Across the globe, people are spending countless hours and hundreds of dollars to get their hands on a Labubu—a wide-eyed, gremlin-like plushie with a mischievous grin that’s officially the hottest new trend.
Created by Hong Kong illustrator Kasing Lung and sold by the Chinese toy company Pop Mart, Labubus rose to prominence in spring 2024 after Lisa, of the K-pop band Blackpink, began showing hers off on social media. Labubu demand skyrocketed, with the colorful keychains quickly becoming almost impossible to secure.
But why, exactly, did these tiny creatures become such hot commodities? And why are folks dedicating excessive time and hard-earned money to getting one, just as they once did with Stanley cups and previous trends? According to Anna Zacharcenko, PsyD, a clinical health psychologist and the director of the behavioral health education residency program at St. Mary Family Medicine Bensalem, it all has to do with how the human brain is wired.
“Part of the draw is that the hunt for the object is just as important as securing the object. We, as human beings, value more what might be scarce. It’s the scarcity effect. If it’s harder to get something and there aren’t as many, we are generally going to be more motivated to seek and find,” says Dr. Zacharcenko. “The whole process of the hunt, of pursuit, is very engaging.”
During the hunt, hormones like dopamine are at play, resulting in a sense of excitement and intent. This is especially true for the Labubu chase, which, for some, can take several months. Though Labubus are available through Pop Mart’s TikTok livestreams, website, app, brick and mortar stores and mall kiosks, the inventory is usually extremely limited. It’s not uncommon to have one in your virtual cart, only for it to be unavailable seconds later when you try and check out. This leads to a dopamine rush of, “Oh, I was so close! I must keep trying.” The chase—as difficult as it can be—is the ultimate thrill.
But the fun doesn’t end there. Dr. Zacharcenko explains that, once a Labubu is finally in possession, the owner feels as though they’re part of an “elite” group that was able to snag one of these coveted items. There’s also the dopamine surge that comes with the “blind box” aspect of Labubus—you don’t know which color you’ve gotten until you open the packaging. If it’s one that you’re not a fan of, or if you’re trying to find the rare “secret” edition, you’re likely to begin the chase all over again … and again and again.
A sense of security
While there are children who enjoy Labubus, it’s adult consumers who make up the majority of the fandom. That’s because, according to Dr. Zacharcenko, there’s even more at play than the “feel good” hormone. Just as kids carry around a favorite toy or blanket to help them feel safe, having a cuddly little plushie dangling from a purse or backpack can make work, school or just life in general seem a bit less stressful and more whimsical.
“In psychology, what we call those things are transitional objects. They allow us to take some sense of security with us because they represent something bigger or something that brings us security,” says Dr. Zacharcenko.
Additionally, the ability to purchase miniature clothes and accessories for Labubus—whether it’s a Gucci ensemble or rockstar outfit—allows adults to return to their childhood in a sense through dramatic/imaginary play. They can create their Labubu to be an extension of themselves or even something they desire to become. This idea of play is especially poignant given that Lung was inspired by Nordic folklore when designing Labubus, which are actually forest elves.
“You can create something and care for it in the way that you want to, and it’s something that is consistent with your personality,” says Dr. Zacharcenko. “And it can be sort of an escape into a light-hearted fantasy that makes adult life a little bit easier. I think sometimes for us as adults, an escape is a relief.”
The negative aspects of trends
Participating in the Labubu trend—or any trend for that matter—is perfectly fine, as long as consumerism doesn’t consume your life. If a person has expendable cash and enough space to collect every Labubu on the market, that’s their prerogative. It becomes a problem when someone is spending excessive amounts of money on blind boxes, but is struggling to afford essentials like food, rent and health insurance. In these cases, explains Dr. Zacharcenko, if one is collecting to the point that it becomes an obsession, it could transition into hoarding behavior.
“You have this significant collection where you can’t even see the kitchen table. People can’t dine there because there’s a collection of dolls or whatever it is,” she says. “I’ve seen marriages have some really rocky stages and some conflict over one partner becoming obsessed with accruing something that’s a hobby to them, but it interferes with family life and the flow of the household. That’s where it can become extreme and unhealthy.”
Trends can also become dangerous when people deem the coveted item as so valuable, they lose sight of human decency. In the UK, Labubu sales were temporarily halted at Pop Mart stores due to fights breaking out.
“That sort of frenzied, angry, irritable, aggressive behavior is unnecessary,” says Dr. Zacharcenko. “If you don’t have a little Labubu doll, is that really going to threaten your existence to the point that you’ve got to get into a fight with the cashier at a store?”
The impact of social media
It wasn’t that long ago that TV commercials and store catalogs were the only ways to know which items were popular. Now, with social media and its addictive algorithm, it’s a completely different ballgame.
“The algorithm is priming our brains to seek out instant satisfaction. I think that relates to our neurotransmitters, that we’re going after that rush without even knowing it. There were always fads, like Barbie and Chatty Cathy. But you were not bombarded with images of these dolls. The feed through social media, it can elicit this kind of impulsive behavior that is not so positive in the end.” – Anna Zacharcenko, PsyD
Here’s how it works: While scrolling on TikTok, you may come across your first Labubu unboxing video and wonder, “What is this?” You watch the video in its entirety, causing the algorithm to basically say, “They like this content, I’ll give them more of it.” Within a day or two, your entire TikTok feed is flooded with Labubu posts, from more unboxing videos to Pop Mart livestreams. By the end of the week, your brain has become so saturated with those furry gremlins that you find yourself wanting one, despite not even knowing what they were a few days prior.
“The algorithm is priming our brains to seek out instant satisfaction. I think that relates to our neurotransmitters, that we’re going after that rush without even knowing it,” says Dr. Zacharcenko. “There were always fads, like Barbie and Chatty Cathy. But you were not bombarded with images of these dolls. The feed through social media, it can elicit this kind of impulsive behavior that is not so positive in the end.”
So whether it’s a Labubu or the next cuddly creature to win hearts around the world, jumping on the bandwagon can be enjoyable and even beneficial. However, it’s crucial to discern why you want this item. Is it because you’ve watched hundreds of TikToks about it and now want to fit in with that “elite” group? Or will this thing truly spark a sense of joy? If it’s the former, take a brief break from social media and see how you feel in a few days. If it’s the latter, go for it!
Visit St. Mary Family Medicine Bensalem for more information