At the center of it is Fuggler, a British monster doll with bumpy eyes, crooked teeth and an artificial smile.
Pugler has recently emerged in Korea as an item in the daily life of Annie, the eldest daughter of Shinsegae Group Chairman Chung Yoo-kyung and a member of the mixed idol group “All Day Project.” While Annie’s accommodation was being unveiled, an ugly doll hanging from her bag, the Pugler key ring, was taken up in a close-up. Immediately after the broadcast, the doll was called “Anitem” and spread quickly through various social networking services (SNS) and blogs.
Just like its name, Fuggler is a combination of Funny and Ugly. Although it is far from typical cuteness, it is rather attractive to the MZ generation.
Prices range from 9,900 won to 13,000 won for online shopping malls in Korea, but rare colors and limited edition items including the Rabbit Pink key ring owned by Annie cost more than 27.44 dollars in used transactions. Some consumers are sharing information on the release and purchasing direct purchases from overseas.
Netizens are sharing specific product information, saying, “Woo Chan’s keyring is a mint pugler and Magu mix,” referring to Woo Chan’s keyring, a member of the same group.
The doll, which was first released in the U.K. in 2018, has recently become a trend in Korea. Figures also confirm the interest in Pugler. According to the public opinion analysis platform “Sumtrend,” the number of mentions of Pugler surged 40 to 25 percent year-on-year over the past month.
Online reactions such as “Pugular resell will start” and “Any color is already out of stock.” Some even say that those who missed the show should catch a Fuggler. The Fuggler craze naturally reminds people of another “monster doll” named La Boo who swept the world just a few years ago. Before the puffer, it was La Boo who imprinted the “ugly taste” of the MZ generation.
Labubu, a fairy tale monster character created by Hong Kong artist Kasing Loong, features long ears like a rabbit, frowned eyebrows, and protruding teeth.
The couple gained explosive popularity with global celebrity certifications such as Lisa, David Beckham, and Rihanna. Some limited edition models exceeded 18,400 U.S. dollars in used transactions, and the initial 131 cm model was sold for about 27,400 dollars. In Korea, celebrities posted a series of proof shots of Labubu’s key ring on social media, leading to a series of out-of-pocket sales, and the official mall of Pop Mart sold out every time it was released.
SALLY LEE
US ASIA JOURNAL
