But as with most viral fashion waves, the momentum has begun to fade. Now the industry is asking a new question: who will be the next Labubu?

Robots as emotional accessories

One of the most unexpected contenders comes from Japanese company Yukai Engineering. Their device Mirumi is a small robot keychain designed to attach to bags and “react” to its environment — turning its head toward sound and responding to touch, according to WWD.

In essence, it attempts to replace the emotional appeal of toys with technological “lifelike” behavior. But there is a clear limitation: price. While Labubu gained mass popularity partly due to affordability (around $20 per blind box), Mirumi costs about $125 — a gap that makes it far less accessible and potentially less viral.

Beauty becomes wearable

At the same time, beauty brands are joining the race with a more practical but still fashionable approach.

Designer Marc Jacobs introduced a leather lipstick case designed to be worn as a bag charm. Meanwhile, The Ordinary released mini skincare kits in keychain formats, from lip care to compact serum capsules.

Here, the idea is less about toys and more about turning functional products into style statements.

Luxury leans into personalization

Another direction is personalization. Luxury brands are increasingly offering charms, initials, and miniature symbols meant to reflect the owner’s identity.

For example, Bottega Veneta sells leather letters as standalone accessories, while Anya Hindmarch creates playful miniature objects — from soda cans to everyday items shrunk into collectible forms.

The logic is simple: the bag is no longer just an object, but a canvas for self-expression.

Why Labubu is hard to replace

The Labubu phenomenon worked almost perfectly for virality. It combined affordability, collectability, surprise, and a strong visual identity.

New contenders struggle to replicate that balance. Robots are too expensive, beauty accessories too functional, and luxury personalization too niche and exclusive.

A small object with a big impact

Despite different approaches, all players are trying to solve the same challenge: create a new small object that becomes a global cultural symbol again.

Because in modern fashion, it is often the smallest details — tiny charms, figures, and accessories — that end up making the loudest statement.