The Lovebug Fever Sparks a "Doll Hunt" at Comic-Con: How the "Ugly-Cute" Monster Became a Social Phenomenon

1. Comic-Con Takes Over—"Portable Labubu" Changes the Scene

The first thing that caught the eye at the San Diego Comic-Con was the Labubus "dangling" from backpacks and shoulder bags. The Independent describes how a long line formed at the Pop Mart booth, with attendees in a "hunt" mode, roaming the venue in search of "their own one." The local popularity already substantiates its spread in North America.The Independent

Similarly, Reuters notes that SDCC became the latest stage for Labubu mania, pointing out that celebrity wear and dissemination have propelled the movement. At the center of the "story" that is Comic-Con, Labubu positioned itself not just as cosplay or limited edition goods but as a bag charm.WTVB

2. What is "Labubu"?—The Roots of "Ugly-Cute"

Labubu is a character created by Hong Kong artist Kasing Lung, iconic for its unique teeth, pointed ears, and mischievous expression. Its distribution expanded significantly in 2019 with a full-scale rollout with Pop Mart, increasing the variety of series, sizes, and materials, enhancing its collectibility. Among fans, it is appreciated not only for being "cute" but also for its somewhat unsettling and "alien" aesthetic, making it a representative of the "ugly-cute" genre.The Independent

3. The "Pleasure of Chance" and Community Created by Blind Boxes

The driving force behind Labubu's popularity lies in the "blind boxes" where you don't know what you'll get. The act of purchasing comes with the tension and excitement of a mystery lottery, and users share their experiences of "duplicates" or "lucky pulls" on social media. The Washington Post analyzes Labubu as a symbol of the "revival of bag charm culture," with limited drops and randomness turning the purchasing experience into entertainment. Collectors not only own but also create "places to talk" through exchange meetings, offline gatherings, and display techniques, allowing the community to expand autonomously.The Washington Post

4. The "Social Currency" Ignited by Celebrities and Influencers

Local articles from The Independent and Reuters cite the fact that Rihanna, Lizzo, Dua Lipa, and BLACKPINK's LISA have used and promoted Labubu. Photos of small monsters attached to celebrities' "wrists" or "bags" have reinforced its meaning as fashion, expanding its significance from a mere toy to a "talkable accessory." The Guardian also describes the reality of Labubu becoming "social currency," conveying the enthusiasm of fan meetups and bartering.The IndependentWTVBThe Guardian

5. Why Did the "Hunt" Occur Locally?—Supply Constraints and Queue Economics

The background of the "doll hunt" at SDCC includes ① explosive demand (celebrity and social media effects), ② limited supply (small drops, venue/store exclusives), ③ dispersed information (asymmetric information on social media and Discord), and ④ the performance of randomness with blind boxes. During the event, the instability of app and online inventory was also pointed out, creating situations where physical "lining up" became the optimal strategy. The Guardian also touches on the side effects of "congestion economics," such as price revisions and temporary sales suspensions (as congestion measures).The Guardian

6. Resale, Speculation, and Price Escalation

The secondary market prices for rare patterns and limited editions have soared, with overseas media reporting transactions exceeding $1,000. Sales methods such as limited editions, lotteries, and first-come-first-served create a price gap (arbitrage) between the primary and secondary markets, increasing resale incentives. Collectors struggle between the "difficulty of obtaining favorite patterns at retail price" and the pleasure of falling into the "pit." The boundary between actual demand and speculation tends to blur, and the psychology is easily shaken by market fluctuations, which is common in this type of culture.CBS News

7. The Rise of Counterfeit "Lafufu" and Crackdown by Authorities

Behind the popularity, the rampant counterfeit "Lafufu" has become a serious issue. The Guardian reports on the reality of counterfeit supply chains on Chinese social media and e-commerce, while The Washington Post reports that Chinese authorities are advancing mass seizures and the publication of identification guides in collaboration with customs and market supervision authorities. Counterfeit measures are positioned not only as brand protection but also as part of a soft power strategy aiming for an "original IP nation."The GuardianThe Washington Post

8. Cultural Analysis—Why Has "Ugly-Cute" Become Popular?

Labubu's charm lies in the coexistence of cuteness and a little "poison," and it is highly compatible with the contexts of K-POP, street, and Y2K revival. The "portability" of attaching it to a bag, a medium with high exposure frequency, maximizes the cost-effectiveness of self-presentation. Fashion media position Labubu as "the strongest accessory of this summer," giving a new story to the existing "keychain culture." The three elements driving modern consumption—randomness, exclusivity, and community—are beautifully crystallized in Labubu.Byrdie

9. Practical Advice for Japanese Readers: How to Identify Genuine Products and "Healthy Immersion"

(1) Understand Legitimate Distribution
Base your approach on official stores, official online, pop-ups, and notification settings for official apps both domestically and internationally. Be wary of suspicious prices, unnatural lot photos, and vague descriptions.The Washington Post

(2) Learn Identification Points
Check the consistency of sewing, tags, embroidery, material texture, package seals, QR/holograms. If something feels off, have the "courage not to buy." Authorities in various countries are strengthening crackdowns while publishing identification guides.The Washington Post

(3) Move Smartly in the Community
Share rules for exchange meetings and transfer boards (inspection, opening together, scope of ID concealment), and visualize primary prices and market trends. Emotional excitement can be a hotbed for "overpaying," so stay calm.The Guardian

(4) Clarify Your "Favorites Standard"
Define your "favorites" with your aesthetic sense, such as color, expression, size, and seasonality, to distance yourself from the compulsion to complete. The Washington Post points out that enjoying "emotional value" in a way that fits your lifestyle is the key to longevity.The Washington Post

10. From a Corporate and Market Perspective: Pop Mart's Shift to North America and Sustainability

The Independent suggests that while sales are growing in North America, how companies engage with community-driven excitement is the next focus. Minimizing the damage to customer experience due to overheating (app failures, sales suspension due to congestion) and designing a balance between fair access and maintaining enthusiasm are key. The sustainability of culture depends on whether the "rarity" of exclusivity and the "usability" in daily life (portability and interchangeability) can coexist.The IndependentThe Guardian

11. Seven Rules for Enjoying the SDCC "Labubu Hunt" (Memo for Next Time)

1. Advance Information: Confirm booth locations, sales times, and ticket availability before the event.

2. Time Difference Measures: Set up to receive app notifications in local time.

3. Purchase Priorities: Write down "non-negotiable conditions" for colors, patterns, sizes, and budget.

4. Stock Fluctuations: Selling out on the first day isn't everything. Consider restocks and next-day releases.

5. Secondary Market Boundaries: Set a price ceiling (budget %) and wait if exceeded.

6. Avoiding Counterfeits: Avoid high-cash transactions, prioritize opening together, receipts, and box consistency.

7. Energy Management: Queues and venue movements are long-term. Bring water, warm clothing, and mobile chargers.
   (Practical tips. Re-edited from general reporting and field insights)
   
   

12. Conclusion—The Story Beyond "Cute"

The "doll hunt" at Comic-Con is not just news about a shortage of goods. Labubu condenses modern consumption drivers such as **randomness (blind), exclusivity (drop), and portability (bag charm)** and functions as a medium to display personal stories externally. It often generates friction (resale, counterfeits, congestion), but at the same time, it expands the community and lively crosses the boundaries between fashion and toys. At the next venue, a small monster will likely be smiling on someone's bag again.The Independent##HTML_TAG