When crossing the Corsican Buenos Aires in Milan, any morning of June, a row of more than three hundred meters, orderly and patient, of people who wait to enter the Mart Pop store, the only subsidiary of the brand in Italy. Someone oblivious to the “niche” trends of the moment, would approach with curiosity and ask for explanations. “We are waiting for five hours to buy The latest edition of a Labubu doll”, It would be the answer it would obtain. In the population that composes the row, a fairly democratic representation of ages and social classes can be observed. The strange thing is that these people are there In search of a simple toy. Or more than a simple toy: an object that allows them to be part of the community of collectors that multiply throughout the world. Those who hang some of The various specimens of Labubu dolls in their wallets or their bagsthe same ones that share their images on the networks (Tiktok is their favorite) and invest fortunes to obtain the rarest specimens they can find.
What are they and where did they come from
We are in order. What is exactly “Labubu”? A character created in 2015 by Hong Kong Kasing Lung in his graphic novels “The Monsters”. It is inspired by Nordic folklore. He has pointed ears and sharp teeth and embodies an “ugly but beautiful and adorable aesthetic”. Its popularity exploded with Pop Mart, a Chinese company specialized in collection toys. One of the particular features of its products is that The cases in which they are packagedThey cannot open until after being acquired. They are mysterious boxes, aimed at collectors, who do not know which character of the doll series are taking home. That’s why, Open the box and experience surprise is part of the experience. And that experience is viral in the networks.
The moment of greatest consecration of the doll was in 2024, when a member of the K-Pop Blackpink group shared a photo, on social networks, with the stuffed animal. The image caused rows in stores and a vertiginous increase in sales.
The price of dolls is around $ 15 for basic versions, reaching madness figures for the rarest editions that are shown among the collectors. Thanks to Labubu, in 2024, Pop Mart reported a growth of his profits greater than 200 percent, a figure with which he beat Mattel. He soon capitalized this popularity expanding its global presence with physical stores and distributors in several cities in the world, such as Bangkok, Chicago or Milan, where fans fight to obtain the latest news. With the increase in demand, falsifications also grew and a giant parallel market emerged.
A profusion dolls, many times dressed in looks that have prints the logos of the main luxury brands (mostly, bought in online stores such as Temu or Aliexpress), They hang on portfolios and luxury bags such as “charms” or bulky charms. There are even covers so that they do not spoil when there is bad weather.
The phenomenon is the cause of events, such as “Labubu Lunch”, where fans, often dressed in inspiration in the Japanese anime; They exhibit their treasures to see their friends. And it is not just naive teenagers, but also adults with so much economic power and to buy dozens of Labubu.
To add to the phenomenon, many celebrities became addicted to the dolls and increased the global fury. Dua Lipa and Rihanna They are the most notorious collectors. And in Argentina, to Wanda Nara loves.
All fans confess to feel a great emotion when opening the mysterious boxes and a great tenderness when you see the toys. Beyond feelings, however, having a labubu is – above all things – show a status symbol.
The dolls have become a typical gift among couples. Many husbands give them and record the “unboxing”, which is especially exciting when the doll that arises from the box is a missing copy in the honored collection.
Meanings
Behind this boom, it is impossible not to perceive the bittersweet feeling of the FOMO (“Fear of Missing Out”)the fear of being left out, to lose something important, that pushes society to adapt to the most absurd trends. This eagerness is the one that feeds the creation of many businesses, often ephemeral. The desire to stand out gives people a feeling of privilege and importance. A little dollars’ doll allows you to feel part of a global community. These objects represent momentary values and aspirations and, in most cases, they will end very soon at the bottom of the closet.
Its function transcends practical use. They transform into resources to increase popularity and build a personal brand, in an increasingly digital, competitive world and away from reality.
Other fashion dolls
To the surprise of the people outside the fashion mandates, Labubu is not the only Trendy doll. There are others and with a very consolidated prestige. The “Sonny Angels”, created more than 20 years agoinspired by the image of a baby, they are worshiped by teenagers (and not so much). According to his fans, his angelic image is unstoping and positive. The newest version “Hipper” sticks to computers and cell phones.
The “smikis”, meanwhile, are small and lovely figures that shine in the darkof minimalist design, which succeed in Tiktok. They were also born in Japan.
The “Sylvanian Families” They were created several decades ago but had an important resurgence in recent years. Being the ones that have been in the market for the longest, they have many specimens, which represent various animal families. Several series and video games based on their characters consolidate their prestige. Cats and rabbits are the most successful.
All are sold in “mysterious” packaging and are collectible.
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By Francesca Alexia Fanciulli
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