The Trendiest Accessory for Your Bag in 2025 Is a...LABUBU?!

Say hello to your new favorite keychain

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Published Apr 3, 2025

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labubu-bag-charm-trend: A close up photograph of a woman in brown pants and a terracotta colored coat carries a bright orange Birkin bag with a chocolate brown LABUBU keychain on it.

Raimonda Kulikauskiene / Contributor/Getty Images

As I'm sure we're all aware, bag charms and accessories have been on the rise since the latter half of 2024 and I see no sign of them slowing down. Trendsetters across the globe are leaning into the cute and kitsch. I'm taking Sonny Angels, knick-knacks, tchotchkes, sneaker charms, junk journaling, the anik-anik trend. You name it, people are probably collecting it, using it or doing it—and showing it off.

In that same vein, I've started spotting a unique $22 Chinese mystery keychain called LABUBU everywhere—from the streets of Paris Fashion Week to bags worn by Rihanna, Dua Lipa and two members of BLACKPINK, Rosé and Lalisa 'Lisa' Manobal (who also plays Mook on The White Lotus). So what is LABUBU? Why is it so popular? And where the heck do you get one?

labubu bag charm trend LABUBU at paris Fashion Week 2025

Raimonda Kulikauskiene / Contributor/Getty Images; Edward Berthelot / Contributor/Getty Images

What Is LABUBU, You May Ask?

According to PopMart, the company known for its blind boxes, figurines, collectibles and more, which sells LABUBU merchandise, the concept was created in 2015 by an artist named Kasing Lung. Born in Hong-Kong and raised in the Netherlands, Lung created a magical fairy world that spanned three picture books inspired by Nordic mythology. While world-building, he inhabited his stories with both good and bad magical creatures called The Monsters. In the story, the most prominent character's name is LABUBU who is characterized on PopMart's site as a "a small monster with high, pointed ears and serrated teeth. Despite a mischievous look, LABUBU is kind-hearted and always wants to help, but often accidentally achieves the opposite."

It's no wonder that everyone's obsessed with LABUBU. She is—yes, she's a girl—cute, fluffy and oh-so playful. Made with plush stuffing material and featuring PVC/polyester-blend extremities like face, ears, hands and feet, she's both cuddly and durable, perfect for a decorative bag charm.

LABUBU's Collaboration With PopMart

In 2019, Lung collaborated with PopMart to bring his character LABUBU to life in the form of plush and vinyl figurines. Many of the LABUBU products are 'blind boxes,' meaning you won't know which character you get until unboxing the purchase in real time.

The LABUBU Have a Seat vinyl plush blind box ($22) and the Exciting Macaron vinyl face blind box ($22), which each have six characters and a secret in their respective series, have been spotted dangling from brightly colored Birkins and a smattering of other keychains that people are decking out their bags and totes with.

labubu-bag-charm-trend: A screenshot from Dua Lipa's Instagram story featuring LABUBU bag charms.

@dualipa/Instagram

Celebs Love LABUBU

So far, LABUBU has been spotted on a number of celebrities. Rihanna attached a pink Lychee Berry LABUBU onto her Louis Vuitton tote, which she sported in an airport terminal. Dua Lipa was able to get her hands on two LABUBUs: a gray Sesame Bean from the Exciting Macaron series and a pink Dada from the Have a Seat series. She added a photo to her Instagram story showing them off on her woven orange-colored handbag. The pair of LABUBUs were also spotted on her at the airport multiple times, swinging from a sleek black travel duffle amongst other charms and a patterned satin scarf.

labubu-bag-charm-trend: Four screenshots from Lisa Maniobal's Instagram story featuring her collection of LABUBU keychains and figurines.

@lalalalisa_m/Instagram

And, of course, one of our favorite hotel staffers from season three of The White Lotus, Mook, played by Lalisa 'Lisa' Manobal, is a huge fan of LABUBU. She's frequently taken to her Instagram story to show off her collection that also includes Sesame Bean along with a whole host of other LABUBU iterations.

How Can I Get My Hands On One!?

Like most trending items, LABUBU can be challenging to get your hands on, but PopMart regularly restocks the Exciting Macaron and Have a Seat series on its site. Right now, both of the viral series are out of stock, but PopMart recommends signing up for restock notifications so that you can act fast once they're back. Personally, I can't wait to get my hands on one, but know that I'll probably be digitally elbowing people to snag one as collectors and tried and true fans are always on the hunt. But as they say, good things come to those who wait. (Don't want to? Lucky for you, I was able to find some on Amazon to shop right now.)

Assistant Editor

Covers beauty, fashion, news, entertainment, travel, wellness, money and LGBTQ+ culture
Has worked in media for the last eight years and has held positions at Boston Magazine, Boston Common Magazine and Northshore Magazine
Graduated from Emerson College in 2019 with a degree in Writing, Literature and Publishing with a minor in Women, Gender and Sexuality Studies

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