Love ‘em or hate ‘em, we’ve all seen Labubus: these cute yet kinda grotesque monsters. All around the world, people have been queuing and spending a lot of money - in some cases thousands of ringgits - just to get their hands on a Labubu, and even better if it’s a rare one. Labubus are the latest trend in collectibles and the fact that they’re sold in blind boxes - which means you don’t know which one you’re getting - makes it even more desirable. So here to unpack why Labubus have become so popular, we’re joined by Dr Racheal Louis Vincent, Lecturer in the Department of Marketing at Monash University.

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