How Labubu Doll Became a Viral Marketing Icon 

Introduction – The Rise of a Strange Yet Cute Star 

One day, the internet collectively screamed “What is that?” and the next—everyone wanted one.That’s the magic of Labubu Doll—a quirky, wide-eyed, rabbit-eared creature that went from a niche collectible to a global viral sensation. From ASMR unboxings to pop culture flexes by BLACKPINK’s Lisa, this mysterious doll carved out a viral marketing strategy that demonstrates the power of influencer collaboration and brand storytelling techniques.

How did a 10 cm oddball toy disrupt influencer marketing, shake up the collectible world, and dominate Gen Z’s TikTok feeds? Let’s decode the Labubu phenomenon and explore what other successful viral marketing campaigns can learn from this strategy.http://this mysterious doll carved out a [viral marketing strategy] that demonstrates the power of [influencer collaboration] and [brand storytelling techniques].

What Is Labubu? Understanding the Doll’s Origins 

Origin: Labubu was created by Hong Kong artist Kasing Lung and launched by toy giant Pop Mart as part of its popular “Monsters” blind-box collection.http://From ASMR unboxings to pop culture flexes by BLACKPINK’s Lisa (link to: https://www.blackpinkofficial.com), this mysterious doll carved out a marketing path… 

Design DNA: 

• Small (~10 cm) figures 
   

• Mischievous grin, oversized eyes, chubby limbs 
   

• Blends the “ugly-cute” aesthetic adored by Gen Z 
   

Blind-Box Format: 

• Each box contains a random figure—buyers don’t know which version they’ll get. 
   

• This mystery triggers FOMO and fuels repeat purchases and trading. 
   

The Social Media Virality Formula 

Unboxing Trend & ASMR Buzz 

• Hashtags like #Labubu and #PopMart generate over 50M+ views. 
   

• Popular formats: 
   

• ASMR unboxings 
   

• Reveal reactions 
   

• Skits like “naming my Labubu child” 
   

Visual Aesthetics & POV Transitions 

• Instagram Reels & Xiaohongshu drove major buzz with: 
   

• Flatlays 
   

• POV “which one did you get?” reveals 
   

• Stop-motion styling & accessory swaps 
   

Digital Fan Communities 

• Discord & WeChat groups exploded with: 
   

• Outfit swaps 
   

• Duplicate trades 
   

• Restock alerts 
   

• Users feel a sense of belonging by creating content around their collections. 

Celebrity & Influencer Fuel 

BLACKPINK’s Lisa 

• Posted a clip with her Labubu keychain. 
   

• Result? 30% spike in Pop Mart Southeast Asia sales. 
   

Rihanna & Dua Lipa 

• Spotted cradling Labubu plushies backstage—turning them into fashion accessories overnight. 
   

KOL Collaborations 

• Micro-influencers (100K–500K followers) were tapped for: 
   

• Live streams 
   

• Unboxings 
   

• “Labubu haul” videos 
   

These KOLs created bottom-up hype, reaching niche audiences across cultures. 

Scarcity, Surprise & Sensory Triggers 

The emotional hook? Mystery + Exclusivity + Sound 

• Blind-Box Thrill: No one knows which doll variant they’ll get. Surprise adds excitement and encourages multiple purchases. 
   

• FOMO via Scarcity: 
   

• Limited drops and “secret” editions 
   

• Short restock windows 
   

• Tactile Experience: 
   

• Soft textures, satisfying ASMR open-box sounds, collectible card inserts 
   

This turns a simple toy into a dopamine-inducing ritual. 

Numbers That Matter – By the Data 

• Revenue Rocket: Pop Mart’s Monsters series earned ¥6.3 billion (~US $87M) in H1 2024. Labubu made up ~20% of that. 
   

• Resale Riches: Secret versions resell for 3x retail—some over US $100 on eBay. 
   

• Retail Mania: 
   

• In Australia, 200+ fans queued from 3 AM for a chance to snag rare Labubu keychains. 
   

Behind-the-Scenes: Pop Mart’s Brand Engineering 

Pop Mart isn’t just lucky—it’s strategically brilliant. 

• Edition Drops: They launch seasonal variants (Christmas Labubu, Summer Labubu). 
   

• Exclusive Retailers: Mall pop-ups and city-specific editions build hype. 
   

• Packaging & Design: Every box is a gift—enhancing the unboxing thrill. 
   

• Cross-Category Merchandising: Labubu is now: 
   

• A plush toy 
   

• A fashion accessory 
   

• A desk ornament 
   

• A meme 
   

Psychology of Viral Toys 

Labubu’s success isn’t random—it’s rooted in consumer behavior science. 

• Nostalgia: Echoes vintage toys with quirky charm. 
   

• Ownership Identity: Fans associate “their” Labubu as an extension of their personality. 
   

• Social Validation: Showing off rare editions brings clout online. 
   

This aligns with the IKEA effect and collectibility theory—people value things more when they choose them under surprise. 

Key Takeaways for Modern Marketers 

1. Mystery Sells 

• Blind-box formats boost repeat engagement. 
   

• Curiosity = more unboxings, more virality. 
   

2. Scarcity Sparks FOMO 

• Erratic drops, secret figures make fans camp online at midnight. 
   

3. UGC + ASMR 

• Social platforms reward user-generated, authentic sensory content. 
   

• Encourage visual rituals (e.g., “first pull” posts). 
   

4. Celebrity Leverage 

• One video from Lisa created region-wide sales spikes. 
   

• Don’t underestimate micro + macro influencer synergy. 
   

5. Momentum Is Everything 

Labubu shows that surprise + scarcity + social proof = viral combustion. 

FAQs on the Labubu Doll Phenomenon 

Q1: Who created Labubu Doll? 
A: Labubu was designed by Hong Kong artist Kasing Lung for Pop Mart’s Monsters series. 

Q2: Why is Labubu so popular? 
A: It combines a unique design with mystery (blind-box format), influencer endorsements, and viral community content. 

Q3: What is the price of a Labubu blind-box? 
A: Around ₹2,500 ($30–32) depending on region and edition. 

Q4: Can I choose which Labubu I get? 
A: Not unless buying on resale. The blind-box model ensures randomness. 

Q5: Where can I buy Labubu? 
A: Pop Mart stores, online drops, retail pop-ups, and collectible marketplaces like eBay or StockX. 

Q6: Are there different Labubu types? 
A: Yes! Editions include seasonal outfits, rare “secret” figures, plushies, keychains, and limited collectibles. 

Conclusion – What Marketers Can Learn from Labubu 

The Labubu phenomenon shows us that virality isn’t accidental—it’s engineered. 
This seemingly weird toy: 

• Used scarcity to fuel demand 
   

• Tapped influencers for credibility 
   

• Created a community-driven obsession 
   

• Perfected the mystery-marketing combo 
   

Marketers, take note: the future belongs to brands that surprise, delight, and immerse their audience. And sometimes, that starts with one oddly cute, toothy little doll.