3. Labubu’s Viral Reign Begins If you don’t know what a Labubu is, you’re probably over 30, not on TikTok or both. Congrats – your bank account is safe from the siren call of the creepy-cute plush with a cult following. Labubu, the mischievous stuffed monster with dagger teeth and the blank stare of someone who’s seen things, is the latest social media obsession. Every authentic Labubu has exactly nine sharp teeth (more or fewer? That’s a dreaded “Lafufu” knockoff), with newer editions sporting hidden UVfootprint stamps – think Beanie Babies tush tag meets modern anticounterfeit magic. Fans have latched on to Labubu’s mashup of play and fashion, making them accessories on handbags, backpacks and belts, or dangling from rearview mirrors like the tiny agents of menace they are. The little gremlin was created a decade ago by author and illustrator Kasing Lung for his children’s picture books. In 2019, Lung entered an exclusive licensing deal with Pop Mart, turning Labubu into an easily attainable toy. But it wasn’t until K-pop singer Lisa of BLACKPINK posted images of her Labubu to social media for her 100 million-plus followers to admire that the fuzzy frenzy began. Suddenly, Labubus were clipped to every celebrity in Hollywood – Kim Kardashian, Cher, David Beckham, Simone Biles, Dua Lipa, David Beckham and even on the belt loop of NBA player Dillon Brooks (the online roasting was real). Since going celebviral, fans have started sharing unboxing videos and dressing up their goblins in handmade designer duds and accessories. Coca-Cola partnered with Pop Mart for a limited-edition holiday plush drop earlier this year. It was a calculated entry into one of the fastest-growing toy trends of the decade, and in doing so, scored major clout with Gen Z and younger Millennials. The collab sold out online in less than two minutes. So, what’s in Pop Mart’s secret sauce? Blind boxes – sealed, mystery packages that contain a common design, a limited variant, or if lady luck strikes, a “secret” edition with 1-in72 odds. Then there’s the bright yellow Pop Mart vending machines, tucked away in 52 malls in the U.S. Restocked at completely random intervals, they’ve turned devoted fans into rabid lurkers, hoping to score a rare figure 4. The Tinned Fish Renaissance Is Hooking Brands With Every Bite The internet’s most unlikely obsession has turned the humble canned fish into a full-on lifestyle trend. Sardines – once relegated to the back of the pantry next to the emergency beans – have somehow become stylish, snackable and surprisingly giftable. It started quietly online, but now it’s everywhere. The briny revival has taken over social feeds and national news with people showing off their homeware hauls, building creative charcuterie boards and posting recipes that make the oily little guys more palatable. Sardines offer escapism in a tin – quirky without being cringe, fancy without being fussy, a trip to the Amalfi coast from the comfort of your couch. And merchandisers reeled in the big bucks this past summer: • Target stocked a sardine tote bag and coordinating beach towels. • World Market offered a tinned fish-shaped pillow. • J.Crew dropped a $60 cropped T-shirt featuring a sardine tin front and center. • Anthropologie rolled out sardine-themed jewelry, apparel, tableware and sardine-print wallpaper. Fashion house Staud clearly got the memo. The $295 “Staudine” bag, a beaded clutch shaped like a sardine tin, sold out almost immediately after going viral. Tinned fish brands aren’t missing out on the chance to benefit from the trend. The U.S.-based darling of the tinned fish, Fishwife, has turned its sardines into a full lifestyle experience. Think embroidered sweatshirts, branded cookbooks, colorful hats, sandals and even a collab with footwear brand Chaco for a fishthemed sandal. Photo courtesy of kinshipgift.com Photo courtesy of popmart.com PPAI • OCTOBER 2025 • 89 Buzzworthy | Community
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