The whimsical charm of Labubu, the wildly popular collectable from Chinese brand Pop Mart, has taken Africa by storm, transcending toy status to become a cultural phenomenon. With waiting lists stretching for months and resale markets booming, these collectible dolls are not just toys — they’re trendy treasures reshaping fashion and consumer behaviour. Mirroring its global rise, Labubu’s explosive popularity across the continent is fuelled by its striking design, its appeal as a high-value collectible, and, of course, the relentless influence of social media hype.
Nowhere is this frenzy more evident than in South Africa, where Labubu has emerged as the must-have item for both toy enthusiasts and serious collectors. Dean Pillay, a local Pop Mart distributor, told Our World News: “The most valuable items of 2025 are Labubu dolls and Pokémon cards — and you can’t get your hands on either of them.” The scarcity has only amplified demand, turning each release into a frenetic race among fans.
The craze reached new heights at the recent Comic Con Africa, where a gold-plated Labubu was auctioned for over R8 000, igniting discussions about “toyflation” and the blurring line between play and investment. Meanwhile, opportunistic resellers have capitalised on the shortage, hoarding limited-edition boxes and flipping them on platforms like Takealot at triple the retail price.
As Labubu continues to dominate wish lists and wardrobes, one thing is clear: in Africa’s evolving luxury and pop culture landscape, this creepy yet cute doll reigns supreme.
How Did We Get Here?
What began as a whimsical creature sketched in the pages of Hong Kong artist Kasing Lung’s mystical storybooks has evolved into one of the most coveted collectibles in modern pop culture. Transformed into a three-dimensional sensation through a collaboration with Pop Mart, Labubu exploded in popularity thanks to its ingenious blind-box format, where the thrill of surprise unboxing became part of the thrill.
The tipping point into mainstream adoration came when fashion icons and A-list celebrities started flaunting their Labubus on social media. It started with Blackpink’s Lisa, the undisputed queen of Gen Z style, casually showcasing her collection on Instagram. Soon after, Rihanna was spotted with a Labubu dangling from her bag, Dua Lipa joined the trend, and even David Beckham shared an affectionate post featuring the doll — a gift from his daughter. Overnight, Labubu outgrew niche fandom, becoming a must-have accessory for the stylish elite.
As creator Kasing Lung revealed in an interview with Permanent Magazine, the brand’s evolution has been staggering. “Before working with Pop Mart, the fanbase was 90 per cent male and they mostly collected the vinyl dolls,” explained Lung. “Pop Mart launched us in the Chinese market, and because of the plush doll keychains and other products, now 80 per cent of the audience are female.”
Though not a traditional luxury brand, Labubu has masterfully tapped into the allure of exclusivity that defines high-end markets, even infiltrating the world of haute fashion. Designers like Sebastian Gunawan and Yogi Pratama have reimagined Labubu as a miniature style icon, draping the collectible in bespoke couture creations. It’s even made appearances on fashion runways, rubbing shoulders with heritage houses like Louis Vuitton and Valentino.
Big Business
Of course, it’s been quite the year for Pop Mart, the visionary toy company behind the global Labubu craze, with its valuation soaring to an astonishing US$1.6 billion. The brand’s impact extends far beyond the toy aisle: fashion authority Lyst reported a staggering 352 per cent month-over-month surge in bag charms and accessories, all thanks to the unexpected catalyst Labubu.
The phenomenon has taken on a life of its own in Africa, where Labubu has become a cultural statement. According to Inside Africa, Labubu is also Nigeria’s hottest toy and latest obsession. In West Africa’s thriving resale market, these once-affordable collectibles now sell for US$165 to US$200 per piece, turning them into luxury commodities as exclusive as limited-edition sneakers or designer collaborations.
In South Africa’s vibrant digital landscape, influencers have become the driving force behind Labubu’s rise, transforming the collectible phenomenon into a cultural moment. Local social media personalities, bitten by the same irresistible bug that has captivated global celebrities, have been sharing their unboxing rituals with infectious enthusiasm — and now everyone wants one. The trend speaks to a broader shift in South Africa’s luxury market, where the intersection of social media clout and limited-edition collectibles is redefining what’s considered truly desirable.
Behind The Obsession
Far beyond a mere plaything, Labubu has emerged as a cultural touchstone for self-expression and social signalling. As Psychology Today notes, these whimsical dolls serve as mood indicators, identity markers, and emotional conduits, transforming personal collections into curated psychological landscapes. In today’s digital age, owning a rare Labubu is considered sophisticated social currency.
The brand’s ingenious “blind box” sales model has proven particularly potent in fuelling this phenomenon. By leveraging variable ratio reinforcement — the same dopamine-driven psychological mechanism that keeps us scrolling on social media — Pop Mart has elevated toy collecting by tapping into our psyche. Each unboxing becomes a thrilling moment of chance and discovery, satisfying our deep craving for surprise while feeding an insatiable collector’s mentality.
Where to Find Labubu in South Africa
Pop Mart has 2 000 high-tech “roboshops” spanning the globe in more than 30 countries, yet in South Africa, where no official store exists, the hunt for these coveted pieces has become an exclusive pursuit of its own. Local connoisseurs turn to premium online boutiques like Panda Pop SA — the self-proclaimed “ultimate destination for collectible designer toys” — where sets cost up to R5 880 and require strategic pre-orders to secure.
While Takealot offers occasional drops that sell out instantly, savvy collectors navigate Facebook groups and international platforms, paying 200-300 per cent premiums (R300-R500 per blind box) for pieces that retail at US$12 in China.
Fortunately, for new releases, you can stay updated with Pop Mart’s global drops and use forwarders such as Aramex Global Shopper to ship directly to South Africa.
But be warned: with exclusivity comes a flourishing counterfeit market. The recent seizure of over 70 000 fake dolls by Chinese customs authorities, per BBC, serves as both evidence of Labubu’s extraordinary popularity and a stark warning to eagle-eyed collectors. These days, savvy collectors now examine their Labubu purchases with the same scrutiny applied to fine jewellery and designer bags, verifying holographic seals, stitching precision, and paint quality with forensic attention to detail. For serious collectors, this verification process turns each doll into a protected investment in an increasingly valuable market.
