K-pop idols are no strangers to setting trends, but their latest obsession has fans doing double takes—and forming massive lines. The furry and mischievous Labubu dolls by Chinese toymaker Pop Mart are the latest collectibles dominating South Korea’s pop culture, thanks in part to the enthusiasm of mega-groups like Seventeen.
The beloved boy band, celebrating its 10th anniversary this year, has helped catapult Labubu even further into the spotlight. Member Joshua Hong recently shared an Instagram photo where he kisses his bright pink Labubu doll while posing casually in a park. The image instantly went viral, drawing attention not just to Joshua’s soft spot for the collectible, but to the broader fascination sweeping South Korean youth.
It didn’t stop there. Fellow members Hoshi and Vernon unveiled a special-edition Labubu doll that Seventeen helped design in collaboration with Pharrell Williams’ auction site Joopiter, fashion staple Carhartt, and high-end Japanese brand Sacai. The result? A neon-green furred Labubu wearing a gray onesie—an eye-catching twist never seen before in the series.
At a recent public event in Seoul, vocalist Seungkwan also chimed in with a laugh, noting the doll shares his surname, Boo. The playful moment only added fuel to the fire, reinforcing Labubu’s status as the latest must-have item in Korean pop fandom.
From Blind Boxes to Celebrity Flexes
Labubu dolls are typically sold through blind boxes, where buyers don’t know which variant they’ll get until they open it—adding to the frenzy and surprise element. The growing number of celebrities showing off their “pulls” has added even more hype to the experience.
The Labubu phenomenon first caught global attention when Blackpink’s Lisa posted one on Instagram in 2024. Her influence ignited a spike in demand across Asia, and now K-pop fans everywhere want to own what their idols love.
But that popularity comes at a cost. As lines grew longer and restock days became more chaotic, Pop Mart South Korea decided to hit pause. On Sunday, the company announced the suspension of all offline Labubu sales, citing safety concerns.
“Due to concerns raised over potential safety incidents at offline sales locations, and with the safety of our customers as our top priority, we have decided to temporarily suspend the offline sales of all LABUBU plush dolls and LABUBU plush keyring series,” Pop Mart Korea wrote in an Instagram story.
A Global Toy Craze Hits a Boiling Point
This isn’t the first time Pop Mart has had to scale back. In May, their UK branch halted in-person sales after overwhelming customer turnout. The company is now focusing on online distribution, though collectors are still eager for physical releases.
Meanwhile, Pop Mart continues to innovate with new Labubu designs. On June 13, the brand dropped its latest line—The Monsters: Wacky Mart. This food-themed collection features Labubus styled as tempura shrimp, cup noodles, and even corn. It’s a quirky spin that’s sure to appeal to both casual fans and hardcore collectors.
Despite the brand’s silence on direct collaborations with K-pop groups, it’s clear that stars like Seventeen are playing a big role in boosting Labubu’s profile. Their massive reach, combined with the toy’s unique look and element of surprise, has turned Labubu from a niche collectible into a national craze.
As for whether this is just a passing fad or a lasting trend, one thing’s certain: when K-pop meets kawaii collectibles, the result is always explosive. For now, Labubu’s reign in South Korea shows no sign of slowing down.