The Rise to Fame of Labubus: BLACKPINK’s Lisa and Celebrity Endorsements

The remarkable surge in popularity of Labubus, the collectible toy series by Pop Mart, can be largely attributed to the influential BLACKPINK member Lisa. In a captivating 2024 video for Vanity Fair, she referred to the toy brand as her “secret obsession,” igniting a wave of interest among fans and collectors alike. Her enthusiastic endorsement has significantly boosted the visibility of Labubus, transforming it from a niche product into a cultural phenomenon.

Lisa expressed her passion for the toys by stating, “If I fly to New York, I go to Miami, I try to find Pop Mart there,” highlighting her dedication to discovering these collectibles in diverse locales such as Paris. This quest for Labubus has captivated her followers, likening the experience to a treasure hunt, further enhancing the allure of the brand.

However, Lisa’s admiration for Labubus quickly transcended personal enjoyment as other high-profile celebrities began to take notice. Stars like Rihanna, Madonna, Kim Kardashian, Dua Lipa, and David Beckham have all been spotted with their own Labubus figures, either flaunting them on social media or sharing images of their latest finds. Their endorsements have created a snowball effect, further solidifying Labubus’s status as a must-have collectible.

The virality of Labubus has also been significantly propelled by the trend of unboxing videos. As detailed on Pop Mart’s website, each Labubus is concealed within a “Blind Box,” maintaining an element of suspense until the box is opened. This mystery enhances the excitement and anticipation surrounding each purchase, making it a thrilling experience for collectors.

According to the company’s website, “Blind boxes typically come in series that showcase a collection,” with certain figures being rarer and classified as ‘secret,’ ‘hidden,’ or ‘chase’ figures. This adds an extra layer of intrigue, as collectors strive to complete their collections while hunting for elusive figures.

Consumers have the option to purchase individual Blind Boxes, containing one surprise item, or opt for a set that includes six Blind Boxes with no duplicates. The excitement of unboxing videos, where individuals reveal which Labubus they received, has gained immense popularity, often attracting thousands, and in some cases, millions of views across various platforms.

For instance, The Real Housewives of Beverly Hills star Crystal Kung Minkoff has actively participated in this trend by sharing multiple unboxing videos on her social media channels. One of her posts playfully questioned her followers, “Are you [on] the Labubu bandwagon?” inviting them to join in on the fun and excitement surrounding these collectibles.