When quirky collectables become cultural currency

If you’ve scrolled TikTok lately, chances are you’ve encountered Labubu: the delightfully oddball, sharp-toothed figurine that looks like it escaped from a fairy-tale nightmare. Originally from the Pop Mart collectable toy universe, Labubu has gone from niche fandom into a global sensation, with celebrities like Rihanna and Lisa from BLACKPINK proudly flaunting their spiky little companions.

At first glance, it looks like just another toy craze, destined to gather dust next to yesterday’s fad trends. But scratch beneath the surface (or maybe sharpen your claws), and Labubu reveals a fascinating lesson in consumer psychology, cultural shifts, and how brands can snag a piece of the action.

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From niche art to global craze

Labubu began life not as a mass-market toy but as the creation of Hong Kong illustrator Kasing Lung. Sketched initially as part of his dark-yet-whimsical fantasy world, Labubu embodies the playful-meets-creepy aesthetic that resonates with Gen Z’s love for the offbeat. Pop Mart saw the potential and partnered with Lung, bringing the character into the mainstream through its blind-box model.

That leap into the limelight wasn’t accidental. It’s a vivid example of how underground culture can explode into the mainstream when it aligns with generational tastes for authenticity, weirdness, and collectability.

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1. Imperfect is the new beautiful

But why do people line up (or log on) to pay for a box when they don’t even know what’s inside? It’s all about the psychology of chance.

Surprise boxes tap into the same dopamine cycle that drives gambling, gaming loot boxes, and those oh-so-satisfying unboxing videos. The thrill of not knowing what you’ll unwrap keeps people coming back for more. Add in the scarcity of “rare” editions, and suddenly buying becomes a game.

This isn’t new: Pokémon cards, Beanie Babies, and baseball cards thrived on the thrill of collecting. In the 1990s, Beanie Babies drove queues, price spikes, and a secondary market frenzy. Labubu is simply the latest surge in this cyclical consumer behaviour, updated for the TikTok age, where every reveal is content.

The brand lesson: suspense sells. Teasing product drops, staggering reveals, or gamifying loyalty schemes can transform purchases into entertainment. People want more than the physical product; they want the anticipation that comes before it.

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2. The thrill of the blind box

For decades, brands chased perfection. Glossy packaging, flawless models, meticulously filtered campaigns. But Labubu’s success suggests a cultural pivot.

As Alexander DePaoli of Northeastern University explains, Gen Z and Gen Alpha have a soft spot for things that are “a little bit off”. Labubu’s odd proportions and devilish grin scream authenticity and rebellion against the old-school obsession with picture-perfect feeds.

The brand lesson: embrace imperfection. Whether it’s a crooked smile, an unfiltered shot, a deliberately “rough-around-the-edges” campaign, consumers want realness. Quirky, raw and genuinely honest.

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3. Nostalgia (with a twist)

Adults are as hooked on Labubu as kids, and the reason issimple: nostalgia. Most of us collected something in childhood (stickers,figurines, cards), and Labubu offers a bridge back to that playful instinct.

It’s essentially modern escapism. Owning a Labubu isn’t justabout play but identity and belonging. It’s a way for adults to connect withtheir inner child while simultaneously participating in a community trend.

Other brands are riding this wave too. Funko Pops transformed nostalgia into a multi-billion-dollar business by reimagining pop culture icons as collectables. LEGO has successfully positioned itself as “adulting’s escape hatch” through grown-up nostalgia campaigns.

The brand lesson: nostalgia is powerful but works best when it evolves. You need to reimagine the past for today’s audience. Give them something that lets them indulge their inner child while staying firmly rooted in the cultural now.

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4. Community is the real commodity

Labubu fandom isn’t built on solitary collectors; it thriveson community. Fans gather online to swap figures, show off their finds, andcommiserate over duplicates. It’s as much about belonging as it is aboutowning.

This sense of “if you know, you know” is pure gold forbrands. Consumers are doing more than buying objects; they’re buying status, belonging,and a way to connect. The collectable itself is merely a ticket into the club.

The brand lesson: Create social-first products and experiences. Whether it’s a limited-edition run, a live reveal, or a playful hashtag, give people a reason to connect with each other, not just with your brand.

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5. From trend to strategy

Of course, not every brand needs to rush out a line ofblind-box collectables (though don’t be surprised if some do). The real valuelies in understanding the psychological and cultural levers Labubu pulls:

• Imperfection resonates more than airbrushed perfection.
• Mystery and anticipation fuel excitement.
• Nostalgia strikes an emotional chord.
• Community drives loyalty and connection.

Marketers who apply these principles thoughtfully, whether in product design, campaign structure, or brand storytelling, will surf the same cultural currents that propelled Labubu to stardom.

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The Final Word

Labubu may look like a mischievous gremlin, but the craze is no accident. It mirrors cultural desire: the craving for authenticity, surprise, playfulness, and belonging.

For brands, the message is clear: don’t dismiss the “weird” stuff. Sometimes the sharpest insights come from the sharpest teeth.

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