Labubu Dolls Go Up in Flames: Why People Are Burning the Viral Plush Toys
Labubu dolls — the quirky, wide-eyed plushies that took over Gen Z’s bags, social media feeds, and collector shelves — are now at the centre of a bizarre online panic. What began as a harmless trinket trend has suddenly spiralled into viral hysteria, with videos of owners burning their beloved dolls now circulating widely on TikTok, Reddit, and Instagram.
From Collector Craze to Cultural Symbol
Originally embraced for their nostalgic charm and offbeat appearance, Labubu dolls became a key part of what some call “trinket culture.” Much like Beanie Babies and Tamagotchis in the past, these plushies are more than toys — they are tokens of identity, comfort, and community.
Daniel Fisher, Head of Categories at online marketplace Whatnot, revealed that Labubu sales have skyrocketed by 300% every month since March 2025. But their popularity isn’t just a matter of aesthetics.
Clinical psychologist Tracy King explained that the Labubu obsession is rooted in Gen Z’s emotional response to an increasingly chaotic world. “Collectibles like these offer small, accessible moments of comfort, control, and identity,” she said. “They regulate the nervous system in a world filled with uncertainty.”
According to King, Gen Z, raised in the digital era and shaped by global crises, finds refuge in soft, manageable joys. These dolls, often dressed in whimsical costumes like strawberry hats, serve as grounding objects. “This is inner child work in action,” she added.
Demonic Panic and Social Media Spiral
But the feel-good narrative surrounding Labubu took a dark turn when conspiracy theories began linking the dolls to demonic entities. Some online users have compared them to Pazuzu, an ancient Mesopotamian demon, claiming the toys hold “evil energy.”
The panic quickly evolved into a new wave of “satanic panic,” a social phenomenon that has historically targeted everything from Pokémon cards to Furbies. Christian social media users have now urged others to destroy their Labubu dolls, with some TikTokers filming themselves burning the toys as a form of “spiritual cleansing.”
Reddit threads and TikTok comments exploded with satire and disbelief. “Some people didn’t live through the Furby era, and it shows,” one user remarked. Another added, “Everything’s been called satanic at some point — Pokémon, Harry Potter, even Cabbage Patch Kids. This is nothing new.”
Despite the growing number of viral videos showing plushies going up in flames, many netizens are calling the hysteria a modern-day moral panic fueled by misinformation and fear.
A Reflection of Society’s Deeper Struggles
At its core, the Labubu trend — and now backlash — reflects deeper societal anxieties. The same plushies that once provided psychological comfort are now symbolic targets in a broader cultural struggle between expression and control, community and isolation.
Whether people continue to collect them or toss them into bonfires, Labubu dolls have become more than just another Gen Z fad. They are a mirror reflecting our emotional landscape, anxieties, and need for meaning in an increasingly chaotic world.