Labubu Secret Character Guide - Know Your Labubus!

Labubu, the mischievous elflike creature created by Hong Kong-Belgian designer Kasing Lung, has become a global phenomenon in the collectible toy market. These adorable yet slightly fierce-looking characters are sold exclusively through Pop Mart in blind box format, with each series containing rare "secret" figures that have captivated collectors worldwide. The secret characters maintain a consistent rarity ratio of 1 in 72 chance, making them highly sought-after treasures worth significantly more than their retail price.

Understanding Labubu and The Monsters Universe

Labubu originated from Kasing Lung's Nordic-inspired picture book series "The Monsters," first introduced in 2015. The character represents an elvish forest creature with distinctive features including wide eyes, pointed ears, nine sharp teeth forming a mischievous smile, and a furry body. Labubu gained massive popularity after Blackpink's Lisa was spotted wearing one as a bag charm in April 2024, sparking a global trend that contributed to Pop Mart's remarkable growth.

The collectible system operates through blind boxes, where buyers purchase sealed packages without knowing which specific character they will receive. Each series typically contains six regular characters plus one ultra-rare secret character, creating an element of surprise and scarcity that drives collector enthusiasm.

Complete Secret Character Series Guide

Exciting Macaron Series (V1) - 2023

The inaugural blind box series featured six regular characters with dessert-inspired names and colorings. The secret character "Chestnut Cocoa" stands out with its distinctive brown fur and unique red nose, a feature that distinguishes it from all regular characters whose noses match their fur color.

This secret character has become one of the most coveted in the entire Labubu collection, with resale prices reaching hundreds of dollars due to its 1:72 rarity and status as the first secret figure.

Have a Seat Series (V2) - 2024

The second major series introduced sitting poses for all characters, creating a more relaxed aesthetic. The secret character "Duoduo" features dark brown fur and maintains the sitting position while displaying unique characteristics that set it apart from the six regular figures.

This series marked an evolution in Labubu design, with each character positioned on furniture or in contemplative poses.

Big Into Energy Series (V3) - 2025

The most recent main series launched with an energy theme, featuring six regular characters named after emotional states: Love, Happiness, Loyalty, Serenity, Hope, and Luck. The secret character "ID" appears in grey fur with distinctive rainbow-colored eyes and teeth, representing the mysterious unknown aspects of personality.

This series has been particularly popular upon release, with full cases selling out immediately and the secret character commanding premium prices on the secondary market.

Authentication and Counterfeit Prevention

The popularity of Labubu has unfortunately led to a massive counterfeit market, with Chinese customs authorities recently seizing over 46,000 fake toys in multiple operations. These knockoffs, colloquially called "Lafufus" by collectors, have become increasingly sophisticated.

Critical Authentication Points

Teeth Verification: Authentic Labubus have exactly nine teeth of varying shapes and sizes, while counterfeits often feature ten or more teeth with poor paint quality. This remains one of the most reliable identification methods.

QR Code Authentication: Genuine products include QR codes that direct to official Pop Mart authentication sites. Fake codes either don't work or redirect to fraudulent sites.

UV Stamp Technology: Models from 2024 onwards feature UV-reactive stamps on the right foot showing the character's series-specific pose. This anti-counterfeiting measure helps verify authenticity under UV light.

Packaging Quality: Authentic boxes have matte finishes with embossed details and pastel colors, while fakes typically display glossy surfaces with bright, garish coloring.

Market Dynamics and Investment Potential

The Labubu market has experienced explosive growth, with prices increasing by 741% in some cases. Pop Mart reported that Labubu sales generated 6.3 billion Chinese yuan (approximately $870 million) in the first half of 2024 alone. Secret characters typically resell for 5-10 times their original retail price, with some rare variants commanding thousands of dollars.

However, recent market developments show volatility, with Pop Mart's restocking efforts causing secondary market prices to drop significantly. The price of a complete Big Into Energy set fell by 45%, while secret characters saw price reductions of over 38%.

Purchasing Recommendations

Official Channels

Pop Mart remains the primary source for authentic Labubus, though stock sells out within seconds of release. The company operates physical stores in major cities worldwide and maintains official online platforms.

Secondary Market Options

StockX provides authentication services for resale Labubus, offering buyer protection through their verification process. Other platforms like eBay and Amazon require careful authentication due to counterfeit prevalence.

Regional Availability

Thailand and other Southeast Asian markets often maintain better stock levels than Hong Kong or Western markets. International shipping services can help collectors access these markets.
The Labubu secret character phenomenon represents more than just collectible toys—it embodies the intersection of art, scarcity, and social media culture that defines modern collectible markets. Success in this market requires careful authentication, understanding of series releases, and awareness of the rapidly evolving secondary market dynamics.