In 2025, a small, strange-looking toy called Labubu suddenly became the center of global attention. What started as a niche designer toy from China turned into a viral sensation, selling out instantly, creating long lines at stores, and sparking massive online hype.
At first glance, Labubu may not look like much, a furry creature with big ears and a mischievous smile. But behind this simple toy lies one of the smartest marketing stories of recent times.
In this blog, we’ll break down how Labubu became a $1.6 billion marketing success and more importantly, what you can learn from it to grow your own brand or business.
What Is Labubu?
Labubu is a character created by the toy brand POP MART, a Chinese company known for selling collectible blind box toys. These toys are often limited-edition and designed by independent artists. Labubu itself is part of a series called The Monsters by artist Kasing Lung.
What makes Labubu unique is not just its design but the emotional connection people feel with it. It’s cute, a bit weird, and has a story behind it. But there’s more to it than just looks.
The Marketing Genius Behind Labubu
1. Emotional Branding
Labubu isn’t just a toy it feels like a personality. It has a face you remember, a bit of mystery, and a “rebel” vibe that fans connect with.
People don’t just buy Labubu because it looks cool. They buy it because it feels special. It gives them a feeling of joy, nostalgia, or uniqueness.
People don’t buy products. They buy feelings. Whether you sell clothes, software, or services focus on the emotion your brand gives people.
2. Scarcity and Exclusivity
POP MART uses a “blind box” model, where customers don’t know which version of Labubu they’ll get. Some editions are super rare. Others are only available for a short time or in limited places.
This creates a feeling of urgency and FOMO (Fear of Missing Out). People rush to buy, just in case they miss their chance.
Some Labubu toys are even being resold for hundreds or thousands of dollars online.
Don’t try to be available to everyone, everywhere, all the time. Sometimes, making your offer feel limited or exclusive makes it more valuable. People want what feels hard to get.
3. Community-Driven Hype
Labubu fans aren’t just buyers they’re part of a community. They share unboxing videos, collect every version, join fan groups, and even camp outside stores to get new releases.
POP MART didn’t build this community overnight. They listened to their audience, worked with local artists, and built loyalty over time.
Focus on building a community, not just a customer list. Reply to comments. Celebrate your users. Give them something to be part of. Community builds long-term success.
4. Influencer Power Without Big Celebs
What’s interesting is that Labubu’s success didn’t rely on global celebrities. Instead, smaller local influencers and passionate fans helped spread the word especially on platforms like Xiaohongshu, TikTok, and Instagram.
They shared photos, made memes, and posted videos that got millions of views.
You don’t need a famous face to promote your brand. Micro-influencers (those with small but active followers) often have more trust and better results. And your best promoter might just be your happiest customer.
5. The Power of Design and Storytelling
Labubu’s creator, Kasing Lung, gave the character a backstory, a little monster that’s curious, naughty, and kind-hearted.
This made it feel more than just a toy. It felt like a character with a soul.
In today’s world, people love stories. Even adults want something they can connect with on a deeper level.
Add a story to your brand, product, or service. Who made it? Why? What problem does it solve? What’s the bigger idea behind it? Good storytelling makes your brand unforgettable.
Labubu’s Rise
- Early Fans: POP MART started building a small loyal audience in China with creative designs and artist partnerships.
- Blind Box Buzz: The surprise model created excitement and made people want to “collect them all.”
- Scarcity Drives Demand: Limited releases made every new drop feel special.
- Online Hype Explodes: Social media helped Labubu go viral. Unboxing videos and photos flooded platforms.
- International Attention: Soon, Labubu wasn’t just big in China—it was trending globally.
- Massive Sales: By mid-2025, Labubu had generated over $1.6 billion in revenue. Not bad for a tiny toy.
What Can Small Businesses and Freelancers Learn?
Make People Feel Something
It’s not just what you do. It’s how you make people feel. Add warmth, fun, or care into your brand voice. Even emails and landing pages should feel human.
Use Scarcity Wisely
You don’t have to fake scarcity. Just be honest about limited slots, limited time offers, or exclusive bonuses. People appreciate honesty and urgency helps them take action.
Build a Tribe
Don’t just sell and disappear. Start a newsletter. Create a free group. Offer behind-the-scenes content. Let people feel like they’re part of something special with you.
Let Others Share Your Story
Encourage your customers to post about you. Share their testimonials. Let their excitement become your word-of-mouth engine. You don’t need huge ad budgets just people who believe in you.
Give Your Brand a Voice
Labubu has a personality. So should your brand. Are you playful, bold, calm, quirky, wise? Pick a tone and stick to it. People connect with personality, not just products.
Final Thoughts
Labubu’s story is not really about a toy. It’s about how emotions, community, and storytelling can turn something small into something massive.
You don’t need millions of dollars to do this. You just need to care about your audience, think creatively, and keep things real.
Labubu didn’t win because of ads. It won because it touched hearts, sparked joy, and made people feel like they were part of something unique.
