The LABUBU Collector Who Found Community

When Sarah Chen opened her first Pop Mart blind box three years ago, she expected nothing more than a cute plastic figure to decorate her desk. What she found instead was an entire community waiting to welcome her. That initial LABUBU figure—a mischievous purple creature with fangs and wide eyes—became the first piece in a collection that now numbers over 200, each with its own story and significance. Her journey mirrors that of millions worldwide who have found connection, identity, and unexpected joy through these unassuming sealed packages.

The Psychology of Unboxing

The moment of discovery represents more than simple consumerism—it taps into fundamental human psychology. The rustle of plastic wrapping, the rattle of the figure inside, the anticipation before revealing which character they’ve obtained creates a powerful emotional cocktail. “There’s this incredible tension that builds in those thirty seconds,” explains Chen, a graphic designer from Shanghai. “It’s not about the monetary value. It’s about the experience—that little burst of joy when you finally see which version you got.” This emotional connection transforms the act of purchasing into a meaningful ritual.

Neuroscience research suggests this anticipation-reward cycle triggers dopamine release in the brain’s pleasure centers, creating a neurological foundation for the blind box appeal. The uncertainty of what lies within the package heightens emotional engagement, making the eventual discovery feel more significant than simply purchasing a known item. This psychological mechanism explains why collectors frequently describe the experience as “addictive” while maintaining that the emotional value far exceeds the financial investment.

From Plastic to Personal Narrative

The figures themselves tell stories beyond their physical form. Take Molly, the wide-eyed girl created by Hong Kong artist Kenny Wong. With her pouty expression and ever-changing outfits, she’s become a canvas for collectors’ own narratives. “My astronaut Molly reminds me to be brave when I’m facing challenges at work,” says Chen, pointing to the silver-suited figure on her shelf. “And the fairy tale series Molly? That one I bought after landing my first major client.” Each figure serves as a timestamp of personal milestones, transforming what could be mere decorative objects into tangible markers of life’s journey.

This narrative-building extends beyond individual collectors to encompass entire communities. Twenty-eight-year-old Tokyo-based accountant Kenji Tanaka discovered Pop Mart during a particularly lonely period after moving cities for work. “I walked past a Pop Mart store and bought a single LABUBU on impulse,” he recalls. “When I joined online trading groups to find specific figures, I suddenly had this network of people who understood the excitement. We’d meet for coffee trades, discuss new releases, and eventually became actual friends. These toys gave me a social circle in a new city where I knew nobody.”

The Global Phenomenon

Pop Mart’s rise from a single Beijing store in 2010 to a global powerhouse with locations from New York to Dubai represents one of retail’s most remarkable success stories. The company’s 2020 Hong Kong IPO valued it at nearly $7 billion, demonstrating the substantial economic power behind what might appear to be simple children’s toys. According to Statista, the global collectibles market is projected to reach $60 billion by 2025, with blind box products representing one of the fastest-growing segments.

The company’s success stems from a sophisticated understanding of modern consumer behavior. By limiting production runs, creating intricate series with varying rarity levels, and collaborating with internationally recognized artists and brands, Pop Mart has transformed collectible purchasing into an ongoing engagement rather than a one-time transaction. The UNESCO Creative Cities Network has noted how such creative industries are reshaping urban economies worldwide, with collectible culture becoming an increasingly significant component of creative tourism.

Cultural Significance and Artistic Merit

While critics sometimes dismiss blind boxes as frivolous consumerism, their cultural significance runs deeper. The characters represent a fusion of Japanese kawaii culture, Hong Kong designer toy traditions, and contemporary Chinese aesthetics. Artists like Kenny Wong (Molly’s creator) and Kasing Lung (LABUBU’s designer) have achieved celebrity status within the community, with their creative visions driving collector enthusiasm.

These figures frequently incorporate subtle cultural references that resonate across generations. A LABUBU figure might reference Chinese folklore while employing color palettes popular in contemporary streetwear. Molly’s various occupations—from astronaut to pastry chef—reflect changing aspirations among young urban professionals. This cultural layering creates objects that function simultaneously as art pieces, cultural artifacts, and personal totems.

The Collector’s Mindset

Understanding collector psychology reveals why these seemingly simple objects command such devotion. Completionism—the drive to acquire entire sets—combines with the thrill of chance to create powerful motivation. The social dimension further reinforces collecting behavior, with online communities developing complex systems for trading, valuing, and discussing figures.

Seasoned collectors develop sophisticated strategies for navigating the blind box ecosystem. Many track release patterns, identify which stores receive shipments first, and participate in group purchases to increase their chances of obtaining rare figures. The most dedicated collectors maintain detailed spreadsheets tracking their collections, wanted items, and successful trades—transforming what began as casual interest into a carefully managed hobby.

Practical Collecting Strategies

For those new to Pop Mart collecting, several approaches can enhance the experience while managing costs. First, research character series before purchasing—understanding which figures resonate personally prevents accumulating pieces that lack meaning. Second, establish a budget and trading network early; the social aspect often proves as rewarding as acquiring figures themselves.

Third, consider the secondary market carefully. While the thrill of discovery drives initial purchases, sometimes trading or selectively purchasing specific figures makes more sense than buying countless blind boxes hoping for a particular character. Online platforms like the official Pop Mart community app facilitate these exchanges while helping collectors avoid counterfeit products—an increasing concern as the market grows.

Fourth, display and preservation matter. UV-protected display cases prevent color fading, while proper dust management maintains figures’ appearance. Many collectors create thematic arrangements that tell visual stories, rotating displays seasonally or according to mood.

Beyond Entertainment: Therapeutic Applications

The psychological benefits extend beyond simple enjoyment. Mental health professionals have noted how collecting can provide structure during difficult transitions, offer tangible representations of progress, and create social connections for those struggling with isolation. The World Health Organization has highlighted how creative engagement contributes to mental well-being, with activities like collecting providing measurable psychological benefits.

One therapist who incorporates collectibles into her practice with young adults explains: “The ritual of unboxing creates a moment of mindfulness—full presence in that experience. The figures then serve as anchors for positive memories or aspirations. I’ve had clients use specific characters to represent personal goals, creating physical reminders of what they’re working toward.”

Economic Impact and Future Directions

The blind box phenomenon has spawned an entire ecosystem extending far beyond the initial purchase. Secondary markets, custom painting services, display manufacturing, and community events have created economic opportunities worldwide. In major cities, Pop Mart stores have become social destinations rather than mere retail locations, with launch events drawing hundreds of enthusiasts.

Looking forward, augmented reality integration and digital collectibles represent the next frontier. Pop Mart has already experimented with AR features that bring figures to life through smartphone apps, while blockchain-based digital versions offer new collecting dimensions. These technological innovations promise to expand the experience beyond physical objects while maintaining the core elements of discovery and community that drive collector engagement.

The enduring appeal ultimately lies in the human elements these objects facilitate—connection, self-expression, and the simple joy of discovery. As Sarah Chen reflects while rearranging her collection: “People sometimes ask why I’d spend money on little plastic figures. But they’re not just plastic—they’re memories of friendships made, challenges overcome, and moments of pure happiness. That’s worth far more than whatever’s printed on the price tag.”