Chinese Labubu character becomes craze in Korea, with $15 dolls reselling for over $120
Various Labubu products are on display at a Pop Mart store in China. Newsis
"Labubu is only available with a purchase ticket."
This was the response from a staff member at Pop Mart’s Myeongdong shop in central Seoul on June 30 when asked if one could buy a keyring of the Chinese character "Labubu." The answer meant that only customers who had secured a preassigned ticket through an online lottery could purchase Labubu products, including dolls and keyrings, on specific dates. On this particular day, only display items were available.
Labubu’s explosive popularity in Korea has caused chaotic scenes, including long lines before store openings and even physical altercations between customers. As a result, Pop Mart has halted in-store sales entirely.
Despite Labubu’s unusual appearance — a hairy body, large eyes, sharp teeth and a mischievous grin — Korean consumers have fallen in love with it. Originally designed in 2015 by Hong Kong artist Kasing Lung, Labubu was commercialized in 2019 after Chinese toy retailer Pop Mart obtained exclusive licensing rights. Initially dismissed as “ugly,” the character gained popularity after celebrities posted photos of their bags adorned with Labubu dolls on social media. This led to growing interest in the U.S. and U.K., eventually sparking a frenzy in Korea as well.
Due to limited supply and the rise of resale vendors, Labubu’s price on the secondhand market has skyrocketed, with some calling it a "name-your-price" phenomenon.
One doll sold for 1.3 million won
A Labubu keyring / Captured from KREAM
According to Soldout, a limited-edition commerce platform operated by online fashion retailer Musinsa, the Labubu The Monsters Highlight Series Loyalty Keyring saw the biggest price jump among products sold in the first half of 2025. Originally priced at 21,000 won (about $15), the item was resold in mid-June for 163,000 won, marking a 676 percent increase. The second and third highest markups were also Labubu key ring items.
On Naver’s limited-edition trading platform KREAM, Labubu transactions in June surged 121 percent from the previous month and a staggering 7,711 percent compared to the same period last year. One collaboration item, the Labubu x Pronounce Wings of Fantasy doll, was sold for 1.3 million won on June 9. Its market value now exceeds 1.5 million won, despite a listed price of just 128,000 won. Posts on online parenting forums feature concerns like, “My daughter is begging for one — what should I do?”
From Lisa to Rosé: Celebrities fuel Labubu’s rise
BLACKPINK's Rose with a Labubu doll / Captured from Rose's social media
Celebrity endorsements have played a major role in Labubu’s surge. BLACKPINK members Lisa and Rose, as well as global pop stars like Rihanna and model Kim Kardashian, have embraced the doll as a fashion item. This has fueled its popularity, especially among Generation Z and young millennials. The "blind box" sales format — where buyers don’t know which product is inside until it’s opened — has also stoked a strong desire to collect. Unboxing videos featuring Labubu items flood Instagram and other social media platforms.
Riding this wave, Pop Mart is rapidly expanding in Korea. After entering the Korean market in 2020, the company recorded 34.8 billion won in revenue in 2024, up 264 percent from the previous year’s 9.5 billion won. Other characters from the company, such as Molly and Skullpanda, are also seeing strong sales. Pop Mart now operates stores in Seoul’s trendy areas, including The Hyundai Seoul in Yeouido, as well as Myeongdong, Hongdae and Yongsan.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.