The Rise and Fall of Labubu: A Trend Fueled by Celebrity Endorsements
The popularity of Labubu, a character from the Chinese toy company Pop Mart, has reportedly begun to wane, following a surge in endorsements from numerous celebrities, including Lisa and Rosé from the K-pop group BLACKPINK and American pop star Rihanna. According to data from Naver Data Lab released on the 25th, the search volume for Labubu peaked at 100 on July 9, indicating maximum interest, but had plummeted to just 7 by the 24th. This metric is based on search data from the past year (October 24, 2024, to October 24, 2025), with the highest search day assigned a value of 100 for relative calculations.
The decline in Labubus popularity is also reflected in the resale market. In June, the Labubu Self Keyring saw its price soar to 1 million won on Navers limited edition trading platform Cream, but by the 22nd, the price had dropped to 140,000 won. Other Labubu series items are also being traded at prices exceeding those of official Pop Mart store listings.
Labubu is a character created by Hong Kong-born Dutch artist Ronkaxing, who drew inspiration from Nordic mythology as part of The Monsters series. The character is distinguished by its fluffy fur, rabbit ears, and nine teeth. Released for the first time in 2019, these figures were sold in blind boxes, meaning the specific version could not be known until opened.
Last year, the character gained significant attention in South Korea when Lisa was spotted attaching a Labubu doll to her luxury handbag. The surge in Labubus popularity led to other celebrities, including singer Lee Young-ji, BoA, and BTOBs Yook Sungjae, revealing their disappointment after being duped into purchasing counterfeit versions.
Labubu also enjoys considerable popularity in China, where a 131cm Labubu doll was auctioned off at the Chinese Yongle 2025 Spring Auction, showcasing the characters widespread appeal. However, despite its initial success driven by celebrity endorsements, the current trend indicates a potential decline in interest, as seen in both search data and market prices.
The decline in Labubus popularity is also reflected in the resale market. In June, the Labubu Self Keyring saw its price soar to 1 million won on Navers limited edition trading platform Cream, but by the 22nd, the price had dropped to 140,000 won. Other Labubu series items are also being traded at prices exceeding those of official Pop Mart store listings.
Labubu is a character created by Hong Kong-born Dutch artist Ronkaxing, who drew inspiration from Nordic mythology as part of The Monsters series. The character is distinguished by its fluffy fur, rabbit ears, and nine teeth. Released for the first time in 2019, these figures were sold in blind boxes, meaning the specific version could not be known until opened.
Last year, the character gained significant attention in South Korea when Lisa was spotted attaching a Labubu doll to her luxury handbag. The surge in Labubus popularity led to other celebrities, including singer Lee Young-ji, BoA, and BTOBs Yook Sungjae, revealing their disappointment after being duped into purchasing counterfeit versions.
Labubu also enjoys considerable popularity in China, where a 131cm Labubu doll was auctioned off at the Chinese Yongle 2025 Spring Auction, showcasing the characters widespread appeal. However, despite its initial success driven by celebrity endorsements, the current trend indicates a potential decline in interest, as seen in both search data and market prices.
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