Inside the Labubu Effect: How Toys Took Over Our Adult Brains

The Labubu has a diabolic smile, pointy teeth, and huge eyes. Its facial expression could almost be seen as amusement, given the fact that it's currently dividing society.  But no matter if you love the little plush toy or hate it – one thing is certain: the Labubu has managed to take over our adult brains.

Photo : Pinterest

We’re decorating our designer handbags with these strange-looking creatures. Celebrities like Emma Stone and David Beckham are posting their Labubus on the internet, as if they were announcing the birth of a second child. How could this happen?
This is a deep dive into the Labubu Effect.From Picture Book to Pop Culture PhenomenonBehind every successful Labubu, there is a man. His name is Kasing Lung, an artist born in Hong Kong who later moved to the Netherlands. He created the figure in 2015, drawing inspiration from European fairy tales and Nordic mythology. At first, the Labubu only existed on paper – as part of the picture book series The Monsters. Later on, they became actual toys when they were marketed by the Chinese toy company Pop Mart, which is famous for selling collectible toys in a “blind box” format. That means, at the moment of purchase, you don’t know what you’ll get. This gamification of shopping is a marketing stunt in itself. When buying a blind box, you’re buying so much more than just a toy – you’re buying a dopamine hit wrapped in plastic. Like a child on Christmas Eve, you don’t know what’s hidden inside the box for you – only that you need it.

Gambling, but Make It CuteOf course, that has a lot of potential to cause drama. But drama makes you post on social media, and drama makes you come back for more, hoping to be luckier next time. In the end, a blind box is basically gambling – just cuter. It’s fueled by the limited availability of certain Labubu designs or especially rare “secret” editions. That’s why so many zillennials started to collect and resell the plush toys, giving the Labubu an exclusive, polished aura. Surely the price tag helps with that. In retail, prices start at around 30 euros, but on reselling platforms, certain Labubu editions can reach several hundred. That’s expensive – but just expensive enough to pass as a fun investment. A little luxury moment. Because if you can’t afford a house, you might as well own a rare vampire bunny with antlers.That’s also why the hype around unnecessary yet expensive gadgets like the Labubu, Stanley Cups, or Sonny Angels is often seen as a recession indicator.

The mindset is: If late capitalism is crumbling, at least let me decorate my downfall with cute merch.

The Soft Side of Our Crisis BrainBut could our obsession with the Labubu also be a way to fill an emptiness in us? Given the current state of the world, growing up can feel intimidating. A lot of young adults are reporting that they’re dealing with fears about the future. At the same time, we’re living through a loneliness epidemic. Dedicating part of your brainpower to a little plush toy doesn’t seem too bad if the other option is spiraling at 3 a.m. Of course, trying to run away from bad feelings through consumption isn’t a long-term solution. But in the short term – is it really such a bad thing to find a bit of retail therapy by playing along with the rules of the capitalistic system we live in? Probably. But also... look how cute it is. Plush as Performance.

So, if you’ve mastered the challenge and got your hands on a Labubu, of course you don’t just own it. No,  you show it off, you post about it, or you even wear it. Most Labubus come with a little key ring, so you can attach it to your handbag, backpack, keys, or pants. They work like a social marker, a tiny fuzzy beacon that tells the world: I’m online, I’m self-aware, and I’m deeply invested in this random creature. For some people, the Labubu is just a toy but the people who know, know.

Fuzzy Flex or Fast Fashion Fail?

But be aware: there’s also a real risk of getting judged when carrying around a Labubu. Among fashion circles, some are declaring it nothing less than the end of personal style – a symbol of following short-lived trends with such devotion that you're ready to staple a monster gremlin to your Louis Vuitton. And let’s be honest: they might have a point.

Which leads us, finally, to the most important question: What is the lifespan of the Labubu? Will it last longer than the Dubai chocolate?

Time will surely tell but given the fact that Labubu doesn’t come with an expiry date, things aren’t looking too bad for our furry friend.

by Isabell Gielisch