Italian
The Chinese plush toy has become a phenomenon — everyone wants one.
A quirky puppet with pointy ears, not particularly cute and until yesterday known only by niche collectors and lovers of Asian design. But “yesterday” already feels like ages ago, given what’s happening now that this ugly duckling has gone viral, boosted by appearances on the social media of major celebrities like Rihanna and David Beckham — hardly small names. And as its official consecration, it even appeared as a birthday cake for Madonna in Siena during the latest Palio. That’s life.
But that’s not all: Labubu mania is spreading fast, with lines forming outside Pop Mart stores — for instance, in Milan’s Corso Buenos Aires — where customers range from teenagers to adults who probably queued for the same thing decades ago, back when plastic Swatch watches were all the rage. Another confirmation of how mass culture can arrive unannounced and history keeps repeating itself.
In this booming context, the company behind the plush has seen profits rise by up to 400%. Predictably, counterfeits have already entered the scene — a sure sign of popularity, though one that poses risks to public safety.
Experts call it “emotional consumption”: the purchased item becomes a shared spectacle. Add to that the fierce struggle to get one — a perfect trigger to capture the coveted prize and show it off as a trophy. But displaying it isn’t enough: the ritual must be played out online. I own it, therefore I am. That’s what counts in the end, between storytelling and debatable design.
The craze is sweeping markets too, with the company’s stock soaring an extraordinary 585% compared to 2024. And to complete this sort of perfect “social invasion,” Labubu now comes in a mini version — perfect to carry everywhere, small, everyday, and a true fetish object.
Photo Credit: Wikipedia
Zero Biscuit by Mauro Lama
