Labubu Marketing: Turning “Ugly” Into Unstoppable Viral Fame
- Himanshi Bisht
- Aug 19
- 4 min read
"It’s not what it is, it’s how you sell it — just ask Labubu.”
Introduction
In the fast-paced world of pop culture, few products manage to gain global fame overnight. Enter Labubu - a quirky, wide-eyed, mischievous collectable that has captured hearts (and wallets) worldwide. Born as a niche creation by illustrator Kasing Lung, Labubu has evolved into a marketing marvel - selling out in minutes, taking over social media feeds, and igniting fierce bidding wars at auctions.
This is not just a toy-it’s a blueprint for modern branding, influencer-driven buzz, and collectable hype that other brands dream of replicating.
Table of Content
1. Introduction
7. Conclusion
What Are These “Ugly-Cute Dolls”?
At first glance, Labubu dolls aren’t your traditional definition of cute. Their big grins, sharp teeth, and slightly “creepy-cute” expressions set them apart from conventional plush toys. Some might even call them “ugly dolls.” But here’s the genius—Labubu marketing turns these unconventional looks into a selling point.
Rather than competing with perfectly round, pastel-colored plushies, Labubu thrives on its unique charm. It taps into the growing “weird-cute” aesthetic, loved by Gen Z and millennials who embrace quirks and imperfections.
Labubu is mainly sold in blind boxes—sealed packaging where buyers don’t know which design they’ll get. This marketing technique fuels FOMO (Fear of Missing Out) and encourages repeat purchases, creating a loop of excitement and scarcity.
The Uniqueness of Labubu
1. Scarcity & Exclusivity Labubu launches are limited edition drops, with rare “secret” variants scattered throughout the market. This scarcity strategy drives collectors to camp outside stores, set alarms for online releases, and pay premium prices in resale markets.
2. Emotional Storytelling Every Labubu figure has a personality and theme—pirates, chefs, fairy tales—creating an emotional bond with fans. This narrative-driven marketing deepens loyalty and makes each collectable feel personal.
3. Visual Identity The instantly recognizable “cute-meets-creepy” face, oversized ears, and quirky proportions give Labubu a strong visual brand identity. It’s tailor-made for social media virality and aesthetic photography.
4. Cross-Category BrandingLabubu has leapt far beyond the toy shelf—now appearing in fashion, home décor, phone cases, and lifestyle products. This smart diversification keeps the brand fresh and relevant across everyday life.
Celebrity & Influencer Approach
1. Star Power MarketingSpotted with BLACKPINK’s Lisa, Kim Kardashian, Dua Lipa, and David Beckham, Labubu shot to must-have status—triggering instant sell-outs wherever it appeared.
2. Influencers Driving Massive Engagement Some of the most viral Labubu content this year has come from influencers across different niches:
Lana Rae – A video game and toy influencer whose Labubu unboxing YouTube Short from February drew 1.2 million views in just three months.
Baochi Travel – A travel influencer whose customising-a-Labubu-in-Spain YouTube video racked up 5 million views in only 2.5 months.
Chef Guadalupe Fiñana – A nonagenarian influencer and devoted Labubu fan. In February, she posted an emotional unboxing video of her oversized Labubu doll that brought her to tears—earning nearly 700,000 likes on Instagram and generating an Estimated Media Value (EMV) of about $880,400 after tagging Pop Mart’s global and Spanish accounts.
These influencers tap into different audience segments—gaming, travel, lifestyle, and emotional storytelling—proving that Labubu marketing thrives when it connects with people on both niche and mass-market levels.
3. Platform-Specific StrategyOn TikTok, Labubu trends through quick, exciting unboxings. Instagram is used for curated, aesthetic shots, while Xiaohongshu features collector trade stories. Tailoring content to each platform ensures relevance across demographics.
4. Experiential Marketing EventsLabubu pop-up stores, vending machines, and exclusive release parties are designed for social sharing. Fans post their experiences, creating a ripple effect of free advertising.
Why Labubu Marketing Worked
Labubu’s runaway success is built on:
Scarcity marketing that fuels urgency
Emotional storytelling that connects with buyers
Influencer marketing that amplifies reach
Community-driven hype that sustains demand
The lesson is clear: You don’t have to fit in to win. Labubu embraced its weirdness and turned it into a global collectable trend.
Takeaways for Marketers from Labubu Marketing
Toys appeal to all ages – Labubu proves that collectables aren’t just for kids. The kidult trend shows adults love nostalgia as much as children.
Nostalgia sells – Products that spark childhood memories create strong emotional connections and loyal fans.
Trends unite communities – Labubu connects very different audiences, showing brands the value of tapping into viral moments.
Scarcity drives demand – Limited editions and rare finds make products more desirable.
Surprise keeps buyers hooked – Mystery items like blind boxes turn shopping into a fun, repeat-worthy experience.
Conclusion
Labubu is more than just a quirky collectable—it’s proof that with the right mix of scarcity, storytelling, influencer power, and community engagement, even the most unconventional product can become a global obsession.
The genius of Labubu marketing lies in its ability to turn an “ugly doll” into a cultural icon that people not only want, but need to have. It’s a reminder to brands everywhere: in today’s market, the products that stand out aren’t always the prettiest—they’re the ones with personality, emotional connection, and a story worth sharing.
Whether you’re in toys, fashion, tech, or lifestyle, the Labubu phenomenon offers a blueprint for creating hype, driving loyalty, and turning customers into fans. And that’s the real magic—transforming a simple product into an experience people can’t stop talking about.
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