“The Performative Male” is simply a contemporary term for men who in 2025 partake in public displays of drinking matcha, collecting Labubus, reading feminist literature, arguing about different styles of carabiners, carrying tote bags, and other stereotypical accessories. Matcha has been around for hundreds of years, and Labubus, the blind boxed monsters with little teeth, are no different from any other keychain collectable, so what’s so special about them now? Is there more to the rise of “Performative Male”, matcha, and Labubus?

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Well, there may be more to stylistic choice and reading in public; some argue that it is a sign of an economic recession–the lipstick indicator. No, not actual lipstick you put on your lips, but the theory that people turn to purchasing “luxury items”, such as collectable, spiky-toothed monsters and green tea, for temporary happiness, abandoning the hope of buying more meaningful and longer-term enjoyments. 

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It is no surprise that the economy is in a downward spiral. With the cost of living on the rise, Gen Z, no, even millennials, are living paycheck to paycheck to afford fewer groceries due to shrinkflation or to pay off their bills and mortgages. So, instead of following the dream of owning a house and a car, younger generations have gravitated towards resale-priced Labubus and $8 matcha lattes as the few moments of joy to keep them going. 

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While the Canadian economy is clearly struggling, we shouldn’t throw in the towel based on some inaccurate “get happy quick” theory. The lipstick index’s prediction of Labubus and matcha is not an accurate predictor of our current economic state. We’ve seen many trends come and go during high economic times–like fidget spinners and hoverboards–so to answer the questions: “What’s so special about them?” and “Is there more to them?”, the answer is that it’s simply a fad that’s already beginning to fade. 

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Buy your strawberry matcha lattes and Labubus, or even a Lafufu; it doesn’t matter, a little treat once in a while is okay. A keychain and a few drinks won’t affect your purchasing power for an affordable home – that’s if there are even any left in 20 years. 

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