The Labubu hysteria began as a cute yet bizarre concept — a collectible doll from Pop Mart’s Blind Box series — but quickly turned into a global phenomenon when Lisa from the K-pop group BLACKPINK called the doll her “secret obsession” in a Vanity Fair video.
Soon after, celebrities like Madonna, Rihanna, Dua Lipa and others joined in, posing with Labubu and sharing it on social media. At the same time, unboxing videos of the surprise boxes — where you don’t know which doll you’ll get — went viral online, fueling anticipation and skyrocketing demand for rare and secret editions. Just like that, Labubu transformed from a mysterious figure into a wildly popular collector’s brand with a global fanbase.
Even Real Housewives of Beverly Hills star Crystal Kung Minkoff joined the craze, frequently posting unboxing videos on her socials — in one of them, she even asked:
“Are you on the Labubu trend yet?”