Video: This Massive Line Outside Pop Mart Melbourne Highlights Labubu Mania
The craze began to grow in Southeast Asia when K-pop icon and White Lotus actress Lisa Manobal was seen carrying a Labubu doll.
Hundreds of fans braved Melbourne's freezing weather to line up overnight for a special toy launch. The crowd gathered on Bourke Street, eager to grab limited-edition dolls from Pop Mart's newest store.
Pop Mart is a Hong Kong-based company known for its collectable toys, especially the monster-like dolls called Labubus. These toys have become a global sensation, thanks to their rising popularity on TikTok. The craze began to grow in Southeast Asia in April 2024 when K-pop icon and White Lotus actress Lisa Manobal was seen carrying a Labubu doll. Other celebrities, like Rihanna, have also been spotted with them.
The new Bourke Street store is the largest Pop Mart outlet in Australia and the only one in the world themed around the popular Skullpanda character. Chinese artist Xiong Miao created Skullpanda.
One fan, Amy Sutherland, wore a Skullpanda T-shirt while waiting in line. She said she was thrilled to see a store based on her favourite doll. 'It's just something fun in such a heavy world," Amy shared. 'Staying in touch with my inner child is really important to me."
The opening drew people from all over the world. Fans began lining up hours in advance. Brandon Fraser was the first in line after arriving at 2 pm the previous day. He has been collecting the toys for three months and already owns 60 dolls. He spent $1354 during the launch and left with several boxes of merchandise, including an orange Labubu pillow. 'I'm happy. I can't complain," he said, as quoted by the Herald Sun.
One major appeal of Pop Mart toys is their packaging. The dolls come in 'Blind Boxes", so buyers don't know which doll they'll get until they open it. This mysterious element drives people to buy more, especially those seeking rare editions. One of the most wanted Labubu dolls is the 'Chestnut Cocoa" from the secret edition.
Pop Mart's Australia and New Zealand head, Yuki Wu, called the Melbourne launch an exciting step. 'We're inviting fans to step inside a world they know and love," she said.
The store opened at 10 am, with crowds rushing in to collect the exclusive toys.
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