For some, a toy; for others, a fashion accessory
and for some, an investment target, the Labubu keyring.
and for some, an investment target, the Labubu keyring.
Recently, more than 300,000 users flocked to the 'For Me' tab on KakaoTalk Gift
just to buy a single character keyring.
There were delays in access, payment failures, and instant sellouts.
At the center of all this frenzy was just one name.
That name was 'Labubu.'
What kind of character is Labubu?
'Labubu' is a popular character from the Chinese toy company Pop Mart.
It is characterized by fluffy fur, rabbit-like ears, nine sharp teeth, and a mischievous expression.
Because it is sold in a 'random box' format,
you never know which product is inside until you open the box.
This structure adds to its rarity,
fueling a global collecting craze.
Girl group BLACKPINK members Lisa (left) and Ros? are smiling while holding Labubu dolls. Labubu·Ros? Instagram
원본보기 아이콘Recently, BLACKPINK members Lisa and Ros?,
as well as pop star Rihanna, have been seen attaching Labubu keyrings to luxury bags,
which has drawn even more attention.
Its status has risen from a cute toy to a fashion item.
What happened on the day of the sale?
The 'LABUBU' keyring, exclusively stocked and sold by KakaoTalk Gift, sold out completely immediately after its launch. KakaoTalk Gift screen
원본보기 아이콘On July 9, Kakao sold the Labubu keyring in three limited batches at 10 a.m., 1 p.m., and 4 p.m.
The sales were staggered to avoid congestion,
but over 160,000 people registered for the 10 a.m. slot alone,
and the total number of applicants exceeded 300,000.
The 'LABUBU' keyring, exclusively stocked and sold by KakaoTalk Gift, sold out completely immediately after its launch. Screenshot of KakaoTalk Gift screen
원본보기 아이콘As soon as sales began, access slowed down,
payment pages failed to load,
and many experienced automatic cancellations due to items selling out during payment.
On social media, people posted comments like "I failed all three times," "The page won't load,"
"Who on earth managed to buy one?"
What was the price, and why was there such a rush?
The product sold on KakaoTalk this time was
'Labubu The Monster Highlight Series Keyring.'
The price was 24,000 won per piece, with a maximum of two per person.
Currently, Labubu is highly valued in the resale market.
For example, the 'Labubu The Monsters Highlight Series Jaa Keyring' had a release price of 21,000 won,
but was once sold for 1,099,000 won on the limited edition trading platform Kream.
Another product, the 'Labubu X Pronounce Fantasy Wings Doll,'
had a retail price of 128,000 won,
but its resale price exceeded 1,300,000 won, gaining huge popularity.
With factors such as 'rarity,' 'celebrity endorsement,' 'limited quantity,'
and the premium in the resale market,
the Labubu keyring has gone beyond just being a character good
and is now regarded as an investment item.
Why was everyone so enthusiastic?
Labubu is not just a cute character.
The random box format, where you don't know which product you'll get until you open it,
limited quantities, celebrity endorsements, and resale prices that soar dozens of times higher
have all contributed to its status as a highly coveted collectible.
This KakaoTalk Gift 'craze'
was a symbolic case where all these factors converged.
Beyond just a popular product, it shows a new consumption trend
where rarity, consumption, and investment psychology intersect.
where rarity, consumption, and investment psychology intersect.
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Reporter Seo Jiyeong zo2zo2zo2@asiae.co.kr
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Edit Hur Eunmi eungmimon@asiae.co.kr
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