The body of work:
Admit it. You’re wondering how these little gremlin-like creatures are everywhere. From YouTube Shorts to Instagram posts, it seems everyone is going crazy for these small stuffed toys. Crazy enough to commit felonies, too.
Labubu dolls just came and conquered the internet at such a speed that some are speculating a supernatural element to the whole story.
Now, whether these dolls are demonic or not might be up for debate, but we have to give credit where it’s due. People just can’t have enough of them.
The Anatomy of a Trend
One day, you’re scrolling, and boom, a weird gremlin doll pops up. The next day, it’s in five reels, three shorts, and one very dramatic “unboxing gone wrong” video. That’s Labubu for you; the stuffed menace that exploded out of nowhere (read: TikTok) and is now living rent-free in everyone’s head.
Originally part of Hong Kong artist Kasing Lung’s The Monsters series with Pop Mart, Labubu dolls started blowing up in Asia years ago. But the real virality hit in early 2024, thanks to influencer haul videos, aesthetic shelf tours, and a couple of viral TikToks showing people crying over “not getting the rare one.”
Why do they look like that?
That big-eyed, semi-creepy-cute look? Straight out of the kawaii playbook, mixed with just enough Tim Burton vibes to feel “alternative.” In a world full of doomscrolling and deadlines, hugging a weird little gremlin with a snaggletooth suddenly feels… comforting.
And just like that, the doll became a dopamine hit. Collect one? Cool. Collect five? You’re emotionally invested. Collect all? You’ve unlocked personality-level obsession.
This has gone to such a level that people are now committing crimes. With cases ranging from snatching to serious felonies like breaking into someone’s car. The doll’s grip on people’s psyches is real.
The marketing behind the product.
Labubu didn’t blow up by accident, even though it looks like that. Their success is the result of extensive campaigns and trendsetting.
Scarcity. Surprise boxes, limited drops, random pulls — it’s emotional gambling in kawaii form. The “rare” Labubu? That’s the ultimate goal. You don’t choose your doll, the doll chooses you — or doesn’t.
Influencer overload. From TikTok haul videos to dramatic unboxings (with actual crying), Labubu latched onto social media like a viral parasite. Even celebrities and stylised shelf influencers started featuring them casually, giving the dolls an aspirational edge.
Eye-catching. Bright, clean, and collectable. Each doll comes with its own little bio and box art, giving it lore. Yes, it’s own lore. Think Pokémon meets Squishmallows but with a dark, cute twist.
The community building. Fans name their Labubus, dress them up, rank them, and trade them. People aren’t just collecting dolls — they’re building micro-identities around them.
Gen Z and a small level of comfort in a harsh world.
Another thing that makes Labubu so common is that it acts like a tiny, emotional supportive toy. Its design is the perfect blend of chaos and comfort, with its wicked smile and large eyes.
Add in FOMO based Influencer marketing along with celebrity endorsements and a massive, authentic social media campaign, you’re looking at a product that is tapping the soul of most Gen-Z and Millennials.
Labubu dolls are exactly what our generation craves. Weird and unhinged with a high dose of endearing authenticity.
By: Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.