A peculiar Chinese character named Labubu has taken South Korea by storm, creating unprecedented demand that has transformed a simple $15 toy into a luxury item commanding over $120 on the resale market.
"Labubu is only available with a purchase ticket," explained a staff member at Pop Mart's Myeongdong store in central Seoul on June 30 when asked about purchasing a Labubu keyring. This response highlighted the extreme measures retailers have implemented to manage the overwhelming demand. Only customers who secured pre-assigned tickets through an online lottery system could purchase Labubu products, including dolls and keyrings, on specific designated dates. On that particular day, only display items were available for viewing.
The explosive popularity of Labubu in Korea has resulted in chaotic scenes across the country. Long lines form before store openings, and there have even been reports of physical altercations between desperate customers trying to get their hands on the coveted toys. The situation became so unmanageable that Pop Mart was forced to completely halt in-store sales and implement the lottery ticket system.
Despite Labubu's unconventional and somewhat unsettling appearance – featuring a hairy body, oversized eyes, sharp pointed teeth, and a mischievous grin – Korean consumers have developed an intense fascination with the character. The distinctive design, which some initially dismissed as ugly or disturbing, has somehow captured the imagination of shoppers across the nation.
Labubu's journey to international stardom began in 2015 when Hong Kong artist Kasing Lung originally created the character design. The character remained relatively obscure until 2019, when Chinese toy retailer Pop Mart obtained exclusive licensing rights and began commercial production. Initially, many people dismissed Labubu as unattractive or even grotesque, but the character's fortunes changed dramatically when celebrities began showcasing their Labubu dolls on social media platforms.
The celebrity endorsement phenomenon started when high-profile figures began posting photos of their bags adorned with Labubu dolls, treating them as fashionable accessories rather than simple toys. This celebrity exposure led to growing interest in the United States and United Kingdom markets, creating international buzz that eventually reached South Korea and sparked the current buying frenzy.
The combination of limited supply and the emergence of resale vendors has created what some observers are calling a "name-your-price" phenomenon in the secondary market. Prices have skyrocketed far beyond the original retail cost, with some rare items commanding astronomical sums.
According to data from Soldout, a limited-edition commerce platform operated by online fashion retailer Musinsa, the Labubu The Monsters Highlight Series Loyalty Keyring experienced the biggest price increase among all products sold during the first half of 2025. Originally priced at 21,000 won (approximately $15), this particular item was resold in mid-June for 163,000 won, representing a staggering 676 percent price increase. Remarkably, the second and third highest markup percentages during the same period were also Labubu keyring items, demonstrating the character's complete dominance of the resale market.
The trading volume on Naver's limited-edition platform KREAM tells an even more dramatic story. Labubu transactions in June surged 121 percent compared to the previous month and an almost unbelievable 7,711 percent compared to the same period in the previous year. These numbers illustrate just how rapidly the Labubu craze has accelerated.
One of the most expensive transactions recorded was a collaboration item – the Labubu x Pronounce Wings of Fantasy doll – which sold for 1.3 million won on June 9. The market value of this particular item has continued to climb and now exceeds 1.5 million won, despite having an original listed price of just 128,000 won. This represents more than a tenfold increase in value.
The Labubu phenomenon has even affected family dynamics, with posts appearing on online parenting forums featuring concerned messages like "My daughter is begging for one – what should I do?" Parents find themselves struggling with whether to pay inflated prices for what is essentially a small toy or disappoint their children who desperately want to join the trend.
Celebrity endorsements have played a crucial role in Labubu's meteoric rise to popularity. Members of the globally successful K-pop group BLACKPINK, specifically Lisa and Rosé, have been photographed with Labubu dolls, treating them as fashionable accessories. The influence extends beyond K-pop, with international superstars like Rihanna and model Kim Kardashian also embracing the doll as a fashion statement.
This celebrity adoption has particularly resonated with Generation Z and young millennials, demographics that closely follow celebrity fashion trends and social media content. The sight of their favorite stars carrying or displaying Labubu dolls has transformed the toys from simple collectibles into must-have fashion accessories.
Adding to the appeal is Pop Mart's "blind box" sales format, a marketing strategy that has proven incredibly effective at driving collector behavior. Customers don't know which specific product variant they'll receive until they open the package, creating an element of surprise and gambling-like excitement. This uncertainty has stoked a strong desire to collect multiple items in hopes of obtaining rare or special editions.
Social media has amplified this collecting frenzy, with unboxing videos featuring Labubu items flooding Instagram, TikTok, and other platforms. These videos, showing the excitement and anticipation of opening blind boxes, have created a viral marketing effect that continues to drive demand.
Riding this unprecedented wave of popularity, Pop Mart is rapidly expanding its presence in the South Korean market. The company first entered Korea in 2020, and the growth has been remarkable. In 2024, Pop Mart recorded revenue of 34.8 billion won in Korea, representing a massive 264 percent increase from the previous year's 9.5 billion won. This explosive growth demonstrates how quickly Korean consumers have embraced the blind box toy concept.
Labubu isn't the only Pop Mart character seeing success in Korea. Other characters from the company's lineup, including Molly and Skullpanda, are also experiencing strong sales, though none have reached Labubu's level of cultural phenomenon status.
Pop Mart has strategically positioned its stores in Seoul's trendiest and most high-traffic areas to maximize exposure. The company now operates locations in premium shopping destinations including The Hyundai Seoul in Yeouido, as well as popular districts like Myeongdong, Hongdae, and Yongsan. These locations ensure maximum visibility among the young, fashion-conscious demographic that has proven most receptive to the Labubu phenomenon.
The Labubu craze represents a fascinating intersection of celebrity culture, social media marketing, collectible psychology, and fashion trends, demonstrating how a simple toy character can evolve into a cultural phenomenon that transcends traditional market boundaries.
