SINGAPORE – Serrated teeth upturned in a smirk, and a seemingly evil glint in the eyes. These are the signature attributes of Labubu – a character in the Pop Mart line of figurines and collectibles that has taken the world by storm.

But Labubu, created by Hong Kong-born artist Kasing Lung in 2015, is no nefarious character.

The pastel furry toy has been described as “kind-hearted”, her smirk an indicator of mischief rather than signs of a villainous disposition.

This is despite the sheer amount of illicit and unlawful activity she has elicited in Singapore this past year, from children manhandling claw machines to steal the dolls within to food outlets selling unauthorised Labubu-inspired confectionery.

Not to mention the thriving secondary market for Labubu dolls, which has been proliferated by scammers and bootleggers – all thanks to overwhelming demand from desperate fans unable to get their hands on the dolls at Pop Mart’s physical or online stores.

Prices vary for each Labubu blind box – in which the exact doll is a surprise – but the popular vinyl plush dolls cost an average of $24.90 for a single box and $149.90 for a full set of six.

Speaking on The Straits Times’ The Usual Place podcast in November, Yumiko Kayahara, 35, a Kiss92 DJ and Labubu collector, attributed the craze to the doll’s visual charm.

“I just thought that it was genuinely cute. It’s the colours and the expression. Then the teeth, the eyes… it’s very cheeky.” 

She admits to having spent at least $2,000 on Labubu dolls.

Dr Shilpa Madan, assistant professor of marketing at Singapore Management University, tells ST that cute things activate primal instincts within human beings.

“Cuteness elicits nurturing emotions and protective instincts. That’s why some people have whole collections. Each character can feel like a part of the family,” she says.  

Humans have an inherent tendency to attribute human-like characteristics to non-human entities, a phenomenon known as anthropomorphism, she adds.

“People seek connections with anthropomorphised products because they can provide a sense of companionship. Research shows that after a rough day, turning to a familiar, smiling character can feel comforting, almost like having a buddy around,” she says. 

Such dolls also tap the power of nostalgia in how they remind consumers of their childhood, she notes. “This nostalgic connection can be a powerful motivator for purchase, as it taps positive memories and emotions associated with simpler times.”

Even politicians have been won over by Labubu and its anthropomorphic characteristics, with the People’s Action Party’s Sengkang West branch recruiting the doll into its ranks.

In September, branch chairman Lam Pin Min shared a video of himself holding a Labubu decked out in full PAP uniform, drawing mixed reactions from netizens. 

One commenter said “it’s not right” for the character to be included in a promotional post by a political party, while another wondered: “Are you giving a Labubu for free to every citizen?”

Despite the lukewarm reception, Labubu continues to feature on Mr Lam’s TikTok account – most recently making her “first appearance” at the PAP Awards and Conference in November.

The Labubu craze is reminiscent of the furore around Hello Kitty in Singapore at the turn of the millennium, when McDonald’s released a wedding-inspired collection of Hello Kitty dolls. 

Thousands of people flocked to the fast-food chain’s outlets in 2000 to get their hands on the plush toys, which required the purchase of Extra Value Meal sets. 

Never mind that Hello Kitty merch had been around for decades by that point. Some people even took to queueing overnight so they would not miss out on the limited-edition toys.

After the madness petered out, Hello Kitty’s popularity has remained high, even till today. The character’s Japanese owner, Sanrio, has long embraced the idea of cross-media storytelling and a range of merchandise and experiences that appeals to people of all ages – from a recent collaboration with Starbucks to running a theme park in Tokyo.

Pop Mart seems to be taking a page out of the Sanrio playbook, having opened its own theme park in Beijing, China, in September. The 40,000 sq m Pop Land currently takes about 20 minutes to walk through, but is expected to grow both in size and stature.

For now, it provides fans with a place to interact with life-size mascots, buy swag and enjoy their fandom.

A similar function is served by the Pop Toy Show conventions, which drew large crowds during its second Singapore edition in August.

Dr Madan notes that these communal aspects have turned Labubu dolls into symbols of shared liking and social belonging. 

“(It is a way for) consumers to express their identity and bond over a shared love for all things cute and quirky with a community of like-minded individuals,” she says. 

Even if Labubu goes out of style, it will most likely be due to her being upstaged by another cute doll. 

The replacement could even come from within the ranks of Pop Mart, such as the gothic-looking Skullpanda, the large-eyed Molly or even Labubu’s boyfriend Tycoco, whose macabre skull visage belies a sweet and dopey personality.

K-pop star Lisa, from girl group Blackpink, is one celebrity whose enjoyment of Labubu seems to be crossing over to other Pop Mart dolls. 

She is a big reason for the Labubu boom, having introduced her millions of fans to the character after sharing her swag on social media earlier in 2024.

In a recent video feature for Vanity Fair magazine, she spoke about her “obsession” with Pop Mart dolls – and excitedly opened several blind boxes of characters such as Crybaby, Dimoo and Roly Poly. 

The 27-year-old Thai, whose full name is Lalisa Manobal, said in the video that she went from “not being into it at all” when a friend took her to a Pop Mart store in Thailand, to spending “all (her) money” on merchandise and storming Pop Mart stores all over the world.

If a global superstar like Lisa is not immune to the charms of Labubu and other cute dolls, there is surely little hope for mere mortals.

Whether Labubu continues her bid for world domination in 2025, or is superseded by a new rival, one thing is for certain: It is a doll’s world, and humans are just living in it.  

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