The viral social media quip “I didn’t buy the Hermès for the bag, but to give Labubu a proper home” perfectly captures 2025’s most surreal consumption phenomenon. A plush monster figurine measuring under 10cm with nine sharp teeth has inspired global youth to splurge extravagantly – even driving sales of Birkin bags in reverse.
The Labubu Frenzy by the Numbers
This craze is far from baseless. On April 25, 2025, the LABUBU 3.0 series launched at Pop Mart’s Guangzhou store, with the ¥99 blind boxes selling out immediately. Limited availability drove secondary market prices to at least ¥130, with complete set collectors paying over ¥1,000.
The LABUBU x Vans collaboration, retailing at ¥599, sold out instantly and now commands resale prices up to ¥14,839 – a 24-fold premium that earns it the nickname “walking currency.”
Global Domination
The frenzy has spread worldwide since 2024, when BLACKPINK’s Lisa sparked buying frenzies across Southeast Asia. Bangkok’s MEGA BANGNA store recorded over ¥10 million in first-day sales. Today, queues at global Pop Mart locations for new releases have become routine.
Most remarkably, the trend has infiltrated fashion’s elite. Rihanna has been photographed multiple times accessorizing luxury handbags with various Labubu figures. Hanging a colorful, mischievous-looking Labubu on LV classics, Chanel flaps, or even Hermès Birkins and Kellys has become an unspoken fashion code – a way to showcase individuality and cutting-edge taste.
The Luxury Paradox
This phenomenon raises a compelling question: How has a toy originally priced under ¥100, with subsequent series rarely exceeding several hundred yuan, broken through social strata to become fashion equals with traditional luxury items costing tens or hundreds of thousands?
Shared DNA With Luxury Goods
While Labubu’s initial pricing differs dramatically from luxury goods, its market strategy has successfully created parallel appeal through three key shared characteristics.
Premium Pricing: The LABUBU 3.0 vinyl series retails at ¥499 – substantial for a figurine. But secondary market prices for popular versions frequently exceed ¥3,000, creating genuine luxury price points.
Artificial Scarcity: Like Ferrari limiting production below 6,000 vehicles or Hermès discontinuing popular items, Labubu maintains desirability through controlled supply. While production capacity exists to meet demand, manufacturers deliberately avoid saturating the market.
Access Challenges: Purchasing requires significant effort – braving long queues or competing in online sales with low success rates. This manufactured difficulty mirrors luxury’s exclusivity tactics, from waitlists to VIP requirements.
The “Simmel Moment” of Celebrity Endorsement
Unlike luxury brands paying fortunes for celebrity endorsements, Labubu gained organic promotion from global A-listers. BLACKPINK’s Lisa accessorized an LV bag with Labubu on Instagram, while Rosé posted cuddling a plush version. Thai Princess Sirivannavari Nariratana frequently accessorized handbags with Labubu at high-profile events.
This adoption reflects sociologist Georg Simmel’s fashion theory: elites create trends that masses emulate until saturation, then elites adopt new differentiators. With luxury bags becoming democratized, adding scarce Labubu creates a “scarce+scarce” combination too exclusive for mass replication – maintaining elite fashion leadership.
The “Lipstick Effect” for Everyday Consumers
Labubu also taps into powerful psychological currents among ordinary consumers. Its ugly-cute design triggers nostalgia and offers emotional comfort during uncertain economic times, fueling the “kidult” trend of adults embracing childish pleasures.
Moreover, it exemplifies the “lipstick effect” – during economic downturns, consumers eschew major luxuries but indulge in affordable treats. While genuine luxury becomes inaccessible, Labubu offers attainable exclusivity and social currency at fraction of the cost.
The New Luxury Semiotics
Ultimately, Labubu’s ascent represents an evolution in luxury symbolism. When paired with heritage brands, it creates a new hybrid code: traditional wealth signaling combined with contemporary, playful edge. This combination satisfies both status display and individuality expression – making Labubu the perfect 2025 status symbol.
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