Release the cuteness! Fans queue at Labubu store as all reservations sold out within 10 mins

Labubu, the cult-favourite character from Hong Kong's collectable toy brand Pop Mart, has arrived in Seoul in spectacular fashion - sparking a craze in Seongsu-dong, where pop-up Labubu's Suspicious Convenience Store opened this month.

Footage from Tuesday shows dozens of people patiently queuing in front of the brightly decorated store as its entry is limited to only 50 people per hour. Inside, Labubu toys of all colours and sizes can be seen, beaming from shelves amid character-themed interiors.

“It's very cute. All around the world, people like it. And I think lots of famous people also buy Labubu, and it attracts their fans to buy Labubu," said one customer, who was buying Labubu for a company event.

Another visitor travelled across the country to obtain a new treasure for her sharp-toothed collection.

"As I collected them one by one, I got more ambitious and kept buying. Now I've almost completed my Labubu collection," she said.

From September 12 to September 25, the pop-up store will operate exclusively on a reservation basis. All reservations through September 25 were booked out within 10 minutes of going live.

Created by Hong Kong-Dutch artist Kasing Lung, Labubu first appeared in picture books in 2015. The cute monsters are believed to be inspired by forest elves from Nordic mythology.

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