Context & Backstory

Labubu, a cute-yet-slightly-mischievous plush monster elf, was created by Kasing Lung in 2015. It gained momentum after Pop Mart began selling Labubu blind-box collectibles in 2019.
Since then, it’s exploded in popularity—especially after global moments like Blackpink’s Lisa being spotted with one in April 2024—and surged to 6.3 billion Chinese yuan (US$870 M) in H1 2024 sales.

The Sales Mechanics: Blind Boxes & Limited Editions

Labubu uses the blind‑box model, tapping into a collectible/Gacha-style thrill where buyers never know what they’ll get—and sometimes chase the rare “secret” pieces.
They release themed series (“Exciting Macaron”, “Fall in Wild”, “Have a Seat”) and high-profile collaborations (like with Coca‑Cola, One Piece, Louvre), making each drop feel exclusive and buzzworthy.

Fueling Fandom: Celebrity, Community & Culture

• Celebrity magnet: Seeing global icons like Lisa with Labubu keychains triggered intense social attention and boosted appeal across Asia.
• Cross‑brand collabs: Unique series launches (e.g. One Piece, Coca‑Cola, Louvre) amplify collectors’ FOMO and drive demand .
• Online frenzy: Fans eagerly share unboxing videos, hunt rare figures, resell, and engage in communities—powering organic excitement.

Metrics & Market Impact

Revenue: Labubu’s half‑year 2024 figure hit CNY 6.3 billion (≈US$870 M).

Global infusion: Demand spans China to Southeast Asia and beyond, with blind‑box mania fueling resales, mall lines, and occasional fights

What Makes It Work: Marketing Lessons

Strategy	Impact
Scarcity-driven design	Rare figures drive repeat purchases and hype.
Strategic partnerships	Collabs with pop culture icons and brands infuse novelty.
Community immersion	Unboxings, social buzz, and peer influence amplify reach.
Emotional branding	Cute yet cryptic aesthetics align with fandom trends.

These factors mirror viral marketing principles—think meme-inspired engagement—but here it’s applied to products instead of content

Takeaways for Marketers

1. Craft anticipation with blind‑box mystery and rare “secret” assets.
2. Leverage influencers & fandoms—being spotted by celebrities is gold.
3. Tie-ups matter: Partner with cultural icons or brands your audience loves.
4. Activate community through unboxing, sharing, and user-generated content.
5. Refresh product lines regularly to keep desire and engagement high.

Conclusion

Labubu’s success isn’t just cuteness—it’s a masterful campaign: combining collectible scarcity, cultural collaborations, and fan-driven storytelling into a powerful engine. Over US$1 billion in sales in mere months shows that a well-designed, emotionally resonant product can generate buzz comparable to viral marketing—but with tangible revenue to match.