The Labubu Frenzy: How K-Pop Stars Are Driving South Korea’s New Collectible Craze

South Korea is witnessing a cultural phenomenon unlike anything seen before as Labubu dolls, the latest collectible from Pop Mart, have sparked a frenzy across the nation. Fueled in large part by endorsements and enthusiastic participation from K-pop idols—most notably members of Seventeen—the Labubu craze has become a testament to the power of celebrity influence and fan community engagement. With Pop Mart South Korea temporarily halting sales due to overwhelming demand, the trend underscores the dynamic intersection of entertainment, commerce, and fandom in contemporary Korean culture.

Artist Participation

Seventeen, one of South Korea’s top-selling K-pop bands, has emerged as a central figure in the Labubu phenomenon. The group’s members have been spotted unboxing, customizing, and promoting their own Labubu dolls through social media platforms.

Joshua Hong, a member of Seventeen, posted an image on his Instagram account featuring himself alongside his pink Labubu doll. He captioned the photo, “I’m excited to be part of this trend and support our own products.” His endorsement has been reshared by thousands of fans, helping the frenzy sweep across Instagram, Twitter, and TikTok in a matter of hours.

Market Impact

The impact on Pop Mart South Korea has been immediate and dramatic. Retail outlets experienced such intense foot traffic that safety concerns were raised, prompting the company to suspend in-store sales of Labubu dolls. Online storefronts have faced similar strain, with website traffic surging by over 300 percent in the days following Seventeen’s widespread promotions.

Analysts estimate that sales of Labubu dolls could double Pop Mart’s usual monthly revenue for the quarter, thanks in no small part to the K-pop connection. Limited-edition colors and artist-customized models have become the most sought-after items, selling out in under an hour whenever they become available.

Fan Community Reactions

The fan community has responded with characteristic energy and creativity. Fan clubs have organized unboxing events, online livestreams, and trading forums dedicated solely to Labubu dolls. Some fans have even commissioned custom doll accessories inspired by Seventeen’s stage costumes, driving a secondary market for aftermarket merchandise.

One fan forum reported more than 50,000 active members discussing strategies for obtaining rare Labubu variants, coordinating bulk purchases, and sharing photographs of their prized collections. This level of organization mirrors previous K-pop merchandise phenomena but on a markedly larger scale, suggesting that collectibles tied to idol culture can mobilize fans in novel ways.

Conclusion

The Labubu frenzy offers a clear illustration of K-pop’s far-reaching influence on consumer trends and pop culture in South Korea. When idols like Joshua Hong and Seventeen endorse a product, they do more than simply advertise—they activate a global network of passionate fans ready to mobilize instantly. As the line between entertainment and commerce continues to blur, future collaborations between toy manufacturers and K-pop artists are likely to become standard strategy. For now, Labubu stands as the poster child for how celebrity-driven trends can reshape entire markets overnight.

Source: Business Insider report on the Labubu frenzy and K-pop involvement, https://www.businessinsider.com/k-pop-stars-blind-box-fueling-labubu-frenzy-south-korea-2025-6