Look, I’m someone who doesn’t like tat. I’ve never splurged on pointless knick-knacks, can easily visit shops like Minosu, Flying Tiger and Daiso without leaving with a basket of cute bits (aka dust gatherers) and usually stick to the classics when it comes to my fashion, décor and accessories. But, in recent weeks Labubu has me in a chokehold.
Tbh, it took me by surprise. My first one was a gift, and the moment I was handed the mystery box and met a Green Grape from the Tasty Macarons range, I was giddy (and low-key ashamed). How could such a pointless plushy fill me with so much joy?
Labubus are part of a blind box trend that’s exploding. Global sales of collectable toys and surprise boxes topped $20 billion last year, and on TikTok, the hashtag #Labubu has racked up millions of views. It’s not just cute. It’s cultural.
The truth is, Labubus are not the typical Kawaii vibe, they’re something between a Gremlin and a Furby. But the joy my little friend brought was real (and yes, she now has a whole clan of friends as I hunt down a “rare”.
And thinking about it, it’s not actually the toy, it’s the surprise of not knowing what will be inside the next pastel-coloured box I open. There’s a certain freedom in loving something just because it makes you smile.
We live in an era where we know everything before it happens. We read spoilers of shows before they’ve aired, plan over-the-top gender reveal parties and curate every part of our lives. We rarely stumble upon a restaurant without having read the menu online first and Google is our second brain at this point. So, it’s no surprise that we are all craving the element of surprise again.
That’s why blind box culture is trending. Collectables like Labubus and Sonny Angels are comforting us in an “always on” world. The ritual of something unknown wrapped in packaging seems magical, something that everyone could do with a bit more of in their lives.
And let’s be real, they’re cute. These toys are helping us connect with our inner child in a soft and whimsy way that doesn’t feel juvenile. Plus, Labubus are being hooked on some of the most expensive designer bags out there sending the message that playfulness and luxury can co-exist.
The love of my Labubus has led to me choosing more surprises in life. I’m trying to stop over-Googling every decision and let things unfold. It’s tough to let go of control but life’s better when you don’t read the spoilers.
Now, every time I open a blind box, I’m reminded that joy doesn’t need a plan, just a little curiosity. In a world that worships certainty, maybe the real flex is not knowing what’s next…and being excited anyway.