Why Did LABUBU Suddenly Go Viral?

　　Why Did Labubu Suddenly Go Viral?The sudden viral popularity of LABUBU stems from a convergence of factors, including its distinctive character design, celebrity endorsements, marketing strategies, emotional value exploration, and global expansion. Below is a detailed analysis:

1. Unique “ugly-cute” character design

　　

　　Why Did Labubu Suddenly Go Viral?LABUBU stands out with its “anti-traditional” look. Its signature nine fangs, asymmetrical ears, and “mischievously innocent” expression break away from the conventional pursuit of cuteness or refinement in plush toys. This “ugly-cute” style resonates with young people’s desire for individuality and uniqueness, particularly Gen Z’s preference for non-mainstream designs. Design iterations—such as evolving from an early “ugly-creepy” aesthetic to a “creepy-cute” one—further enhanced its approachability, transforming it into a recognizable and comforting symbol.

　　

　　2. Celebrity Endorsements and Social Media Amplification

　　

　　Why Did Labubu Suddenly Go Viral?Spontaneous promotion by international celebrities was pivotal to Labub’s global popularity. For instance, when BLACKPINK’s Lisa shared Labubu on social media, Southeast Asian markets witnessed immediate sell-outs. Public appearances by Western celebrities like Rihanna and David Beckham elevated it to a fashion accessory icon. These celebrity posts went viral on platforms like TikTok, with the #Labubu hashtag surpassing 1 billion views, amplifying its social currency.

　　

　　3. Blind Box Marketing and Scarcity Strategy

　　

　　Why Did Labubu Suddenly Go Viral?Pop Mart leverages blind box mechanics to stimulate consumers’ collecting urges and repeat purchases. The Labubu series features limited editions, hidden variants, and themed collections (e.g., “Heart-Fluttering Macarons,” “Sit-Down Party”). Premium pricing in secondary markets—where hidden editions sell for up to 100 times their original price—fuels the buying frenzy. For instance, an original mint-colored Labubu sold for 1.08 million yuan at auction, becoming a viral sensation.

4. Emotional Value and Identity

Labubu precisely taps into modern consumers’ need for emotional connection. Its “playful yet kind” personality resonates deeply, with many viewing it as a vehicle for self-expression. For instance, some consumers perceive Labubu as “embodying a life attitude that refuses to pander while retaining sharp edges.” Furthermore, innovations in vinyl plush craftsmanship—such as pendant designs—transformed it from a decorative item into a daily fashion accessory, deepening user engagement and emotional bonds.

　　

　　5. Globalization Meets Localization

　　

　　Labub’s design blends Norse mythology with street culture, creating a “borderless aesthetic.” Simultaneously, localized products (e.g., Thai gold-thread attire, Singapore Merlion edition) are launched for different markets, enhancing cultural affinity. Pop Mart’s global supply chain and offline presence (e.g., Bangkok concept store surpassing 10 million yuan in single-day sales) further amplify its international influence.

　　

　　6. Industrial Chain and Supply Chain Advantages

　　

　　Why Did Labubu Suddenly Go Viral?China’s mature manufacturing ecosystem underpins Labub’s high-quality production and rapid iteration. Through digital management, Pop Mart achieves precise control from design to sales, ensuring craftsmanship details (like the hundred-step process for vinyl plush) meet collector-grade standards while preventing production delays caused by capacity shortages.

　　

　　Labuboo’s viral success stems from the synergy of rebellious design, blind box mechanics, social virality, cultural hybridity, and the emotional economy. Its “ugly-cute” aesthetic precisely taps into Gen Z’s craving for self-expression, community belonging, and emotional companionship. Key factors include:

　　

　　1. Rebellious Aesthetics: Shattering the Aesthetic Hegemony of “Perfectly Cute Characters”

　　

　　Design Contrast: Created by Hong Kong artist Long Jiasheng, Labubu blends Nordic elf mythology with Eastern folklore elements. Its “ugly-cute” design—featuring sharp teeth, large eyes, and asymmetrical ears—subverts the traditional “sweet and adorable” framework of trendy collectibles.

　　

　　Why Did Labubu Suddenly Go Viral?Psychological Basis: Its “Cute Aggression” trait—simultaneously adorable yet tinged with danger—triggers dopamine release in the brain, creating complex “love-hate” emotions that deepen memorability.

　　

　　Case Study: Compared to the sweet-style IP Molly, Labubu’s “imperfections” became a badge for Gen Z to showcase unique taste, mirroring the rise of “Nata the Demon Boy’s smoky eye makeup” from mockery to viral sensation.

　　

　　2. Blind Box Mechanism: Leveraging “Uncertain Rewards” to Drive Addictive Consumption

　　

　　Skinner Box Effect: Blind box hidden editions with a 1/144 probability replicate psychology’s “intermittent reinforcement,” fostering gambler psychology through the “open-box-surprise-share” cycle.

　　

　　Data Evidence: U.S. collector Lawrence Yu spent $5,700 to complete a hidden edition set, stating “the thrill of pulling one is comparable to”; Thai stores implementing purchase limits and UK fans brawling over limited editions demonstrate how scarcity drives consumption.

　　

　　Why Did Labubu Suddenly Go Viral?Business Strategy: Pop Mart sustains buzz through thematic collections (e.g., Forest Concert, SpongeBob collaborations) and scarcity tactics (surprise online restocks, offline stockouts).

　　

　　3. Social Currency: Elevating from “Toys” to “Identity Symbols”

　　

　　Community Recognition: Labubu has become the “hard currency” of the collectible toy scene. Owning a hidden variant signifies aesthetic taste and community belonging. On TikTok, #Labubu-tagged videos exceed 1.6 million, while the topic on Xiaohongshu has surpassed 100 million views.

　　

　　UGC Ecosystem: Fans extend the IP’s lifespan through secondary content like customizing figures (handmade modifications), creating memes, and writing fan fiction. For instance, Labubu’s “resigned smile” became a viral meme among youth.

　　

　　Celebrity Effect: Posts by stars like BLACKPINK’s Lisa and Rihanna propelled Labubu beyond subculture circles. Thailand’s Tourism Authority even crowned it “Amazing Thailand Experience Ambassador,” amplifying its social value.

　　

　　4. Localized Adaptation: The “Cultural Hybridization” Strategy for Global IPs

　　

　　Why Did Labubu Suddenly Go Viral?Local Expression: Labubu integrates cultural elements in different countries—wearing Thai attire while cruising the Chao Phraya River in Thailand, transforming into a Merlion spirit in Singapore, and donning a matador’s red cape in Spain.

　　

　　Market Response: The Bangkok-themed store generated over 10 million yuan in revenue on its opening day, with Southeast Asia contributing 47.4% of overseas revenue, proving the effectiveness of the “global IP + localization” strategy.

　　

　　Comparative Case: Unlike Changcao Yantuanzi from Ruotaike, Labubu successfully penetrated overseas markets through deep localization, while the latter failed to gain widespread traction due to cultural mismatch.

　　

　　5. Emotional Economy: Gen Z’s “Spiritual Meal Replacement”

　　

　　Emotional Projection: Labubu’s “cold exterior, warm heart” persona (e.g., sharp teeth symbolizing stubbornness, fluffed fur representing stress) serves as an emotional outlet for young people navigating high-pressure lives. Players express themselves by assigning personalities or narratives to the character.

Data Support: The 2024 Emotional Economy Consumer Insights Report reveals over 40.1% of young people are willing to pay for emotional value. Labubu’s “imperfect” traits resonate with fans who see it as “a reflection of ourselves—battered by life yet still stubbornly resilient.”

　　

　　Case Extension: IPs like the Forbidden City’s “Imperial Guard” cat figurines and Dunhuang’s “Flying Apsaras” skateboards have transcended niche appeal by embodying emotional value.

　　

　　6. Commercial Operations: Pop Mart’s Precision Strategy

　　

　　IP Incubation: Pop Mart tapped Long Jiasheng’s artistic potential, transforming his picture book characters into 3D collectibles sold via blind boxes.

　　

　　Series Development: Continuously launching high-quality new collections (e.g., Daikubo collaborations, dimoo Dreamland) maintains freshness and collectability.

　　

　　Ecosystem Building: Strengthened the “blind box + community + secondary market” closed loop, such as launching the Labuboo blind box mobile game to expand IP reach.

　　

　

　　

　　Why Did Labubu Suddenly Go Viral?Labuboo’s explosive popularity was no accident, but rather the combined effect of differentiated design, celebrity endorsements, emotional marketing, and globalization strategies. Its success reflects contemporary consumer trends shifting from functional needs to emotional value, as well as the rise of Chinese original IPs in global cultural competition.