(And What We, Small Brands with Small Budgets Can Steal From Its Playbook)
First, a personal story and why this brand got my interest.
It has everything to do with my daughter, Noelle, and our trip in Austria.
A few weeks ago I was in Austria, on our first month-long Europe family trip.
We walked into a store, and suddenly my daughter Noelle, 8 years old, screamed “LA BU BU!”
For a split second, I thought something bad had happened.
The panic (or so I thought) in her voice was so real…
But no, it wasn’t panic ….more like a plush toy with goblin teeth and oversized ears.
What shocked me in her next 200 words description was how much she already knew about it.
The character, the models, the blind boxes.
She was already part of the story.
I barely escaped the store with JUST (that’s what she said) four pieces…
And from that moment, the trip changed.
Every city became a Labubu hunt.
We checked stores for new models, new blind box series, new designs she had seen online.
That was the moment I realised there was something bigger at play.
Labubu was more than a toy.
It had achieved something most brands dream of, turning children and parents into obsessed collectors almost overnight.
It reminded me of Hermès.
Different product, different customer, but the same lever: scarcity wrapped in narrative.
Labubu uses blind boxes and limited runs.
You never know what you are getting, and you cannot always get the one you want.
Disappointment becomes part of the thrill.
Hermès uses waiting lists and controlled access.
You cannot simply buy a Birkin.
You earn the right to be offered one.
Frustration becomes part of the status.
One brand thrives on chaos and play, the other on order and restraint.
One attracts queues of teenagers in shopping malls, the other cultivates gatekeeping in Paris salons.
Different aesthetics, same mechanism.
Both transform limitation into desire.
Both make the product secondary to the story.
.
A few weeks back I wrote a deep dive on Hermès and its mastery of controlled scarcity.
Read it here if you want : https://ecomhackers.ai/my-hermes-story-the-hermes-playbook-financial-fortitude-for-e-commerce-growth/
Now I am turning to Labubu, inspired by the look on my daughter’s face that said everything.
Let’s continue
What do K-pop stars, TikTok teens, and international fashionistas have in common in 2025? They’re all obsessed with ….you guessed it …. Labubu!
This ugly-cute monster from Pop Mart.
Did you know Pop Mart’s numbers?
Pop Mart’s explosive growth has been heavily driven by the global popularity of Labubu and related collectibles, with strong international expansion especially in North America and Europe:
Some could describe Labubu like a simple toy that went viral.
What I see after deep research (+ Noelle’s reactions and story) is that this is a masterclass in modern brand-building, blending emotional storytelling, strategic scarcity, and community-driven marketing.
In this article I try to unpac how Labubu went viral and how ambitious smaller brands, like yours, can use the same tactics without billion-dollar budgets.
What (Exactly) Is Labubu?
Labubu began as a quirky character in “The Monsters” book series, dreamed up by Hong Kong artist Kasing Lung.
It’s not conventionally cute, to say the least…
Pointy ears, wild eyes, and a toothy grin…
But it’s packed with personality and backstory.
Pop Mart, known for its blind-box collectible toys, discovered Labubu and turned it into a global sensation, fusing art, nostalgia, fashion, and surprise.
The Anatomy of a Viral Sensation
a. Storytelling + Emotional Resonance
Labubu reached beyond “toy” level…
Every drop comes with lore…
Moods, outfits, relationships, even seasonal “mood changes.”
Collectors connect on a deeper emotional level.
Imperfection became a strength:
Labubu is weird and flawed, which makes it relatable.
The “TOY” is one of us….
b. Scarcity and FOMO
Nothing creates demand like the fear of missing out.
Labubu releases are limited, surprise-based, and sell out quickly.
Chasing rare editions and timed launches turns collecting into a thrill.
Lines form, and resale prices soar.
c. “Blind Box” Gamification
You never know which Labubu you’ll get.
It might even be an ultra-rare “chase” figure.
This lottery mechanic fuels anticipation, repeat purchases, trades, and unboxing rituals.
And they all fuel the brand’s virality…
d. Community as Marketing Engine
Pop Mart mastered community.
Fans trade, review, and hype their finds on Discord, Instagram, Xiaohongshu, and TikTok. Every drop is an event; viral unboxing videos multiply the reach organically.
Pop Mart leans heavily into platforms like Xiaohongshu (RED), China’s hybrid of Instagram and Pinterest, where micro-reviews and unboxings spread like wildfire.
Labubu didn’t just win on TikTok, it won on the ground floor of China’s fandom economy
No big ad spends needed.
e. Social Proof & Celebrity Influence
Labubu exploded globally when celebrities like Lisa (BLACKPINK), Rihanna, Kim Kardashian, and David Beckham were spotted with it.
Cmon David…(doh)
But ordinary fans do just as much heavy lifting, sharing content and fueling FOMO.
Labubu’s Brand Playbook For Small Brands
Interactive Section:
“Turn These Into Your Own Viral Moves”
a. Create Your Mascot Story
Who is your brand’s “monster” or hero?
Create a backstory people empathize with—even if it’s weird, silly, or offbeat.
b. Scarcity, the Smart Way**
Run a tiny drop (even 10–20 pieces) that’s only available for a few days.
Announce upcoming drops organically on social, not just by paid ads.
Limit the drop…and I mean, really really, limit it….don’t play fake scarcity! You will lose longterm.
c. Make Unboxing, Surprises, and UGC Unstoppable
Start a monthly challenge:
reward the best/funniest/freshest unboxing or fan content with freebies or limited merch. Reshare everything.
Make them feel seen!
Prompt users with a hashtag challenge.
For example: #MyFirstMonster or #UglyCuteUnbox to build discoverability and organic virality!
d. Collaborate Creatively
Can your local barista or TikTok comic make an exclusive “mini-collab” with your mascot? Even micro-influencers can produce global results.
We’ve seen so many go from unknown to millions of views and collab requests overnight.
All because of ONE video !
e. Gamify It
Add lottery mechanics: first 20 customers get a random bonus.
Or do surprise flash sales announced in your private fan group.
5. Final Takeaways
Labubu reached a billion-dollar status not because it chased everyone.
It narrowed focus on story, scarcity, surprise, and empowered their community to do the marketing.
If you’re a small brand, that’s good news: none of Labubu’s best tactics require big budgets.
1.Start with story.
2.Build community.
3.Lean into your quirks.
4.Make every purchase an event.
5.Empower your fans.
6.Create a visual ‘Anatomy of a Viral Brand’ one-pager. Example: Story + Scarcity + Surprise + Community = Cult. Share it on IG, embed on product pages, or print in packaging
And always, always make them want more.
Thanks for reading. You officially rock!
Your Sunday friend,
Alex
*Sources:*
Forbes, BBC, NPR, The Brand Strategy Lab
Sources
[1] Labubu https://en.wikipedia.org/wiki/Labubu
[2] Labubu: How the Pop Mart dolls conquered the world https://www.bbc.com/news/articles/cy4ydxlm9n9o
[3] Labubu Explainer 2025 | The Strategist https://nymag.com/strategist/article/labubu-explainer-2025.html
[4] ‘Labubu’ is a plush toy that is causing a frenzy. Here’s its … https://www.npr.org/2025/06/18/g-s1-72939/what-is-labubu-pop-mart-explained
