Labubu Mania: How Blind Boxes Became the Ultimate Summer Thrill

The Pop Mart “Labubu” collectible blind-box toys have sparked a frenzy this summer. Shoppers face a gamified buying experience, racing through live TikTok drops, app crashes, timers, and resale battles. The thrill isn’t just in collecting the quirky figures but conquering the buying challenge itself.

Forget laid-back summer shopping, Labubu, the quirky collectible from Pop Mart, has turned buying into an adrenaline-fueled challenge. Instead of strolling aisles, eager fans race through live TikTok drops, dodge app glitches and countdown timers, and deploy strategies reminiscent of high-stakes Black Friday battles. The spotlight isn’t just on the cute vinyl creatures; it’s on the thrill of the chase.

Priced at just $27.99, each Labubu blind box features dozens of variants, some as rare as 1 in 72, making every purchase feel like a mini-gamble. Fans spend hours tapping furiously, watching livestreams for random box availability, and trading tips online. It's less about owning a toy and more about mastering a digital game.

This frenzy aligns with Pop Mart’s marketing playbook, which is to create a sense of scarcity. By releasing limited quantities and keeping drop mechanics unpredictable, they forge emotional investment. The result? A cult-like obsession where unboxing becomes an event, social media buzz goes viral, and unboxing videos live rent-free in TikTok’s For You pages.

But the hype isn’t confined to fandom. With merchandise spotted on celebrities, from Rihanna to Marc Jacobs, Labubu has leaped fashion circles, blending seamlessly with luxury goods and streetwear culture. Industry insiders warn this wave might peak soon, as novelty wanes and production catches up. Still, for now, Labubu is the highlight of summer 2025’s collectible craze.