La-What Now?? What’s the Deal with Athletes and Labubus?
Anwar Stetson
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Tennis Star Naomi Osaka Shows Off a Rare Labubu Before the U.S. Open on Monday
Have you seen your favorite athlete rocking a tiny doll on their hip lately? Or maybe your kids are wearing a little sidekick on their backpacks on the way home from basketball practice? It’s probably a Labubu.
Some think they’re cute, others think they’re demonic. Either way, Labubus are sweeping the youth and professional sports world. The Asian accessory doll has become a major trending product in America, and its sensational virality continues to grow as it bleeds into the trending topics of the sports world.
Top Ranked Class of 2026 Quarterback Keisean Henderson Rocked a Labubu at OT 7s Earlier This Summer.
If You Don’t Know, Now You Know
The children’s dolls, created by Hong Kong artist Kasing Lung, have generated billions of dollars globally. The Labubu market has helped generate $670 million in profits for Pop Mart in the first six months of 2025. Videos of children unboxing the toys have racked up millions of views, and dozens of celebrities and athletes have been seen wearing the accessories.
The Daughter of LA Sparks Center Dearica Hamby (left) Ponders Her Labubu Toys at a Postgame Press Conference
Lung, who grew up in the Netherlands, created Labubus as a part of his illustrated book series, The Monsters, which was released in 2015. The dolls are small and cute, but also have a menacing and devilish quality. They personally remind me a little bit of the monsters from Where the Wild Things Are.
For the Kids?
New York Liberty Star Breanna Stewart Talks All Things Labubu with a Young Fan
It isn’t all cute, however. The accessories are so popular amongst the youth that a bootleg Labubu Black Market is beginning to emerge, with counterfeits referred to as “lafufus.” One authority has already made a statement on the danger of fake Labubus, saying they could pose a choking hazard for small children.
How Did They Get Popular?
The toys exploded in popularity in Asia after collaborations with Chinese retailer Pop Mart, whose CEO, Wang Ning, has a net worth of over $21 billion.
Similar to trading cards, Labubu collectors have created an entire economy based on the rarity of the collectibles. Earlier this summer, a human-size Labubu sold for $150,000, the most expensive yet.
Part of the craze is the concept of blind boxes: Collectors open a mystery item, not knowing the type of Labubu they bought until opening the box. The boxes usually sell out instantly. Per Front Office Sports, the craze resulted in a 540% surge in shares of Pop Mart in 2024, along with an over 700% increase in revenue.
Houston Rockets Wing Dillon Brooks Became an Early Viral Trendsetter in the NBA with a Labubu Accessory
Labubus are an extension of the global cultural influence East Asia has on fashion, tech, and entertainment in the 21st century. Per GQ, Labubu profits doubled after K-pop star Lisa was spotted with one on social media.
Revenge of the Jocks
Once stereotyped as an obsession for nerds, Asian media and entertainment consumption is now just as cool for the jocks. Last year, the New York Times profiled professional athletes who openly express their love of Japanese anime, and if it’s cool with the pros, it’s cool with the young’uns, too.
Korean pop stars and music groups now regularly collaborate with Major League Baseball, and the NBA has had a long relationship with the nation of China.
Every generation has their passing fads. Perhaps Labubus will go the way of Beyblades, Bionicles, and Beanie Babies. Or maybe it will be here to stay, like Pokemon cards.
No matter the case, the dolls showcase the place that sports sit on the intersection of global culture, fashion, and viral trends.