In a time of chaos, crisis, and overstimulation, it’s little surprise that adults are turning back towards comfort, softness, and identity. Kidulting blends childhood joy with adult life, as grown-ups embrace nostalgic play and luxury versions of their favourite childhood things. One of the top symbols of this trend is Labubu – a bizarre, wide-eyed design doll from Hong Kong’s Kennyswork The Monsters toy line. Once niche collectibles, vinyl toys have gone mainstream in India, embraced by celebrities, designers, and influencers as quirky style statements.

Among viral internet trends, Labubu stands out for blending nostalgia with aesthetic appeal.

Why Labubu?

Labubu isn’t merely a toy; it’s an icon. With its whimsical design and expanding universe, Labubu evokes joy, nostalgia, and calm—offering emotional escape through playful, collectible charm.
But there’s more to it than just whimsy; it’s about prestige. The limited-edition drops, high resale value, and global hype have transformed Labubu into a luxury commodity, a designer object worn like a badge by those who can afford both the price and the playfulness.

India’s Celeb Stamp of Approval

In the last few months, various Indian celebrities have been seen posing with Labubu, thus bringing the trend to its mainstream moment. Bollywood’s rising style icon Sharvari nailed global fashion vibes, flaunting a Labubu charm on her sleek Balenciaga bag.
A subtle yet bold nod to Labubu’s global pop culture rise—and a playful, stylish expression of Sharvari’s fashion-forward personality.

Ananya Panday was also recently spotted wearing the Labubu charm in a loose way from her tote bag. Her fans picked up on it immediately, with fan accounts zooming in on the doll and comments pouring in with “Is that a Labubu?”. It’s just another example of how Labubu has become central to internet trends 2025 – a perfect mix of sentiment and style.

The Rise of Comfort Commodities

Labubu is just the most ubiquitous instance in an expanding genre of what are being referred to by experts as comfort commodities, tangible products purchased by adults not for a purpose but for comfort. Consider plush toys on desk spaces, Hello Kitty figurines on skincare flatlays, or Pokémon luxe fashion collabs.

Kidulting is not regression; it’s reclamation. Amidst a universe of nonstop hustle and algorithmic dread, these items provide agency, happiness, and identity. Where previous generations spent money on commodities like cars or watches, current young adults are amassing small creatures that serve as reminders of who they used to be and who they want to be.

Not Just a Trend, But a Statement

Kidulting is not just ironic or aesthetic. It’s quietly political – a protest against poisonous productivity and cynical adulthood. Wearing a Labubu is at once a fashion statement and a self-care practice. It states: I can be successful and still require softness. I can be an adult and still delight in something absurd.

As Indian consumers become more expressive, more complex, and more emotionally aware in their purchasing decisions, trends like Labubu are not fleeting fancies. They are signs of fundamental changes in the way we engage with the world and ourselves.

The next time you spot a wide-eyed creature pouncing out of a tote bag, remember: it’s not a toy. It’s a cultural moment.