Why is Labubu suddenly so popular?

 

 

 

Appealing Design

• Unique Image: Labubu’s designer, Kasing Lung, drew inspiration from Nordic forest legends, aiming to create a little elf that appears "rebellious" on the surface but is pure at heart. With sharp fangs and a mischievous expression, Labubu combines cuteness, playfulness, and a rebellious vibe. This "evil - cute" style breaks traditional aesthetics, perfectly catering to the Z - generation’s demand for personalized expression.
• Continuous Iteration: From the initial Forest Concert series to the 3.0 series, Pop Mart and Kasing Lung have continuously updated Labubu’s design, gradually enhancing the "ugly - cute" character’s cultural symbolic value. The transformation from the original shape to a more rounded face and eyes has made it more widely accepted by the public.

 

Effective Marketing Strategies

• Blind Box Model: Pop Mart’s adoption of the blind box model adds an element of surprise and uncertainty to the purchasing process. Buyers only know which design they get after opening the box. The inclusion of hidden and limited - edition items in blind boxes stimulates consumers’ desire to purchase and collect, driving them to open more boxes in pursuit of rare pieces.
• Celebrity Endorsements: Labubu has received support from many celebrities. For example, Blackpink’s Lisa and Rihanna have been seen with Labubu accessories. These celebrity endorsements have significantly boosted Labubu’s popularity and mainstream appeal, making it a fashion symbol.

 

Cultural Integration and Localization

• Global Cultural Exchange: Labubu has become a cultural ambassador, representing a new wave of Chinese creative exports. It demonstrates China’s ability to create and market original IP that resonates globally. Through cross - cultural iterations like the Singapore Merlion Labubu and Thailand - exclusive Labubu, it combines Chinese creativity with local cultural elements, allowing consumers from different cultural backgrounds to find emotional resonance and value identification.
• Meeting Youth Emotional Needs: In modern society, young people face various pressures and challenges. Labubu, with its unique image and cultural connotations, has become an emotional healing companion for them. Its "ugly - cute" appearance reflects the hidden desires of some contemporary youth, enabling them to see cuteness in imperfection and find spiritual sustenance through consumption and collection.

 

Support from the Entire Industry Chain

• Strong Manufacturing Capability: As the world’s largest manufacturing country, China has a complete industrial chain and a mature industrial ecosystem, providing robust product support for Chinese trendy play brands in overseas markets. Dongguan, known as the "Capital of Chinese Trendy Play," is home to more than 4,000 toy manufacturing enterprises and nearly 1,500 upstream and downstream supporting enterprises. It produces one - quarter of the world’s anime derivatives and nearly 85% of China’s trendy play products. The complete industrial chain has made Dongguan the first choice for IP commercialization in China and even globally.

 

Promotion on Social Media

• Sharing and Interaction: The rise of social media has provided a platform for Labubu’s spread. Topics related to Labubu on platforms like Xiaohongshu and Douyin have garnered extremely high attention. Young users not only show off their collections but also share experiences such as unboxing, dressing up dolls, and creating mini - theaters. This content sharing and interaction have given Labubu strong social attributes, making it a hot topic in social circles and further promoting its popularity.
• User - Created Culture: The "doll - modification culture" initiated by users has further fueled Labubu’s popularity. Enthusiasts modify dolls through various methods and share their works on social media, attracting widespread attention. The Labubu Doll - Modification topic on social media has received nearly 20 million views. This user - generated culture has further enriched Labubu’s cultural connotations and enhanced users’ sense of participation and belonging.