THE LABUBU CRAZE: UNBOXING MODERN-DAY CONSUMERISM

Consumerism in the 21st Century

If you have been active on any social media platforms in recent years, you are bound to have stumbled upon trending topics, ranging from Stanley Cups to Labubus. The craze behind these items is just one of many examples of modern-day consumerism in action.

Consumerism first emerged during the Industrial Revolution and became widespread in the 20th century. While it originally had a focus on essential needs, that word has now evolved into a broader concept, encompassing desires, trends, and experiences.

Over a century later, consumerism is now defined as a sociocultural and economic phenomenon that is characterised by the continuous acquisition of goods and services in ever-increasing quantities. In other words, consumerism encourages people to buy more and more, so as to satisfy their ever-growing wants.

With the rise of globalisation, more products are available for purchase globally. The widespread reach of social media has also fueled consumerism, with platforms creating a constant stream of new trends. It can be said that these factors have fostered a cycle of excessive purchasing, and the persistent need to acquire new things.

The Labubu Craze: An Example of Modern-Day Consumerism

Labubus are a line of collectible designer plush toy monster elves created by Kasing Lung and were first introduced in 2015. It gained wider recognition in 2019 during a collaboration with Pop Mart—a China-based retailer—though it remained relatively unknown.

It was only in April 2024, when Lisa—a member of the K-pop group Blackpink—was spotted with a keychain Labubu on her bag, that the plush toy gained widespread attention. This endorsement inadvertently popularised Labubus in Southeast Asia and East Asia, with the plush toys eventually invading Singapore as well. Its prominence grew in other parts of the world as well.

The surging popularity of Labubus is evident through the amount of sales they have garnered since Lisa's endorsement. According to a Pop Mart report released on 26 March 2025, it was stated that the line generated sales of 13 billion Chinese Yuan (approximately S$2.3 billion) in 2024—more than double the 6.3 billion Chinese Yuan (approximately S$1.1 billion) recorded in 2023.

Why Does Consumerism Occur?

There are many reasons why people partake in consumerism.

Marketing strategies that create a psychological pull, no doubt play a large role in influencing consumption. Take Labubus, for example: These plush toys are sold in blind boxes—where the specific content of the box is unknown until it is opened. The element of surprise and satisfaction once the contents are revealed is what keeps people buying over and over again, especially when they do not get their desired item in their first box. Marketing tactics like these keep consumers spending money with each new product released.

Other times, it could be due to social factors, like peer pressure and social influence. This is especially the case for items that are trending—where individuals feel compelled to purchase popular items within their social circles, or those promoted by influencers—so as to ‘fit in’ with their peers and not miss out on the experience. These factors could lead to impulsive purchases, even when the person has no use for the product.

However, what exactly are the impacts of such consumerism?

The Harsh Reality of Consumerism

While there is nothing inherently wrong with purchasing goods, the problem with consumerism lies with overconsumption.

The endless cycle of purchasing the same item repeatedly leads to the rise of overconsumption, which can be detrimental to our environment.

Products that incorporate the blind box model generate significant amounts of waste. Figurines are often packed away in a plastic bag, complete with a cardboard box. With the repeated purchases of these products, packaging waste accumulates quickly and mostly ends up in landfills. Given that the waste is generally non-recyclable due to the mixed materials and coating, plastic wrappers and foils used in these products can last in the environment for hundreds of years, contributing to plastic pollution.

The making of these products also has substantial impacts on the environment. Labubu dolls are mainly made of plastics like polyvinyl chloride (PVC) and polyester fabric, which are derived from fossil fuels. For these materials to be manufactured, significant amounts of greenhouse gases and toxic substances are emitted. The emission of these toxins can have serious effects on the environment, and can also pose health risks to those exposed to such chemicals.

Furthermore, overconsumption can also be directly detrimental to our own livelihoods. The prices for each Labubu blind box varies, but are on average S$24.90 for a single box. When we consistently buy these items just for instant gratification, the costs eventually add up. In the long run, such spending can be seen as wasteful—when the money allocated could have otherwise been spent on daily necessities.

From the above points, it is no doubt evident that overconsumption as a result of consumerism can bring about various social and environmental detriments to our society.

What Can We Do About It?

Instead of thinking simply about our ‘wants’, we should also think about our ‘needs’. Ask yourself questions like: “Do I genuinely need this?” or “How often will I use this?”

In addition, implementing a ‘24-hour rule’ could be useful. Waiting 24 hours before buying a non-essential item from the store or online can also help differentiate between momentary ‘wants’ and ‘needs’.

Hence, by practicing mindful consumption, we can avoid impulsive purchases and thus contribute to a more sustainable world.

So, the next time a new trend emerges, consider pausing to ask: Is this something I truly need?