The Labubu craze: How Pop Mart’s fluffy monsters are sparking the ‘kidult’ movement

What makes grown-ups fall for a creature that looks like it crawled out of a fantastical forest? The answer lies in powerful psychological forces.

Firstly, there’s the comfort of nostalgia. Labubu doesn’t trigger memories of specific childhood toys, but rather the feeling of childhood wonder itself. In our uncertain world, nostalgia serves as a psychological safe haven. That brief moment holding a Labubu can transport you back to times when our responsibilities were lighter.

For many, play is also therapeutic. Research shows that adult play can relieve stress, improve brain function and stimulate creativity. Whether hunting for rare Labubu designs, arranging displays or fidgeting with a keychain during stressful meetings, you’re engaging in mindful distraction that can promote relaxation.

Moreover, in our screen-saturated world, Labubu’s physical presence offers something digital interactions cannot—the grounding experience of touch. These tactile objects provide calming counterbalance to intangible online pressures.

Labubu’s most fascinating appeal lies in aesthetic contradiction. Created by Kasing Lung, these toys fall into the “ugly-cute” category, with oversized ears, mischievous grins and off-kilter features. Their imperfections make them even more approachable and endearing.

This aesthetic triggers “cute aggression”—that paradoxical urge to squeeze something overwhelmingly adorable. Far from destructive, this response taps into nurturing instincts and provides a surprisingly satisfying emotional release.

“My desk job is high-pressure”, shares Wendy Li, a manager in a private equity firm based in Hong Kong. “Glancing at my Labubu keychain brings a little smile to my face. They’re like little beacons of joy.”

Even celebrities are embracing this “kidult” movement. Blackpink’s Lisa has been spotted carrying Labubu accessories, positioning these creatures as legitimate lifestyle items rather than guilty pleasures. Beyond Labubu collectibles, events like Comic Con are packed with adult consumers drawn to collectibles for lifestyle and pure joy. Fan conventions across the UK, Europe and North America break attendance records, with entire zones dedicated to adult-targeted merchandise.

And this isn’t just a pursuit to collect toys, it’s an active creative engagement serving as a powerful antidote to rigid adult routines.

According to market research agency Kadence International’s report How Kidults Are Driving Toy Sales, these adults see nostalgia as a lifestyle choice, using items like Labubu to “disconnect from daily pressures, embrace childhood joy, and express individuality”.

The Labubu phenomenon represents societal acknowledgement that play, joy and tangible comfort aren’t luxuries to abandon in adulthood—they’re necessities for navigating a complex world. In a culture equating maturity with seriousness, these quirky creatures offer permission to embrace a different kind of grown-up life. At the end of the day, this is a wellness revolution of sorts—and it’s fluffy, toothy and surprisingly wise.

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