Korea’s Bag Charm Craze: From Labubu to What’s Next

In 2025, it’s almost impossible to walk down a street in Korea or scroll endlessly on Instagram without spotting handbags, backpacks, or totes adorned with dangling charms. What was once a niche accessory trend has blossomed into a full-blown cultural phenomenon.

The recent article from The Korea Times, “Korea’s bag charm craze: What comes after Labubus?”, captures the current frenzy and explores where the craze might head next.

The Rise of Labubu: From Collectible Toy to Status Symbol

The craze really took off with the popularity of Labubu, a quirky plush-toy character produced by Pop Mart. Once celebrities like K-pop stars (e.g. members of BLACKPINK) and global icons (like Rihanna and Naomi Osaka) began sporting Labubus on their bags, demand exploded.

What was once a collectible toy became a fashion statement, a way to inject personality into otherwise monochrome outfits. In Korea’s often-conformist fashion culture, these bag charms let people express individuality subtly and playfully.

Social-media amplification and influencer promotion helped spread the craze globally. With blind-box formats, limited releases, and resale scarcity, Labubu quickly transformed into a de facto status symbol.

Why Bag Charms Hit at This Moment

• Self-expression in conformity: In a culture where uniformity in fashion is common, charms offer a small, accessible way to stand out without being overt. 
• The lure of surprise and scarcity: Blind boxes, limited-edition drops, and “gacha” style vending machines create excitement, sometimes compared to gambling. The unpredictability and collectibility make the charm-hunting process part of the appeal. 
• Social-media & celebrity influence: When celebrities attach a charm to their bag, fans quickly follow. Airport photos and casual social posts often spark new waves of demand. 
• Affordable entry point into fashion: As luxury brands become more expensive, bag charms, small, whimsical, and affordable which give fashion-conscious people an easy way to personalize their style without the cost of full luxury items.

Tips for Embracing the Trend

If you’re thinking of jumping on the bag charm trend. Whether for fun, self-expression, or style, here are a few tips:

• Go for personalization over hype. Instead of chasing the most hyped charm (which may be sold out or resold at high prices), look for customizable or DIY-style charms they’re more unique and often more affordable.
• Mix charm types. Combining plush toys, craft-style charms, and functional charms (like cosmetic keychains) can make your bag stand out while staying practical.
• Balance charm with outfit. Since charms can be playful or even “loud,” pairing them with simpler outfits helps them pop without overwhelming the look.
• Buy responsibly. The blind-box model can encourage overconsumption. Try to limit purchases maybe aim only for charms you genuinely love or that say something about you.