Mzansi’s Mystery Toy Obsession: Why Everyone Wants a Labubu

Mzansi has caught a new fever—Labubu fever—and it’s spreading fast through the streets of Jozi, spilling into social media timelines, collector communities, and even the wardrobes of fashion-forward South Africans. But what exactly is Labubu, and why is everyone suddenly chasing it like it’s gold?

This past Friday, 18 July, the Soul Gallery officially opened its flagship store at Sandton City, and with it came the grand entrance of Labubu—the global fashion toy that’s turning heads across continents.

Tiny Toy, Big Buzz

Labubu isn’t just another collectible. It’s a statement. With its quirky, toothy grin, mischievous eyes, and distinct pointed ears, the creature has fast become one of the most sought-after fashion accessories worldwide. What started as a whimsical character in a series of picture books by Belgian-born Chinese artist Kasing Lung, inspired by Nordic folklore, has now evolved into a full-blown fashion cult, thanks to its global distribution through China’s Pop Mart.

The thrill? You never know which Labubu you're going to get. Each toy is mystery-packed in a sealed box, giving collectors that hit of dopamine when they rip open the packaging. Is it the ultra-rare one? Is it the limited-edition variant? That’s the magic of it—and why it’s flying off shelves from Tokyo to New York and now, Sandton.

South Africa Joins the Trend

The Soul Gallery is the only store in South Africa that stocks Labubu, and it made sure the launch was nothing short of epic. Influencers, musicians, and fashion icons gathered in their streetwear best to witness Labubu’s local debut. Among them was rapper Gigi Lamayne, who couldn't hide her excitement: “It’s not just a doll. It’s a vibe! You don’t know which one you’re going to get. You can style it however you want. It’s part of streetwear now.”

The Face Behind the Fever

Josh Weinberg, the 22-year-old founder of Soul, is the young visionary who brought Labubu to South Africa. Speaking to Daily Sun, Josh said, “Labubu is a global phenomenon. People are going crazy for it. It’s more than a toy—it’s an accessory. People wear it proudly, hang it on R1 million designer bags. It’s a fashion movement.”

For Josh, Soul is more than a retail space; it's a revolution. “You shouldn't have to fly to Paris or Tokyo to get the latest trends. South Africans deserve world-class fashion and creativity too.”

Not Just a Trend—It’s Culture

Labubu is already influencing the way local fashionistas express themselves. It’s not just a collectible; it’s a part of streetwear DNA. The secrecy around which model you’ll get creates buzz, anticipation, and instant social media content gold. And let’s be honest—who doesn’t love an unboxing surprise?

As South Africans embrace the culture of collectible fashion toys, Labubu is shaping up to be more than a passing trend. It’s an identity—quirky, bold, and impossible to ignore.

[Labubu toy has officially made its way to South Africa.

MZANSI fashionistas and toy collectors, get ready.]

📢 What do YOU think?

Would you buy a mystery fashion toy like Labubu?
Vote in the poll or share your thoughts in the comments below!

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Sources
Labubu fever hits Mzansi

You can verify the original reporting and explore the full background of this story by visiting the official source.

Tags: Labubu, Soul Gallery, Sandton City, Fashion Toys, Streetwear Culture, Pop Mart, Collectibles South Africa