Imagine camping out in the middle of Melbourne’s winter — just to get your hands on a toy. Think of going camping in the heart of winter Melbourne- in order to obtain a toy. This is what hundreds of fans did at the latest Pop Mart store opening in Bourke Street in Melbourne (all to get one mischievously cute character: Labubu).

Let us say you have walked through the Bourke Street Mall recently and you could not miss seeing those long queues or maybe you even heard somebody talking about finally scoring the Cocoa Chestnut. Here comes the current craze that is gripping Melbourne (and adults need not be left behind).

What Is Pop Mart and Who (or What) Is Labubu?

Pop Mart is a global phenomenon from China that’s taken the world of designer toys by storm. What is their magic formula? Blind-box collectibles, i.e. you have no idea what figurine will come to your hand until you open the box. The above and the fact that there are limited releases and bizarre characters are what makes fans hooked to that element of surprise.

The current star of the show in Melbourne is Labubu developed by the Hong Kong-Belgian artist Kasing Lung. Labubu looks adorable with her wide innocent eyes, impish demeanor and freakily cute face and her makeover makes her cross-generational and intercultural boundaries as well as any season. The themed series are many multiples of dozens: fairytale costumes, “Monster World” editions, and much more, and Melbourne fans crave to have them all.

Melbourne’s Pop Mart Bourke Street Store: A Collector’s Dream

Pop mart has already been in Melbourne a long time but the latest outlet, which opened this past July, is the biggest Pop Mart in Australia. Situated at the CBD and in the middle of Bourke Street Mall, the shop boasts spectacular window displays, huge mascot statues, and collectible toys hanging on its walls.

On the day of launching, the queue filtered in during the previous night. Fans carried sleeping bags, blankets and snacks. When the sun rose, there was a block-long queue.

Local collector Tara, 27, said that she was present when the new variant arrived at 3am to have a chance at it. “It is worth it.”

Inside, it was a visual overload: limited-edition Labubu figures, capsule vending machines, and exclusive store-only drops — including the Chestnut Cocoa Labubu, now being resold online for $300+.

The Labubu Hype Is Real (And It’s Everywhere)

Social media helped push this craze into overdrive.

On TikTok, videos tagged #Labubu and #PopMartMelbourne are racking up millions of views. Some show unboxing reveals, while others showcase entire display shelves of collectors who’ve spent thousands chasing the rarest versions.

Even celebrities like BLACKPINK’s Lisa and fashion influencers have been spotted rocking Labubu bag charms — turning these little monsters into genuine streetwear accessories.

💬 “It’s Melbourne’s version of the Supreme drop — but cuter,” joked one collector in line.

Where to Buy Labubu in Melbourne

Here’s your guide to joining the craze (or at least understanding it):

🏬 Pop Mart Bourke Street

📍 Location: 260–262 Bourke Street Mall, Melbourne VIC

🕒 Open: 10am–6pm weekdays, 10am–8pm weekends

🎯 What to expect: Labubu blind boxes, exclusive in-store variants, capsule machines, and merchandise

🛍️ Other Hotspots:

QV Melbourne – Capsule machines with older series

Chinatown Melbourne – Pop Mart resellers and merch shops

Online resellers – eBay, Facebook groups, and StockX (expect markups)

Why Is Melbourne So Obsessed?

Melbourne has always had a deep love for unique pop culture — from laneway art to comic conventions to cosplay. Pop Mart courts that aesthetic with its limited-edition toys that are about as much art and fashion as they are toys. The Labubu mania is also a post-covid trend: it is attempting mini-pleasures and reminiscent excitement.

According to psychologists, blind-box collecting causes a state of cardiac dopamine, i.e. whenever you open a new box, you feel like you have won a lottery.

In a culture where people drink coffee, make their own art on the streets, and prefer to be unique, it is not surprising that Pop Mart finally got a faithful following here.

A Word of Caution (and Some Pro Tips)

❌ The Risks:

Blind boxes = duplicates

Resale market = expensive

Rare drops = limited stock

Fake products = common online

✅ Local Tips for Collectors:

Get there early — restocks happen weekly

Trade duplicates at local Pop Mart meetups (follow @popmart_australia on Instagram for events)

Check barcode codes before opening (some experienced collectors can decode box contents)

Street’s Cutest Craze Yet

Whether you’re a longtime collector or just a curious Melburnian, the Labubu takeover of Bourke Street is one of the most interesting pop culture moments in Melbourne this year. It’s a blend of art, hype, and community — with a dash of adorable weirdness.

Next time you see a long queue running down a sidewalk or street in the CBD and a toy shop somewhere along the strip then you would understand why this is so.

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