From Niche to Necessary: Why Everyone’s Hunting Labubu's

Arriving with the family at Disneyland in LA, the security guard twisted the tiny feet of the furry doll hanging from a backpack and said, “Be careful with those here, people steal them.” In a sea of content and product clutter, authenticity isn’t just a brand value - it’s a currency, and Labubus have it in spades.

Labubu hunting has become something of a scavenger hunt - an unexpected adventure for both kids and adults. It’s also a window into a broader cultural phenomenon.

As Malcolm Gladwell explored in The Tipping Point, there’s a moment when something crosses from niche to mainstream - when it “tips” into irrational, no-turning-back-now levels of popularity.

Labubu ticks every box on the tipping checklist:

•  A hard-to-find (tick)

•  intentionally ugly-cute (tick) 

• blind-box collectible (tick) 

• that clips onto bags and belts (tick) 

• is highly photogenic (tick) 

• and visible on the “right” people (tick) 

• while gaining value on the resale market (tick).

Even inside luxury retailers, designer-dressed staff were accessorised with Labubus. One assistant at Balenciaga casually mentioned that a friend was dropping more off later - offering to text when they arrived. Pop Mart didn’t have any visibly in stock, but those in the know could follow a series of subtle steps to potentially secure one behind the counter. The thrill of the chase was part of the appeal. Scarcity and storytelling has driven demand and interest in Labubus - and the path to purchase (rather tricky it proved to be!) is all part of the experience - the shopping journey is renamed - ‘Labubu hunting’.

“They’re Lafufus!” a child yelled at one counterfeit seller, identifying the knock-offs with surprising authority and creating a scene. Labubu has inspired its own mini-economy: street sellers, social media swaps, whispered drop-offs. But authenticity matters - and, with origins in the art world - there’s a chance that this won’t be a short term vad. As the resale market is already suggesting, value is increasing at speed. Labubus are rooted in the imaginative world created by Kasing Lung, a Hong Kong-born, Belgian artist who originally brought LABUBU to life in "The Monsters", a series of illustrated books. He has delivered a unique vision, born from intricate storytelling and a distinct artistic style. 

He’s also made the owner of key distributor Pop Mart a sh*t tonne of money. Wang Ning, founder and CEO of Pop Mart, has officially joined the billionaire ranks (China’s youngest in fact) with a net worth exceeding $22.1 billion. 

Gladwell’s The Tipping Point, published over 25 years ago now, still holds. While distribution channels are now more complex and fragmented, the three pillars remain relevant:

The Law of the Few

 A small group of influential people are often behind the rise of a trend. In Labubu’s case, the tipping point was reportedly sparked by a photo from Lisa of BLACKPINK, followed by sightings with other global celebrities including Rihanna and Dua Lipa.

The Stickiness Factor

 Labubu is instantly recognisable. Ugly-cute enough to be divisive. Desirable enough to chase. Visibility drives value here - and given that Labubus can be worn, displayed, photographed and importantly - shared - the stories have stuck. Visibility amplifies desirability.

The Power of Context

Trends gain traction in specific cultural and emotional climates. Labubu arrived at a time when simplicity, nostalgia, and escapism were highly sought after. It seems trivial to spend time Labubu hunting, but maybe - after all, that is the point. 

As The Guardian put it recently: “Labubu offers a retreat into childhood simplicity, to escape the complexities that presently overwhelm our adult world.”

Even in a city as big and saturated as LA, and a world at a crazy time in history - we’re still chasing wonder - and sometimes, that might look like a fuzzy, wide-eyed creature clipped to our bag. Go figure. 

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