Labubu: The Adorable Collectible Taking Celebrities and Collectors by Storm

From Blind Boxes to Stardom: How Labubu Captivated Celebrities and Collectors Alike

The Labubu trend has emerged as one of the most captivating phenomena in the world of collectibles, particularly amongst adult consumers, as celebrities eagerly embrace and endorse this quirky doll. Created by renowned artist Kasing Lung, Labubu has transitioned from a simple character in a picture book series into a global obsession, generating a billion-dollar enterprise for the Chinese designer toy company Pop Mart. The blend of nostalgia, thrill, and celebrity endorsement has played a pivotal role in propelling Labubu into the pop culture spotlight, making it a highly sought-after collectible for many.

Kevin Duong, a 23-year-old YouTuber, recounted the excitement of purchasing his first Labubu doll in January 2025 with his boyfriend. The experience was exhilarating as the couple peeled open “blind boxes,” often filled with mystery toys, each hoping to snag their desired design. “I pulled the pink and he pulled the purple,” recalled Duong, recalling the shared excitement of their first encounter with the dolls. This sense of community and bonding has resonated deeply not just with Duong, but with countless collectors nationwide. Just six months later, Labubu has taken the country by storm, leading to long lines at malls and even heated altercations in stores dedicated to Pop Mart products.

The popularity of Labubu has been largely fueled by social media dynamics, particularly on platforms like TikTok. Blind box openings have become a social event, echoing the nostalgia of childhood where collectors enjoyed the thrill of surprise. “It’s kind of like Pokémon with cards; you never know what you’re going to get,” says Markus Maciel, a toy design professor. This unpredictability combined with the fun of collecting has inspired many to dive into the Labubu craze. The doll has not only found its way into the hearts of adult collectors but has also become a cultural symbol, thanks to star-studded endorsements.

Celebrity engagement around Labubu has cemented its rise into the mainstream. K-pop sensation Lisa of BLACKPINK garnered attention in November during a Vanity Fair interview when she expressed her affection for Labubu, opening the floodgates for her fanbase to explore the world of collectibles. Following her lead, notable figures like Brad Pitt, Sarah Jessica Parker, and Cher have been spotted engaging with Labubu. Brad Pitt, along with his "F1" castmates, showcased the dolls while promoting their film, while Sarah Jessica Parker learned of Labubu during her guest spot on the popular podcast "Call Her Daddy." Cher has even accessorized with Labubu by sporting one on her handbag at the Tribeca Film Festival. These endorsements underscore a significant cultural shift where beloved figures adopt and promote collectibles, thereby influencing public perception and consumer behavior.

As Labubu’s popularity surged, it became a focal point for a myriad of celebrities. Reality TV icon Bethenny Frankel publicly switched from skepticism to enthusiastic endorsement in a TikTok post where she showcased her Labubu as a unique charm on one of her “Firkins,” her cheeky take on luxury bags. Other stars—including Emma Roberts, Tom Brady, and Lizzo—have also showcased their affection for the doll through various social media platforms, further enticing fans to get involved. With these influential endorsements, the connection between stars and products becomes palpably stronger, compelling audiences to consider these collectibles essential to their own lives.

The backstory of Labubu's inception adds an interesting layer to its allure. Originating from Nordic mythology, the character was reimagined in a contemporary context, providing a whimsical escape for adult consumers seeking joy from their past. Pop Mart’s transformation of Labubu into a collectible item has allowed it to thrive commercially, with the company’s revenue skyrocketing to $1.8 billion in 2024 due to soaring demand. Despite a retail price of about $30, rare designs can fetch prices in the hundreds or even thousands on the resale market, turning Labubu into a veritable treasure hunt for eager collectors.

However, the excitement tied with Labubu extends far beyond mere commercialism. For fans like Kevin Duong, the doll serves as a comforting reminder of childhood, portraying a space where adult life’s stresses can be temporarily forgotten. He shares, “I had a really good childhood where toys were a big part of my life. Being an adult is very stressful and overwhelming at times, but having just a little part of my life where I can sit down, open a blind box or look at my toys and be happy about it, it’s really good to not overthink about life.” This sentiment resonates widely among collectors, illustrating how Labubu embodies not just a trend, but a deeper connection to joy, belonging, and the pursuit of happiness in adulthood.

The Labubu phenomenon illustrates the shifting landscape of adult collectibles and how nostalgia, celebrity influence, and a sense of community collectively shape consumer behaviors in unique and innovating ways. As the craze continues to evolve, Labubu stands as a testament to the power of joy and identity woven together through collectible culture, capturing the hearts of many and garnering a dedicated fanbase that spans generations.