Cover Gen Z’s latest investment strategy? Mischievous Labubus dangling from designer bags. (Photo: Ying Tang/ NurPhoto / Getty Images)
Gen Z’s latest investment strategy? Mischievous Labubus dangling from designer bags. (Photo: Ying Tang/ NurPhoto / Getty Images)
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From Labubu toys to K-pop merch, Gen Z is turning niche passions into serious alternative investments
The days of traditional investment portfolios built around property and stocks are starting to look passé to Gen Z. This generation, born between the mid-1990s and early 2010s, is taking a different approach to wealth building—one that’s eclectic, internet-driven and often community-based. From niche art toys like the Labubu to high-risk crypto assets and collectable sneakers, they’re putting their money into what reflects their identity, not just potential return. But while these investments may seem unconventional, they’re rooted in a digital-native worldview shaped by volatility, distrust in institutions and a search for value on their own terms.
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1. The cult of the Labubu
The Labubu, a wide-eyed, snaggle-toothed creature created by artist Kasing Lung and popularised by Pop Mart, is among the most sought-after art toys in Asia’s booming designer toy scene. Originally debuting as part of the “Monster” series, Labubus have since become cult favourites thanks to their limited runs, high-quality craftsmanship and emotionally resonant designs.
Releases are often announced with little notice, distributed via blind boxes or exclusive online drops, which only heightens the frenzy. On resale platforms like Carousell and StockX, rare editions can appreciate up to tenfold, especially those released through artist signings or special events. For Gen Z investors, collecting Labubus offers a mix of speculative potential and cultural capital—ownership signals in-the-know taste, not just disposable income.
2. Sneakers, the original alt asset
Long before NFTs, sneakers were the first major “hype” asset class for digitally savvy young investors. Limited-edition pairs, especially those tied to basketball icons or high-fashion collaborators, can appreciate significantly post-release. A pair of Travis Scott x Nike Jordans, for instance, can triple in value within weeks if kept box-fresh. Gen Z investors not only wear the shoes but treat them as appreciating assets, storing them in climate-controlled boxes, tracking their value through selling apps and flipping them strategically. The rise of sneaker auctions at major houses like Sotheby’s and Christie’s further legitimises the category—no longer subcultural, it’s big business.
3. K-pop photocards and idol merch
Photocards, those glossy, wallet-sized portraits included in K-pop albums, have evolved into a bona fide investment category. A rare Jungkook photocard from a 2019 BTS fan meeting can fetch over US$1,000, especially if it’s an out-of-print or Japan-only release. Fans track card values through detailed spreadsheets, monitor scarcity in real time and negotiate trades in Discord servers and Twitter threads. Official merch collaborations (like the Starbucks x Blackpink collection) also sell out within hours and appear immediately on resale platforms. For some, it’s about emotional connection; for others, it’s high-speed arbitrage with a fandom twist.
Now read: Chasing K-pop dreams: must-visit spots in Seoul for superfans
4. Digital collectables and NFTs
While the 2021 NFT boom has cooled, Gen Z isn’t entirely out of the digital collectables game. What’s changed is the criteria: aesthetic-driven “PFP” projects are out, and utility-driven tokens are in. NFTs tied to exclusive event access, gaming perks or digital identity verification are gaining traction. Platforms like Zora, Sound.xyz and even Nike’s .SWOOSH are launching Web3 projects that combine collectability with tangible value. Still, risks remain high—rug pulls and overpromises are common, and liquidity can disappear overnight. Gen Z investors navigating this space are savvier now: they’re asking about roadmap execution and community governance, not just hype.
5. Designer resale and vintage luxe
Luxury fashion has become another investment frontier for Gen Z. Instead of buying new, many scour platforms like The RealReal, Grailed and Vestiaire Collective for vintage or archival pieces with appreciating value. A 2000s-era Dior Saddle bag or a rare Rick Owens jacket can generate significant profit if resold at the right time. TikTok trends can trigger sudden spikes in demand, so investors monitor what’s gaining traction and act fast. Increasingly, they’re blending fashion knowledge with financial literacy, seeing fashion not just as personal expression but portfolio diversification. Items are tracked, appraised and even insured—just like any other asset.
In case you missed it: Is your designer bag verified? The Digital Product Passport is the smart tech redefining authentic luxury
For Gen Z, investing isn’t just about compound interest or retirement planning—it’s about identity, community and access. And for now, a Labubu on a shelf isn't just decoration, but part of the strategy.
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