The Labubu fire caused a security threat to the global market.

The recent global fire in the bubble-mart area of Labubu-flush toys has led to violent incidents in multi-gate stores around the globe. On 14 June, Bubomat announced that, in view of the recent potential security risks at the sub-line selling site, it had been decided to suspend sales of the full range of Labubu-flush dolls and Labu-Key key buttons to Korean door stores in order to give priority to customer security.

LABUBU, as one of the most popular IPs under Matt’s banner, generated global fans with its unique design and scarcity. In 2024, the LaBUBU series contributed about $400 million in revenues to the company, an increase of 726 per cent over the same period, and became a phenomenon-class product in the current toy market. LABUBU prices in the secondary market increased tenfold, with a partial set price of $10,000.

However, high demand has also led to confusion in off-line sales. In May 2025, LaBUBU sales were suspended in the UK for crowds, long teams and fighting. According to CNN and BBC, on 23 May, 16 British shops were suspended for security reasons until June, with some incidents even involving threats against staff.

While Bubble Matt did not disclose a specific “potential security risk”, it is likely to be similar to previous scenes of chaos in the United Kingdom, such as out of line, cattle hoarding or fan conflicts. These issues not only affect customer experience but also pose a threat to brand image and staff security. The choice of bubble-mart reflects public safety priorities and exposes the limitations of off-line distribution patterns in the face of high demand.

This decision may lead to an increase in frustration for the fans who are interested in the under-line experience, especially after the new “The Monsters Packy Mart Series” was released on 12 June, when the fans looked forward to buying new money through the door shop. However, the suspension may push up demand on the line and second-hand market prices. It is reported that fans have turned to platforms such as Kicks Crew and StockX to purchase LABU. Cow sales may further increase the price of scarce funds, making it more difficult for ordinary consumers to purchase.

For Bubble Matt, the suspension of sales may affect the revenue of the shop in the short term, but in the long run it helps to maintain the reputation of the brand. Bubblemart is also committed to “restoring sales as soon as possible”, demonstrating that it is responding positively and optimizing the sales process to balance security and demand.