The Labubu Craze: A Masterclass in Capitalism

Labubu mania has taken the internet by storm. More than just a simple hyper fixation, the cute monster's retailer, 'Pop Mart', has struck gold as Labubus become some of the most desired and widespread collectables. But their promotion has received criticism for its gambling-style marketing.

Invented by Hong Kong-born artist Kasing Lung, the partnership with Pop Mart in 2019 aimed to breathe new life into the Labubu character.

The product initially rose to fame last year, garnering 6.3 billion Chinese yuan (over $1.3 billion AUD) by August, according to Pop Mart's 2024 interim report. In 2025, sales have resurged.

Labubus use a 'blind box' system, where the type of item purchased is unknown before opening. A variety of series and 'secret editions' that you have a 1 in 72 chance of receiving are part of the Labubu phenomenon.

Promoting repeat purchases in hopes of getting your desired monster or to build a collection, these blind boxes retail at $32 each, excluding the limited collections.

Despite their lighthearted branding, the purchasing system of these adorable fluffy creatures is linked to forms of gambling. Shanghai introduced guidelines in January 2022 to minimise the potential harms from using blind boxes as a vessel for gambling, implementing age limits and consequences if businesses “intentionally lower the probabilities for specific rewards” as stated by Global Times.

Labubus are not the first blind-box collectible item, however, they have hooked Gen Z in a game of luck. Their worldwide success has prompted the release of other series, including 'SKULLPANDA' and 'HIRONO’, both following the same habit-forming formula. 

Marketed to a younger, more impressionable audience through charmingly colourful exteriors and celebrity endorsements, the system exploits a completionist mentality.

‘Pop Mart’ CEO Wang Ning now has a net worth of $16.1 billion USD ($25.2 billion AUD) according to Forbes, solidifying the company as an unstoppable capitalist machine.

This success has reached Australia, with 11 Pop Mart stores now operating in Sydney, Melbourne and Brisbane. According to Yahoo Finance, the company's stock price increased by 12% following the latest Labubu series released on April 25th.

A TikTok posted by @ethanav95 shows extensive queues at the opening of Chadstone Shopping Centre’s Pop Mart, stretching across the centre's concourse.

Content creation on TikTok and YouTube has fueled this obsession. Videos such as those from 'Vanillamace' show a comedic reaction to opening duplicates of a blind box series, then continuing to purchase more in hopes of opening a desired edition or recreating that viral moment.

Vanillamace's unboxings have amassed over six million likes on TikTok, displaying the impact of social media on the Labubu craze.

An experiment conducted by ScienceDirect.com in January further uncovers the harsh reality of ‘blind box addiction’, categorising the cycle into five stages: ‘impulsive purchase’, ‘anticipation and fantasy’, ‘mystery revealed’, ‘repeat purchase for collection’ and ‘glorified gambling’. 

A statement from one participant encapsulates the risk of obsession behind Pop Mart’s problematic tactics.

“It’s like the black hole once you get started. It’s kind of hard to stop because you want to complete the set…I really want the rare [one] so I’ll just keep buying and buying until I get [it].”

Leaning into the genius of Labubu’s success, Pop Mart has cemented a foolproof cycle of customer return with each new release. We all love them, but the concerning marketing strategy behind Pop Mart’s cute surprises needs further unboxing.