The Labubu Effect: How a Strange Doll Became a Marketing Case

You’ve probably seen it: a weird, slightly creepy doll with jagged teeth and an unnerving grin. It’s not cute in the classic sense. It’s not functional. It doesn’t have a backstory. And yet—it’s everywhere. Meet Labubu, the unpredictable, vibe-heavy creature that’s become a viral sensation, especially across TikTok, Instagram, and resell platforms. It’s not just a toy. It’s a cultural signal. A marketing case study. A collectible chaos wrapped in plastic.

In this article, Michal Kurzanowski, founder and head of OC24, explores the marketing phenomenon behind Labubu. From its cult origins to its viral rise and high-value resale market, Labubu is a case study in how scarcity, community, and chaos can be more powerful than polished brand storytelling.

So, how did a meaningless, storyless doll create mass emotional demand and routinely sell out worldwide? Let’s unpack the phenomenon.

The Origins of Labubu

Labubu is a character created by Hong Kong-based artist Kasing Lung, first introduced in his illustrated series The Monsters. In 2019, Pop Mart, the Chinese toy and lifestyle brand, partnered with Lung to bring Labubu to a wider audience through blind box collectibles. Since then, it’s exploded.

The concept is simple: you buy a blind box with no idea which figure is inside. Some versions are common. Others are rare. Some sell out instantly. Others resell for thousands. Labubu isn't just a doll — it’s a lottery, a flex.

Notable versions like Have a Seat Labubu, Big Energy Labubu, or Cola Labubu have become collector grails. A human-sized Labubu sold at auction for over €130,000. Yes, for real!

Here is a link to the statistics: https://trends.google.com/trends/explore?date=today%203-m&q=Labubu&hl=en

Why Is Labubu So Popular?

Labubu’s rise is not just due to luck. It’s a carefully constructed example of what happens when modern digital culture meets psychological marketing. Here’s why it works.

1. Labubu Doesn’t Have a Story, So Fans Create One

Labubu comes with no backstory, no explanation, no meaning. There’s no “official lore,” no alignment with causes, no deep symbolism offered by the creators. And that’s what makes it powerful.

In a time where brands try to explain everything, Labubu does the opposite. It invites projection. It becomes a Rorschach test — is it scary? Is it sweet? Is it sad? Fans turn Labubu into whatever they need it to be.

That flexibility turns Labubu into a cult symbol, not just a toy. It works in the same way some NFTs or indie fashion brands do — not by being widely understood, but by being selectively understood.

2. Scarcity = Demand

Labubu is hard to get. New collections are released in limited batches. Once they’re gone, they’re gone.

The blind box format adds more friction. Not only do you not know if you’ll be able to buy a box, you don’t know what’s inside. It might be a common figure. It might be a rare chase variant. This scarcity combined with randomness, fuels emotional addiction and a strong desire to “hunt.”

Rare versions like Big Energy Labubu, Cola Labubu, or Have a Seat Labubu command top dollar on resale markets — often 10 to 20 times their original price. Some collectors spend hundreds or even thousands trying to complete sets or pull a specific figure.

And when you miss a drop? That’s when the real obsession kicks in.

3. Zero Traditional Advertising — 100% UGC

There are no commercials. No billboards. Just millions of TikToks and Instagram Reels of people unboxing Labubu, showing off their hauls, or flexing rare editions. It’s 100% UGC (user-generated content).

Labubu went viral because people made it viral. There are entire accounts dedicated to “Labubu aesthetics,” editing content with moody music, chaotic energy, or fan-made lore. The brand itself remains silent, letting fans create the mythos.

4. It’s Not For Everyone and That’s the Strength

Labubu doesn’t try to appeal to everyone. That’s why it resonates so deeply with the people who get it.

It’s not meant to be easily digestible. It’s a little creepy. A little odd. It breaks from the expected. And in doing so, it becomes a kind of badge — a signal that says: “I know something you don’t.”

Much like obscure subcultures, niche fashion, or early NFTs, Labubu creates insider status. If you’re part of the club, you feel it. If you’re not, you’re intrigued or confused.

Inside the Labubu Economy

Labubu isn't just a brand success — it’s a revenue engine. According to Pop Mart’s financial report (H1 2024), the company recorded:

● 4.56 billion RMB in revenue (~$638 million USD)

● That’s a 62% year-over-year increase

● The “Monsters” series (which includes Labubu) generated 672 million RMB (~$94 million USD)

● That segment alone grew 292% compared to the previous year

Even Labubu keychains, initially priced under $15, now resell for $60–$80, depending on edition. Popular editions sell out instantly, and fakes have begun flooding platforms like Taobao and Shopee. That signals not just demand, but cultural relevance.

Marketing Lessons from Labubu

Labubu breaks rules and in doing so, rewrites the playbook. Here’s what brands should take away.

1. Focus on Emotion, Not Explanation

People don’t always want perfect clarity. They want to feel something. Labubu succeeds not by being meaningful, but by being emotionally magnetic. You don’t need a 5-paragraph mission statement. Let people interpret your brand. Let them fill in the gaps.

2. Scarcity Still Works

Limiting supply creates urgency. Adding unpredictability (like blind box mechanics) turns that urgency into obsession.

3. Let the Community Speak

You don’t need to narrate your brand constantly. Sometimes the strongest strategy is to stay quiet and let the users do the storytelling. Your audience is your marketing team. Give them something to post. Labubu thrives because fans want to show it off.

4. Weird Can Win

You don’t need to be pretty, polished, or even logical. You need to be distinct. In a sea of sameness, Labubu’s weirdness is its strongest asset.

Final Thought

Labubu is more than a toy. It’s a symbol of how branding has changed. It shows us that in a post-ironic, hyperconnected world, people don’t always want brands to tell them what to feel. They want space to interpret, to hunt, to participate. They want to buy into a vibe feeling.

At OC24 Limited, we help brands adapt to this new landscape, where scarcity, emotion, and authenticity matter more than loud slogans or perfect logos. Labubu isn’t an accident. It’s a blueprint. And if you’re paying attention, it might just be the most important marketing case study of the decade.

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Source: Legit.ng