Labubu, virality and overconsumption: Why do we buy what we don’t need?

Created on 29/08/2025

In recent years, we’ve been witnessing a genuine revolution in how we buy and consume. One of the freshest examples of this shift is the Labubu phenomenon. Small, colorful characters sold in “blind boxes” have taken TikTok, Instagram, and the hearts of thousands of collectors around the world by storm.

This article is an attempt to understand that phenomenon. We consider why we get swept up in consumption, how the mechanisms behind viral hype work, and what makes us so susceptible to social pressure. We’ll also explore the psychology of shopping, the FOMO effect, the consequences of over-accumulating things, and alternatives that help you regain control over your own choices.

Table of Contents
1. Introduction
2. The Labubu figurine phenomenon and viral hype
3. The “blind box” mechanism and the psychology of FOMO
4. Overconsumption in practice: what happens after the purchase
5. The social consequences of compulsive buying
6. Alternatives: mindful consumption and eco-friendly gadgets
7. Summary
8. FAQ

The Labubu plush-toy phenomenon and viral hype

The cute, compact Labubu plush toys have become one of the most striking symbols of today’s consumer culture. Designed by Hong Kong artist Kasing Lung and produced by POP MART, they’ve captured the hearts of collectors worldwide. While they may look like simple toys, their popularity goes far beyond children’s entertainment—they’ve turned into a fashion must-have and a lifestyle statement, fueled by social media and viral marketing.

How social media shape consumer trends

Platforms like TikTok, Instagram, and YouTube are the main engines driving the Labubu hype. Algorithms—not traditional ads—decide what becomes trendy.

Unboxing videos of Labubu “blind boxes” rack up millions of views.
Hashtags like #Labubu, #POPmart, and #BlindBox trend globally.
Influencers showcase their collections, creating social pressure to own the latest releases.

As a result, we don’t buy what we need—we buy what’s popular. Social media feed the feeling that if you don’t have Labubu, you’re “out of the loop.”

Labubu as a “must-have”

Labubu’s popularity rests on emotional value rather than utility. They don’t serve a practical function, but they’ve become symbols of status and belonging to a specific subculture.

Collectors strive to obtain the rarest models, and owning limited editions is a way to stand out online and among friends. POP MART deliberately restricts access to certain versions, increasing their appeal and creating a sense of exclusivity. Every new drop is a race—first come, first served.

Origins of the craze—the role of TikTok, Instagram, and influencers

Social media are precisely what propelled Labubu to the top:

TikTok—short, dynamic unboxing clips feel like visual gambling. Viewers watch to see whether a limited plush shows up.
Instagram—collectors build aesthetic galleries of their finds, making Labubu part of a lifestyle.
Influencers—many receive the newest series first, creating the sense that you need it to stay current.

Importantly, the hype is largely organic—users themselves create the content that fuels interest. Just a few viral clips are enough for the next series to vanish from stores within minutes.

The “blind box” mechanism and the psychology of FOMO

The surge in Labubu’s popularity is largely built on selling them in “blind boxes.” This isn’t just a marketing trick—it’s a carefully designed psychological mechanism that taps into how our brains work, dopamine rewards, and social pressure.

What “blind boxes” are and why they work on our brains

“Blind boxes” are small packages containing a hidden plush from a given series. The buyer doesn’t know which model they’re getting—the contents are a surprise. For Labubu produced by POP MART, series usually include several variants:

standard models—available in larger quantities,
limited editions—much rarer and harder to get,
“chase figures”—ultra-rare pieces that become coveted by collectors.

This model works like a game of chance. The buyer pays not only for the product, but for the thrill of discovery. The mechanism is similar to gambling: every time you open a box, you feel a burst of tension and excitement. It’s that very uncertainty that makes us want to try again and… buy another box.

The role of dopamine in purchasing

Our own brains—specifically the reward system—fuel the fascination with blind boxes. When something excites us, the brain releases dopamine, a neurotransmitter responsible for feelings of pleasure and motivation.

With Labubu, it looks like this:

Anticipation – the excitement begins at the moment of purchase, because there’s a chance of getting a rare model.
Reveal – the act of opening the box triggers a sharp dopamine surge.
Reward or letdown – if you pull a special plush, the satisfaction is huge; if not—there’s a strong urge to try again to “make up for the miss.”

This blend of uncertainty and reward activates mechanisms similar to those used by slot machines. POP MART knows just how powerful that stimulus is—which is why they limit access to certain models, amplifying the sense of exclusivity and competition.

FOMO — social pressure and the “everyone has it” effect

FOMO (Fear of Missing Out) is one of the main forces driving purchases of Labubu plushies. Social media play a huge role here:

On TikTok and Instagram we see videos of collectors showing off the newest series.
In fan groups, more and more people post their latest catches.
A feeling builds that you need to join the trend—otherwise you’re missing out.

FOMO is especially strong when limited editions are involved. Knowing a given plush might disappear from sale forever ramps up the pressure to buy.

Overconsumption in practice: what happens after the purchase

We buy, we unbox, we get excited… and then we put the plush on a shelf. What initially felt like a source of joy and satisfaction often quickly becomes just another object in a collection of dust. The Labubu craze fits neatly into the broader problem of overconsumption—buying more and more things we don’t necessarily need, simply because they deliver a brief emotional high.

Cluttered homes, growing chaos, and “dust collections”

Labubu plushies may be small, but they share one trait: there are… more and more of them. For many people, buying one or two is only the start. They get pulled into a collecting spiral:

They keep buying new series because they “have to complete the set.”
They order the latest releases before they’ve even unboxed the previous ones.

As a result, our living spaces get increasingly cluttered. The plushies stop being special keepsakes and become part of a mass of things that just sit there and… collect dust. That’s the paradox of modern collecting—the chase for newness often leads to chaos rather than satisfaction.

The satisfaction paradox: why we buy but aren’t happier

Consumer psychology shows that the pleasure from a purchase is short-lived. Here’s how the cycle works:

Before buying – we’re excited by the prospect of getting something special.
At the moment of purchase – we feel a rush of happiness and dopamine.
After buying – the effect fades quickly, and the emotions settle.
Soon after – we start looking for the next “reward.”

The “hedonic treadmill” — the constant need for novelty

This phenomenon, which psychologists call the hedonic treadmill, is key to understanding overconsumption. It works like this:

When we get something new, we feel a burst of happiness.
After a short time, the brain adapts and satisfaction levels drop.
We need something new to feel excited again.
The cycle repeats itself — endlessly.

The social consequences of compulsive shopping

The Labubu phenomenon is more than a passing trend — it’s a symptom of deeper changes in our consumer culture. On one hand, psychological mechanisms like the pursuit of dopamine push us toward more frequent purchases. On the other, mass production and short-lived product use have serious consequences for both the environment and our lifestyles.

How the culture of instant gratification reshapes our habits

Today’s consumer lives in a world of instant gratification. Social media, marketing, and shopping platform algorithms constantly bombard us with content designed to spark one impulse: “buy now”.

And it doesn’t stop at plushies. The same phenomenon spills over into other areas of life: fast fashion, electronics, cosmetics, mobile games… It’s a culture where we want “more” and “faster,” and our shopping choices are less and less about genuine needs.

Environmental impact: microplastics, waste, and CO₂ emissions

Every time we buy a Labubu plush, we’re also buying into an ecological problem. While one toy may seem harmless, on a mass scale the impact is enormous:

1. Microplastics and waste

Labubu plushies, produced by POP MART, are made primarily from vinyl and other plastics.
The production of these materials generates waste that is difficult to dispose of.
Over time, when the plushies end up in landfills, they break down and release microplastics into soil and water.

2. Overproduction of packaging

Blind boxes add another layer to the problem:

Each plush is packaged in a box, inside of which there’s additional protective foil.
For one customer who buys several or even dozens of boxes, this generates large amounts of waste — often entirely single-use.

3. Carbon footprint (CO₂)

Labubu plushies are produced mainly in Asia and then shipped worldwide.
Transport by air and sea significantly increases CO₂ emissions.
In addition, rising demand for new series forces intensive production, which consumes energy and natural resources.

Alternatives: mindful consumption and eco-gadgets

Once we understand how overconsumption works, it’s worth considering how to break the cycle of shopping madness. Rising environmental awareness and the appeal of minimalism mean more and more people are looking for alternative ways to enjoy products—ones that are durable, functional, and planet-friendly.

How to slow the shopping frenzy—practical tips

Instead of giving up the pleasure of buying altogether, learn to shop smarter. Here are a few strategies:

Make a needs list—before you buy, ask whether you truly need it or if it’s just a passing impulse.
Delay the decision—if something tempts you, wait 24–48 hours. Often the urge fades.
Set a fun budget—treat yourself, but within reasonable limits.
Appreciate what you already have—before buying another plush, look at your collection. Do you truly need one more, or is it trend pressure?
Choose quality over quantity—durable, functional, environmentally neutral products bring longer-lasting satisfaction.

This approach not only helps you control spending, it also reduces the sense of chaos and lessens your environmental impact.

The trend toward minimalism and “less waste” products

More and more people are discovering that owning less can mean more. Minimalism isn’t about giving up things altogether; it’s about intentionally choosing what truly has value.

Minimalism teaches us to surround ourselves with items that are durable, functional, and aesthetically pleasing.
Less waste focuses on cutting down waste by choosing reusable items or products made from recyclable materials.
As a result, we buy less—but better—opting for products that last for years instead of becoming just another dust collector.

Natural cork—the ideal eco-product example

One of the best examples of sustainable production is natural cork. It’s a natural, renewable material harvested from the bark of the cork oak, and it has huge potential in the world of eco-friendly gadgets.

Why is natural cork eco-friendly?

Harvesting the bark doesn’t require cutting down trees—the tree remains alive and regenerates.
Production generates minimal waste and an almost zero carbon footprint.
Natural cork is biodegradable and fully recyclable.

Examples of cork gadgets

Fitness and yoga mats—non-slip, durable, and naturally moisture-resistant.
Globes and décor—lightweight, stylish, and design-forward.
Insulated mugs and designer coasters—combining style with function.
Pens—pleasant to the touch.
Wallets, cases, handbags, and backpacks—lightweight, durable, and water-resistant.
Umbrellas—an eco-friendly alternative.
Sandals and shoes—cushioned, comfortable, and breathable.
Desk organizers—elegant storage solutions for accessories.
Photo frames—minimalist and natural.
Computer mice—ergonomic, lightweight, and pleasant to touch.

Summary

The Labubu craze perfectly illustrates how social media, blind box mechanics, and the FOMO effect shape our shopping decisions. We get caught up in the thrill of unboxing, the chase for limited editions, and the pressure of “everyone has it.” Yet the fleeting satisfaction fades quickly, leaving us with overflowing shelves, clutter, and a sense of dissatisfaction.

A more mindful alternative is conscious consumption—choosing products that are durable, practical, and eco-friendly. Cork gadgets are a great example, combining aesthetics, functionality, and care for the environment. Instead of another plush toy that quickly loses value, we can invest in items that serve us for years while supporting the less waste philosophy.

FAQ – Frequently Asked Questions

1. How can I tell if I’ve fallen into the overconsumption trap?
If you buy plush toys or other products on impulse and most of them just end up on a shelf while you quickly lose interest, that’s a red flag. Pay attention to your emotions: if shopping is a response to boredom, trend pressure, or stress, it’s time to pause.

2. What can I do with plush toys I no longer want?
Instead of throwing them away, consider:

selling them on collector platforms,
trading them in fan groups,
passing them on to someone who will truly appreciate them.
This not only reduces waste but also gives the items a second life.

3. How can I avoid shopping driven by FOMO?

Follow the “24–48 hour rule”—wait before you buy.
Unsubscribe from launch and promo notifications if they create pressure.
Remember: what’s trendy today might be forgotten tomorrow.

4. Why is it worth choosing natural cork products?
Natural cork is renewable, sustainable, and highly versatile. Cork gadgets actually serve a purpose—like fitness mats, coasters, wallets, photo frames, organizers, cups, or even laptop mice. They help cut down on waste while supporting the less waste movement.