How Labubus became a viral obsession — and fuelled a 'blind box' industry

What if purchasing a play matte up the likes of playing the drawing? For Labubu fans, blind box products turn shopping into a game of chance — and thrill. 

Sold in sealed packages that conceal which Labubu is inside, the collectibles have sparked viral unboxing videos, long lineups and even store scuffles. 

Blind box collectibles like Labubu, which are marketed by China-based Pop Mart, have surged in popularity, thanks in part to those videos, scarcity-fuelled hype and a booming resale market. Once just another novelty on store shelves, they've become a global obsession — influencing how people spend and connect.

"People really gather around this doll," Alisha Haridasani Gupta told The Current's Matt Galloway.

"It's created so many communities, offline and online," she said. "It's sort of becoming a glue that brings people together in some way."

Experts say that appeal lies in the emotional experience they deliver — blending surprise, anticipation and variable outcomes in a way that can feel similar to gambling, but without the same risks.

Labubu fans are making this viral trend their own

Labubu blind boxes are part of a growing industry built around uncertainty, offering products that give customers a guaranteed item — but not a guaranteed outcome.

Meanwhile, some figures are common while others are rare. Labubus come in various formats, including keychains and figurines.

"Pop Mart is very smart about how they go about it," said Yvonne So, a Toronto store owner who sells the collectibles. 

"They make sure that after you've collected one series, there's another series for you to buy."

Yulia Nevskaya, an assistant professor of marketing and consumer psychology expert at Queen's University, says consumers are not only buying a product, but an experience. 

"You're buying a thrill and a surprise — opening the box, not knowing what's inside and finally finding out," she said.

Nevskaya says the emotional experience is "very similar to gambling," but without the same risks. Since buyers always get something in return, she says it feels harmless and doesn't carry the same stigma, even though it follows a similar psychological process.

Blind box items, like Labubus, can allow for people to express their identity and status.

"What we consume becomes part of how we tell stories about ourselves," said York University marketing professor Markus Geisler. 

For some fans, tracking releases and hunting rare figures becomes a way to show knowledge and dedication. "These collectibles allow people to perform a kind of expertise," he said.

According to consumer marketing researcher Karen Robson, "the thrill of the reveal is a big part of the appeal and social media amplifies that." 

Unboxing videos, for example, can rack up millions of views as fans share their boxes, react to the results and show off their rare finds. Beyond the excitement of the purchase itself, the social aspect adds another layer of engagement.

"You feel like you're part of something," Robson, a marketing professor at the Odette School of Business at the University of Windsor, said.

Labubu fan Melanie Rungan says that connection is what makes the craze feel bigger than just collecting an item.

"The people that own Labubus, I feel like we're all the same type of people. We all like the same things," she said.

What started as a small, cute accessory has become something instantly recognizable — a cultural moment people can connect to, she added.

"Before, when no one knew what it was, it was just, 'Oh, that's cute.' Now it's, 'Oh, is that a Labubu?' And maybe they'll show you theirs." 

"It's kind of like Beanie Babies — we'll look back and say, 'I had this one!'"

Blind boxes are not exclusive to Labubus. The trend has appeared in cosmetics, trading cards, fashion drops, subscription boxes and more.

For companies, it's a lucrative way to gamify shopping — building hype, creating communities of collectors and encouraging repeat purchases.

"Scarcity creates desire," said Giesler. Limited editions, rare figures and the appeal of completing a full set drive collectors to keep buying in hopes of finding the most coveted designs.

"The big win always feels one box away," he said. "The hope is manufactured — that's exactly what makes this thing so powerful."

At the same time, some researchers warn that the mechanics driving blind box sales can also reinforce negative buying behaviours. 

Nevskaya says that the mix of a controlled set up with an uncertain outcome taps into the thrill of anticipation and can prompt people to keep buying.

But over time, that emotional cycle — especially the hope of scoring a rare item — can lead some consumers, particularly younger ones, to overspend.

Robson and Giesler share similar concerns, pointing to how companies design these systems to amplify desire and encourage ongoing purchases.

Scarcity tactics and limited-edition drops also create a sense of urgency that keep people coming back.

"There's definitely an emotional payoff, whether you are opening the box or watching somebody else do it," said Robson. "And I think that's one of the things brands are really, really capitalizing on."

While the blind box model raises concerns, many experts emphasize that not all consumers are vulnerable to its effects. 

"Our joy can be manufactured, but that doesn't necessarily make it harmful," Nevskaya said. She compares blind boxes to other experiences that blend utility with enjoyment, like flavoured toothpaste or the occasional lottery ticket. 

"In many cases, people simply enjoy the experience of the reveal and, as long as spending stays within reason, that's perfectly fine."

Robson agrees that gamified experiences aren't inherently negative.

"If we can make everyday consumption more fun and interactive, that can actually be a good thing," she said.

She notes that adding elements of play and surprise can enhance routine activities and boost enjoyment, which — when done responsibly — encourages voluntary and more positive engagement in everyday activities like shopping.

"The key is transparency and making sure consumers — especially younger ones — understand what they're participating in," Robson said.

Journalist

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