Buy Now
Dark
Light
·

How Labubu Turned Collectible Toys into Cultural Capital for Adults

Behind the “ugly cute” face: how Labubu became a vessel for adult emotions
by
June 2, 2025
In today’s world where fashion, fandom, and fun intersect, toys have transcended their childhood origins to become powerful cultural capital. They are collectibles, social currencies, emotional vessels, and hot commodities in the modern cultural economy. Their success lies in blending human psychology—surprise and nostalgia—with savvy influencer marketing, secondary markets, and cross-border cultural fusion. When adults define themselves and ease anxiety through toys, these “gadgets” evolve into cultural signposts of our times.

Labubu: China’s Cultural Export Meets New Consumer Habits

Rewind to ten years ago—LABUBU was created by Hong Kong artist Kasing Lung as a cartoon character that originally appeared in his children’s picture book *The Monsters: The Mysterious Bukka*. However, it didn’t gain immediate popularity upon release. It wasn’t until 2019, when LABUBU entered a licensing partnership with Pop Mart, that the character was commercialized as a collectible figurine, transforming the book’s whimsical elf into a trendy collectible toy.
In its early days, LABUBU mainly appealed to a niche group of designer toy enthusiasts. Even standard blind box versions often needed promotional discounts to sell. In 2022 and 2023, revenue from its parent *The Monsters* series was only 263 million and 368 million RMB respectively, reflecting relatively limited attention from the broader market.

In 2024, BLACKPINK’s Lisa’s endorsement catapulted it to global fame. Southeast Asian celebrities, including Thai royalty, elevated it to luxury accessory status alongside brands like Hermès. Celebrities like Rihanna, Dua Lipa, and Emma Roberts followed suit, making Labubu a must-have fashion statement. 

Dua Lipa’s showing off strange fluffy creatures on keychains Credit: Goff

Rihanna was pictured sporting a Lububu doll on a Louis Vuitton handbag in LA Credit: Goff

The Labubu mascot is seen at the Suvarnabhumi Airport in Bangkok. Xinhua News Agency via Getty Images
Labubu’s meteoric rise showcases China’s manufacturing strength and cultural export, combined with the blind box craze and new-age consumer habits. Riding this “Labubu fever,” Chinese toy manufacturer Pop Mart saw 2024 revenue surge to $1.8 billion—doubling the previous year—with Labubu and the “monster” series generating over $400 million, a staggering 726% growth.

The Blind Box Thrill

While consumption itself can bring joy, “opening a blind box adds an extra layer of surprise,” and “for younger generations, excitement equals happiness.” Many blind box products like Labubu are anthropomorphized, which gives consumers the feeling that they’re not just buying items—they’re collecting a group of friends. “This emotional connection keeps consumers loyal,” one expert explains.
Musician Martin Andre Navarro Nibungco says: “Associating with Labubu brings comfort,” opening a harmless, apolitical door—a gentle escape from reality.

Some analysts believe the world is currently experiencing a prolonged period of low consumer confidence and spending restraint. Blind boxed with their relatively low cost, “offer people an affordable way to engage in consumption and enjoy small thrills, and surprisingly create that addictive “controlled uncertainty ,” providing small joyful moments. Owning Labubu is a form of identity projection—each figure embodies emotions like loneliness or playfulness, becoming companions of the self. Fan interactions spur buying and trading, fostering belonging.”

Toys as Emotional Anchors and Social Currency For Adults

Toys are no longer just for kids; they quietly serve as emotional anchors, identity markers, and cultural capital for adults. Labubu is more than marketing—it taps into emotional needs and self-definition unique to this generation.

Labubu invites emotional projection with its imperfect, quirky look reflecting Gen Z’s nonconformity. Unlike traditional fixed-narrative characters, it offers a “psychological blank” for fans to fill with feelings—rebellious, vulnerable, cute, or stubborn.

Perhaps it’s exactlly because Labubu says nothing at all that it can hold so much emotion. Labubu leaves a vast “emotional blank space,” allowing people to freely project their own interpretations and feelings onto it. In the past, we were drawn to characters with backstories and defined personalities, because their stories helped us process our emotions. But today’s younger generation no longer needs others to interpret their feelings for them—let alone tell them ‘how to feel’. What they want is a character that can *contain* their own emotions—and Labubu fits that role perfectly.
It can be rebellious, but also vulnerable; you might see something *emo*, or something cute, quirky, or stubborn. It is nothing in particular, which is why it can be a projection of *any* feeling. This kind of blurry yet elastic “emotional container” lies at the psychological core of Labubu’s global resonance.
Labubu also connects adults to their “inner child,” offering emotional healing amid life’s stresses. Social media transforms Labubu from merchandise into a community ticket, where fans share and bond over their passion

Why Labubu? Why Now?

Labubu’s explosive rise isn’t just a trend—it’s a return to emotional authenticity. Commercially, it nails timing; culturally, it resonates; psychologically, it fills adult emotional gaps. Fundamentally, it symbolizes permission to keep playing in adulthood. These quirky little monsters aren’t just toys—they’re soft spots in hectic lives. Imperfect like us, a bit rebellious, lazy, mischievous, and gentle, Labubu carries no heavy messages—its meaning is yours to make.
Toys have never belonged only to children. When adults define themselves through toys, express emotions, and build communities, this isn’t a passing fad—it’s a genuine cultural moment. Labubu is leading the way.

Tags

Glory Post

Previous Story

The Gen Z Shift: How Brands Can Stay Relevant in 2025

Latest from Culture