Summary
The Labubu keyring, a character accessory created by China’s POP MART, has gained explosive global popularity thanks to its random blind box system, endorsements from international celebrities, and strong resale premiums. In Korea, the product has become scarce, leading to high-priced transactions. Since POP MART halted offline sales, consumers have shifted to purchasing through online and secondhand marketplaces.
Labubu Keyring Craze Sweeps the World
Designed by Hong Kong artist Kasing Lung and produced by Chinese art toy brand POP MART, the Labubu keyring is a collectible figure with a furry texture, mischievous expression, and signature goblin-like teeth. Its quirky appearance has captured the hearts of the MZ generation. The blind box format appeals to collectors and has fueled rapid growth of a global fanbase.
Celebrity Influence and the Global Resale Boom
Labubu’s popularity has spread far beyond Korea. Celebrities like BLACKPINK’s Rosé and Lisa, Rihanna, and members of the Thai royal family have been seen wearing Labubu keyrings, driving viral interest on social media. In countries such as the U.S. and the U.K., fans line up in front of stores, and some figures now resell for up to 17 times the original price. In the past year alone, 3 billion units were sold globally, with secondhand prices often exceeding seven times the retail price.
Korea’s Frenzy and Changing Buying Patterns
Labubu keyrings have also sparked a craze in Korea. Shoppers queued overnight outside major stores in Seoul, prompting POP MART Korea to suspend offline sales from June 2025 due to safety concerns. As a result, consumers are now turning to official online stores, major e-commerce platforms, and secondhand marketplaces. Popular series frequently sell out online, and some limited editions command premium resale prices.
[Table] Main Labubu Keyring Purchase Channels in Korea (As of July 2025)
| Category | Platform/Store | Notes |
|---|---|---|
| Official Online Store | POP MART Korea Official Store | Some series sold out; restock notices to be checked |
| Major Online Retailers | Coupang, 11st, etc. | Various series; price fluctuations; stock may run out |
| Secondhand Marketplaces | Bungaejangter, Karrot, KREAM, etc. | Active trading of rare and limited editions |
| Offline Stores | POP MART Korea Offline Stores | Sales suspended from June 2025 |
※ Restock and sale updates will be posted on POP MART Korea’s official Instagram, etc.
Image Source: POP MART Official Website
A New Cultural Icon for the Global MZ Generation
The Labubu keyring has evolved beyond a mere toy, becoming a symbol of fashion, collecting trends, and playful culture among the global youth. Countries like China, Korea, Japan, Southeast Asia, Europe, and the U.S. are experiencing similar trends such as sellouts, resale premiums, celebrity endorsements, and the growth of fan communities. In Korea, despite offline unavailability, the competition for online and secondhand purchases remains intense, and premium pricing continues to dominate the market.
