SEVENTEEN's Joshua Quits Labubu Doll Collection, Prioritizes Shuasumi




K-pop sensation Joshua Hong, a member of the group SEVENTEEN, has officially declared an end to his avid collection of Labubu dolls. After accumulating more than two dozen of these popular figures in a quest for elusive limited editions, Hong's passion for them has waned. He now intends to redirect his attention and promotional efforts toward Shuasumi, the deer character from SEVENTEEN's own 'Miniteen' toy series, which bears his name.
SEVENTEEN's Joshua Hong Shifts Toy Allegiance from Labubu to Shuasumi
In a candid revelation on October 10, during an appearance on South Korean actor and singer Lee Hyeri's talk show, \"Hyell's Club,\" Joshua Hong, a prominent member of the K-pop group SEVENTEEN, confirmed his decision to cease collecting Labubu dolls. The announcement came in response to a fan's query posed via Instagram, asking him to choose between Labubu and Shuasumi, a deer-like character from SEVENTEEN's 'Miniteen' toy collection, named in his honor.
Hong unequivocally stated his preference for Shuasumi, dismissing Labubu as merely a fleeting trend. \"My interest in it has completely dropped,\" Hong confessed, further explaining that he had purchased over 20 Labubu dolls in a dedicated but ultimately unsuccessful effort to acquire a limited-edition 'secret' figure through their blind box system. Despite previously being seen frequently with Labubu dolls attached to his Chanel bags during airport transits and featured in his Instagram posts from Seoul Forest, Hong expressed a definitive shift in his collecting habits.
When questioned by Lee Hyeri about his lack of public displays with Shuasumi, Hong committed to integrating the deer character into his public persona, promising to carry it with him, notably at the airport. This strategic pivot aligns with promotional efforts for SEVENTEEN's proprietary 'Miniteen' line. The group had previously collaborated with Pop Mart, Labubu's creator, in June to produce exclusive Labubu dolls for auction, highlighting the doll's significant cultural impact.
The financial success of Pop Mart's 'The Monsters' IP, which includes Labubu, underscores its widespread appeal, generating approximately $676 million in the first half of 2025. While Joshua moves on, his bandmate S.Coups, whose birth name is Choi Seungcheol, was observed at Incheon airport on October 9 still sporting a 'Fried Shrimp' Labubu from Pop Mart's 'Wacky Mart' series on his Chanel carry-on, indicating varied preferences within the group. Labubu dolls have garnered global celebrity endorsement, with figures like Lady Gaga, Rihanna, and tennis star Naomi Osaka also spotted with them.
Coinciding with these developments, SEVENTEEN is currently on a U.S. tour, with upcoming performances scheduled in Hong's hometown of Los Angeles on October 16 and 17. Meanwhile, Hong continues to pursue his other passion for collecting fragrances, owning 110 bottles and selecting a unique scent for each of the band's tours.
This shift in Joshua Hong's collecting focus from Labubu to Shuasumi highlights the dynamic nature of celebrity endorsements and the transient trends within collectible markets. It also underscores the importance for artists to champion their own merchandise and brand initiatives. For fans, it's a reminder that even idols' hobbies can evolve, reflecting personal preferences or strategic alignments. This move may encourage SEVENTEEN fans to embrace Shuasumi, potentially boosting its popularity and further solidifying the 'Miniteen' brand within the competitive K-pop merchandise landscape.