Several children and toy collectors across Asia are flocking shopping malls and online stores recently as they scrambled to get their hands on the latest edition of Labubu, a collectible toy that has sparked buying frenzies the world over.
Inspired by Nordic folklore, the toothy, fluffy figurines — which typically come in palm-sized "blind boxes" — drew crowds in cities from Bangkok, to Kuala Lumpur as the new collection went on sale. They were also made available online, where they quickly sold out.
The brainchild of Hong Kong-born, Netherlands-raised illustrator Kasing Lung, Labubu and fellow creatures from his "The Monsters" series have amassed a loyal following since their founding in 2015. But Labubu’s popularity has spiked over the past year, thanks to celebrity endorsements. Lisa, from K-pop mega group Blackpink, has frequently professed her love of the creature on social media. "Labubu is my baby," she said in a recent Teen Vogue video.
Titled "Big Into Energy," the latest drop features six vinyl plush pendants (and one "secret" figurine) representing "emotions" like love, hope and happiness — each made in new colorways.
The new Labubus cost between US$ 13 and US$ 16 each in various Asian countries. Shortly after their release last 25 April, some pendants were being resold for up to US$ 90 on US online resell platform StockX.
At the CentralWorld shopping mall in Bangkok, dozens of fans lined up before its branch of Pop Mart — Labubu’s licensed distributor — had even opened, despite having pre-registered time slots.
University student Kamolwan Pohfah, 21, said she left home early to reach the store because she couldn’t wait to get her hands on the newest collection. "I have been following Labubu for almost two years now," she told CNN.
"It was kind of ugly at first sight. But I kept seeing it on social media. And my friends are crazy about it, so I follow them," she said.
Tourist Emily Jong, 27, who was also in line and visiting from Australia, said she tried her luck at the mall hours before she was due to fly home, but left empty-handed. “We tried to line up but we didn’t know we have to register," she said.
Hathairus Mekborisut, 53, bought a box set of six pendants. She decided to keep one, named "luck," for herself and to resell the rest. She’s been "longing" for a purple one, she said.
Another reseller who goes by her nickname Mai, and wanted to remain anonymous, led a small group to buy up as many as possible. She said she could make double the retail price by reselling them to customers in other countries.
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