Updated September 2nd, 2026
By now, you've probably seen a Labubu, or at least heard someone talking about one. These quirky collectible dolls and bag charms have exploded in popularity, with people of all ages lining up to buy them, trade them, and proudly display them.
Whether you're a dedicated collector, someone who simply thinks they're cute, or you're wondering what all the hype is about, you may have found yourself asking: Why is Labubu so popular?
From a psychological perspective, trends like Labubu are fascinating. For many people, collecting them is a harmless hobby that brings joy, nostalgia, and a sense of community. For others, collecting can become difficult to control or lead to overspending and other behaviors that negatively affect their well-being.
Let's explore the psychology behind the Labubu trend, why these collectibles are so appealing, when collecting may become unhealthy, and more!
Most of us know them as plush toys and bag charms. But, what exactly is a Labubu? While they’ve gained popularity more recently, Labubus have actually been around since 2015.[1]
They come from an illustrated book series called The Monsters Trilogy by artist Kasing Lung. The books feature playful and mischievous, yet kind-hearted, female elves called Labubus.
They come in various colors and are sold in “blind boxes,” which is part of their appeal. The doll inside is a mystery until the box is opened, giving you the chance to discover a rare secret Labubu.
They vary in price, and the most sought-after editions can be sold for thousands of dollars online. In fact, some of the rarest and higher priced Labubu dolls are auctioned or sold for hundreds of thousands of dollars.
Why are people so drawn to Labubus? While collecting Labubus is a harmless hobby for most people, there’s fascinating psychology behind why people can become so attached to these quirky collectibles. From the thrill of the hunt to nostalgia, identity, and community, there are several reasons people find themselves drawn to them.
One of the most fascinating psychological concepts behind the Labubu trend is the difference between wanting and liking. While liking is the enjoyment you get from owning a Labubu, wanting is the powerful drive to get the next one. Wanting is largely influenced by dopamine, which plays a role in motivation, anticipation, and reward-seeking. [2]
Dopamine is strongest when you're anticipating a reward, not necessarily when you receive it. That's why the excitement of searching for a rare Labubu or opening a mystery box can sometimes feel even more rewarding than actually owning the doll.
These reward processes are a normal part of human behavior, but they can also play a role in behaviors that become difficult to control, such as compulsive shopping or gambling.
People with ADHD may be more vulnerable to these patterns due to differences in reward processing, greater impulsivity, and a stronger preference for immediate rewards. However, these behaviors aren't unique to ADHD, and anyone can get caught up in the excitement of seeking the next reward.
For many people, plushies and toys can be a source of comfort and that includes adults! There’s nothing unusual or embarrassing about finding comfort in an object that makes you feel happy or at ease. If seeing, holding, or carrying a Labubu brings you feelings of warmth, familiarity, or relief, it makes sense that you might feel attached to it.
Sometimes, the explanation is even simpler: you think they’re cute! Small things that make us smile can bring a welcome sense of joy and comfort to everyday life.
As can be the case with things like certain shoes or clothes, these clip-on plush toys have Just like certain shoes, clothing, or accessories, Labubus have become somewhat of a status symbol. For some people, owning or displaying them can provide a sense of belonging, acceptance, or validation from others. Having a rare or highly sought-after Labubu can also feel exclusive, making the collectible seem even more valuable or desirable.
This might look like keeping up with new drops, hunting for rare Labubus, proudly clipping one onto a bag, or showcasing a collection to friends or on social media. Of course, not everyone collects Labubus for social status, but for some, being part of the trend and sharing it with others is part of the appeal.
For many people, collecting Labubus isn't just about the toys themselves. It's also a way to connect with others who share the same interest. Collectors can trade Labubus, share their latest finds, attend events, or connect through online communities like the Labubu subreddit.
Humans naturally seek connection and a sense of belonging, and shared hobbies can help fulfill that need. Being part of the Labubu community can create a sense of shared identity and give people something fun to bond over. As long as collecting remains healthy, there's nothing wrong with finding joy and connection through a shared interest.
The mystery box aspect is a big part of the appeal. Just like scratch-off tickets or trading card packs, there's excitement in not knowing what you'll get. Every unopened box carries the possibility of finding a rare Labubu, and that anticipation itself can be rewarding.
Psychologists call this variable reinforcement, when unpredictable rewards keep us coming back because we never know when we'll get the one we're hoping for.
The downside? That same excitement can make it easy to buy "just one more." Whether it's Labubus, trading cards, or lottery tickets, the thrill of chasing the rare item can sometimes lead people to spend far more money than they intended without ever getting what they were after.
Yes, absolutely! Lots of people enjoy collecting things, and for most, it’s simply a fun hobby that brings joy and excitement to their lives. There’s nothing wrong with loving Labubus or building a collection.
Collecting only begins to become unhealthy if it starts negatively affecting your finances, relationships, responsibilities, or emotional well-being. The key is being honest with yourself about the role collecting plays in your life. If it continues to bring you joy without causing harm, there’s likely no reason for concern.
If it starts to feel difficult to control or creates negative consequences in your life, it may be worth seeking support.
Loving Labubus and getting excited about adding a new one to your collection is usually just that, a fun hobby! But like shopping, gaming, or other rewarding activities, collecting can sometimes become difficult to control.
So, how do you know when Labubu collecting is all in good fun and when it might be worth taking a closer look? Here are a few signs that collecting may be starting to negatively affect your life:
One impulse purchase or an especially enthusiastic Labubu phase doesn’t mean there’s a problem. What matters is the overall pattern and whether collecting is negatively affecting your life.
If it does start to feel difficult to control, therapy can help you understand what’s driving the behavior without taking away the things you genuinely enjoy. You might explore underlying factors like stress, depression, or impulsivity, find healthier ways to cope with difficult emotions, or work on building a stronger sense of self-worth outside of purchases and external validation. Your goals will depend on the role collecting plays in your life and what, if anything, you’d like to change.
The cultural interest surrounding Labubus isn't irrational. Instead, their appeal can tap into fundamental human needs and desires, such as novelty, belonging, comfort, identity, achievement, and connection.
Dopamine plays a role in motivation, anticipation, and reward-seeking, which can help explain the excitement of finding a new or rare Labubu. We also have a natural need for community, social relationships, and belonging. It's even reflected in Maslow's Hierarchy of Needs!
Although the hierarchy requires more flexibility than once thought, extensive research shows that love, belonging, and esteem contribute to most people's well-being.[3] Finally, especially during times of distress, we often turn to what's available to us for comfort or a sense of relief.
There's an important lesson we can take away from all of this: our minds are naturally driven to get our needs met. However, we're not necessarily born knowing how to meet all of those needs in healthy ways. As humans, we're incredibly resilient and often use whatever tools are available to us to cope, connect, or feel good.
There’s nothing wrong with loving your Labubus, hunting for a rare find, or proudly showing off your collection. But if “just one more” starts turning into overspending, stress, secrecy, or a habit that feels difficult to control, it may be worth exploring what’s going on beneath the surface.
Therapy isn’t about taking away the things you enjoy (and no, your therapist isn’t going to confiscate your Labubus!). Instead, it can help you better understand what’s driving certain behaviors, build healthier coping strategies, and find a balance that still leaves room for the things that bring you joy.
Clarity Clinic offers in-person therapy throughout the Chicago area and virtual therapy across Illinois. Our therapists have a variety of specialties, such anxiety, stress, compulsive behaviors, and more. We accept most major insurance plans.
Contact us today to find a therapist who’s right for you.
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[1] “Labubu” is a plush toy that is causing a frenzy. Here’s its origin story : NPR. (2025, June 18). https://www.npr.org/2025/06/18/g-s1-72939/what-is-labubu-pop-mart-explained
[2 ]Understanding addiction by dissociating wanting and liking. (2016, July 7). https://www.apa.org/pubs/highlights/spotlight/issue-69
[3] Rojas, M., Méndez, A., & Watkins-Fassler, K. (2023). The hierarchy of needs: empirical examination of Maslow’s theory and lessons for development. World Development, 165, 106185. https://doi.org/10.1016/j.worlddev.2023.106185
I’m a Licensed Professional Counselor (LPC) with a Master’s in Community Counseling from Argosy University of Chicago. I work collaboratively with clients to reduce anxiety, stress, process challenges, and build practical coping skills for everyday life.
