Labubu's, lafufu's and all things blind box: What is the big deal?

Time Out

18-07-2025

With a simple scroll on social media, you are bound to see an advert for a Labubu or its unfortunate and fake counterpart, the Lafufu, pop up.
While some may gawk at these items in utter disgust or confusion as to why everyone and their mother is after one, there are a large number of individuals who are trolling the internet to find where they can purchase one.
Now, Labubu's aren't the only items that have piqued the interest of collectable fans, with blind boxes becoming all the rage across the world.
As with all trends, there are some retailers and online resellers that are charging through the roof for these adorable yet questionable creatures (in their many forms, we are not just referring to Labubu's here).
As the love for blind boxes has made its way to Cape Town, we take a closer look at why it has become so popular and how best to authenticate purchased items to ensure you are getting your money's worth.
What's in the box (cue Brad Pitt's lines from the movie Seven)?
Blind boxes are just as the description indicates, they are sealed boxes that contain a collectable figurine, toy or plushie.
A good comparison would be lucky packets or dips, the ones we would receive as kids after a friend's birthday party, but blind boxes are more than that, with an added layer of collectability and premium quality.
The joy of opening up the lucky packet to find out what trinkets and delights you got is providing that same feeling to blind box fans across the world.
But who is behind it, and where do they come from? That is where Pop Mart steps in.
Pop Mart, a toy company based in Beijing, China, has been at the forefront of the commercialisation of blind boxes. Working alongside talented designers from all across the world, Pop Mart is a leader in the rapidly growing collectables industry. With over 500 stores across the globe, it has become synonymous with blind boxes and designer toys.
A company pioneering authentic blind box distribution in SA
Founded by Dean Pillay, Altitude is a South African company that has an official distribution partnership with Pop Mart. The company manages the entire import and logistics pipeline in collaboration with Pop Mart's global supply chain team.
The journey to Altitude being born started with a love for and interest in collectables, as Dean shares how Pop Mart's offering grabbed his attention.
"What caught my attention was how Pop Mart had turned collectable toys into a lifestyle experience, blending surprise, design, and storytelling in a way that resonated with both young and adult collectors."
After numerous visits to Taiwan with many a suitcase filled to the brim with blind boxes, at a whim, fate stepped in to bring together Dean's love for blind boxes and the perfect opportunity.
"By pure luck and good timing, I was later invited to attend the grand opening of Pop Mart's flagship store in Ximending, Taiwan. It was at that event that I had the incredible opportunity to meet Justin Moon, Pop Mart's President of International Business."
"I introduced myself, shared my story as a collector, and explained how I had identified a real gap in the South African market - there was clear demand, no official presence, and a passionate community just waiting to be built," shares Dean.
It is more than just a business opportunity for Dean as he aims to spread the joy that opening these signature surprises holds for collectors across the country.
It's about bringing the excitement I felt overseas back home," adds Dean.
Why are they so popular?
Aside from the surprise factor that has many individuals excited to rip open each box, blind boxes are loved globally for their nostalgia factor.
"Blind box collecting reminds adults of the joy and wonder they felt opening toys as kids. It's become more than just collecting, it's a form of stress relief and self-expression in an increasingly fast-paced world," Dean points out.
Another key role player in their virality is social media, with individuals sharing their 'random pull' or unboxing video, which has viewers on the edge of their seats to discover if they got the secret or rare item.
Additionally, global music stars such as Kim Taehyung, of global K-Pop sensation BTS, spotted with a labubu, only fuels the desire for fans to go out and purchase one.
"Blind boxes have also evolved into designer collectables, often featuring artist collaborations, intricate designs, and limited-edition pieces that blur the line between toy and art."
Another key defining factor is the sense of community that collectables have invoked among individuals, with collectors trading, connecting at events and sharing their blind box items online.
How to authenticate blind box items
Dean has shared five ways in which collectors can verify that their blind box items and or potential purchases are legitimate:
Official QR stickers: Every Pop Mart product features a unique, any-fake verification sticker that is usually silver or holographic on the packaging. This official QR sticker can be scanned to verify the authenticity by visiting m gss.popmart.com.
Packaging indicators: Authentic blind boxes will feature matte and high-quality packaging with consistent colours and finishes. Buyers should avoid glossy and off-print boxes, with spelling errors being a dead giveaway that the product is counterfeit.
Character/figurine detailing: Be sure to double-check the figurine or collectable. For example, authentic Labubu's have 9 teeth and precise joint texture. Authentic figures are well-sculpted with precise paint application and true official promo images.
Internal QR code: Some figurines include a QR code which directly corresponds to the QR code found on the box and the Pop Mart database. Plush figures usually have the QR code sewn on.
UV watermark: The recent Lababu series features a UV watermark that is only visible under UV light; if this is missing and the specific series should include one, the product is most likely a fake.
Pricing: Genuine Pop Mart blind boxes are priced according to international guidelines. "If the price seems too good to be true, it probably is," says Dean.
Pop Mart fiercely regulates third-party sellers with a no-tolerance policy for grey market sellers, with active legal mechanisms in place and official distributors working closely to report illegal or fake distribution.
Additionally, if products are purchased from unauthorised channels, Pop Mart does not honour any warranty claims or provide customer support.
"Should a defect be found in such a product, the customer unfortunately bears the full risk," Dean points out.
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Where can you purchase authentic blind boxes in Cape Town?
Altitude currently supplies official Pop Mart items to the following stores:
Cape Venison and Biltong (CVB Blomtuin)
This local store in Bellville stocks a wide range of blind box items, including Labubus, Skull Pandas, Hirono and other popular collectables.
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Where to find them: 12 Suikerbos Street, Bellville, Cape Town.
Wonderport Collectibles
Currently only available online, Wonderport Collectibles has a warehouse in Woodstock, which enables buyers to receive their orders quicker.
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Online Address: Wonderporthobbies.com
According to insights from Dean, the most popular blind boxes in the South African market are Labubu (the Monster series), Skullpanda, Crybaby, Molly and Dimoo.
Pop Mart official presence on the horizon in South Africa
With a global presence, the question on my blind box fan's mind is, will Pop Mart establish a store in South Africa?
Dean shares that there is hope and that he wants to be a key player in making it a reality.
"Our long-term plan is to launch a flagship Pop Mart store in South Africa, in partnership with Pop Mart Global."
"Every step we take toward growing the official retailer network, expanding brand awareness, and engaging the community, especially through activations like Comic Con Africa and other conventions, brings us closer to making that vision a reality," he adds.