What Brands Can Learn from the Labubu Craze: Marketing Psychology Meets Influencer Campaigns

I was fortunate to have the opportunity to spend a few weeks in China this summer. In addition to hiking up to the Great Wall or enjoying spectacular views over the famous Avatar Mountains in Zhangjiajie, I noticed Labubus were everywhere. We’ll explain what they are, why they’re so popular, including the psychology behind it, and outline ways brands can use these concepts in their own campaigns.

The Labubu Phenomenon

Labubus originated as storybook characters created by the artist Kasing Lung. The playful tribe of female elves first appeared in 2015 in an illustrated book series called The Monsters. Labubus are kind-hearted and eager to help, but can sometimes cause chaos unintentionally.

In 2019, Lung collaborated with Chinese toy company POP MART to launch the designer toys. The dolls have been described as looking like creepy children, ugly-cute, and a bit demonic. Labubus come in a range of sizes as figurines and plushies, but the most popular come in blind boxes.

Of course, with such demand, counterfeit dolls have hit the market, referred to as "Lafufus."

Why are Labubus So Popular?

According to POP MART, the revenue generated from the first Monsters series launch "broke the sales record in the art toy category." The Labubu hashtag generated over 1.4 M videos on TikTok alone. The popularity has led to long lines outside toy stores, selling out online within minutes, and reselling for double or triple their original price. We’ll dive into the 6 reasons why they’re so popular.

Reason #1 Labubus are So Popular: Scarcity

Limited availability increases perceived value, and Labubus are ‘limited’ in multiple ways. First, just finding one to purchase is difficult – overall inventory is scarce everywhere. 

But second, each new series includes a “secret,” rare Labubu that features a special color, pose, or design detail. There’s a mere 1 in 72 chance of discovery.

Reason #2 Labubus are So Popular: The Surprise of the “Blind Box”

Everyone loves surprises. “Unboxing” has been a popular social media trend for years, even if the contents of the box aren’t entirely a surprise. TikToker Thuja Leo said, “You don’t know which ones are inside, but that’s also what makes it fun.”

Unboxing isn’t merely opening the package of your new toy, but hunting for treasure. Trading cards, such as Pokémon and Yu-Gi-Oh, offer a similar thrill. When combined with overall scarcity, opening the package to find the one you most want is particularly thrilling.

Even the release of inventory itself has been a surprise, with midday product drops and restocking occurring in stores and online.

Reason #3 Labubus are So Popular: Opportunity for Personalization and Creativity

Labubus’ popularity can also be attributed to the ability to “play dress up,” with some even making their own accessories. Lizzo rapped, "Can't even outdress my Labubu," in a remix of the song "Whim Whamiee."

Labubu pendants double as bag charms, which have been a huge fashion trend. Even high-fashion brand Louis Vuitton is participating in the trend, with the launch of a collection of LV bag charms that are somewhere between luxury trinket and childhood treasure.

Reason #4 Labubus are So Popular: Collectability

Continuously releasing new versions encourages shoppers to collect. Shay Mitchell shared the unboxing of her first CRYBABY, which could later be seen dangling from her purse when she opened her first Labubu. Shay also noted how the crinkly, noisy bag contributes to the fun experience. Commenters warned her that once you start, you can’t stop.

Selling sets also encourages shoppers to keep purchasing until they complete a set and brings a level of gamification. Since plush Labubus are sold exclusively in blind boxes, the only way to get the character you want is to continue buying. Justine Zamataro shared her excitement at receiving one in the collection she particularly wanted.

Reason #5 Labubus are So Popular: Social Media Trends

Unboxing is a thrill for the consumer as well as viewers on social media. Combined with the thrill of finding a rare collectible and the fun of dressing up the dolls, the result is highly viral content. Manor, Switzerland’s largest department store chain, posted a TikTok in which a Labubu itself purchased a train ticket to attend the upcoming pop-up. Meanwhile, creator Laura Bante also shared her excitement about Labubu’s arrival in Switzerland.

There’s also the FOMO factor. Seeing others open new boxes, grow their collections, and accessorize the dolls further drives demand.

Reason #6 Labubus are So Popular: Celebrity Endorsements

The toys have been spotted on the bags of pop singers like Dua Lipa, Rihanna, and Lisa from the K-pop group BLACKPINK. Lizzo rapping, "Can't even outdress my Labubu," served to both endorse the figurines overall, and highlight how people enjoy dressing up and accessorizing the dolls.

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The Psychology Behind Labubus’ Popularity

To explore the trend further, let’s consider the numerous psychological triggers behind what’s driving Labubu purchases.

The uncertainty and resulting thrill of unboxing and finding treasure delivers a dopamine rush. Personalizing Labubus provides a creative outlet for self-expression and sense of unique identity. Additionally, posting on social media provides people with a sense of social connection and belonging to a group. Finally, some collectors also appreciate the childhood nostalgia the dolls provide.

While Labubus are very popular, they don’t have quite the mainstream recognition of a brand like Nike or Apple. It’s an “if-you-know-you-know” thing. Those who love Labubus have an instant connection with their fellow enthusiasts, resulting in an in-group/out-group phenomenon.

With the cost of living high and financial goals like home ownership out of reach for many adults, Labubus remain an accessible luxury. Labubus may be an example of the lipstick effect: when consumers spend a bit more on smaller indulgences during economic downtimes. 

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How Brands Can Build a Similar Craze, Plus Real-World Examples

Brands can look to Labubus as a case study and leverage similar strategies to create hype, urgency, and deeper emotional engagement. The following are ways brands can partner with influencers and apply these concepts:

1. Limited Product Lines: Announce the release of product lines that will be scarce from the start – with a restricted production quantity and sales of a limited duration. Provide influencer partners with exclusive drops.

2. Surprise Unboxings: Don't reveal everything at once, and instead have influencers unbox live in front of their audience. Kingfluencers worked with McDonald’s to launch an innovative loyalty program that offered not only food but also exclusive, limited-edition non-food merchandise that became true collector's items. Unlike traditional loyalty programs, McDonald's focused on surprise and nostalgia. 

3. Mystery Gifts: With blind boxes, consumers generally know what’s inside, just not precisely which style or color. Brands can increase the level of surprise by giving influencers gifts that are complete mysteries to unpack with their community. Such gifts can also include non-tangible items, such as certificates for travel or personal services.

REAL WORLD EXAMPLE: FOOD & BEVERAGE: Restaurants can also offer the thrill of surprise. Hidden menus and limited-time offers bring exclusivity along with scarcity. Consumer packaged goods can sell flavors for a limited-time and partner with influencers to do flavor reveals.

4. Leverage FOMO: Announce timed drops in advance. Offer early access for creator communities.

5. Showcase Social Proof: Repost user-generated content, reviews, and unboxing reactions. Use existing enthusiasm to build more in a cumulative way.

REAL WORLD EXAMPLES: COLLABORATE WITH COLLECTIBLE CULTURE: Brands can connect with new, highly-engaged audiences by partnering with existing collectibles brands. For example, many contemporary artists and designers have designed Be@rbrick figures.

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Tips for Brands: Crafting the Perfect “Surprise & Delight” Influencer Campaign

Optimize Each Phase: Work with creators who can support your efforts throughout each phase. Tease → reveal → unbox → community sharing.

Create Scarcity: Whether the scarcity is real because demand exceeds your supply, or merely perceived, scarcity can help drive action.

Use TikTok, Instagram Reels, and YouTube Shorts: The algorithms love reactions. You can build momentum as you share content through each phase.

Offer Rewards: Boost engagement with challenges such as Easter eggs and offer rewards for reposts.

Closing Thoughts

Limited edition and surprise elements aren’t just gimmicks—they’re rooted in deep psychology. They create emotional reactions that can deliver a boost for brands, particularly when combined with influencer marketing. The Labubu trend is a reminder that emotion + exclusivity = magic.