Youthful fascination with Labubu Dolls: The emergence of the unsightly-endearing fad driven by the fear of missing out among Generation Z
In the digital age, a new collectible toy has taken the world by storm, capturing the hearts and wallets of millions of young people - the Labubu Dolls.
Originating in 2015, these quirky, elf-like dolls were the brainchild of Hong Kong-born cartoonist Kasing Lung, inspired by his childhood memories of European fairy tales in the Netherlands. Collaborating with Chinese company Pop Mart, the dolls were transformed into collectible toys in 2019.
The unique, slightly strange aesthetic of Labubu Dolls has resonated strongly with Gen Z, appealing to their preference for individuality and niche culture. The dolls' odd charm, combined with the mystery of blind box packaging, has created a sense of curiosity and dopamine-driven excitement, encouraging repeated purchases to collect limited or rare editions. This strategy taps into FOMO (fear of missing out), a powerful psychological trigger fueling the craze, similar to earlier trends like LOL Surprise and Pokémon cards.
Social media has played a significant role in the trend's perpetuation, with influencers showcasing their collections and unboxing videos. Gen Z is clicking shelfies, personal altars of Labubus, often characterized by colour, theme, and rarity, to flex their collections on platforms like Instagram. The dolls have become a cultural moodboard and a symbol of unconventional comfort for Gen Z.
Celebrity association has also contributed to Labubu's popularity. Notable endorsements include K-pop idol LISA from BLACKPINK and celebrities like Rihanna and Dua Lipa. This has helped make Labubu a luxury collectible and fashion accessory, especially popular in Asia and spreading globally. By blending Eastern folklore inspirations with Western design, Labubu appeals cross-culturally and fits well within the digital-age collector culture that values physical and digital status symbols alike.
The marketing strategies behind Labubu Dolls prominently feature limited edition releases creating scarcity, celebrity endorsements, and a strong social media presence. Pop Mart, the company behind the dolls, generates around 75% of its revenue from the Blind Box model. The resale market for Labubu Dolls is active, with some human-sized dolls selling for around $150,000 and the rarest dolls selling for over $1000.
In the digital era, Labubu sets the vibe on platforms like Instagram and YouTube, with millions of unboxing videos generating dopamine hits for viewers. Owning a rare Labubu is seen as a way to showcase Gen Z's status, taste, and individuality. As of mid-2025, over 300 distinct designs of Labubu Dolls have been released.
However, the trend also fuels consumerism, FOMO, and digital validation addiction. Gen Z's affinity for ugly things can be traced back to digital playgrounds like Penguin and Webkinz, where they learned to accessorize their avatars to determine social status. Labubu ownership is seen as a rebellion, where Gen Zs are owning a piece of their identity rather than just a doll.
In summary, Labubu Dolls' origin lies in artistic storytelling, their appeal lies in unique design and the thrill of blind box collecting, and their marketing relies on scarcity, celebrity endorsement, mystery unboxing, and the creation of FOMO among young collectors, particularly Gen Z. The dolls represent Gen Z's messy, emotional, and oddly lovable lifestyle to the world, resonating with them due to their weird, toothy, and unhinged appearance.
Fashion-and-beauty enthusiasts often showcase their collection of Labubu Dolls on social media, as these quirky toys have become a symbol of unconventional comfort and a statement of individuality within Gen Z.
Entertainment and pop-culture influencers have also played a role in the popularity of Labubu Dolls, with notable endorsements from celebrities like LISA from BLACKPINK, Rihanna, and Dua Lipa, positioning the dolls as a luxury collectible and fashion accessory.
