To Labubu Or Not To Labubu: Inside The Mega Bag Charm Craze

There isn’t a bag without some kind of keyring or charm these days – and in most cases, said bag charm happens to be a Labubu. Resembling an off-colour rabbit with sharp teeth and a mischievous grin, these ‘elf monsters’ (as they are dubbed by creator Pop Mart) are often spotted hooked onto Hermès Birkins, Fendi Baguettes and Prada Gallerias. But are they the new luxury status symbol? Let’s find out.

Where Did The Labubu Obsession Come From?

‘I really want Soymilk,’ murmurs TV presenter Olivia Attwood, as she tears through a brightly coloured box on TikTok. And, contrary to the name she mentioned, she’s not talking about a drink – or any kind of consumable, for that matter. No, ‘Soymilk’ in this case refers to a specific character from the Labubu V1 series. ‘I’m looking for Soymilk to match my bag,’ adds Attwood in the video caption. ‘But I love him [referring to the Sea Salt Coconut Labubu that was stashed in her blind box]’.

But what is a Labubu, you ask? ‘They’re those furry little monsters hanging from everyone’s bags right now,’ says Emily Abraham, founder of pre-loved designer boutique Love Luxury. The character was created by Hong Kong artist Kasing Lung in collaboration with Chinese toy store Pop Mart back in 2015, but in the decade since the first Labubu was released the franchise has become a global viral phenomenon.’This fluffy bag charm that can be hung from just about anything, and everyone from groups of school kids to 60-year-old high-end fashion fans have been scrambling to get their hands on one.’

This cohort also includes a huge number of A-list trendsetters, including Blackpink star and The White Lotus alum Lisa, influencer and makeup artist Bretman Rock and, as mentioned, Olivia Attwood – who celebrated her most recent birthday with a Labubu-themed party.

@oliviaattwood You get a La bubu! You get a La bubu! You all get a La bubu !! @POP MART UK @POP MART ♬ original sound – OLIVIA ATTWOOD DACK

‘People that aspire to buy into luxury high-end designer products have the chance to own the same charm as celebrities like Rhianna, Dua Lipa and Lisa from Blackpink,’ adds Emily. ‘Lisa especially would have definitely inspired a huge number of her 100 million Insragram followers.’

Exclusivity has also lent itself well to the Labubu craze, Emily tells us. ‘I think it’s been a perfect storm of the exclusivity factor, the fact it’s a very affordable product sold at more high end stores such as Harrods and Selfridges, and the fact they’re sold in blind boxes.’ (Blind boxes, a mystery packaging that covers the product inside, have given Labubu a more collectible edge than other toy and keychains. The urge to keep opening boxes until you have a full set from one of Labubu’s many, many series is strong.) ‘Everyone is trying to get their hands on one of the ultra rare secret ones, or might have a colour they want to match with a bag, meaning people are buying more and more until they get the ones they want.’

All this, plus a recent spate of Labubu sightings on designer handbags, has quickly made this scary-looking elf monster the go-to bag charm. ‘We’ve had clients come to us at Love Luxury in both London and Dubai that would usually be wanting us to source rare luxury handbags worth upwards of £100k asking if we can get our hands on one of the £17.50 Labubu charms for them,’ notes Emily.

@loveluxury.co.uk would you buy a bag to match with your labubu? 🧸😍 #fyp #labubu #hermes #london #dubai #loveluxury #loveluxurylondon #loveluxurydubai ♬ original sound – LoveLuxury

It’s this close association with luxury goods (without the luxury price tag) that makes Emily believe that Labubu could very well stand the test of time. ‘They’ve become so popular with Hermès wearers, who generally are collectors in their own right,’ she explains. ‘They’re always after the limited edition models and love the exclusivity of the brand – and Labubu shares a lot of characteristics in that sense. It is a trend and there’ll be something new soon, but they will carry on brining out new collections which will add to the longevity of the popularity.’

As for what that ‘something new’ could be, Emily says the answer might sit with luxury brands themselves. ‘Potentially other brands that see the popularity will be looking create their own,’ she muses. ‘They’re an affordable way of buying into a brand, easy to ship and can be very recognisable for brand awareness. I’m sure there are a lot of brands, both luxury and high street, planning on how they can jump on the Labubu hype right now. Hermès does have its own line of bag charms, and there will always be a market for them – but Pop Mart has made them affordable for everyone.’

@vanessa.h.lopez Let’s unbox the whole set of the new labubu the monsters big into energy V3 series. I really want the secret!!😭 #asmr #asmrsounds #asmrvideo #asmrtiktoks #labubu #labubuthemonsters #labububigintoenergy #labubuhaveaseat #labubumacarons #labubuunboxing #bigintoenergylabubu #popmart #popmartunboxing #popmartblindbox #blindbox @POP MART US SHOP @POP MART US Localshop @POP MART US ♬ original sound – Vanessa Lopez

How To Wear A Labubu

Is there a Labubu etiquette? Do you need to match them to your bag? And can you customise them? ‘I think the beauty of them is that there is no right way,’ emphasises Emily. ‘Everyone is enjoying styling them however which way they like. A lot of people are attaching them to their Birkins and Kellys with the key chain. Some people are styling bags with one, others are putting as many as they can on them. It’s all just personal taste.’

Some even like to go the extra mile by dressing up their Labubus in mini designer garments, in a meta display of luxury accessorising. ‘I actually have a few outfits for my Labubus,’ admits Emily. ‘My favourite an Hermès wooly hat, jumper, black sunglasses and a mini Hermès Constance bag.’

@radii.media She’s 10 inches tall but has more designer in her closet than me 😭💸 #radiimedia #radii #labubu #labubustyling #labubudoll #popmart #chinesefashion ♬ original sound – RADIIMedia

How To Shop Them (& Why You Can’t Always Do It In Person)

Your main sale points when it comes to Labubu are Pop Mart, Harrods and Selfridges. But wherever you go, be prepared to queue. ‘Harrods and Selfridges have had Labubu pop-ups recently, but you need to know when the drop is as they’re snapped up quickly,’ warns Emily. As for Pop Mart, ‘the original retailer has recently announced they’re no longer selling in stores because of the danger associated with overcrowding when they announce a drop.’ Pop Mart still sell Labubu blind boxes online (although in staggered weekly drops), but you can also try ‘toy shops like Hamley’s, who often have quite a good level of stock as the fashion crowd tend to go to the higher end department stores for them.’

If there’s not chance of buying new, then try secondhand shopping. Resale platforms like Vinted and eBay sell plenty of Labubus, and rental platform By Rotation lets you borrow for as little a £3 a day. But be warned: there are plenty of fakes out there, so make sure you know what to look for.

‘There are a few tell-tale signs,’ says Emily. ‘The real ones have movable feet and an immovable head, and the arms move in a certain way. The reals ones feel better quality, while the colours of the fakes are often off. As with anything sought-after, the counterfeit market is going to jump straight on it, and they’re becoming more and more sophisticated with their dupes. Go to a trusted retailer if you want to make sure you’re getting the real deal.’

And make sure you’re careful, especially if you have a popular or rare Labubu, as some people might not be able to risk the temptation of snipping it off your bag…

@porcel4intooth lychee berry is my favorite one i dont play about her #labubu #labubus #labubuthemonsters #themonsters #labubuexcitingmacaron #excitingmacaron #labubulycheeberry #lycheeberrylabubu #lycheeberry #viral #trending #fy #fyp #fypage #foryoupage #foryou ♬ original sound – Labubu

Labubu Lore: 5 Bizarre Facts You Probably Didn’t Know

1. She’s A Girl

Despite looking quite boyish at times, Labubu is in fact a girl. Creator Kasing Lung has confirmed that the elf monster is female, and even has a boyfriend called Tycoco.

2. Each Labubu Has Exactly Nine Serrated Teeth

Labubu’s signature (sharp) grin is one of her most charming points – if slightly scary. And to keep consistency across all lines, she’s depicted with nine serrated teeth in every edition. (This is a good way to spot a fake Labubu; it will often have the wrong number of teeth.)

3. There Are Over 300 Variations

The number of new Labubus seems endless – and for good reason. There are over 300 different versions of the character as of 2025, crafted in different colours, sizes, outfits and poses. While different lines follow different themes, many designs are names after desserts or foods – think Soymilk, Lychee Berry and Sea Salt Coconut.

@graceglazee Who are you bringing to 📍Popland ?🫧#popland #poplandbeijing #popmart ♬ original sound – POP MART

4. Fans Will Weigh Blind Boxes To Find Rares

Those familiar with blind boxes will know that there’s typically a set of known characters within a line, as well as a ‘secret’ or ‘rare’ – which remains a mystery until it is opened (and someone ultimately shows it off on the internet).

And, in their quest for rare Labubus, collectors have developed a hack: weighing the blind boxes in stores to determine if they carry one of these mystery designs. You’ll often find these fans in Pop Mart, scale in hand, trying to determine what’s in each blind box based on subtle changes in weight.

5. There’s A Labubu Theme Park

Yes, really. POPLAND, the world’s first Pop Mart-themed amusement park, is located in Chaoyang Park, Beijing – and is home to beloved shop characters like Molly, Dimoo, Skullpanda and, of course, Labubu.

A recent hit in the park, the Labubu Adventure Forest is modelled after the elf monster’s natural habitat, with themed zones – a fishing village, an elf treehouse and the Village of Warriors – harking back to the character’s different lines and editions. A number of giant Labubu sculptures are dotted throughout the Forest, as well as plenty of interactive quests, games and mock combat situations brought to life by actors in Labubu costumes.

This is also where collectors can grab limited edition merchandise and more elusive Labubu keychains, many of which are only available from POPLAND.

Featured image: London Fashion Week Street Style (c) Deborah Iona Photography, British Fashion Council