Labubu craze and hyper consumerism

By now, almost all of us have heard about "Labubu" or at least have seen the mischievous elf-like monster toy with pointed ears and a distinctive smile hanging on someone's bag or on social media. It is not just a toy - which wouldn't even impress kids - but a unique collectible character that adults go out of their way to buy. It started to gain global traction after a collaboration with the Chinese toy company Pop Mart. The blind box format was socially engineered to make people consume more, and that's exactly what Pop Mart used to market Labubu. As collectors kept buying as much as possible to complete their favourite set, it created scarcity and drove up demand. Limited editions were sold at higher prices in the secondary market. On top of it turning into an addiction, consumers also bought these to be part of a community where they could feel a sense of belonging.

Collecting these toys may have started as a niche hobby for some, but it soon turned into a craze as social pressure and the continuous cycle of buying were amplified by social media. People with disposable income were buying one after another as if these purchases wouldn't ever add up. Even younger generations without any income were not shying away from persuading their parents to let them have one.

On the surface, it seems harmless. However, the underlying issue with such fixation over this toy is that it makes people value materialistic things over everything. Instead of making meaningful investments or purchases where one values longevity or utility, people are making impulsive decisions that ultimately contribute to a throwaway culture.

The craze has also made its way to our country. A good number of youngsters can now be seen with Labubus hanging on their bags. The fake ones - "Lafufu" - are quite popular as well, since they are cheaper and more accessible than the real ones. The blind box concept is gaining popularity here among the youth because of TikTok and Instagram. Hence, more consumption of this product can be predicted in the coming days. People are buying it either way - be it real or fake - for the thrill of unboxing the unknown, for social gratification, or to stay relevant with the latest trends, portraying a façade on social media.

Fahmida Ahmed

Student, Bachelor of Business Administration

North South University

fahmida.ahmed009@gmail.com