The Labubu Fever: Collectibles and Their Pirate Cousins

What are Labubus and why are they trending? These small designer figures were created by Kasing Lung and popularized by Pop Mart starting in 2019. They went viral in 2024 when celebrities like BLACKPINK’s Lisa, Rihanna, and Dua Lipa started showcasing them, turning them into coveted collector’s items.

They’re sold in blind boxes, which generates excitement and long lines outside stores or fierce competition online. The thrill of not knowing which figure you’ll get —and the chance of finding rare editions— has made Labubus a true cult object.

But with the boom came counterfeits, affectionately dubbed “Lafufus.” These knock-offs, of lower quality, strangely developed their own microculture: some fans see them as “so ugly they’re adorable” and intentionally seek them out for their ironic charm.

Why are people always waiting outside the shops? It’s a mix of deliberate scarcity, the social currency of owning an authentic Labubu, and the sheer thrill of the hunt. It blends nostalgia for collectibles with the viral effect of social media.

After more than a decade exploring how cultural phenomena intersect with design and branding, I find it fascinating how even imitations can create their own niche. What seems like a simple copy can, in time, become a cultural symbol in its own right.

What I learned from the Labubu craze:

• Scarcity fuels desire: Limited editions create urgency and hype.

• Community matters: Collectors bond through shared hunts and rituals.

• Even copies have culture: Knock-offs can evolve into their own phenomenon.

• Virality drives behavior: Social media turns niche hobbies into global waves.