So, Labubu. A plush toy that took the world by storm last year. Who knew it could spark this kind of craze, sometimes even going for more than a hundred thousand dollars? It’s making people’s dreams come true, breaking hearts, and testing friendships and families along the way
This Redditor learned that the hard way. His daughter and her cousin got Labubus as Christmas gifts—one pink, one brown. The cousin really wanted the pink one, so the girls happily swapped and everyone seemed satisfied. But once the cousin’s parents found out the brown Labubu was a rare version that could sell for $250, they demanded it back immediately.
And just like that, the holiday spirit turned into a full-on family feud over a toy. Read the full story below.
Two cousins happily swapped their Labubu Christmas gifts so each could get the one they wanted
Image credits: Declan Sun/Unsplash (not the actual photo)
But once the adults learned the other Labubu was a rare version worth about $250, they demanded it back immediately
Image credits: cottonbro studio/Pexels (not the actual photo)
Image credits: Karola G/Pexels (not the actual photo)
Image credits: TheSecretLabubuDrama
Where did Labubu come from and how did it become so popular?
Image credits: Dushawn Jovic/Unsplash (not the actual photo)
It’s three syllables. It’s cute… or maybe it’s ugly, depending on who you ask. Either way, it’s everywhere: Labubu.
And as this story shows, the hype has gotten so intense that some adults are even trying to claw back kids’ Christmas gifts because the collectible can be flipped for a decent chunk of cash. But the toy we know today, with its plushy body, big eyes, and toothy mischievous grin, didn’t become a global obsession overnight.
In fact, Labubu didn’t start out as a toy at all. The characters originally appeared in storybooks created by artist Kasing Lung.
Born in Hong Kong, Lung relocated to the Netherlands when he was 7, and that’s where he developed a deep love for Nordic fairy tales, especially elf folklore. Drawing on that influence, he debuted an illustrated series titled The Monsters in 2015, introducing a mischievous group of female elf-like characters known as Labubus.
“I wanted to create a very modern world that brings joy to a lot of people,” Lung told The Perfect Magazine. “There’s no such thing as a main character in The Monsters land. All the characters are main characters and they each have their own story.”
He also admitted Labubu wasn’t always the center of attention while he was building the universe. “Back then, I did not spend much time on Labubu because I spent more time developing other characters,” he said. “Labubu was just the first character. There’s a reason why I created characters with many teeth—to make them unique in the market.”
In the books, Labubus are described as kind-hearted and eager to help, though their good intentions can sometimes lead to chaos. Which, honestly, feels fitting considering the real-life drama these toys can stir up. According to Lung, there are around 100 different Labubus in the series.
Even the name was a deliberate choice. Lung has said he wanted something distinct and searchable: “When people type ‘Labubu’ in the search bar on Google, they will show up—it’s very clear. If I named the character ‘Johnny’, there’s going to be a lot of Johnnies coming up on the searches.”
Not long after The Monsters trilogy, Lung released an artistic toy line inspired by the characters. Still, it didn’t turn into a worldwide craze until he partnered with Chinese toy company POP MART in 2019.
According to POP MART, revenue from the first Monsters series launch “broke the sales record in the art toy category.” Over time, Labubus started popping up all over, including as bag charms on celebrities like Dua Lipa, Rihanna, and Lisa from BLACKPINK.
A big part of the obsession comes down to how they’re sold: Labubu dolls often come in “blind boxes,” meaning you don’t know which figure you’re getting until you open it. That surprise factor—plus the chance of pulling a rare “secret” version—keeps people buying and trading.
By 2025, the brand had released over 300 different Labubu figurines, ranging in size and price, from US$15 for a small vinyl figure to $960 for a “mega” edition. In June 2025, a 1.2-meter-tall mint-green Labubu reportedly sold for $170,000 at the first official Labubu auction in Beijing.
When asked about the most unexpected reaction to his work, Lung told The Perfect Magazine about a moment that stuck with him. At a meet-and-greet in Los Angeles, a girl started crying. “So I asked her, ‘What happened? Why are you crying?’ And she said, ‘I’m so nervous. Thank you, you bring so much joy.’ … I’m really happy that my work brings happiness to people,” he said.
Which is why stories driven by greed feel especially off-brand. What was meant to be a fun Christmas gift turned into a messy conflict that nobody, especially the kids, asked for. Hopefully, the adults involved can cool off and make peace before a plush toy does any more damage than it ever should.
Most readers sided with the author and said the cousin’s parents crossed a line
One, however, thought the author handled it poorly
