it’s about letting people discover they do. And in today’s market, that might be the most powerful promo of all.