Few characters have sparked as much excitement in the world of collectibles as Labubu. What began as a niche toy has exploded into a viral sensation, powered by celebrity buzz, high resale demand, and a billion-dollar success story. So, what fueled this global craze?

Who is Labubu?
Created in 2015 by Hong Kong artist Kasing Lung, Labubu is a mischievous, elf-like character inspired by Nordic folklore. With its quirky smile and emotional storytelling, Labubu offered more than just cuteness. It came with character and charm.

POP MART & the Blind Box Buzz
Labubu rose to fame through POP MART’s blind box strategy: customers buy mystery boxes without knowing which figure they’ll get. This added gamification, surprise, and scarcity, turning buyers into collectors and fans into hunters.

The Social Media Multiplier
Fans shared unboxing videos, shelf displays, and fan art from Instagram to TikTok. POP MART amplified the momentum by featuring this content, creating a global community of collectors and creators.

Celebrity Endorsements & Cultural Cool
Labubu earned its “cool” status when celebrities like Jay Chou, Lisa (BLACKPINK), Kim Kardashian, Rihanna, and Dua Lipa were seen with it. Limited drops tied to celeb moments sold out in minutes. This attention even led POP MART’s CEO Wang Ning to earn $1.6 billion in just one day.

The Numbers Behind the Buzz

• 20 M+ Labubu units sold globally as of 2024
• Resale prices surged up to 10x retail value on platforms like StockX and eBay.
• 68% YoY growth in Labubu-related merchandise for POP MART
• Labubu consistently ranks among the top 3 collectible brands in Asia.

What Brands Can Learn from Labubu

• Labubu’s case is more than a toy story. It’s a roadmap for building viral, emotional, and enduring brands. Here are four key takeaways:
• Lead with Storytelling: Labubu wasn’t just a product; it was a character with lore and emotion.
• Use Scarcity Smartly: The blind box model made the collectible hunt exciting and addictive.
• Tap into Community Power: User-generated content made Labubu viral without massive ad spending.
• Build Cultural Value: Through celebrity collaborations and premium positioning, Labubu became aspirational.

Final Thoughts
Labubu proves that in today’s market, emotional resonance, smart scarcity, and strong community are more valuable than traditional advertising. What began as a mischievous creature from a storybook is now a billion-dollar global brand.

For marketers, creators, and brand builders, Labubu isn’t just a doll. It’s a case study. It’s not just a collectible. It’s a blueprint for modern brand building.

Vaishali Dhamija