South Korea’s It Boy Showed Off His Labubu and Fragrance Collections

Confessions of a shopaholic: South Korea’s boy crush Joshua Hong has an obsession with fragrances and Labubus.

In an episode on “Yoo Got a Minute,” a Korean-language comedy talk show on Disney+, the Seventeen singer revealed that he has an extensive perfume collection.

He said he owns 110 bottles of fragrance, and likes to use a unique scent when he embarks on a new tour with his band.

“I think the scent brings back memories. I always bring a perfume with me when I go on tour, those scents remind me of the tours,” the 29-year-old said.

He said he has a display case for his perfumes and that looking at the bottles makes him happy.

Hong said his favorite perfume was in a bottle with a horse head on the top. Though Hong did not mention the perfume’s name, it appeared to be a bottle of the Hawajer scent from the Dubai-based Ramasat label. The perfume is listed on the brand’s website for about $130.

Also in Hong’s collection were scents from Le Labo, Chanel, Tom Ford, and Diptyque.

Hong also revealed other products he’d purchased recently, including a contraption he said helped to turn regular water into fizzy drinks and a sous vide machine for steaks. He also showed the other guests the first luxury bag he ever bought — a Dior saddlebag.

Hong showed off part of his Labubu collection. He’s the proud owner of at least nine of the trendy plush toys in different colors from the Chinese toymaker Pop Mart.

“This is ‘Love’ and this is ‘Hope,'” Hong said, referring to pieces from the “Big Into Energy Series.” He added that he prefers to display his opened dolls in their unboxed form.

This is not the first time he’s shown himself to be quite the Labubu fan. In June, he made an Instagram post of himself posing in a park and kissing his bright pink Labubu’s head.

Seventeen also collaborated with Pop Mart to make 14 custom Labubu dolls with the band’s branding. The dolls in the Seventeen collaboration, sold on auction site Joopiter, were dressed in gray onesies by fashion brand Carhartt.

At the end of the show, Hong chose one Labubu doll and his bottle of Tom Ford White Suede to give away to fans.

Seventeen, which is represented by Pledis Entertainment, a subsidiary of Hybe Corporation, is hugely successful. The American-born Hong is one of 13 members.

In 2023, the band broke the record for the most albums sold in the week of release, with 4.5 million sales, per statistics compiled by Goldman. This beat BTS’s record of 3.3 million copies.

The group will embark on a new world tour that kicks off on September 13 at the Incheon Asiad Main Stadium.

Representatives for Hong at Hybe did not respond to a request for comment from Business Insider.