If even the mention of Labubus conjures up some strong emotions, that's OK. This is a safe space. Some seek to understand the furry little critters, while others denounce their very existence. An even smaller (but uniquely Pinterest-able) percentage proudly pin the toys to the outsides of their luxury handbags. Whatever your stance may be, one thing is for sure: it's been quite some time since we've seen a trinket be so divisive. And regardless of where they stand on the issue, why is everyone so obsessed?
If you're late to the conversation (no judgment), here's a quick rundown: Labubus are fluffy, monster-like dolls that originated in Hong Kong in 2015. Toy company Pop Mart was the first to create a collectible Labubu collection in 2019, at which point sales began to soar. Depending on the collection, the monsters can be used as bag charms, plushies, or even unconventional keychains. Another important note? Modern-day Labubus come in "blind boxes" which means the exact style is only revealed upon opening.
"You don't know where you're going to get, so there's an exciting piece to that," therapist Lindsay Fleming, LCPC, tells Popsugar. This hit of dopamine is often a big part of what keeps people coming back for more. "There's the comfort, then there's this piece of surprise and anticipation, and then there's a piece of, this also can be an investment,'" Fleming says, adding that some Labubus can be rare and collectable. But that's just scratching the surface . . .
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Lindsay Fleming, LCPC, is a licensed therapist, TEDx speaker, podcast cohost, and content creator.
Content creator and "Labubu queen" Kelly Ann Shuman started her own collection back in April 2024, long before the dolls went mega-viral in the US. "I love Korean fashion and Japanese fashion, and I kept seeing them on bag charms," Shuman tells PS. "I was like, 'What in the world is this little thing? I need it.'"
Shuman now runs a Discord channel with over 350 fellow fans. "A lot of girls have said that it makes them feel less lonely," she says. "I think it's really connecting people. If you see someone on the street [with] a Labubu, and you have a Labubu on your bag, and you make eye contact, you're like, 'I get you, girl. I know you.'"
Fleming isn't surprised to hear that Labubus have fostered connection, especially in the midst of a loneliness epidemic. It might seem small, but even something as innocuous as a bag charm can actually help people feel less alone. "It also makes us feel a lot more in control of our life and our thoughts," Fleming says, describing the mindset for some as being, "I don't have to think about the uncertainty of my job or the future - I can think about my Labubu."
Image Source: Courtesy of Kelly Ann Shuman
This is a sentiment Shuman relates to. While her Labubus started out as kawaii accessories, the collection gradually evolved into something much deeper. "I personally got way more obsessed with them over the summer when my best friend was terminal with cancer, and I had a really hard time focusing on anything," Shuman says. "That was one thing that really brought me a lot of joy - like childlike joy." After her friend died in November of 2024, Shuman got a Labubu tattoo.
"Here's a pocket of joy."Fleming agrees that Labubus (and toys in general) can be powerful mental health tools. "There's a connection between when we're feeling like a recession's coming or we're feeling uncertainty, that we see people gravitate towards these things," she says. "It gives us this sense of, 'OK, I'm feeling really anxious. Here's a pocket of joy.'" The same principles apply to grief. "When you're grieving and there's something that can make you feel a pocket of joy, people are going to latch onto that," Fleming says. Be it a song, a recipe, or yes, even a Labubu.
There are plenty of legitimate reasons to obsess over Labubus, but that hasn't stopped the internet from hating on them. "I can't be the only person that fucking hates those labubu dolls," one creator says in a TikTok with over 156,000 likes. Shuman is aware of these critics - but she's not exactly fazed.
"People love to hate on things, but I'm like, 'If you don't get it, you don't get it,'" she says. At the end of the day, she knows how Labubus have helped her and hundreds within her community, and that's all she needs. "There's so much negativity out there," she says. "Who gives a fuck if this brings you joy?"
Related: Maybe You Need a Bibliotherapist Chandler Plante (she/her) is an assistant health and fitness editor for PS. She has over four years of professional journalism experience, previously working as an editorial assistant for People magazine and contributing to Ladygunn, Millie, and Bustle Digital Group. Read More Details
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