Labubu’s Big Into Energy blind box collab with Coca-Cola is taking over TikTok. Find out why this quirky toy is Gen Z’s new obsession.
What Even Is a Labubu?
Let’s start simple: if you’re scratching your head wondering, “What the heck is a Labubu?” — you’re not alone. Labubu is part of a wildly successful line of designer vinyl toys made by Pop Mart, a Chinese collectible brand that’s exploding globally. Labubu is a quirky, bug-eyed, mischievous little creature that looks like it crawled out of a Tim Burton dream but then got a Gen Z makeover.
What makes Labubu so special is that it doesn’t rely on TV shows or movies — it became popular just for being… cool. Think of it like a luxury streetwear drop, but in toy form. Kids want it, adults collect it, and resellers are flipping them online for double or triple the price.
Blind Box Culture Is the New Trading Cards
Remember Pokémon cards? Beanie Babies? That feeling of opening a pack and not knowing what you’ll get? Labubu taps right into that same magic with blind boxes. You buy a sealed box, and you have no clue which version of the figure you’re getting — rare ones can be worth serious cash. It’s part mystery, part addiction, and all fun.
That thrill of “the chase” is why blind boxes are such a hit. Pop Mart took it a step further by mixing art, pop culture, and now even energy drink aesthetics, giving the toys an edgier, Gen Z flair. The Big Into Energy series feels like Red Bull meets Japanese kawaii — totally weird and totally viral.
The Coca-Cola Collab That Shook the Toy World
This is where it gets juicy. Labubu teamed up with Coca-Cola for a limited-edition drop, and the internet couldn’t get enough. Picture a Labubu holding a vintage Coke bottle, wearing retro red shades, sitting on a vending machine. The vibes? Peak nostalgia meets today’s influencer-core.
The collab was a crossover nobody expected but everyone wanted. It fused two global giants — Coke as a brand and Pop Mart as a rising toy empire — into one irresistible collectible. The drop sold out fast and now fans are trading them on resale sites for hundreds.
Why TikTok and Instagram Made This Viral
You probably saw a few Labubu “unboxing” videos on your feed this week without even realizing it. On TikTok, creators are racking up millions of views unwrapping their blind boxes and reacting to which Labubu they scored. Instagram fan pages are filled with mood boards and aesthetic edits.
This isn’t just a toy — it’s a lifestyle piece. Fans style their shelves like fashion influencers style their closets. It’s become part of a curated, expressive identity. On top of that, creators are using Labubu figures as props in skits, vlogs, even ASMR videos. That’s the kind of organic marketing most brands dream about.
“Big Into Energy” is Gen Z’s Inside Joke
Let’s talk about the phrase “Big Into Energy.” It sounds like a joke, right? But it’s actually genius branding. It taps into today’s obsession with personality, mood, and vibe. You don’t just like something — you’re into the energy of it.
Labubu’s “Big Into Energy” blind box series is like a physical meme. Each figure represents a different kind of energy: lazy energy, party energy, chaos energy, cozy energy. It’s mood marketing at its peak — and Gen Z can’t get enough.
Resale Prices Are Getting Crazy
Like any good collectible drop, scarcity breeds chaos. Rare Labubu figures are showing up on eBay, Mercari, and Reddit for anywhere between $50 to over $300. The original blind box only costs about $15–$20 retail, so flippers are making serious profit.
What’s wild is that collectors don’t even open some of them. Sealed boxes go for more because of the mystery. You’re not just buying a toy — you’re buying a chance. It’s like the lottery, but cuter.
Sonny Angel Fans Are Crossing Over
Another reason Labubu is blowing up? The crossover crowd from Sonny Angel — another Japanese-inspired collectible known for tiny cherub-like boys in fruit hats (yep, really). These collectors are now getting into Labubu because it hits the same sweet spot: adorable, rare, and Instagrammable.
In fact, many TikTok creators now do side-by-side “Sonny Angel vs. Labubu” battles to compare which is cuter or cooler. Spoiler: Labubu usually wins for weirdness, Sonny for sweetness. Either way, they’re dominating toy shelves, YouTube shorts, and everyone’s FYP.
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The Pop Culture Loop Is Feeding Itself
Here’s what’s fascinating: Labubu started as a niche toy in Asia. Now, because of TikTok, Instagram, and influencer buzz, it’s being featured in mainstream media, on fashion blogs, and even inside concept stores in New York and LA.
It’s the perfect storm — online trends creating offline demand, which then creates even more online hype. It’s like watching a digital campfire — everyone’s drawn to the glow, and the story just keeps growing.
The “Checkmate Labubu” Hype Wave
Recently, fans spotted a teaser for a new figure called “Checkmate Labubu.” It shows Labubu dressed like a chess master, complete with tiny pieces and a smug face. The fan reaction? Immediate obsession.
Reddit threads are blowing up with speculation about rarity, hidden chase figures, and hidden QR codes. Some fans are even starting mini conspiracies — is Pop Mart dropping hidden messages in their box art?
This kind of lore-building isn’t new, but it’s rare for a toy brand to pull it off this well. They’ve created a micro-fandom where every post, leak, or photo gets dissected like it’s a Marvel trailer.
Where Is This All Going?
Here’s the real question: what does Labubu’s breakout moment actually mean?
For starters, it’s a sign that physical collectibles aren’t dying — they’re evolving. In an age of NFTs and AI, people still crave real, touchable, creative things that make them smile. Labubu does that, while also connecting them to a larger community.
It also shows that branding today is about feeling, not facts. People don’t care about toy specs — they care about energy. And Labubu? It’s got energy in spades.
