Generation Z Witnesses Pandemic, Economic Recession, and Climate Crisis
"Investing in the Present Moment... A Form of Emotional Healing"
As the character doll 'Labubu' from the Chinese toy brand Pop Mart is experiencing explosive popularity among Generation Z, experts have expressed concerns that this phenomenon is not merely a passing trend.
Blackpink's Ros? and Lisa posted a photo taken with 'Labubu' on social networking service (SNS). Screenshot of Ros? and Lisa's SNS
On July 15 (local time), the UK’s Daily Mail and other outlets reported that Labubu, designed by Hong Kong-born, Netherlands-based art toy creator Kasing Lung, is spreading beyond China to Asia, North America, Europe, and the Middle East, with Generation Z at the center of the craze. In Los Angeles, United States, and Tokyo, Japan, people have been lining up as early as 3 a.m., and at a new store in Bali, Indonesia, crowds became so large that physical altercations broke out. The popularity peaked after celebrities such as Blackpink’s Lisa, singer Rihanna, and Dua Lipa were seen with Labubu on social networking services (SNS). Last month, a rare Labubu doll was sold for $150,000 (approximately 208 million won) at an international auction in Beijing, China. As a result, some consumers are approaching Labubu not just as a toy, but as an asset.
However, mental health experts have voiced concerns about the 'Labubu craze.' Clinical psychologist Tracy King argued that this phenomenon is "a response to burnout symptoms and disconnection." King analyzed that Generation Z does not enjoy as much financial stability as previous generations, leading many young people to feel out of control and to collect items like Labubu, which they can control themselves. This is seen as a psychological response of Generation Z, who are growing up in an unpredictable environment.
King stated, "While previous generations saved for mortgages and pensions, Generation Z is investing in 'the present moment.' Because Generation Z has witnessed global crises such as the pandemic, economic recession, and climate crisis, the major life goals of previous generations often feel unattainable. Collecting toys is not a sign of their 'immaturity,' but rather a form of 'emotional healing,'" she explained.
Psychologist Dr. Daniel Glaser also explained that the Labubu collecting craze demonstrates a generational tendency. He said, "Generation Z reached adulthood during a period marked by economic instability and the pandemic, and in such an uncertain world, they regain immediate satisfaction through small-scale consumption."
Experimental psychologist Dr. Emma Palmer Cooper warned, "When collecting becomes an obsession and leads to spending too much money, it can be harmful." She added, "While collecting can fulfill psychological needs, it can also become a way to avoid deeper emotional issues."
Meanwhile, Labubu is a fairy character created by Kasing Lung, inspired by the picture book 'Monster.' It is characterized by sharp teeth and fluffy fur, and is sold in a 'mystery box' format, where the buyer cannot know which variety is inside. This feature has also contributed to its viral spread on SNS as video content. A culture of exchanging keyrings has naturally formed, spreading as both a game and a cultural phenomenon.
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