Will Labubu Be a Keeper Like Hello Kitty and Pokémon?

Toy fads come and go, though a few become cultural icons. Those that stand the test of time have some special qualities in common.

- Hannah H. Chang and Joy Zhang

In the history of collectible toys, several have achieved immense popularity and set cultural trends: Tamagotchi, Disney Tsum Tsum, pet rocks, Troll dolls, Gundam, Beanie Babies, Hello Kitty, and Pokémon. Each has reached the status of a cultural phenomenon of its time.

And now, Labubu. The furry plush toy that looks like a cuddly bunny with a mischievous, serrated-toothed grin has led to eager collectors huddling outside shopping malls across the island. From Funan to VivoCity, the scene repeats itself: people queueing for timed entries, sharing stories and strategizing their purchases.

The trend ignited in Singapore and across the world in April 2024 when Blackpink's Lisa posted an Instagram video of her cuddling a giant Labubu toy and accessorizing her designer bag with Labubu pendants. Before that, Labubu had been under the radar after it was created by artist Kasing Lung in 2015 as a character in a series of stories – The Monsters – and licensed to toymaker Pop Mart in 2019.

The sight of adults – professionals, housewives, students, and even seniors – queueing for a "toy" might seem puzzling. But in Singapore's collecting culture, where Hello Kitty plush sets from value meals once caused traffic jams and unexpected chaos and Pokémon cards can still command hefty prices, Labubu is a new chapter in consumers' enduring fascination with collectible toys.

Combined with the power of social media and other celebrities following suit, including Lisa's fellow band member Rose posting a photo of her with her Labubu on Instagram, Labubu frenzy has reached new heights of popularity as a cultural icon of the digital age where stars have immense influence on consumer trends.