People are burning their Labubu toys after a terrifying theory about them is taking off.
If you haven’t spotted a Labubu dangling from a handbag lately, you might be living under a rock.
These peculiar, furry monster dolls have become the unlikely stars of the global collectibles scene, transforming from obscure storybook characters into must-have fashion accessories that celebrities like Rihanna, Dua Lipa, and Kim Kardashian proudly display on their designer bags.
The story begins with Hong Kong artist Kasing Lung, who moved to the Netherlands at age seven and fell deeply in love with Nordic fairy tales, particularly those featuring elves, NPR reports.
Inspired by the whimsical folklore of his adopted homeland, Lung created an illustrated book series called ‘The Monsters’ in 2015, introducing the world to a playful tribe of female elves known as Labubus.
According to Lung, there are about 100 different Labubus in the series, each with their own personality and backstory. One storyline even involves a Labubu dating a shy skeleton named Tycoco, whom she playfully teases.
These storybook characters were described as kind-hearted creatures eager to help others, though their good intentions sometimes led to chaos.
“That’s why I wanted to create something that I’ve always known existed in my heart,” Lung explained in an interview with CGTN Europe. “It’s amazing that so many people love it.”
The transition from beloved children’s book characters to a global phenomenon happened when Lung partnered with the Chinese toy company POP MART in 2019.
The collaboration proved explosive, with POP MART reporting that the revenue generated from the first Monsters series launch ‘broke the sales record in the art toy category.’
The dolls became particularly popular as ‘blind box’ collectibles, where buyers don’t know which specific design they’ll receive until opening the package.
This element of surprise, combined with the hunt for rare ‘secret’ dolls, has driven collectors to spend hundreds of dollars chasing complete sets.
But now, these once-innocent creatures are facing a dark turn that their creator never could have anticipated.
Michelle Parnett-Dwyer, a curator at the Strong Museum of Play in Rochester, N.Y., suggests that much of the adult fascination with these toys stems from childhood nostalgia.
“I think there’s a lot of things where the popularity among adults or young adults stems from childhood nostalgia,” she said to NPR, adding that reconnecting with your inner child is ultimately positive.
Despite the controversy, the Labubu phenomenon shows no signs of slowing down.
A life-size Labubu figure sold for more than $170,000 at the first Labubu art auction hosted by Yongle Auction in China, drawing nearly 1,000 bidders. In the U.S., one Labubu blind box retails for $27.99, though high demand often drives resale prices much higher.
On eBay, a rare secret Chestnut Cocoa Labubu can fetch over $149.
The global craze has even sparked markets for doll clothing and counterfeit versions, sometimes called ‘Lafufus’ – although these counterfeits have been hit with a stark warning.
Now, a viral conspiracy theory has emerged, claiming that Labubus are actually possessed by Pazuzu, a demon from ancient Mesopotamian mythology, Herzindagi reports.
The result has been both bizarre and alarming: people are literally burning their beloved collectibles.
The controversy centers around perceived similarities between the dolls’ distinctive features and the ancient demon, particularly their wide grins and prominent teeth.
Social media users have been sharing side-by-side comparisons, though the actual historical depictions of Pazuzu bear little resemblance to the POP MART creations.
In Mesopotamian mythology, Pazuzu was typically depicted with a rectangular head, horns, deep-set eyes, and wings, and was actually considered a protective figure who helped ward off other demons, per Britannica.
The panic has been amplified by dramatic social media posts. One X (formerly Twitter) user wrote: “Labubu = Pazuzu. Do not invite demons into your home.”
Another posted: “I’m not superstitious, I’m a little stitious, but I’d never buy a Labubu. It’s inspired by Pazuzu, the demon that possessed the girl in The Exorcist.”
According to some religious creators, any folklore that doesn’t originate from Christianity is considered ‘pagan’ and therefore, demonic.
As a result, Labubu dolls have started to be seen as a threat within certain Christian communities. The theory has gained so much traction that some Christians have started urging people to get rid of their dolls altogether.
The fear has driven collectors to take increasingly extreme measures.
Some people are even burning their Labubus or blessing them with holy water to ‘cleanse’ any supposed evil energy.
Videos of people destroying their once-beloved collectibles have gone viral, with owners claiming they’re taking no chances with potential demonic influences. Others believe the demon theory explains why these dolls became popular so quickly in the first place.
The hysteria has even reached official levels. The city of Erbil in Iraq’s Kurdistan Region has officially banned the dolls, citing both consumer exploitation and cultural concerns.
According to local publication Rudaw, authorities have confiscated roughly 2,000 Labubu dolls so far.
The director of Erbil’s commercial monitoring body, Hogir Ali, explained that sellers had been exploiting customers through the blind box sales tactics, while also noting that ‘the appearance of the doll is far from our customs and traditions.’
Despite the viral conspiracy theories, the link between Labubu and Pazuzu appears to be based purely on speculation and misinformation, with no real evidence to support the claims of any demonic connection.
The creator has consistently maintained his inspiration came from wholesome Nordic folklore, not ancient Mesopotamian demons.
