Why Labubu Triggers Obsession: The Hidden Psychology of Collectibles

Walk into any pop culture store or scroll through collectible forums, and you’ll inevitably come across one name whispered with awe, frustration, and obsession: Labubu. These quirky, “ugly-cute” figurines from POP MART’s The Monsters series—designed by artist Kasing Lung—aren’t just toys. They’re a global phenomenon.

Drops sell out in minutes. Resellers flip them for up to 20 times the retail price. Collectors queue for hours (sometimes days) just for a chance at a limited-edition figure. At first glance, it makes little sense: why are adults across the world so desperate to own a pocket-sized imp with oversized eyes and a mischievous grin?

The answer doesn’t lie in design alone. It lies in psychology—specifically, the deliberate use of scarcity, unpredictability, nostalgia, and community that taps into deep emotional and behavioural triggers. What POP MART has built with Labubu is more than a product. It’s a psychological ecosystem designed to fuel demand.

Let’s break down the dark psychology behind why Labubu sells like crazy.

1. Blind Box Addiction: The Power of Uncertainty

The backbone of Labubu’s success is the blind box model. Buyers don’t know which character they’ll get until they open the box. Will it be the standard design? Or the ultra-rare “chase” edition with odds as slim as 1-in-72?

Psychologists call this a variable reward system—the same mechanism casinos use in slot machines. The thrill isn’t in winning, but in the anticipation of maybe winning. That rush spikes dopamine levels, turning each purchase into a mini-lottery.

• Dopamine spike: Opening the box creates an addictive rush.
• Near-miss effect: Even pulling a figure that’s not the one you wanted can reinforce the urge to try again—because it feels like you’re so close.

This engineered unpredictability ensures buyers rarely stop at one. Some spend hundreds or even thousands chasing a specific rare figure. Others fuel a secondary trading economy. Either way, POP MART wins.

2. Scarcity and FOMO: “If You Miss It, You Miss It Forever”

Scarcity is one of the oldest psychological tricks in marketing—and Labubu exploits it masterfully. Each drop is deliberately limited. Seasonal releases, collaborations, and low-quantity production create artificial rarity, amplifying the Fear of Missing Out (FOMO).

• Scarcity principle: When something is perceived as scarce, its desirability skyrockets.
• Urgency trigger: Collectors buy impulsively, fearing the chance will never return.

It’s the same formula that drives sneakerhead mania with Nike’s SNKRS app or luxury watch waitlists. POP MART simply adapted it to vinyl toys. The result? Long queues, instant sellouts, and resale markets that legitimise Labubu as more than toys—they become status symbols.

3. Nostalgia and Emotional Rewind

Labubu isn’t conventionally cute like Mickey Mouse or Hello Kitty. Its oddball, mischievous design is slightly unsettling—yet oddly comforting. That’s not a bug; it’s a feature.

Labubu taps into childhood nostalgia, reminding buyers of toys like Troll Dolls, Furbys, or Cabbage Patch Kids—quirky, imperfect, yet oddly lovable. For Millennials and Gen Z, who grew up during uncertain times, that nostalgia isn’t just fun. It’s therapeutic.

• Emotional anchor: Nostalgia acts as a mood enhancer, easing stress and offering comfort.
• Identity marker: Labubu’s weirdness signals uniqueness. Owning one says: I don’t follow trends, I belong to a different culture.

It’s not just about the figure. It’s about buying a piece of memory—then showing the world you belong to a tribe that “gets it.”

4. Tribal Belonging and Social Proof

Collecting Labubu is not a solitary activity—it’s community-driven. Fans gather in online forums, post their “pulls” on Instagram and TikTok, and meet at conventions or store drops.

This creates a powerful social proof loop:

• The more people you see unboxing Labubu online, the more legitimate the craze feels.
• FOMO kicks in, pulling new buyers into the ecosystem.
• The hype sustains itself through community validation.

Owning Labubu becomes a badge of tribal belonging, a way to signal identity. Display walls, TikTok edits, and swapping figures aren’t just hobbies—they’re social rituals.

5. Algorithmic Hype and Influencer Culture

POP MART has leaned heavily on influencer culture and algorithm-driven platforms like TikTok. Unboxing videos, celebrity endorsements (including K-pop stars), and viral memes have turned Labubu into a cultural export.

Every unboxing video is free marketing. Every viral clip creates another wave of demand. Influencers showcase their collections as lifestyle statements, turning Labubu into a hybrid of toy, fashion accessory, and cultural currency.

6. Completionism and the Collector’s Instinct

Humans are wired to categorise, collect, and complete sets. POP MART feeds directly into this instinct by designing each Labubu series as a collection, with apparent gaps that beg to be filled.

• The hunt: The pursuit of one rare figure fuels ongoing purchases.
• Completionism: The urge to own an entire set drives long-term engagement, even after initial excitement fades.

The psychology here is simple: unfinished collections feel uncomfortable. Buying more feels like progress toward a goal.

7. The Secondary Market Frenzy

Combine scarcity, community, and surprise boxes, and you get a thriving resale market. Some Labubus resell for 10–20x retail, transforming toys into financial assets.

This creates two effects:

1. Legitimacy of purchase: Collectors justify spending because the toy has potential investment value.
2. Status symbol: Owning rare editions signals wealth, taste, and cultural savvy.

This mirrors sneaker culture, Be@rbricks, Pokémon cards, and even NFTs. When collectibility overlaps with profitability, demand explodes.

8. Affordable Luxury: The Lipstick Effect

Not all Labubus cost a fortune. Many are priced as “affordable luxuries”—small emotional pick-me-ups accessible even in tough economic times. Psychologists call this the lipstick effect: when people can’t afford big luxuries, they buy smaller ones for comfort.

Labubu fits perfectly. It’s indulgent without guilt, making frequent purchases more likely.

9. The Illusion of Control

Here’s where the psychology gets darker. While buyers know the odds are stacked against them, POP MART gives them the illusion of control:

• Buy more boxes = better chances.
• Trade with others = complete the set.
• Line up earlier = secure exclusives.

These “strategies” make buyers feel empowered, but the system remains rigged in the brand’s favour. Consumers think they’re gaming the system when in reality, the system is gaming them.

10. The Dark Side of Collectibility

It’s tempting to dismiss Labubu as harmless fun. But there are real downsides:

• Financial strain: Fans overspend chasing rares.
• Addictive behaviour: Blind box mechanics mimic gambling psychology.
• Exclusivity over inclusivity: Scarcity turns toys into elitist badges, alienating those who can’t keep up.

Play has been weaponised into a business model that thrives on psychological blind spots.

11. Lessons for Brands

For marketers, Labubu is a case study in psychological branding. The takeaways are clear:

• Scarcity sells—but must feel authentic.
• Emotion beats function—products that become identity markers thrive.
• Community multiplies hype—peer validation drives exponential demand.
• Controlled unpredictability works—but balancing excitement with ethics is crucial.

The fine line between delight and exploitation is where long-term brand trust lives.

Conclusion: A Perfect Psychological Storm

Labubu isn’t magic. It’s psychology—dressed in vinyl, hidden in blind boxes, and fueled by nostalgia, scarcity, and community. POP MART has turned a quirky toy into an emotional experience, one that feels urgent, personal, and irreplaceable.

The genius lies not in the product itself, but in how it taps into fear, longing, identity, and dopamine. That’s why Labubu doesn’t just sell—it sells like crazy.