If you’ve spent any time on TikTok, Instagram Reels, or inside a toy collector’s Facebook group recently, you’ve probably seen adorable little figures with wild hair, quirky outfits, and a look that’s either mischievous, cute, or strangely emotional. We’re talking about Popmart – the designer toy brand that has taken the Philippines by storm.
Just like the rise of Funko Pop figures, anime merch, and even capsule toys, Popmart has carved out its own niche in the world of collectibles. But what sets it apart is its unique blend of mystery, personality, and the art toy aesthetic – something that clearly resonates with today’s collectors, especially millennials and Gen Zs.
Keyword trends show it all. According to Google Trends, interest in Popmart has skyrocketed over the past year. Searches for “Popmart,” “Labubu,” and “Crybaby Popmart” all peaked around October 2024, while “Hirono” saw a surge in January 2025.
Social media is flooded with unboxing videos, display setups, and even TikToks narrating the “personalities” of each figurine. And while the spike may have cooled off recently, search interest as of April 2025 still doesn’t dip below 3,000 per month, meaning that even a year after its viral peak, the Popmart hype isn’t completely over yet.
Let’s dive into why Popmart is so popular among Filipinos – especially its characters like Labubu, Hirono, and Crybaby.
Popmart’s local popularity really exploded with one specific character: Labubu. This scruffy, snaggle-toothed creature with spiky hair became an instant favorite among Filipino collectors. Whether it was the original “Monster” series or the highly sought-after collabs like Skullpanda x Labubu or Halloween editions, Labubu quickly became the poster child for the Popmart craze.
While Popmart has been around in China since 2010, it was only recently that it picked up traction in Southeast Asia. Filipino toy collectors, lifestyle vloggers, and even casual social media users started showing off their Labubu hauls – and from there, the hype was born.
So what is it about Labubu that started this whole frenzy?
For starters, the design is bizarrely charming – a cross between a gremlin, a plush toy, and a forest sprite. But the real genius lies in how each version of Labubu tells a different story. Some look playful, others look sad, creepy, or even elegant. Collectors are drawn in by the diversity of designs, each tapping into a different aesthetic or emotional vibe.
And let’s not forget the price tag. Depending on the series, a blind box costs between PHP 700 to PHP 1,000. Full sets (usually 12 pieces) can range from PHP 8,000 to over PHP 15,000, especially if you’re hunting for the rare “secret” figure. Limited edition or collaboration figures can go for double or triple that on the resale market.
Despite the cost, they sold out fast.
As the local obsession with Labubu grew, so did the interest in Popmart’s other characters. Hirono, the melancholic boy with closed eyes and dreamlike themes, found a niche fanbase among Gen Zs and millennials who love a little depth and aesthetic moodiness. Meanwhile, Crybaby – especially the Powerpuff Crybaby series– resonated with fans of nostalgic 2000s cartoons.
Each character has its own universe, art style, and emotional tone, which makes them collectible in a way that goes beyond just being cute. There’s a character and series for every kind of personality – from Skullpanda’s edgy elegance to Molly’s wide-eyed innocence.
Popmart’s main audience in the Philippines are millennials and Gen Zs – urban, social media-savvy individuals with a taste for novelty and aesthetic curation.
For some, it’s about hopping on the bandwagon. The rise of TikTok influencers and celebrities showing off their Popmart shelves adds pressure to “join in” or be left behind. It’s the same FOMO (Fear Of Missing Out) that drives many lifestyle and fashion trends.
Local personalities, such as vloggers, TikTokers, and even celebrities like Lisa from Blackpink have been seen featuring designer toys and Popmart in their home setups. Even if they don’t explicitly endorse the brand, simply showing the figures as part of their décor creates a ripple effect among fans.
@vanityfair “I’m obsessed.” Lisa shares her love for #POPMART collectibles. #blackpink #thewhitelotus #lalalisa #lisablackpink #vfhollywood ♬ original sound – Vanity Fair
Popmart figures offer what some call “affordable luxuries”. They’re not dirt cheap—but they’re not out of reach either. They fall into a sweet spot: expensive enough to feel premium, but still affordable enough for the aspirational middle class. This creates a psychological bridge between the everyday buyer and the elite.
When prominent social media figures like Heart Evangelista or Jinkee Pacquiao post their Pop Mart collections, they send a subtle signal that this is part of their luxury lifestyle—and maybe, it can be part of yours, too.
For the middle class, this sparks aspirational identification—you might not afford a Birkin bag or a Paris fashion show, but you can join the same aesthetic world through a ₱1,000 collectible. It’s luxury in miniature.
Another reason for the Popmart craze is the illusion of scarcity– and the entire experience built around it.
Popmart thrives on the blind box model, where you don’t know which figure you’re going to get until you open the box. You’ve probably seen the unboxing vlogs and influencer TikToks.This element of surprise builds suspense and keeps collectors coming back for more.
And with “secret” or rare figures appearing only 1 in 144 boxes (or rarer), you’re not just buying a toy – you’re buying a moment of anticipation and the slim chance of scoring something exclusive. When a collection drops and sells out quickly, the items instantly become harder to find and more expensive on the resale market, which fuels the idea that owning one puts you “in” an exclusive club.
For many, Popmart toys are more than just collectibles – they’ve become a form of decorative self-expression. Whether displayed on bookshelves, work desks, or bedside tables, these figurines add a touch of whimsy and character to personal spaces.
What makes them even more interesting is how each figure seems to showcase its own unique emotion and vibe. Some look mischievous, others sad, dreamy, or even defiant. This range of exaggerated expressions and detailed outfits gives each toy a kind of personality – and buyers often find themselves drawn to the ones that reflect their own mood, aesthetic, or identity.
There’s also the element of nostalgia. Notice how adults make up a significant portion of the Popmart market. These toy-like figures resonate by tapping into memories from childhood, offering temporary escape from the pressures of grown up life. This isn’t something exclusive to Popmart either. The recent popularity of Jellycat plush toys is a good example of how nostalgia and cuteness continue to influence buying behavior, even among grown-ups.
Popmart’s popularity comes from a mix of collectible culture, social media trends, emotional appeal, and good marketing. The brand managed to make toys that aren’t just toys – they’re conversation pieces, status symbols, and little mirrors of personality.
Whether you’re in it for the aesthetics, the thrill of the blind box, or the community of fellow collectors, one thing is clear: Popmart is more than just a passing fad.
And as long as Labubu and friends keep evolving, the Popmart craze is here to stay.
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