Remember Labubus? If I had to guess, there’s a high likelihood you have one. The little, fluffy, smiling dolls that may have once sat upon your desk or been clipped to your bag, have likely found a special place in your bottom drawer. The once-upon-a-time icebreaker is now being coined as just another ‘fad’.

POP MART created an unstoppable craze that undoubtedly captured the attention of millions around the world. The little ‘fugly’ trinkets went viral across the internet intriguing every eye. Now, with the sensation arguably losing its original virality… what made them go so viral in the first place?

The secrecy factor

Labubus come in countless variations, with fans chasing specific styles, sizes and colours. In a playful yet effective strategy, POP MART adopted a ‘blind box’ method evoking a level of secrecy and intrigue when unboxing every purchase.

Hidden inside concealed cardboard boxes, the design of the Labubu chosen remains a mystery. The secrecy meant gambling for luck to grant you your desired design.

As explained by psychologist Avis Ngan, the secrecy factor triggers the brain’s reward system. Upon opening your blind box, the looming suspense of anticipation creates a surge of dopamine, delivering a flare of excitement that increases motivation to purchase another box. Fans didn’t just fall in love with Labubus, they fell in love with the satisfaction of unboxing the dolls as well.

The “ugly or cute” debate

Some call them cute; some call them ugly… No matter what side of the fence you sit, the aesthetics of these fuzzy little friends played a huge role in skyrocketing their popularity.

When you first lay your eyes on a Labubu you think of one of two things, either their spikey smiles hold an intriguing element of charm, or that they might look mischievously… creepy. Whilst all your friends are rushing to buy the newest style, you might be silently questioning the appeal.

Within this never-ending debate lies a subtle marketing advantage that proved successful for the POP MART brand. Whether on TikTok, Instagram, at work or home, the “ugly-cute” debate became a talking point which enhanced consumer awareness. Those who fell for the trend fell hard, proudly displaying their Labubu online, on bags or in conversation. Backed by popularity and a whole lot of universal FOMO, sales skyrocketed leaving the rest to history.

The celebrity endorsements

From singers to athletes, to models and reality show stars, celebrities became a key driver behind the Labubu fixation. Any time a celebrity snap that featured a Labubu in hand (or on bag), had the internet talking.

Kickstarted by BLACKPINK’s Lisa, the number of celebrity owners rose exponentially. From Rihanna and Dua Lipa to Gigi Hadid and Naomi Osaka, once Labubus became celebrity-certified, demand surged.

Blackpink’s Lisa seen with a Labubu on her Louis Vuitton bag. Photo: @lalisa_blackpinks/Instagram

The decline

Unfortunately for fans, Labubu has seen a decline in popularity since mid-last year with Business Insider reporting a 90% decrease in global search interest since July 2025.

Through a combination of consumer fatigue, oversaturation of blind-box collectables, and a loss of exclusivity after over 100 million units sold, the cult-like cash cow has entered the slope of declining popularity, marking a potential end to the ‘fad’.

Now, only time will tell whether Labubus will be able to reclaim the fame they held during the 2024-2025 era.