Labubu dolls — they’re the latest worldwide phenomenon to take the internet by storm. The plush toy accessory is in demand, and part of its appeal is its exclusivity.

The Labubu character is based on “The Monsters” story series created by Kasing Lung, which was inspired by Nordic mythology. Labubu dolls are the most well-known of the bunch, there are other characters in the franchise: Zimomo, Tycoco, Spooky and Pato.

Lung began a license agreement with a China-based toy company, Pop Mart, in 2019, and it began selling images of the character on key rings in 2023. The plush gained popularity in April 2024 when Lisa from the K-pop group Blackpink started sharing her Labubu dolls online. More celebrities began collecting them, including Rihanna, who was spotted with the pink Lychee Berry Labubu from the Exciting Macaron series.

Part of the fun of the dolls is that you don’t know what style you’ll get when you purchase one, because the packaging doesn’t tell you. This has led many to purchase the entire set — six boxes — online to ensure they get the color they want. There are also harder-to-obtain Labubu dolls, referred to as “secrets,” and they aren’t a guarantee when you purchase a set.

This year, Labubu dolls were going for $21.99 through Pop Mart, but fans recently noticed a price increase across the company’s site, with the dolls now starting at $27.99.

Prices at resale shops, both online and in person, typically start at about $20 more than the original price. The larger Labubu vinyl-face dolls are going for $200-$300 or more.

As Labubu dolls have had a massive impact on social media, through unboxing videos, livestreams, accessorizing tips and guides on how to purchase them on PopNow or TikTok live, they’ve also had an effect on local businesses.

Some, such as Labu’tique in Anaheim, were born out of the craze, providing a place where those who have been unable to purchase the toy through Pop Mart can find an authentic doll as well as accessories. Nick Mendoza, the owner of Labu’tique, said the store has become so popular online that people are adding it to their travel itinerary when they come to visit Orange County.

After having lines out the door, the shop started a waitlist system, where potential customers receive a text letting them know it’s their turn to visit. While it has helped with crowd control, it also meant some diehard fans have gone out of their way to travel to the store, with one driving all day from Las Vegas and another flying in from Florida, just to purchase their desired items.

The shop, run by college students in Orange County, has also expanded its own following on social media, in part due to viral videos. It has also worked with Los Angeles tattoo artist Hunter Chao (@crybabyhunter) to provide tattoos on Labubu dolls for patrons.

The crew also caught the eye of celebrities, with Kathy Hilton inviting Mendoza to her house for a Labubu-themed party, where he provided accessories for guests to dress up their new plush toys.

However, Labu’tique isn’t the only online Southern California business to become a must-visit destination for locals and tourists.

NOI NOA at the Los Cerritos Center has made a name for itself via its many clothing accessories for the dolls. Claw machine businesses have begun to attract new customers as they introduce Labubu options. And, of course, there’s also the growing chain of Pop Mart stores in the area, with the latest opening in Sherman Oaks.

But it’s not just about purchasing a Labubu or buying its accessories; the experience has surpassed the pricey dolls. There are now Southern California businesses selling Labubu jelly for your boba, Labubu bao, Labubukes and even Labubu afternoon tea. Could Labubu be the next Hello Kitty?