In a world marked by rapid change and emotional uncertainty, people are increasingly turning to objects—whether plush toys, sports teams, or niche hobbies—not just for entertainment, but for identity, comfort, and connection. The global phenomenon of LABUBU, a quirky monster-like collectible from POP MART’s THEMONSTERS series, is more than just a trend. It’s a cultural signal. Similarly, the unexpected popularity of the "Su Super League" (SuChao), an amateur football competition in Jiangsu Province, reveals how shared experiences around objects and activities can forge community and meaning.
These phenomena aren’t random. As explored in A.R. Ahuvia’s book The Things We Love: How Passion Connects and Shapes Us, our emotional attachments to non-human entities reflect deeper psychological and social needs. From pets to playthings, from fandoms to fashion, we project parts of ourselves onto things—transforming them into vessels of identity and belonging.
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The Psychology Behind Loving Objects
We often assume love should be reserved for people. But Ahuvia argues that loving objects is not only real—it’s essential. When we say we "love" a brand, a toy, or a sports team, we’re not using the word lightly. Brain imaging studies show that affection for cherished items activates the same neural regions involved in human bonding, particularly the insula—a region linked to empathy and emotional awareness.
This emotional attachment forms through three key mechanisms:
- Personification: When an object has human-like traits—such as LABUBU’s toothy grin or expressive eyes—our brains begin to treat it like a sentient being.
- Interpersonal Bonds: Objects become meaningful when they connect us to others. A LABUBU bought with a friend, or a jersey worn at a SuChao match with coworkers, transforms into a shared symbol.
- Self-Perception: We see ourselves in what we love. Collecting becomes a form of self-expression—a way to say, “This reflects who I am.”
As one reader noted during a book salon, in an age where identities are fragmented and relationships are complex, objects offer stable emotional anchors. They don’t judge. They don’t leave. And unlike even the closest relationships, they require no reciprocity.
Why LABUBU Resonates: More Than Just a Ugly-Cute Doll
LABUBU, created by Hong Kong illustrator James Lung and influenced by Nordic mythology, looks nothing like traditional cute characters such as Hello Kitty or Miffy. With its wild hair, sharp teeth, and mischievous grin, it embodies what some call “ugly-cute” or “weird-core” aesthetics—an embrace of the grotesque, the absurd, and the emotionally raw.
But this is precisely why it resonates.
For younger generations navigating economic anxiety, social isolation, and digital overload, LABUBU represents rebellion through imperfection. Its "monster" identity challenges conventional beauty standards and allows fans to celebrate their own quirks. As one fan put it: “If we were this ugly and still loved, wouldn’t life be easier?”
Psychologically, this aligns with what Ahuvia calls "atomic love"—the idea that we use different objects to express conflicting or suppressed aspects of ourselves. A corporate lawyer might collect LABUBUs to reconnect with childhood playfulness. A student might display one on their desk as a silent protest against perfectionism.
And unlike fleeting trends, LABUBU benefits from strong ecosystem support: blind boxes, limited editions, global pop-ups, and vibrant online communities. These features amplify scarcity, excitement, and social validation—key drivers of sustained engagement.
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FAQ: Understanding the Love for Objects
Q: Is it normal to feel strong emotions toward toys or collectibles?
A: Absolutely. Emotional attachment to objects is a natural part of human psychology. As long as it doesn’t interfere with daily life or relationships, loving a toy like LABUBU is healthy and even therapeutic.
Q: Why do some people pay hundreds for secondhand LABUBUs?
A: Value isn’t just monetary—it’s emotional and symbolic. Limited availability, community status, and personal meaning all contribute to perceived worth in the secondary market.
Q: Can loving an object replace human relationships?
A: Not fully—but it can complement them. Objects often serve as bridges to connection (e.g., trading figures, attending events) or safe spaces for self-exploration when social energy is low.
Q: What makes LABUBU different from past toy crazes?
A: While collectible culture isn’t new (think Beanie Babies or Pokémon cards), LABUBU thrives in a digitally connected era where fandoms form instantly, content spreads virally, and resale markets operate globally.
Beyond Toys: When Events Become Emotional Anchors
The rise of the SuChao League—a grassroots football tournament featuring amateur teams from Jiangsu’s 13 cities—shows that "loved objects" aren’t limited to physical items. Events, too, can become cultural touchstones.
Though not professional athletes, participants bring passion, humor, and hometown pride. Memes fly: when Changzhou lost heavily, fans joked it had become “0zhou.” Yet behind the satire lies genuine camaraderie and civic engagement.
Like LABUBU, SuChao fulfills deep emotional needs:
- Identity: Fans proudly wear city colors.
- Belonging: Strangers bond over shared chants.
- Hope: Underdog victories feel personal.
Tourism boards have taken notice. Cities once overlooked—like Suqian or Yancheng—are now on travelers’ radars. What started as local fun has become a tool for regional branding.
As psychologist and The Things We Love translator Tan Yongfeng observes: “We’re living through cultural shifts where old norms no longer hold. People need outlets—to laugh, to care deeply about something small.”
Building Longevity: How Brands Can Sustain Love
Not every trend lasts. LINE FRIENDS once dominated pop culture but now struggles to stay relevant. So how can IPs like LABUBU endure?
Tan emphasizes moving beyond functional and emotional value into meaningful value—embedding the brand into personal narratives.
Consider Snoopy: for decades, fans haven’t just bought plushes—they’ve built wardrobes, decorated homes, and even planned travel around exhibitions. The character isn’t just liked; it’s lived with.
To achieve this depth, brands must:
- Develop rich backstories (e.g., LABUBU’s Nordic roots)
- Encourage user-generated content and community storytelling
- Expand into diverse life contexts (fashion, home goods, wellness)
- Maintain authenticity—even as commercialization grows
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FAQ: The Future of Cultural Phenomena
Q: Will LABUBU last as long as Hello Kitty?
A: Possibly—if it evolves beyond aesthetics into enduring cultural symbolism through consistent storytelling and community engagement.
Q: Can governments replicate the SuChao model elsewhere?
A: Yes—but success depends on authenticity. Forced attempts at virality often fail. Organic participation and local pride are irreplaceable.
Q: Is this trend tied to economic conditions?
A: Indirectly. In uncertain times, people seek control and comfort. Objects and events offer predictable joy in unpredictable worlds.
Conclusion: Making Space for Emotional Expression
Every generation finds its symbols—its “LABUBUs.” For some, it was stamps; for others, sneakers or anime figures. Today’s youth channel emotion into plush monsters and local football leagues not because they lack depth, but because they’re redefining connection in a fragmented world.
As society evolves, so do our emotional languages. What matters isn’t whether we love a doll or a game—but that we allow space for love itself.
In the end, these beloved things do more than sit on shelves. They help us understand who we are—and who we want to become.