The Labubu doll story is a wild one. Though the concept was introduced in 2015, the little toys didn’t truly take off until 2024. Constantly selling out worldwide, Labubu dolls have sparked street-corner scuffles and added more than a billion dollars to its parent company’s valuation.
What’s most impressive is that this all happened without some massive advertising budget.
Honestly, the real story isn’t the toy, it’s how a humble vinyl figure became a wearable status symbol through smart scarcity, irresistible design, and influencer-driven storytelling on Instagram.
What’s better is that this blueprint is one that nearly any small business can copy. If you can turn your product into a conversation piece, engineer a collecting ritual, and make it easy for customers to show off online, you don’t need Labubu-level hype to see viral growth.
Labubu: A Toy That Broke the Internet
Labubu dolls actually began life as one of the mischievous characters in an animated book series called The Monsters. The characters came to life after a 2019 partnership with POP MART, a toy company from China that’s well-known for its ‘blind box’ selling format.
While popular enough among collectors, Labubu didn’t start its meteoric rise until the middle of 2024. That’s when K-pop singer Lisa from the group Blackpink started showing off her own dolls, sparking a worldwide trend.
Before you knew it, supply couldn’t keep pace with the demand. Crowds formed outside stores days before the next collection was set to release.
Videos of shoppers grappling over the plush The Monsters Labubu charms went viral on social media platforms like Instagram and TikTok. This ultimately led POP MART to pause all physical sales across the UK, citing safety concerns.
The most incredible chapter of Labubu’s story occurred on April 28, 2025. That’s when news outlets like Forbes reported that POP MART CEO Wang Ning added $1.6 billion to his net worth after shoppers snapped up every doll from a drop in the US.
You aren’t misreading that: Labubu dolls sold out in the US in just minutes, and Ning earned $1.6 billion — in a single day! That’s absolutely mindblowing, considering that the Labubu price tag is less than $30.
As a marketer, what can you take away from this incredible story? First, keep in mind that Labubu’s unbelievable ascent wasn’t powered by million-dollar ad buys. Instead, it relied on engineered scarcity, in the form of blind boxes and limited drops, and organic unboxings that flooded social media.
Why Did Labubu Go Viral? Key Factors Behind the Craze
There are several factors that launched Labubu toys into the stratosphere. Let’s explore them below.
Emotional Design
Let’s be honest: Labubu keychains aren’t conventionally adorable. After all, they’re snaggle-toothed gremlins with oversized eyes, pointed ears, and mischievous grins.
However, that deliberate imperfection (let’s call it ‘ugly-cute’) makes the figure feel more like a personality than a product. These creatures are endearing and memorable, just begging to be hugged, photographed, and shared.
Exclusivity and Collectibility
Consider this: every Labubu toy is sold in sealed blind boxes, which means that shoppers don’t know which they’ll receive until they purchase and open a box.
On top of that, there’s the allure of the rare Labubu doll that customers have a 1:72 chance to snag. When you really think about it, each purchase is like a lottery.
There’s also the added element of scarcity. POP MART intentionally makes Labubus hard to come by, forcing customers to jump whenever there’s availability. Combine this with a collector’s driving need to have them all, and it spells more and more dollar signs for POP MART.
Purse Charm Trend
As soon as celebrities started clipping Labubu keychains to their designer bags, the creature jumped categories. It went from a quirky collectible for kids to a must-have bag charm.
We’ve reached a point where fashion sites are tracking the toys like they’re a runway trend, quick to report sightings at Paris Fashion Week and other glamorous events.
Blogger Unboxings
Incredibly enough, POP MART didn’t buy its way onto social media feeds. Instead, it managed to engineer a product that begged to be photographed and shared.
All you have to do is check out the viral unboxing clips on Instagram to see the excitement these toys stir. With each nervous peel of a bag, surprise, gasp, and reaction, POP MART enjoys free advertising.
Lessons from Labubu: The Power of Consumer Scenarios
When you think about Labubu’s rise to popularity, you realize that it wasn’t driven by some deep history or clever packaging. Instead, it was fueled by the stories that consumers told while keeping the toy in frame.
Unlike traditional collectibles that often sit in pristine condition on a shelf, Labubu dolls travel the world. They show up on handbags at coffee shops, backstage at concerts, and even as part of outfit-of-the-day clips on social media.
Of course, it all started with Lisa from Blackpink, who dangled her Labubu keychain from her Hermes Mini Kelly designer handbag and later decorated her Christmas tree with Labubu, using the ugly-cute gremlins as ornaments.
She shared all of this on social media, spurring others to follow her lead. It wasn’t long after that Rihanna started showing off a pink Labubu toy on her Louis Vuitton bag, while Dua Lipa was seen at the airport with a green Labubu on her Prada handbag.
When fans saw their idols styling the toy as an accessory for their bags, the use case for the toy shifted almost overnight. Yes, Labubu continued to be a blind box treasure hunt, but it also became a conversation piece and a way to connect with others.
Every time it appeared on a gym bag, car dashboard, festival necklace, or — of course — designer handbag, there was an opportunity for a new story, a new fan, and a new reason to buy.
Want to dig deeper into what Labubu viral videos look like? View Instagram content without the need to log in by using our Instagram Viewer tool. It’s the perfect way to find and document inspiration for your own marketing efforts.
Check out our free tutorial to learn more about what our tool has to offer and how you can best utilize it to unlock your marketing potential.
How to Apply the Labubu Phenomenon to Your Business
If there’s one thing that Labubu doll mania has shown us, it’s that a product’s real power lies in the rituals it sparks.
What does this mean for you and your business? Simple: Instead of viewing each sale as the beginning and end of a story, treat them as the first and next steps in a repeatable adventure that customers want to participate in (all while posting about it on social media).
Here’s a simple blueprint that you can tailor to your specific business:
- Invent a micro-collectible series. Give your shoppers a small, low-cost gift whenever they make a purchase and complete a minimum spend. Aim for a themed set that harmonizes with your business or product, and consider numbering the pieces or introducing color variations to encourage collecting, bragging, and trading.
- Develop a clear completion reward. When your customers collect the entire set, present them with a prize, such as a limited-edition product, an exclusive discount, or an invite to a VIP event.
- Make Instagram your scoreboard. Create a branded hashtag for each of your series, and advertise them with your collectibles. Every time a customer uses the hashtag to show off their latest snag, you enjoy free user-generated content and added momentum to your marketing strategy.
Check out these inspirational examples and see if you can come up with a similar idea for your own business:
Final Thoughts
Labubu toys prove a very interesting idea: you don’t necessarily need a massive advertising budget to win over customers. Instead, create buzz for your business by introducing a micro-collectible that keeps people coming back and invites them to show it off. All you have to do is give customers something to talk about and reward their loyalty, and they’ll do the rest on social media.
FAQ
Why is Labubu so popular?
Labubu dolls tick a lot of boxes when it comes to inventing a viral sensation: They offer an ugly-cute design that photographs well, create FOMO energy with blind-box scarcity, and tap into everyone’s desire to be just like their favorite celebrities.
Where to buy a Labubu?
Your best bet is to buy Labubu dolls directly from the source. Go to POP MART’s website or mobile app to make a purchase when the next collection drops. The store ships to over 20 countries.
If you live close to a POP MART boutique (or don’t mind traveling), head there to be part of the excitement on launch day. Just be sure you don’t delay as lines form early.
Missed the latest release? You can still head to reputable resale platforms like eBay or StockX. Just keep in mind that you’ll likely be subject to a markup from the original Labubu doll price. This said, resale platforms are usually the best place to find popular or previous releases, such as Labubu Have a Seat.
How to tell if a Labubu is real?
Here’s what you’ll find with legit Labubu dolls:
- On the box, a holographic POP MART sticker with crisp, 3D letters;
- A QR code that redirects to POP MART’s legitimacy check page;
- Quality packaging with a matte finish, embossed series name, and evenly printed pastel colors;
- The dolls will have clean paint lines, a solid weight, and no chemical odors.
