Trends in fashion and pop culture often burst onto the scene before quietly fading away. But Labubu, with its pointy ears, cheeky grin, and oddly comforting appearance, has done more than just become the latest craze. It has gone from an artist’s quirky concept to a worldwide sensation, worn proudly by celebrities, celebrated on social media, and snapped up by fans across continents.
Beyond its endearing weirdness, Labubu’s journey offers a blueprint for marketers who want to build brands that truly resonate. Let’s take a closer look at what has made Labubu such a phenomenon and the marketing lessons it holds.
A Blend of Mystery and Scarcity
Labubu’s marketing taps into basic psychology. Blind box packaging adds an element of surprise, feeding that human craving for unpredictability. It is the same principle that keeps people coming back for one more spin at the pokies or checking social media for updates. Our brains thrive on that feeling of anticipation.
Scarcity is the other piece. Limited-edition releases and rare designs make Labubu a must-have collectible. When something is in short supply, people are more likely to act quickly to secure it. It is a clever way to create urgency, lift demand, and build loyalty without the need for flashy advertising.
An Iconic Design that Stands Out
Labubu’s design walks a delicate line between cute and slightly unsettling. This contradiction is part of what makes it so memorable. Labubu feels refreshingly tangible and nostalgic. It blends the innocence of childhood with a wink of adult humour, making it an instant obsession.
The toy’s backstory also deepens its connection with fans. Labubu is described as a mischievous yet kind-hearted character who means well but often stirs up trouble. This relatable narrative adds soul to the brand, turning it from a simple collectible into something people can truly care about.
From Niche Collectible to Global Sensation
Labubu’s mainstream success was boosted by the world of celebrity culture. When stars like Rihanna and Lisa from BLACKPINK were spotted with Labubu accessories, the character went from niche to must-have overnight. These celebrity sightings gave Labubu an aura of coolness and status that money alone can’t buy.
Social media has also supercharged Labubu’s popularity. Videos of fans unboxing their mystery Labubus, sharing reactions, and proudly displaying collections have flooded TikTok and Instagram. Each video fuels the next, creating a self-sustaining wave of excitement and community.
Lessons for Marketers
Labubu’s success isn’t just about a lovable toy. It’s a testament to the power of understanding your audience and delivering experiences that resonate on an emotional level. This is done by:
- Create a sense of mystery and excitement with your product or service
- Use limited releases or exclusivity to amplify value and drive demand
- Craft stories that humanise your brand and connect with your audience
- Let your community take the lead in sharing and amplifying your message
- Find ways to tap into nostalgia and emotional connections
What sets Labubu apart is how Pop Mart has combined these tactics seamlessly, creating a brand that feels personal and shareable. Their approach shows that great marketing isn’t about flashy campaigns alone—it’s about tapping into the feelings and desires of your audience.
