What Would SEVENTEEN Name Their Labubu?

Inside Pharrell Williams’s JOOPITER auction of sacai x SEVENTEEN.

Music is the universal language, and the project “JOOPITER presents: sacai x SEVENTEEN,” which debuted offline at a pop-up in Seoul on June 9 and rolled out globally online, is a perfect example of this. It’s a collaboration between Pharrell Williams’s auction platform JOOPITER, the avant-garde Japanese fashion brand sacai, and the globally celebrated K-pop group SEVENTEEN—united under the shared language of music.

“This collaboration was about more than just designing clothes,” shared sacai’s creative director, Chitose Abe, who visited Seoul for the pop-up event. “It was about creating something that could express individuality, unity, and energy all at once. Each member brings their own presence, and the goal was to reflect that through garments that blend contrasts, true to sacai’s philosophy.”

It felt almost inevitable that Pharrell Williams, who contributed as a producer on SEVENTEEN’s latest album track “Bad Influence” from their new full-length release HAPPY BURSTDAY (marking their tenth anniversary this year)—a song that also served as the soundtrack for the Louis Vuitton Fall/Winter 2025 men's collection—would invite the group into the world of JOOPITER. SEVENTEEN, after all, is the best-selling group in K-pop history, and their latest album has just debuted at number two on the Billboard 200 this week. “It was a pleasure to work with SEVENTEEN on our new song,” Williams said. “It’s exciting to bring them into the world of JOOPITER, along with our brilliant friend, Chitose Abe. This collaboration is built upon our mutual creative energy, and we can’t wait for fans around the world to experience it.”Another item hitting the auction block is the J–17–S Emblem Graphic T-shirt signed by all 11 active SEVENTEEN members (out of 13 total—Jeonghan and Wonwoo are currently serving their mandatory military duty). The emblem logo, which cleverly blends the letters from JOOPITER, SEVENTEEN, and sacai, embodies the DNA of all three brands—a symbol of synergy at its most direct. “It’s where the JOOPITER culture platform, sacai’s craftsmanship, and SEVENTEEN’s artistic sensibility all come together to create something new,” noted a fashion insider at the pop-up.

The star of this collaboration, though, might just be Labubu, the impossibly cute character currently taking the world by storm. Created by artist Kasing Lung in 2015 as part of “The Monsters” universe, Labubu—a mischievous elf-like creature—has been dressed in high-fashion looks and even sports a necklace this time around. The project features 13 different Labubu figures, one for each SEVENTEEN member, all decked out in beige sacai x Carhartt WIP onesies emblazoned with the J–17–S logo on the back. The fourteenth figure comes in a special colorway inspired by one of Williams’s favorite sacai pieces. When we asked SEVENTEEN’

The newly unveiled Labubu collection features the first-ever green fur color created in collaboration with character brands POP MART and HOW2WORK. Beyond its playful charm, this marks the first official collaboration between Labubu and a global fashion brand—a big step in blurring the lines between collectible culture and high fashion. Each figure is distributed in a blind box, so you won’t know which Labubu you’re getting until it arrives. That element of surprise and anticipation is part of the fun.Alongside the auction, the collaboration also includes a merchandise collection featuring short-sleeve T-shirts, hoodies, and caps—a different kind of thrill compared to the collectible figures. Unlike the auction items, these pieces are available as limited editions for direct purchase. “My favorite piece from the collection has to be the short-sleeve T-shirt,” SEVENTEEN’s Joshua told SSENSE. “I can just throw it on over my work pants and layer it with a sacai outerwear piece, making it super versatile whether it’s summer or winter. I think it would look especially cool with black pants and loafers like I’m wearing today.”

The JOOPITER x sacai x SEVENTEEN collaboration is a proposal for how the next generation consumes and experiences culture. Founded in 2022, JOOPITER is a digital platform dedicated to discovering and auctioning rare and valuable collections, positioning itself as a “space for today’s collectors.” In fact, JOOPITER already has deep ties with K-pop. Last year, during Frieze Seoul, it partnered with G-Dragon to host the “Nothing But a ‘G’ Thang” auction. The sale featured 51 of G-Dragon’s personal treasures, ranging from contemporary art pieces and custom Off-White x Nike Air Jordans to a Chanel belt and the jacket he wore at the MAMA Awards.But this collection is more than just a viral collab. All proceeds from the JOOPITER auction will be donated to UNESCO—the education, science, and culture arm of the United States. Last November, SEVENTEEN stood on stage at UNESCO’s headquarters in Paris during the thirteenth UNESCO Youth Forum, sharing their heartfelt hope that “no young person, no matter where they are, should lose hope or give up on their dreams.” (SEVENTEEN currently serves as UNESCO Youth Goodwill Ambassador.)After the event, I’ve been checking the bid prices on JOOPITER every day on a one-of-a-kind Labubu. The entire collection, including the plushies, is available on JOOPITER’s website until June 18—and the lowest price for one, as of this writing, is $1,700 USD.