MZANSI fashionistas and toy collectors, get ready.
The global sensation Labubu has officially landed in Mzansi.
The Soul Gallery opened its very first South African store at Sandton City, north of Jozi on Friday, 18 July, and made sure to bring the viral fashion toy, Labubu, along for the ride.
Known for its quirky, toothy grin and distinctive pointed ears, Labubu is the hottest collectible in the fashion world right now and Soul Gallery is the only local store where you can get your hands on one.
The launch event was a star-studded affair, attracting influencers, media personalities and musicians who turned out in style to celebrate the arrival of the cult doll.
Labubu, created by Belgian-born Chinese artist Kasing Lung in collaboration with China's Pop Mart, first debuted in a series of picture books inspired by Nordic folklore in 2015.
Since then, the mischievous little creature has become a beloved figure across Asia and beyond. But it wasn't until 2023 that Labubu's popularity exploded globally, with 2025 seeing it dominate fashion circles from Tokyo to New York - and now, Mzansi.
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What makes Labubu so unique is its mystery. Each toy comes in a sealed box, and you only discover which design you've received after opening it, a feature that has made unboxing a thrilling experience for collectors.
Speaking to Daily Sun, Josh Weinberg, the 22-year-old entrepreneur and founder of Soul, said he's thrilled to bring the trend to local shores.
"Labubu is a global phenomenon. People are going crazy for it. It's more than just a toy. It's an accessory. People hang it on their R1 million bags, wear it with pride and it's a fashion movement," he said.
Josh said that Soul was born from a vision of bringing the world's best right to South Africa.
"You shouldn't have to fly to Paris or Tokyo to get the latest. We're bringing the best right here to Sandton City. South Africans deserve world-class fashion and creativity too," he added.
Mzansi rapper Gigi Lamayne, who was at the event, said she's going to buy the doll for herself.
"It's not just a doll. It's a vibe! You don't know which one you're going to get, and you can style it however you want - necklaces, clothes, whatever. It's become part of streetwear culture," she said.
