Walk into any high-end mall in Southeast Asia right now and you’ll see it. Grown adults standing in lines that wrap around corners, clutching small foil bags like their lives depend on it. They aren’t waiting for a new iPhone or a limited-sneaker drop. They want a monster. Specifically, they want a Labubu Secret. It’s kind of wild when you think about it. We’re talking about a small, mischievous-looking creature with serrated teeth and a rabbit-like silhouette that has somehow managed to flip the entire collectibles market upside down.
If you aren't familiar with Pop Mart, the company behind these figures, you might just see a plastic toy. But for the community, finding a Labubu Secret—the ultra-rare "chase" figure hidden in a blind box—is the ultimate win. It’s basically the modern equivalent of finding a Golden Ticket, except it costs about fifteen bucks a pop to play the game and the odds are stacked heavily against you.
The Monster Inside the Box
So, what actually is a Labubu? Created by Hong Kong-born artist Kasing Lung, Labubu is part of a larger universe called "The Monsters." Lung was inspired by Nordic folklore, which explains the slightly eerie, forest-dwelling vibe these characters give off. Unlike typical "cute" toys, Labubu has a bit of an edge. It’s got those signature nine teeth and a smirk that suggests it just pulled a prank on you.
The "secret" part of the equation is where things get interesting. Most Pop Mart series consist of 12 standard designs. When you buy a blind box, you know you’re getting one of those 12. However, there is a 13th figure—the Labubu Secret. These are produced in much smaller quantities, often at a ratio of 1:72 or even 1:144.
The adrenaline hit of peeling back that foil and seeing a design that isn't on the box is what keeps people coming back. It’s gambling for the aesthetic age. Honestly, the secondary market prices reflect that desperation. A standard Labubu might retail for $12 to $16, but a Secret? You’re looking at hundreds, sometimes thousands of dollars depending on the specific series.
Why the Labubu Secret is Suddenly Everywhere
It wasn't always this chaotic. For a few years, Labubu was a niche favorite among "art toy" collectors. Then, Lisa from Blackpink posted a photo on Instagram holding a Labubu "The Monsters" plush.
✨ Don't miss: How to Say Latte Like a Local (And Why It Actually Matters)
Everything changed overnight.
Suddenly, the demand skyrocketed in Thailand, China, and Singapore. It’s the "Lisa Effect." When one of the biggest pop stars on the planet validates a hobby, it moves from the fringe to the absolute mainstream. Now, you’ve got people scouring stores not just for the plushies, but specifically for the Labubu Secret versions to show off on TikTok and Xiaohongshu.
There is a psychological element here too. In a world where everything is digital, holding a physical, rare object feels significant. Collectors talk about the weight of the box. They use "box shaking" techniques—literally rattling the blind box at the store to see if they can guess the contents based on the sound and movement. If a box feels slightly heavier or doesn't rattle as much, could it be the Secret? Maybe. Probably not. But the hope is what sells the box.
Real Talk on the Rarity
Let's look at the The Monsters - Tasty Overlood series as an example. The Secret in that set is the "Spilled Salt" Labubu. It’s distinctive. It’s rare. If you find one, you’ve basically made a 10x return on your investment instantly.
But it’s not just about the money for everyone.
There’s a weirdly wholesome community built around these monsters. People trade them at "unboxing parties." They knit tiny sweaters for them. They take them on vacations and photograph them in front of landmarks. It’s a subculture that thrives on the thrill of the hunt.
How to Spot a Fake (Because They Are Everywhere)
Because the Labubu Secret is so valuable, the market is currently flooded with counterfeits. It’s actually getting hard to tell the difference if you aren't looking closely. Scammers have figured out how to replicate the packaging almost perfectly.
🔗 Read more: Why A Hope More Powerful Than the Sea Still Matters
- Check the QR Code: Every authentic Pop Mart box has a scratch-off sticker with a QR code. If the code doesn't take you to the official Pop Mart verification site, or if it has already been scanned multiple times, you’ve got a fake.
- The "Feet" Test: Look at the bottom of the figure's feet. Authentic Labubus have crisp, clear branding and "Made in China" stamps. Fakes often have blurry or shallow lettering.
- The Smell: This sounds weird, but collectors swear by it. Authentic vinyl has a specific, faint plastic scent. Cheap knockoffs often smell strongly of industrial chemicals or spray paint.
- The Teeth: Labubu’s nine teeth should be sharp and well-defined. On fakes, the paint often bleeds or the teeth look rounded off.
The Ethics of the Resale Market
Is it "fair" that a plastic toy costs $500? Probably not. But the art toy market doesn't care about fairness; it cares about scarcity. Collectors often complain about "scalpers"—people who buy out entire cases (called "bricks") of blind boxes just to find the Labubu Secret and flip it for a profit.
This leaves the casual fan with empty shelves.
Pop Mart has tried to combat this by implementing "one per person" rules at their physical stores, but it’s a game of whack-a-mole. As long as the demand stays this high, the Secret figures will remain the crown jewels of the toy world. You'll see "confirmed" boxes on eBay where the seller has already opened the box to verify it's the Secret, but kept the inner bag sealed. You’ll pay a massive premium for that certainty.
Making the Hunt Worth Your Time
If you’re just starting out, don't go chasing the Secret immediately. You’ll go broke.
Start by picking a series where you actually like the 12 "common" designs. That way, even if you don't pull the Labubu Secret, you’re still happy with what you got. The "Fall in Wild" series or the "Macaron" plush series are great entry points because even the standard versions are incredibly well-made and hold their value relatively well.
Don't buy from random Facebook Marketplace ads without seeing proof of purchase. Stick to official Pop Mart stores, authorized retailers like Mindzai or StrangeCat Toys, or highly-rated sellers on reputable platforms.
The reality is that the Labubu craze might fade, or it might become a permanent fixture like Bearbricks or Funko Pops. But right now, the energy is electric. There is something undeniably fun about the mystery. You buy the box, you feel the weight, you tear the paper, and for a split second, you might just have the rarest thing in the room.
How to Level Up Your Labubu Game
- Join Local Communities: Find Discord servers or Facebook groups dedicated to "Art Toys." This is where you’ll find the best trades and the most accurate price checks.
- Learn the "Weighting" Stats: Some hardcore collectors post the exact gram weight of the Labubu Secret for each series online. Bring a pocket scale to the store if you want to be that person. No judgment here.
- Invest in Display: If you do land a Secret, don't just toss it on a shelf. Dust is the enemy of vinyl. Get a UV-protected acrylic case.
- Watch the Artist: Follow Kasing Lung on social media. He often teases new "The Monsters" drops months in advance, giving you a head start on saving up for the next big release.
The "Secret" isn't just a toy. It’s a tiny piece of pop culture history that you can hold in your hand. Just remember to set a budget before you start opening boxes, because once you start looking for that 13th figure, it’s very hard to stop.