What Makes the Viral Marketing Strategy Behind Labubu Dolls So Successful?

Labubu Dolls

History of Labubu:

Labubu was created by Belgian-Chinese illustrator and toy designer Kasing Lung, who first introduced the character as part of his fantasy-themed series called “The Monsters.” Labubu debuted in the early 2010s and gained popularity in Asian art toy circles for its unique "ugly-cute" aesthetic a blend of mischief, innocence, and eerie charm. The character caught mainstream attention when Pop Mart, a leading Chinese collectible toy company, partnered with Kasing Lung to mass-produce Labubu figures in blind-box formats starting around 2017–2018. Pop Mart’s savvy use of limited releases, collectible variants, and storytelling helped turn Labubu into a cult favorite. Over the years, Labubu evolved into hundreds of themed versions such as forest spirit, space explorer, pirate, and even fashion-inspired editions each telling a different part of its whimsical story. By 2024–2025, Labubu had grown from a niche art toy to a global pop culture sensation, with celebrity fans, viral social media buzz, and skyrocketing demand in both retail and resale markets.

Strategies Behind Labubu Dolls So Successful:

Labubu Dolls

1. Blind‑Box Mechanics & Scarcity-Driven Desire

Psychological pull of variable reward:Every blind‑box Labubu offers several variants plus a rare “secret” edition with odds as low as 1‑in‑72 or even 1‑in‑144 triggering repeat purchases and collector behavior .

Artificial scarcity fuels FOMO:

Pop Mart controls supply tightly limited runs, surprise drops, and minimal restocks. Fans line up and rush to buy as soon as new drops happen, transforming each release into an event .

2. Viral Growth via Social Media & Celebrity Spotlight

Celebrities as amplifiers:

When BLACKPINK’s Lisa shared a photo with a Labubu charm in April 2024, global interest exploded. Since then Rihanna, Kim Kardashian, David Beckham, Dua Lipa, Simone Biles, and others have been seen sporting the dolls, legitimizing them as fashion accessories .

UGC and shareable unboxing:

Platforms like TikTok, Instagram, and Xiaohongshu are flooded with unboxing videos, haul posts, and emotive reactions. Hashtags such as #LabubuUnboxing drove millions of views and user engagement .

3. Explosive Financial Growth & Resale Ecosystem

Surging company revenue & profit:

Pop Mart saw a 93% profit rise in 2024, with “The Monsters” IP (including Labubu) generating ~$419M in revenue .

In early 2025, profits are projected to increase by 350% year‑on‑year and international sales soared, with non-China revenue reaching nearly $700M (≈40% of total revenue) .

US sales alone spiked by 5,000% in June 2025 compared to a year earlier .

Resale numbers reflect prestige:

Retail prices range from $8.99 to $27.99 per box; rare editions can resell at prices ranging from hundreds to thousands of dollars—some reported up to $150,000 in auction scenarios .

4. Distinctive Design & Narrative Storytelling

Ugly‑cute character design:

Labubu combines eerie features (pointed ears, nine sharp teeth, mischievous grin) with whimsical charm, anchored by a playful backstory rooted in Nordic‑inspired mythology. This emotional tension makes it visually memorable and shareable .

Narrative identity:

Each release often comes with a character and story, inviting emotional connection. Fans see Labubu as more than just a toy they see identity and personality .

5. Community-Driven Momentum & Brand Culture

Fan-led content loop:

Communities on Instagram, Reddit, TikTok, and Xiaohongshu share tips, unboxing clips, styling ideas, and resale strategies building momentum and curiosity among new audiences .

Experiential retail & drop culture:

Pop Mart enhances offline hype with branded stores, vending machines, pop-up events, and art toy fairs reinforcing the brand experience and collector culture .

6. IP Protection & Counterfeit Crackdown

Tackling counterfeits:

The explosion of the trend prompted a massive counterfeit trade. Thousands of “Lafufu” knockoffs have been seized—including over 46,000 in China. Pop Mart is pursuing legal action and emphasizing authentication landmarks like Labubu’s signature nine‑tooth smile .

Latest Metrics (as of mid‑2025)

Over 300 unique Labubu variants released by 2025; sizes range from $15 vinyl minis to a human‑sized 4 ft doll sold for $170,000 at auction .

Pop Mart’s first-half 2025 profits expected to rise 350% over 2024; international sales almost 40% of total revenue .

Some blind-box secret variants are as rare as 1-in-144, driving hardcore collection behavior.