Everyone’s Obsessed with Labubu. Here’s What Brands Can Learn from It.

If you’ve seen people lining up outside toy stores, furiously bidding on eBay, or panic-buying limited drops at 3AM, chances are—Labubu is involved.

What started as a quirky little figure from the POP MART universe is now a full-blown global obsession. But this isn’t just about collectible toys. Labubu is a masterclass in how to build hype, emotional loyalty, and cultural capital without saying a single word.

So, what’s the secret sauce?

1. Mystery = Magnetism

Labubu doesn’t talk. It doesn’t have a backstory plastered all over social media. It just is. That air of mystery? It’s intentional. In a world where every brand screams for attention, the quiet ones intrigue us more.

2. Scarcity done right

POP MART doesn’t flood the market. Every drop feels like a mini-event. Blind boxes, limited editions, surprise collaborations—FOMO is part of the product. People want what they can’t easily have.

3. Community-first storytelling

Labubu fans don’t wait for campaigns. They are the campaign. Unboxing videos, trade swaps, fan art—this fandom runs itself. When your audience becomes your marketing department, you’re doing it right.

4. Aesthetic rules

The design is weird, offbeat, a little spooky—and completely unforgettable. In the age of infinite scrolls, visual distinction is everything. Labubu grabs eyeballs without trying to look like anyone else.

The takeaway for brands? You don’t have to over-explain. You do have to stand out. Create objects of desire. Build lore. Make every release feel like a moment. And once in a while, let your community write the story for you.