Excited fans of Labubu, the popular fanged toy character, flocked to stores in Beijing on Friday after Chinese toymaker Pop Mart released a new miniature version of the doll.
According to the AFP, the palm-sized collectibles, priced at about $11 each, sold out online within hours of their launch on Thursday night, sparking a rush at physical outlets the following day.
Among the early buyers was 32-year-old Maki Li, who proudly wore a chain of Labubu dolls around his neck while posing for photographs outside Pop Mart’s central Beijing store.
“I’m super happy right now,” he said after unboxing his purchase. “I’ll hang them in every possible place I can.”
Labubu dolls, often sold in “blind boxes” that conceal the exact figure until opened, have become global sensations, spotted on the handbags of international stars like Rihanna and Dua Lipa. Their scarcity has only added to the craze.
Outside the crowded store, shopper Li Jianuo recorded her two children as they eagerly ripped open their boxes. She revealed she had spent more than 1,000 yuan ($140) to buy several dolls as back-to-school gifts. “I wanted to fulfil my children’s wishes. They really like it,” she explained. Her 12-year-old daughter squealed, “It’s so cute!” after finding a Labubu with white ears.
For Jianuo, the toys also carry sentimental value. “When they grow up, they will be able to look back at how we scrambled to get it. I think it’s important to have that memory preserved,” she added.
The craze has caught the attention of Chinese officials as well. Commerce Minister Wang Wentao recently cited Labubu dolls as examples of “new forms of consumption and new trends” that could help stimulate China’s economy.
For 27-year-old buyer Zhang Jiaru, who purchased both the mini and larger versions, the attraction lies in their quirky design. “I like their ‘ugly-cute’ look,” she said. “It’s about paying for your own interests. It makes you happy.”
Another fan, Maki Li, compared the toy craze to luxury spending. “People can’t afford the big-ticket items anymore — they can’t buy Balenciaga, so they buy Pop Mart instead,” he said, adding that owning the dolls felt “healing” because “they can keep you company for a long time.”