August 2025 saw Pop Mart's Labubu dolls achieve peak viral status as the cute—and somewhat creepy—collectible figurines triggered a global frenzy. Store fights, celebrity endorsements, reseller chaos, and endless unboxing videos made Labubu the year's most unexpected pop culture obsession.
What started as a niche designer toy phenomenon exploded into pure collectible chaos that dominated social media for weeks.
The Labubu Phenomenon
For those who somehow missed it, here's what Labubu is and why it took over:
- Designer vinyl figures from Pop Mart, featuring a distinctive elf-like creature with mischievous expressions
- Blind box format means buyers don't know which figure they'll get
- Limited editions and rare variants drive collector fever
- Originally popular in Asia, the craze spread globally in 2025
- Price ranges from $15 retail to thousands for rare pieces
The Viral Moments
Several specific incidents propelled Labubu to peak viral status:
Store Fight Videos
Footage of customers physically fighting over limited releases spread rapidly. The absurdity of adults brawling over toys generated both shock and entertainment value, with clips accumulating millions of views.
Celebrity Flex Posts
When major celebrities began posting their Labubu collections, the phenomenon crossed from collector niche to mainstream obsession. These endorsements drove demand to unprecedented levels.
Unboxing Drama
The blind box format made for compelling content. Videos of people's reactions to getting—or not getting—rare variants generated huge engagement. Some spent thousands in single sessions trying for chase figures.
📊 Peak Craze Numbers
#Labubu accumulated over 5 billion views on TikTok. Rare figures resold for 50-100x retail price. Pop Mart stores reported lines starting days before major releases.
The Culture Around It
Labubu developed its own social media subculture:
- Trading communities organized elaborate swaps and sales
- Authentication accounts helped buyers avoid fakes flooding the market
- Collection flex posts became their own content genre
- Hate posts from those exhausted by the omnipresent toy also went viral
- Economic analysis of the craze attracted business media attention
The Criticism Wave
Not everyone was charmed by Labubu fever:
Consumerism Critiques
Posts criticizing the phenomenon as wasteful consumerism gained traction, sparking debates about collecting culture, gambling mechanics in blind boxes, and manufactured scarcity.
Environmental Concerns
The plastic waste implications of the craze drew sustainability-focused criticism.
Pricing Frustration
Genuine fans priced out by resellers and hype expressed frustration, creating a counter-narrative to the excitement.
💡 Why It Went Viral
Labubu combined cute aesthetics, gambling psychology, scarcity tactics, celebrity influence, and visual unboxing content into a perfect viral storm. The chaos of fights and frenzy added drama that drove even more attention.
The Reseller Economy
An entire shadow economy emerged around Labubu:
- Bots purchased drops within seconds of release
- Proxy buying services charged premiums for overseas purchases
- Authentication services emerged as counterfeits flooded market
- Grading services assessed figure condition for serious collectors
- Investment discussions treated rare figures like alternative assets
The Collectible Legacy
August's Labubu peak represented broader trends:
- Designer toy market reached new mainstream visibility
- Asian pop culture influence on global trends continued growing
- Blind box psychology faced increased scrutiny
- Social media's power to create overnight crazes was reconfirmed
Conclusion
August 2025's Labubu frenzy showcased social media's ability to transform a designer toy into a global phenomenon. The combination of cute design, scarcity mechanics, celebrity influence, and dramatic content created one of the year's most distinctive viral moments.
Whether you loved them, wanted them, or were exhausted by seeing them everywhere, there was no escaping Labubu in August 2025—and the mischievous little figures left their mark on the year's cultural landscape.