In a world dominated by digital toys and fleeting trends, few products have stood out like Labubus. With their quirky appearance and air of mystery, these little monsters have captivated not only children and collectors but also celebrities, influencers, and TikTok users around the globe.
What explains the sudden success of Labubus? The answer lies in various strategic factors, from their collectible design to scarcity marketing and the power of social media. Let’s delve into the world of these dolls and reveal how they’ve become the darlings of an entire generation.
The “Ugly-Cute” Aesthetic That Sparks Desire
One secret to Labubus’ success is their unusual design: with large eyes, quirky expressions, and an aesthetic that blends the grotesque with the charming, these toys appeal to both children and adults. This “ugly cute” style, previously explored by brands like Tokidoki and Pop Mart, creates an immediate emotional connection, while also standing out visually on social media.
Each figure has its own personality, with different clothes, colors, and styles. This encourages the collecting logic: the more eccentric, the more desirable.
The Power of Collectible Culture and “Blind Boxes”
Like Funko Pop or Bearbrick, Labubus have made a splash in the collectibles market. But they go further: the brand uses a “blind box” system, meaning consumers buy without knowing which model they’ll receive. This heightens the surprise factor and drives the hunt for rare characters—even leading to resales at prices far above the original.
This mechanism, combined with limited units per edition, strengthens scarcity marketing, a model known for generating a sense of urgency and exclusivity.
Celebrities and Influencers Fuel the Hype
Labubus’ explosion wouldn’t have been possible without strategic support from celebrities and content creators. Figures like Billie Eilish, Lisa (BLACKPINK), and even K-pop stars have been seen with the toys in hand, generating millions of views.
In Brazil, influencers like Virginia Fonseca and Lucas Rangel showcased their collections, sparking curiosity among their followers. This contributed to the product’s virality and solidified its image as a “must-have” item.
TikTok: The Fuel of Virality
Just type “Labubu” on TikTok to find thousands of videos with reactions, unboxings, and tutorials. The platform’s visual format favors the product, which is aesthetically striking, mysterious, and even cute in motion.
Hashtags like #labubu, #labubucollection, and #labubuhype already total tens of millions of views. Many contents show people opening blind boxes, trading characters, or commenting on the astronomical prices of rare versions.
The community culture generated on TikTok—with challenges, comparisons, and reactions—has transformed Labubus into global viral icons.
Google Trends: The Peak of Global Curiosity
A quick look at Google Trends shows the phenomenon’s impact. Searches for “Labubu toy” and “Labubu original” have skyrocketed in recent months, especially in countries like China, the United States, Thailand, Brazil, and Mexico.
In the image below, we see the exponential growth in searches from January to April:
📈 [Google Trends Chart Image]
(If desired, I can generate the image based on real data and provide the chart)
This growth reveals not only increased curiosity but also commercial potential in different parts of the world.
Price, Resale, and the Status of Pop Luxury Items
Although initially sold at affordable prices, rare Labubus have been resold for up to R$ 2,000 on platforms like Shopee, eBay, and collector groups on Instagram. Editions like the “Labubu Pink Bunny” or models signed by famous artists, for example, are extremely coveted.
This dynamic has turned the dolls into more than just toys—they are now considered pop luxury and investment items by many buyers.
Brands Behind and Hidden Strategies
Labubus are the creation of Korean artist Kasing Lung and distributed by the brand Pop Mart, known for heavily investing in design, scarcity, and creative partnerships. The company has used the same formula with other lines, like Dimoo and Skullpanda, but it was with Labubus that it achieved global recognition.
By limiting editions, launching collaborations with designers, and maintaining mystery about future releases, Pop Mart has created a highly lucrative ecosystem driven by collective desire.
The Impact on Youth and Affective Consumption
Beyond aesthetics and exclusivity, there’s an emotional aspect to Labubus. Many young people report feeling connected to the little monsters as symbols of personality and identity. Different versions represent moods, tastes, and values.
This type of affective consumption creates a lasting bond and gives rise to communities, fandoms, and even specialized events.
