Korea’s bag charm craze: What comes after Labubus?

IVE member Jang Wonyoung posing with a Skullpanda on her bag at Incheon International Airport, Oct. 5. Courtesy of Xportsnews

Wherever you go in Korea, it’s impossible to ignore the rise of unique and eye-catching bag charms dangling from backpacks, tote bags and purses. You might even feel tempted to buy one yourself. But is this bag charm craze really just a Korean thing?

Rise of Labubus

For a while, Chinese toy company Pop Mart’s much sought-after Labubus dominated the Korean market. After K-pop celebrities such as BLACKPINK’s Rosé and Lisa were spotted with them, these quirky charms instantly caught the public eye and sold out nationwide. As demand skyrocketed and availability plummeted, Labubus transformed from collectibles into status symbols.

However, the trend didn’t stop in Korea. A-list Hollywood celebrities like Rihanna have been seen with their own Labubus, and tennis star Naomi Osaka’s bedazzled Labubu stole the spotlight at this year’s US Open. Influencers such as American beauty vlogger James Charles promote the trend through Reels and TikToks. What began as an Asian phenomenon quickly expanded into the Western market.

Beauty influencer James Charles shows his Labubu-inspired makeup / Captured from James Charles' Instagram

The question remains: Why is Korea obsessed with these little charms? A major reason lies in Korea’s collective social norms. In a culture shaped by monochromatic fashion and conformity, many seek small ways to express individuality without breaking the mold.

Bag charms and keychains are personal, trendy and subtle, allowing individuals to stand out without standing out too much. This form of expression has become so widespread that a new Korean term, “baek-kumigi” (bag decoration) has emerged.

The success of Korea’s bag charm craze is also fueled by smart marketing. Mystery boxes, limited-edition items, and “gacha” (random draw) machines play a huge role. People frequently spend hundreds and even thousands of dollars trying to get the item they want, including limited-edition items. Some even collect every single version of a charm or toy for their own collection. Experts have compared this behavior to gambling, as the thrill of the unknown becomes addictive.

RIIZE's Sohee posing with various bag charms / Capture from RIIZE's Instagram

In Korea’s fast-paced trend cycle, fads come and go in a flash. One of the best ways to anticipate the next big thing is by keeping an eye on celebrities, especially their airport fashion and casual social media posts. When a star wears or carries something even slightly unique, it often sells out instantly.

Celebrity influence is one of the major driving forces behind the bag charm craze. When K-pop idols are photographed on the way to the airport, fans look forward to their outfits. These airport photos are one of the most effective promotional tools in Korea, as many celebrities are sponsored by brands.

K-pop group MEOVV head to KCON LA 2025 from Incheon Airport, July 31. Courtesy of Xportsnews

While brands often choose what stars wear, including bags, the way they style them is a reflection of their personal taste. Vogue Korea’s “What’s in My Bag?” videos give fans a closer look at the items their favorite celebrities love.

In one video by Vogue Korea starring K-pop girl group Illit, member Moka expressed her love for a Hello Kitty bag charm she personally bought in Japan, lending authenticity to her style choices.

Many celebrities choose to showcase their unique style by personalizing their bags. Le Sserafim’s Huh Yunjin went viral last year for styling her bag with ribbons, metallic beads and a plush toy, starting a maximalist bag trend and inspiring many fans to accessorize their own bags as well.

NCT Wish's Sakuya shows off his bag charms / Courtesy of SM Entertainment

Sakuya of K-pop boy group NCT Wish also made headlines for his wide array of bag charms. The idol chose the maximalist route, adding more than 10 bag charms to his backpack and carrying it around while doing promotional activities. His charms range from Labubus and his own band’s plush character merchandise to random bag tags.

What’s next after Labubus?

While people still line up outside Pop Mart for Labubus, Crybabys, Monchhichis, Hirono figures or Sanrio character charms, new bag charm trends are emerging.

Gromit dog bag charm / Captured from AliExpress

1. “Dress-your-own” characters (feat. Gromit from “Wallace & Gromit”)
The hilarious silent dog from the British claymation series “Wallace & Gromit” has gained newfound popularity in Korea in the form of affordable bag charms. Gromit comes “naked,” allowing buyers to be creative and customize his outfits and accessories.

Where to get them: stores in Hongdae and Myeong-dong, or wholesale stores like Nyunyu.

BLACKPINK Jennie poses with her pressable keypad keychain from her Hangeul Day ZEN SERIF merch / Captured from Jennie's Instagram

2. Customizable keycap keychains
Satisfying, anxiety-relieving and completely customizable — keycaps are gaining attraction as bag charms that also help relieve stress. Their charm lies in actually making them yourself.

Where to get them: Customize them in stores like Kyobo or order them from online shopping malls like 29cm. You can also find them in stores like Artbox and Daiso.

BLACKPINK's Jisoo shows off her Jellycat plush bag charm / Captured from Jisoo's Instagram

3. Jellycat bag charmsWhile Jellycat plushies have long been popular in Britain and the United States, its Korea pop-up just opened earlier this month in Seongsu, one of Korea’s trendiest neighborhoods. Reservations for the pop-up quickly fill up, and many visitors line up throughout the day just to buy their own Jellycat. With many influencers and celebrities posting about the immersive experience, will these adorable plush charms the next big thing?

Where to get them: the official Jellycat online store or offline store in Seongsu.

Fwee's pocket eye palette / Courtesy of Olive Young

4. Cosmetic bag charms
Many cosmetic brands have begun incorporating this trend into their beauty products. Marketed not only as adorable accessories, these cosmetic products are packed in keyrings, making them convenient and portable. Fwee, a Korean makeup brand, released a pocket eye palette available in five different color options. Amuse, another popular Korean makeup brand, introduced a lip tint keyring. More brands are quickly catching on and creating their own versions of pocket-sized bag charm makeup.

Where to get them: You can find a wide range of these makeup products at Olive Young or on each brand’s official website.

Kim Sur-hyun is a Korea Times intern.