“What are those?! Those little monster-looking things! What’s a blind box? And why are people obsessed with them?”
That was my reaction the first time I came across Labubu. It wasn’t just another cute figurine – it had something different. Mischievous eyes, sharp teeth, and an undeniably cheeky grin. Before I knew it, I was pulled into the fascinating world of designer toys, blind boxes, and, yes, the impish creature.
I’m no stranger to collecting. As a long-time fan of pop culture memorabilia and action figures, I understand the thrill of owning a piece of nostalgia.
There’s something deeply satisfying about tracking down that one elusive item from childhood, finally fulfilling a dream that was out of reach years ago. It’s like giving my younger self a well-earned reward.
For many collectors, this is what fuels their passion. The toys we once wished for but couldn’t have are now within reach, and we’re not hesitating to snatch them up. And in this world of collectibles, the mischievous creative has taken centre stage.
It hails from The Monsters series, a collection of characters created by Hong Kong-born artist Kasing Lung. Unlike the traditional ‘cute’ aesthetic of many collectibles, the creature has a wilder, more rebellious appeal.
Inspired by Nordic mythology and fairy tales, this little creature stands out in a sea of standardised figures.
Designer toys have long been a niche market, dominated by brands such as Kidrobot, Be@rbrick, and Funko Pop. But recently, Labubu has emerged as the must-have collectible, with its own devoted following and a thriving secondary market.
THE LISA EFFECT
The mischievous creature’s popularity was already growing, but then BLACKPINK’s Lisa posted about it – and everything changed.
Overnight, it was no longer just a cult favourite; it became a global obsession. Fans in Thailand, Brunei Darussalam and across Asia rushed to get their hands on the tiny monster, turning it into one of the most sought-after collectibles.
And Lisa wasn’t the only one. Other celebrities, including BLACKPINK’s Rosé, Thai actor Mario Maurer, and socialite Kim Lim, showcased their own collections, solidifying its status as a must-have item. Celebrity endorsements pushed it into the mainstream, making it more than just a toy – it became a cultural phenomenon.
THE BLIND BOX CRAZE
Pop Mart, the company behind the collectible’s rise, understands one thing very well: people love surprises. Their blind box concept taps into this excitement.
When you buy a blind box, you don’t know which character you’ll get until you open it. It’s like a mini lottery, with the thrill of unboxing making the experience just as exciting as the figure itself.
I’ve fallen victim to this myself. I told myself I’d buy just one box – but the thrill of the unknown kept me coming back.
And I’m not alone. Collectors love the challenge, whether it’s hunting for a specific character, trading duplicates, or hoping to score a rare hidden edition.
This element of surprise is what fuels the collectible’s popularity. It’s not just about owning the figure – it’s about the anticipation, the reveal, and the hunt for the next one.
THE BUSINESS OF COLLECTING
The collectible’s demand has created a booming secondary market. Rare editions, initially priced affordably, are now selling for multiples of their original cost.
In 2023 alone, Pop Mart’s global sales hit a staggering USD871 million, largely thanks to the collectible imp’s soaring popularity.
For some, collecting the mischievous creature is a hobby. For others, it’s an investment.
With limited-edition releases and rare figures commanding high prices, it’s no wonder that people are willing to spend serious money to complete their collections.
Its success isn’t just about clever marketing or celebrity endorsements. There’s something about it that connects with people.
Maybe it’s the nostalgic element, the feeling of hunting for treasures, or the shared excitement within the collector community. Whatever it is, it has captured hearts worldwide – including mine.
Each figure tells a story, from its mischievous expression to the creative themes Pop Mart continues to introduce.
Whether it’s a pirate, a winter explorer, or a mythical beast, every edition adds another layer to the collectible’s universe, making it feel like more than just plastic – it’s art.
THE FUTURE OF THE COLLECTIBLE
With no signs of slowing down, the collectible’s future looks bright. Limited-edition drops, high-profile collaborations, and even potential animated adaptations could be on the horizon, ensuring that this little monster remains a favourite among collectors.
For now, though, I’ll keep chasing my next blind box, hoping for that one rare figure to complete my set. And if you’re not already part of the craze, just wait – you might find yourself reaching for a blind box sooner than you think. – Adib Noor
