Perhaps even the Buddha and the wisest among his early order would have struggled to make sense of the most recent iteration of Chinese soft power. The cute monsters of Labubu are plush elves with toothy, cheeky smirks that have risen to become among the most sought-after status symbols of 2025. Celebrities such as Lisa of Blackpink and Dua Lipa to some of the most-followed influencers have been spotted with Labubu collections. Created five years ago by Hong Kong-born artist Kasing Lung, Labubu rocketed in popularity when the IP was acquired by the already gargantuan Chinese toy company Pop Mart, which began releasing Labubu toys as blind-box collectables in 2019.

“Lucky draw” toys have always been popular in East and Southeast Asia, and have gained traction in the West in recent years. The toys, which can often be “chibi” (Jp: cute-ified) fictional figures from pop culture (such as films, video games, and streaming shows), are sold in blind-boxes so that no one knows what is inside until the box is purchased and opened. In a typical series of six plushies, it is statistically likely that one will end up buying duplicates before the final toy is purchased and a collection completed.

Curiously, Buddhist deities, from tathagatas to bodhisattvas, have also been released as collectible plushies in culturally receptive countries such as Japan and Taiwan. The difference is that these Buddhist collectibles were commissioned by temples and Buddhist organizations that could afford to do so, mostly in an attempt to keep up with the times and trends of young people.

Pop Mart and similar companies operate on a completely different scale. The psychology behind blind-box marketing is multifaceted, but at its core comes down to the thrill of drawing an ultra-rare character in an online video game, finding that figurative, fabled Charizard in a Pokémon card game booster pack, or winning millions of dollars at a casino. At its most basic level, the purchase activates the same reward mechanisms as gambling. If we were to consider Labubu purchases on Abraham Maslow’s hierarchy of needs, another metric it might meet is the “social status of ownership and the resale value of a seemingly childish product. This cultural product is emotionally charged and economically strategic.” (ABC)

The traditional Buddhist response to this kind of consumerist craze has been threefold: firstly, adopt the Middle Way in exploring the fad: there is no “sin” in enjoying a new hobby, but it is financially reckless and unwise to spend a great deal of money on such pursuits. Secondly, most Buddhists have an acute sense of impermanence: as Bloomberg indicates, other companies are rushing to try to copy the Labubu magic, and in doing so, render Labubu collectibles “out.” Who knows when Labubu could be toppled from its lofty throne of desirability thanks to a rival toy series appearing in a celebrity’s paparazzi photo or an influencer’s selfie? Collectors must ask themselves if they will continue to love and cherish their Labubu dolls even after they have fallen out of the limelight.

Thirdly, the Buddhist valuebof non-attachment can discern the Labubu obsession for what it is: a largely fun and harmless, but ultimately superfluous activity. It might be deadly serious for the companies invested in creating the next collectible elfin monster, but for the majority of consumers, they are not worth much of your financial and emotional commitment—especially when the pursuit actively rewards one’s gambling addiction. They are especially not ideal for those who can easily become obsessed.

However, in the complex and psychologically punishing world of social media, these orthodox answers need elaboration if younger generations are not going to nod along amiably to their Buddhist teachers, before falling into the consumer traps that the latter have warned against. FOMO, or the fear of missing out, dominated online discourse even before the advent of social media. It is particularly prevalent among young people, who quite fairly feel the world slipping further and further beyond their control. As Rangjung Yeshe Institute instructor Hilary Herdman wrote on the Samye Institute website in 2019:

As we scroll through our feeds, we experience pangs of jealousy, attachment, resentment, self-pity, or self-criticism in a quickly cascading rush of emotion. . . . Now that we have access to everyone else’s carefully curated happiness, we feel its sting more intensively.  And younger people tend to suffer more consistently. (Samye Institute)

It is not only idyllic trips to Ibiza or seemingly perfect relationships on social media that can stimulate FOMO. People showing off collections of trendy, exclusive items such as Labubu plushies can make others, who might not even have otherwise known or cared about them, feel FOMO. Herdman’s suggestion invokes the power of sympathetic joy (Skt., Pali: mudita), the third of the four immeasurables or brahmavihara, as a solution. She writes:

. . . when we practice sympathetic joy, we do so without any wistful or subtle jealousy attached. So as we train in this way, we use mindfulness to check ourselves. Can we see our friends enjoying life and feel genuine delight, without a twinge of envy or resentment? (Samye Institute)

FOMO is the path to insecurity, envy, jealousy, and other internal disturbances and even neuroses. With a focus on transforming our discomfort into appreciation for others’ happiness (critically, without seeking to compare ourselves in a superior or inferior way), we can also take on board the Middle Way of consumption and enjoyment if we are in a position to spend time and money on our objects of desire.

In any event, the Buddhist emphasis on impermanence and non-attachment should contextualize any pleasure as ultimately not worth clinging to. The value of Labubu toys, like much of our financial presuppositions, is concocted, contingent, and ultimately not real in the truest sense.

See more

Labubu plushies aren’t just toys. They’re a brand new frontier for Chinese soft power (ABC)
The Real Threat To the Labubu Economy (Bloomberg)
FOMO Got You Down? Try Sympathetic Joy (Samye Institute)
Big hype, tiny plushie: Visualizing the Labubu craze in 5 charts (CNN)

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Navigating the Emotional Terrain of Social Media Through Vipasyana
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