I’ll admit it—TikTok’s weirdly addictive pull, even with all its mindless, time-sucking content, gets to me too. But buried under the endless viral memes, annoying influencers, and overhyped trends is something far worse: the shameless peddling of random merch. One minute it’s sticky bras, the next it’s Stanley cups—there’s always some “must-have” item taking over my For You Page. But the latest internet obsession? It’s probably the most confusing one yet. Meet Labubu.
Labubu is a line of ultra-coveted plush monster toys, and they’ve taken over social media—quickly becoming one of the most sought-after accessories for Gen Alpha and Gen Z. I’ve dabbled in silly collectibles before, don’t get me wrong. But the 2025 Labubu craze says a lot about three things: the power of product design, TikTok’s marketing machine, and our weird urge to fixate on “cult” consumer junk.
Labubu first popped up on A-listers like Dua Lipa and Rihanna, then spread like wildfire to TikTok. Soon, influencers started posting unboxing videos that went viral—and once more creators jumped on the trend, more viewers rushed to buy the toys. It created a trickle-down effect: sales started to surge, but more buyers meant less stock. Before long, teens and 20-somethings were caught up in a scarcity-driven buying frenzy.
Sold by Chinese retailer Pop Mart, Labubu is made for mass consumption. They come in “blind boxes,” which basically make buyers gamble on getting their favorite design. You can even buy bulk packs of six for a steep $130. Labubu is designed to give a quick dopamine hit, and collecting them is basically “soft gambling”—a short-lived thrill that just keeps you buying more.
In a lot of ways, Labubu mania is the perfect mix of TikTok influencers acting like pied pipers and laser-focused marketing. The toy’s sales model was already set up for mass appeal, and with TikTok’s greedy algorithm pushing it out everywhere, it was guaranteed to blow up. Sure, the craze proves TikTok’s power as a marketing tool—but there’s another reason Labubu took off that we can’t ignore: emotion.
Just like 90s kids clung to Beanie Babies, today’s generation has latched onto Labubu with an unrestrained longing for connection. As more of our lives move online, there’s comfort and nostalgia in something tangible like a little plush toy. Labubu’s “creepy-cute” look makes it three things in one: a fashion accessory, a tiny companion, and a status symbol. That’s why its fanbase isn’t just a fleeting viral trend—it’s a cult following.
