Labubu Mania: The New Darling of Influencer Marketing!
Venore Worldwide
Queues in front of stores in the UK, heated arguments, and even a ban... It might sound like the launch of a new iPhone, but this time, our star isn’t a tech gadget or a fashion piece. It’s a tiny figure, a charm: Labubu.
In just one day, this mini character earned its Chinese owner, Pop Mart, a staggering $1.6 billion. And it’s not just kids who are obsessed; collectors, influencers, fashion houses, and even streetwear fans have crowned Labubu the new mascot of cool. But how did this “bunny-gremlin hybrid” become a global phenomenon?
Labubu’s rise actually began in the second half of 2024. It first entered our lives through K-pop star Lisa (BLACKPINK), and soon after appeared in content by global icons like Rihanna and Dua Lipa. It’s no longer just a cute toy—it’s a cultural and style symbol.
This trend isn’t exclusive to Labubu. Think back to the baby figures used in the Louis Vuitton x Takashi Murakami collaboration. It’s clear we’re in the midst of a broader “charm wave,” and for now, Labubu is its brightest star.
FOMO + Surprise + Scarcity = Viral Impact
From a marketing perspective, Labubu’s success can be attributed to three key psychological triggers:
• FOMO (Fear of Missing Out): The desire to own what everyone else has is amplified by social media. The “I need a Labubu too!” mindset drives consumption.
• Surprise Effect: Labubu figures are sold in blind boxes—no one knows which model they’ll get. This transforms the product from a simple item into an experience, just like opening a surprise egg as a kid!
• Scarcity Strategy: By intentionally offering limited supply, Labubu becomes more desirable. Rare, hard-to-get figures become true objects of desire.
This element of surprise has also influenced the resale market. While blind boxes typically cost $13–$30, collectors are paying anywhere from $100 to $1,000 for guaranteed models! This proves that marketing doesn’t end with the first sale—creating cultural value is a long-term power move.
Labubu mania shows us once again: when positioned correctly, even a small object can become the hero of a communication strategy. Because today, it’s not just about advertising—it’s about creating emotional and fun ways for audiences to participate in the story.
Is your brand ready to join the game?
In just one day, this mini character earned its Chinese owner, Pop Mart, a staggering $1.6 billion. And it’s not just kids who are obsessed; collectors, influencers, fashion houses, and even streetwear fans have crowned Labubu the new mascot of cool. But how did this “bunny-gremlin hybrid” become a global phenomenon?
Labubu’s rise actually began in the second half of 2024. It first entered our lives through K-pop star Lisa (BLACKPINK), and soon after appeared in content by global icons like Rihanna and Dua Lipa. It’s no longer just a cute toy—it’s a cultural and style symbol.
This trend isn’t exclusive to Labubu. Think back to the baby figures used in the Louis Vuitton x Takashi Murakami collaboration. It’s clear we’re in the midst of a broader “charm wave,” and for now, Labubu is its brightest star.
FOMO + Surprise + Scarcity = Viral Impact
From a marketing perspective, Labubu’s success can be attributed to three key psychological triggers:
• FOMO (Fear of Missing Out): The desire to own what everyone else has is amplified by social media. The “I need a Labubu too!” mindset drives consumption.
• Surprise Effect: Labubu figures are sold in blind boxes—no one knows which model they’ll get. This transforms the product from a simple item into an experience, just like opening a surprise egg as a kid!
• Scarcity Strategy: By intentionally offering limited supply, Labubu becomes more desirable. Rare, hard-to-get figures become true objects of desire.
This element of surprise has also influenced the resale market. While blind boxes typically cost $13–$30, collectors are paying anywhere from $100 to $1,000 for guaranteed models! This proves that marketing doesn’t end with the first sale—creating cultural value is a long-term power move.
Labubu mania shows us once again: when positioned correctly, even a small object can become the hero of a communication strategy. Because today, it’s not just about advertising—it’s about creating emotional and fun ways for audiences to participate in the story.
Is your brand ready to join the game?
