Blind Boxes, FOMO, and Fame: The Labubu Formula

It was mid-May and I asked my nephew what he wanted for his birthday. A “labubu” he replied. And just like that, I was introduced to the internet's latest craze, one that’s captivated both kids and adults alike.

So... What exactly is a Labubu?

Labubu is a collectible toy originally designed by artist Kasing Lung and sold by Chinese retailer Pop Mart. With its mischievous grin, fuzzy body, and wide, expressive eyes (imagine if an elf and furry monster had a baby)  and well that’s a Labubu. And clearly, the world can’t get enough of it.

I took a deep dive into what made what made labubu the viral sensation that it is and here’s some of my key takeaways from a PR/marketing perspective: 

It all started when K-pop superstar Lisa from BLACKPINK casually posted a snap featuring her Labubu.The internet went wild and one thing about K-pop fans, if their idol loves something it's almost guaranteed they will sell it out! Suddenly, the toy wasn’t just a quirky collectible, it was a fashion statement. Soon after, Rihanna and Kim Kardashian were spotted with their own Labubus, solidifying the toy’s status as the it accessory of the moment. And as if that wasn’t enough, singer Lizzo even name-dropped it in a song.

In addition, Pop Mart’s release strategy feeds the hype. Labubu toys are often sold in blind boxes, which means you never know which version you’re going to get. Add in seasonal or artist collabs and limited-edition releases, and you’ve got a recipe for collectors losing their minds and wallets. Fun Fact: a limited edition Labubu can retail up to 300$. And since it has become so high in demand,  counterfeit versions (“lafufu’s”) can be found online.

On social media the #Labubu hashtag has racked up millions of views on TikTok, where people unbox their blind pulls, showcase their collections, or just gush over how adorable (slightly creepy in my opinion) these little creatures are.

And last but certainly not least, there’s the nostalgic factor. Labubu gives off that 90s toy craze energy. Personally it reminded me of when I was younger watching my sister and her friends obsess over Tamagotchis. And lately, we’ve all been feeding into the nostalgic vibe with certain clothing styles becoming popular again and other 90s trends coming back.

Moral of the story: Ask a kid what they want for their birthday and who knows you just might discover the next global phenomenon.

--

Written by: Gabrielle Telemaque