The Marketing Hype Explained and What Brands Can Learn
Labubu, the viral designer toy, is dominating Gen Z feeds and collectible culture. Discover how this character sparked massive hype and what marketing lessons brands can take away from its success.
From limited-edition drops to long queues outside retail stores, Labubu has become more than just a toy—it’s a cultural phenomenon. If you’ve spotted this mischievous-looking character on Instagram, in reels, or in YouTube unboxings, you're not alone. But what exactly is Labubu, and how did it explode into mainstream popularity?
Let’s decode the Labubu marketing phenomenon, and more importantly, explore what brands and marketers can learn from its overnight success.
What Is Labubu?
Labubu is a collectible vinyl art toy created by artist Kasing Lung, in collaboration with POP MART, the Chinese toy giant behind many viral "blind box" collectible figures. Labubu, with its quirky expression, sharp teeth, and playful design, is part of The Monsters collection—and it's become the most sought-after character in the lineup.
Why Is Labubu in Hype Right Now?
Labubu's rise wasn’t accidental—it’s a case study in emotional branding, scarcity marketing, and community-driven hype. Here’s how it caught fire:
1. Limited Drops Create Urgency
Labubu is not sold like any regular toy. Most versions are released as blind box collectibles, meaning customers don’t know which figure they’ll get. Even rarer are the secret editions or special collabs, which fans scramble to find.
This triggers the fear of missing out (FOMO) and builds a resale market where rare Labubus can go for thousands.
2. Hype Culture & TikTok Virality
Labubu became a TikTok trend. Users began filming “unboxings,” collection reveals, and store visits, which racked up millions of views. These micro-moments fueled interest across platforms and pulled more people into the fandom.
3. Aesthetic-First Marketing
From plush toys to designer figurines, Labubu’s look resonates with Gen Z’s love for cute, chaotic aesthetics. It fits perfectly into “weird-cute” subcultures like Yami Kawaii or Kidult aesthetics, which are already popular on Instagram and Pinterest.
4. Collaborations With High-Value IPs
Labubu x Pokémon. Labubu x Harry Potter. Labubu x Local Artists. The brand has created smart partnerships that allow it to enter new fan communities while keeping the core product playful and niche.
5. Offline Chaos Creates Online Buzz
POP MART’s exclusive in-store drops are often accompanied by queues that last hours, creating a sense of spectacle. Videos of fans rushing into stores or trading figures like currency have become content gold on social media.
What Can Brands Learn from Labubu’s Marketing Playbook?
Whether you're in fashion, food, entertainment, or tech, the marketing playbook behind Labubu offers actionable insights:
1. Scarcity Sells—but Only If It's Real
Limited releases and blind boxes gamify the buying experience. But the key is to balance excitement with product quality. Scarcity works when the brand already has emotional equity with its audience.
2. Build a Visual-First Brand
Labubu didn’t go viral through ads—it went viral through aesthetics. The look was instantly recognizable, weird, and shareable. In a scroll-heavy world, how your product looks matters as much as what it does.
3. Micro-Influencers Are Powerful
Much of Labubu's visibility came from niche collectors, not mainstream celebrities. These early adopters became advocates, creators, and educators. Brands can use the same tactic by identifying small, passionate communities and empowering them.
4. Design for Community
Collectors don’t just buy Labubu—they trade, compare, and showcase them. That sense of community and conversation is what keeps the hype going. Brands should think beyond transactions and build products that spark ongoing interaction.
5. Lean Into Physical Experience
The real-world frenzy outside POP MART stores feeds the online narrative. For DTC or digital-first brands, pop-ups, flash drops, and interactive in-store moments can add similar fuel to the fire.
Final Thoughts: Hype Isn’t Luck—It’s Engineered
Labubu's success is a powerful reminder that marketing today is cultural, not just commercial. It’s about storytelling, aesthetic design, and giving your audience something to obsess over. And perhaps most importantly, it’s about knowing when to hold back and let the audience come to you.
At BuzzOmni, we help brands craft these kinds of experiences—whether through urban activations, digital campaigns, or social storytelling. If you’re building the next big thing, let’s talk about how we can turn your brand into a buzzword.
