In an era of hyper-personalized consumer experiences, the growing popularity of lucky boxes like the Labubu doll represents an important paradox. Generation Z's strong tendency to buy and collect brands that they have no control over the product that comes out of them has made the uncertainty of lucky boxes a success for Labubu doll manufacturers on a global scale. In line with this pervasive social trend, Iranian society is also witnessing an emerging activity called Labubu collecting on the digital platform Threads and the formation of fandoms and communities of Labubu fans, particularly among Generation Z students active on the aforementioned platform. This issue has been organized at the University of Mazandaran with the aim of identifying motives, redefining identity, and examining the role of the Threads platform in the aforementioned action. The nature of the research has made it inevitable to choose a qualitative methodological movement to understand the deeper socio-cultural layers of the emerging phenomenon; in such a way that a combination of two methods, the digital platform Netnography of Threads and interviews with collectors active on the platform, have been used to collect highly rich data. From the data analysis, three overarching themes (participatory culture, unbridled consumerism, and emotional-sentimental value) were identified. These themes, under nine separate codes, explained and clarified the research questions.The nature of the research has made it inevitable to choose a qualitative methodological movement to understand the deeper socio-cultural layers of the emerging phenomenon; in such a way that a combination of two methods, the digital platform Netnography of Threads and interviews with collectors active on the platform, have been used to collect highly rich data. From the data analysis, three overarching themes (participatory culture, unbridled consumerism, and emotional-sentimental value) were identified. These themes, under nine separate codes, explained and clarified the research questions.