In recent years, the concept of Kidult culture has emerged as a powerful social trend, reflecting deeper emotional needs among modern adults. A blend of “kid” and “adult,” Kidults are grown individuals who maintain a strong emotional connection to childhood symbols—cartoons, toys, games—and seek joy, comfort, and identity through playful consumption. From Jellycat plushies to Disney’s玲娜贝儿 (Lina Bell), one name now stands at the forefront of this global movement: LABUBU.
This quirky, mischievous character—part cute, part rebellious—has become more than just a collectible. It represents a cultural shift where adults use toys not merely for nostalgia, but as tools for emotional grounding, self-expression, and social connection.
The Emotional Need Behind Adult Play
Perhaps no group needs childhood innocence more than today’s adults.
Amid rising societal pressures, economic uncertainty, and digital isolation, many turn to tangible symbols of joy. Enter LABUBU—a character that perfectly balances sweetness with subtle mischief. With its wide-toothed grin and impish charm, it resonates deeply with a generation navigating complex emotions while longing for simplicity.
👉 Discover how emotional resonance drives modern consumer behavior.
For early adopters like Da Xiong, a潮玩 (cháowán—Chinese for "trendy toy") enthusiast based in China, the appeal was never about investment value. He first noticed LABUBU in 2019 when it was still an obscure IP under Pop Mart. At the time, there was no hint of its future fame. What drew him in was purely emotional—a feeling of kinship with the character’s playful spirit.
His journey began casually: after lunch, he’d visit a nearby Pop Mart store. One day, captivated by the PUCKY series, he spent over 2,000 RMB to “clear the box”—a fan term meaning buying all available figures in a blind box series. When he opened his boxes at home, he pulled his first secret figure. That moment of surprise and delight became a turning point—not just in collecting, but in his emotional life.
Over time, Da Xiong purchased over 200 LABUBU boxes trying to land the elusive hidden edition through luck alone. When he didn’t succeed, he shared his story on Xiaohongshu (Little Red Book). Moved by his dedication, fellow collectors pooled money to buy him the rare piece as a gift. The gesture brought him to tears—not because of the toy’s rarity, but because of the human connection it represented.
“It wasn’t just about getting the figure,” Da Xiong said. “It was realizing I wasn’t alone.”
This experience underscores a key insight: trendy toys have become a new social language. They help people form communities, express identity, and combat loneliness in an increasingly fragmented world.
From Niche Hobbies to Global Consensus
LABUBU’s rise mirrors the classic innovation diffusion curve—from innovators and early adopters to mass adoption. But what transformed it from a regional hit into a global phenomenon?
Pop Mart began its international expansion in 2018, testing markets in Japan, South Korea, and Southeast Asia through pop-up stores and B2B partnerships before shifting to direct retail. By 2023, overseas revenue accounted for 16.9% of total sales—an indicator of growing global traction.
But LABUBU’s overseas success wasn’t accidental. Several factors accelerated its cross-border appeal:
- Design evolution: The introduction of plush vinyl materials added tactile comfort, enhancing emotional attachment.
- Functional utility: LABUBU’s keychain-style packaging made it wearable and visible—ideal for social signaling.
- Cultural alignment: In societies where youth demographics dominate—like Thailand, Indonesia, and Malaysia—the demand for expressive, affordable luxuries is high.
By 2024, celebrity endorsements turbocharged its visibility. Thai Princess Sirivannavari and BLACKPINK’s Lisa were photographed with LABUBUs, sparking viral trends across Instagram and TikTok. In Bangkok, children declared: “If you don’t have a LABUBU, you’re outdated!”
The effect rippled globally. North America saw explosive growth in Q1 2025, with revenues reaching 1.34–1.36 billion RMB—an increase of nearly 900% year-over-year, the highest growth rate across all regions.
Celebrities like Rihanna and the Kardashians were seen carrying LABUBUs, aligning the brand with high fashion and pop culture. This fusion of streetwear aesthetics, celebrity influence, and emotional design fueled mainstream breakthroughs.
👉 See how cultural trends shape global product adoption.
The Hidden Economy: Secondary Markets and Speculation
With popularity came speculation. Limited releases led to scarcity—and soaring resale prices.
What started at 69–499 RMB in official channels quickly multiplied in secondary markets:
- Students resold figures between classes, earning tens of thousands per semester.
- Scalpers used bots to dominate online drops.
- A mint-condition mint-green LABUBU sculpture sold at Beijing’s Yongle Auction for 1.08 million RMB, setting a new record for designer toys.
Yet this frenzy posed risks to brand integrity and fair access. In response, Pop Mart took decisive action:
- Increased restocks across all platforms.
- Delayed shipping dates (now extending into August and September) to deter bulk buying.
- Suspended in-store pickup options—historically exploited by scalpers.
These moves disrupted the resale ecosystem. Prices for top-tier hidden editions began to fall from their peaks. Scalper groups circulated warnings: “Sell now before it drops further.”
Meanwhile, investor confidence surged. Pop Mart’s stock hit an all-time high of 283.4 HKD, more than doubling its 2021 peak of 107.6 HKD—even after correcting to 266 HKD amid market stabilization.
Why LABUBU Matters: More Than Just a Toy
At its core, LABUBU’s success reflects broader societal shifts:
- Emotional consumption is rising: People aren’t just buying products—they’re buying feelings.
- Identity is curated through interests: Owning a LABUBU signals belonging to a global community.
- Play is no longer childish: For many adults, play is resistance against burnout and alienation.
Collectors like Ya Ni in Thailand personalize their LABUBUs with custom outfits (“wa yi”), sometimes spending nearly as much as the original price. For her, changing clothes isn’t frivolous—it’s ritualistic self-care.
Others, like Xiao Ju Di, see it as a sustainable indulgence: “We can’t buy designer bags every day—but we can treat ourselves to a small joy.”
Frequently Asked Questions
Q: What makes LABUBU different from other trendy toys?
A: Its unique blend of cute and slightly mischievous design taps into complex adult emotions—nostalgia mixed with rebellion.
Q: Is collecting LABUBU only popular in Asia?
A: No. While it gained traction in Southeast Asia first, it has since gone viral in North America and Europe, driven by celebrity culture and social media.
Q: Are LABUBUs good investments?
A: While some rare editions appreciate in value, most collectors emphasize emotional satisfaction over financial return.
Q: How does Pop Mart control secondary market inflation?
A: Through increased supply, delayed fulfillment, and eliminating pickup loopholes commonly used by resellers.
Q: Can anyone start collecting trendy toys?
A: Absolutely. Many begin with affordable blind boxes. The community is welcoming to newcomers who value creativity and connection.
Q: Why do adults feel so attached to toys like LABUBU?
A: These objects provide psychological safety, continuity with childhood joy, and serve as anchors in uncertain times.
👉 Explore how modern consumers find meaning beyond traditional products.
Conclusion: The Future of Emotional Play
LABUBU’s journey—from obscure IP to global sensation—is not just a marketing win. It’s a testament to the human need for connection, comfort, and joy in adulthood.
As long as people seek emotional outlets and communities built around shared passions, trend-driven collectibles will continue to thrive. And brands that understand this—like Pop Mart—will remain at the pulse of cultural change.
For players like Da Xiong, it’s never been about owning rare items. It’s about being seen. Understood. Held.
And sometimes, that begins with a little green creature with crooked teeth—and a whole lot of heart.