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The Labubu dolls, globally popular collectibles, have become the center of a viral rumor: could they be inspired by the demon Pazuzu? At the crossroads of fascination, fear and folklore, this phenomenon shows how pop culture flirts with mythology.
In recent months, social media has been buzzing with a peculiar rumor: the famous Labubu dolls, icons of Asian pop culture, may actually be modeled on Pazuzu, a demon from ancient Mesopotamia. Straddling the line between sensationalism and imagination, the rumor has sparked fascination and anxiety among fans, collectors and the wider public. But what do we really know? How did a seemingly “cute and quirky” figurine become linked to a mythological demon?
To understand, we need to go back to Labubu’s origins. With oversized ears, a mischievous grin, sharp teeth, and a distinctive silhouette, Labubu was created by Hong Kong illustrator Kasing Lung. Originally a character in children’s books, Labubu later became a collectible figurine, released in “blind boxes” by Pop Mart. Its design intentionally embraces strangeness: part elf, part monster, drawing inspiration from Nordic folklore and the Japanese kawaii (“cute”) aesthetic.
The phenomenon exploded around 2020. Asian social media, and soon global platforms, embraced Labubu through unboxing videos, collector exchanges, rarity contests and creative fan reinterpretations. The figurine quickly permeated pop culture, home décor, fashion, and influencer networks. The secondary market soared, with some special editions fetching staggering sums.
The Shadow of Pazuzu
In the summer of 2025, a viral rumor swept social media: Labubu, the beloved collectible doll, was allegedly inspired by Pazuzu, the infamous Sumerian-Akkadian demon popularized in the West by The Exorcist. Pazuzu, the spirit of the wind, is depicted in ancient art with an oversized head, bulging eyes and a grimacing mouth. Soon, online users were comparing Labubu’s silhouette to Mesopotamian figurines, claiming to see a “demonic legacy.”
Fear quickly spread among fans. Videos appeared of owners “baptizing” their dolls to ward off evil, while others burned or discarded their Labubu figures, worried about a malevolent influence. On TikTok, self-proclaimed experts offered endless analyses, from hidden symbolism to omens and negative energy. The story took on an almost mystical dimension, amplified by social media and fascination with urban legends.
Yet a closer look reveals the rumor has no historical or artistic basis. Neither Lung, Labubu’s creator, nor Pop Mart have ever referenced Pazuzu. The artist cites European folklore, fairy-tale monsters and the “strange yet endearing” aesthetic beloved by Tim Burton and Hayao Miyazaki as inspirations. While distinctive, Labubu’s design does not replicate Pazuzu’s posture or iconography, whose ancient statues are markedly different.
Fact-checking sites such Snopes and Prestige Online examined images, interviews, and available documents and found no evidence connecting Labubu to Pazuzu. The story appears to be pure collective imagination, fueled by virality, fascination with the supernatural and the allure of “cursed objects.”
Why such panic over a simple doll? The answer lies in the power of pop culture and the internet’s ability to blur the line between fiction, myth and reality. Labubu’s success stems in part from its “monstrous” charm: sharp teeth, mischievous grin and exaggerated expressions. Meanwhile, global pop culture has recycled demonic figures like Pazuzu, reinforcing the myth of the “evil toy.”
The “Labubu crisis”
This is not the first time a toy or collectible has sparked collective fear or imagination. In the 1980s and 1990s, Cabbage Patch Kids and Furbies were accused of hidden messages or occult influence. Social media today accelerates and globalizes these phenomena, giving them unprecedented reach.
The “Labubu crisis” reveals as much about our relationship with imagination as it does with media. Behind the panic lies a desire to believe in the unseen, to create legends and to replay, in the digital age, the grand narratives of the supernatural.
Labubu will likely endure as a cult toy, neither demon nor angel, but a pure product of our time, where pop culture and mythology collide and converse through hashtags, creativity and collective imagination.
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