The Double Life of Labubu: Fandom or Flaunting?
Labubu, a quirky little figure created by a Chinese toy company under the brand Pop Mart, has become a pop culture sensation across Asia and is now gaining traction worldwide. With its mischievous grin and endearingly eerie appearance, Labubu has captivated a generation of young collectors who chase limited-edition releases and crowd social media with their unboxings.
Recently, South Korean actress Hong Soo-ah posted a set of photos holding armfuls of Labubu figures, saying she bought them for her niece. Her light-hearted tone hit a nostalgic note with fans, but the lavish display—dozens of rare figures in one haul—also sparked criticism. Was it a sweet gesture from a celebrity aunt, or an ostentatious display of wealth disguised as fandom?
The Charm of Labubu
For many fans, Labubu is more than just a toy. The character’s limited releases and unique designs make each figure a collector's item—and a conversation starter. The thrill of the chase has created an entire subculture online, where people trade, display, and admire these figures like art. Just like trading cards or Funko Pops in the U.S., Labubu has its own passionate community.
When influencers and celebrities like Hong Soo-ah showcase these rare finds, it can feel like a mutual celebration. For many, it's exciting to see their favorite stars sharing the same interests. It fuels the sense of connection and validates their own obsession.
The Dark Side of the Craze
However, Labubu’s popularity hasn’t come without problems. The demand has led to a surge in counterfeit (fake) products, which are hard for even experienced collectors to spot. These fake figures often sell for high prices, leaving fans feeling scammed and disappointed. As with any collectible craze, the blurred line between genuine appreciation and inflated market value creates ethical concerns.
There’s also concern about the growing culture of ‘flexing’—a slang term for showing off expensive items to gain attention or status. When celebrities post images with dozens of these coveted figures, it can send the wrong message. Young fans may feel pressure to keep up, turning a fun hobby into a pricey competition. Some critics argue this shifts fandom culture from shared joy to social comparison.
Beyond the Collectibles: Cultural Implications
Labubu’s growth is part of a broader trend in which character merchandising becomes a form of self-expression. Buying a Labubu isn’t just about owning a toy—it’s about participating in a lifestyle. In East Asia, where kawaii (cute) culture runs deep, Labubu represents a playful escape from daily stress. But when commercial forces take over, the character’s originality can feel diluted.
Actress Hong Soo-ah, who has found renewed fame in China, may be leveraging Labubu's popularity to enhance her cross-border appeal. But her public portrayal also highlights how cultural symbols can be adopted and commodified in ways that aren’t always purely positive or authentic.
Can We Strike a Balance?
Labubu’s case presents a fascinating dichotomy: adorable figure, fierce market. The figure’s uniqueness and aesthetic certainly bring joy to many, but the pressures surrounding rarity, reselling, and influencer marketing can sour the experience.
Fandom should be about community, creativity, and connection. When that sentiment gets lost amid counterfeit battles and social media showboating, it’s worth re-evaluating our relationship with the things we consume—and why we consume them.
Instead of allowing celebrity-led showcasing to dominate the narrative, influencers like Hong Soo-ah could use their platform to promote responsible collecting, support ethical sourcing, and celebrate creators behind the characters. After all, the heart of any fandom is love—not likes.
