Labubu craze sweeping two continents

A fuzzy, toothy-grinned creature called Labubu has quietly transformed shopping habits from US toy aisles to Chinese cultural hotspots, driving a wave of holiday-season consumer excitement that blends collectability, curiosity and the pursuit of personal happiness.

Across the US, retailers are scrambling to meet demand for blind box toys after Labubu's explosive popularity this summer pushed mystery collectibles firmly into the mainstream. These tiny mini monsters, often impossible to find on shelves, triggered a nationwide chase.

American consumers searching for authentic Pop Mart Labubus this season are mostly returning empty-handed, as the dolls sell out within minutes before reappearing on resale platforms for strikingly high prices.

Their scarcity has inspired rival companies to flood the market with cheaper alternatives. Retail giants such as Walmart and Target have filled holiday gift lists with blind box figurines and trading cards, encouraging repeat buying by concealing each toy's identity. The trend now stretches from Furby and Barbie variants to Spin Master's CrystaLynx dragons.

Target has doubled its blind box assortment for the holidays, expanding into brands such as Baby Three, Miniverse, Zuru's Minibrands and Aphmau. Retailers expect strong results because shoppers often buy multiple boxes in one go, fuelling a sustained cycle of purchasing.

Market adviser Juli Lennett said toy makers are enthusiastic because buyers rarely stop at a single box. She noted that customers frequently collect entire series, turning the mystery element into a profitable driver of store traffic and impulse spending.

Toy prices have climbed due to tariffs on goods made in China, but blind box items remain relatively affordable, making them attractive as stocking stuffers or small gifts for adults and children seeking a brief dose of gratification during the season.

New Yorker Ashley Harseim said she plans to request a Miniso gift card for the holidays, explaining that she enjoys purchasing mystery figurines featuring familiar characters. She described the surprise element as a welcome "dopamine boost" amid daily routines.

Harseim buys cat-themed blind boxes costing between six and ten dollars, displaying them on a shelf at home. She said she finds comfort in looking at them after scrolling through her phone, describing the feeling as a tiny moment of relief.

Collectibles such as Pokémon trading cards have helped revive toy industry growth this year after two years of stagnation. Circana's retail data showed strong performance for collectibles, though it did not include sales figures for Labubu itself.

Even with high interest, analysts believe blind box popularity may not meaningfully increase total holiday spending, since many of these items are historically marketed as year-round impulse purchases rather than major seasonal gifts.

Meanwhile, in China, Labubu has become part of a broader movement known as "emotional consumption", where young consumers buy goods or experiences that make them feel happy, seen or momentarily transported away from everyday pressures.

In Beijing, a new themed restaurant allows diners to "time travel" into ancient China, with visitors dressing in traditional hanfu garments while enjoying an eight-course meal and theatrical performances. Labubu dolls are also cited as key emotional purchases within this trend.

Women in ornate clothing wander through the restaurant's courtyard, posing beneath pavilions as the soft strumming of the Chinese zither echoes across the space. The experience offers a curated escape blending nostalgia, fantasy and cultural pride.

Before dinner, guests select costumes from an array of Song and Qing dynasty designs. They accessorise with faux-jewel headpieces before visiting make-up stations staffed by artists applying blush and powder to complete the immersive transformation.

Businessman Carey Zhuang paid 1,000 yuan to dress as a character from the classic Chinese novel 'Dream of the Red Chamber'. He said the experience was worth it because it allowed him to enjoy the moment rather than prioritise frugality.

Broadcast host Wu Ke, dressed in lilac hanfu, said she values such experiences despite economic caution in China. She argued that savings accumulated through daily thrift naturally find their way into meaningful experiences like cultural dining or themed outings.

Teacher Huang Jing, who paid at least 900 yuan for her daughter to dress up and take professional photos, said the restaurant offered far more than a typical meal. She appreciated the cultural connection it provided for younger generations.

China's recent fascination with hanfu is strongly tied to emotional spending, according to scholars. The trend encourages identity exploration and helps young people feel connected to what they see as the deeper cultural roots of their heritage.

Videos and images of hanfu outfits dominate platforms such as Xiaohongshu, generating billions of views and creating a viral ecosystem similar to the one that helped propel Labubu and other collectibles into the national spotlight.

For many of these consumers, spending on traditional clothing, mystery dolls or immersive dining is not viewed as wasteful. Instead, they describe it as choosing happiness in the midst of economic uncertainty and a rapidly shifting social landscape.

Labubu's rise across both markets, although playing out differently, reflects the same emotional shift: a desire for small, immediate joys and the comfort of a surprise that feels personal, meaningful or simply fun in an unpredictable world.