5 Lessons Brands Can Learn from the Labubu Phenomenon
What a weird little creature can teach you about marketing that converts…
If you haven’t met Labubu, he’s a tiny, wild-haired goblin-thing from the Pop Mart universe that’s taken the internet by storm.
He’s not conventionally cute. He’s not trendy. He’s chaotic, feral, oddly loveable… and completely sold out.
Labubu figurines are fetching thousands on resale sites. TikTok is flooded with unboxings, hunts, and emotional breakdowns over scoring a rare one. It’s plushie mania with the rabid energy of a Supreme drop.
So — what gives? Why are people obsessed with this scrappy little creature?
Let’s break it down.
1. Scarcity Builds Frenzy (If You Do It Right)
Labubu drops are intentionally limited — and that’s the point.
Each collection has “blind box” packaging, so you don’t know which figure you’re getting until you open it. Rare editions? Even harder to find. And Pop Mart keeps inventory tight, which keeps demand high.
Brand takeaway:
You don’t have to mass-produce to make big impact. In fact, scarcity makes your product feel more valuable.
Try limited drops.
Create exclusivity with VIP access.
Make people wait for the good stuff.
Fear of missing out is still one of the most powerful triggers in the game.
2. Emotional Hooks Matter More Than Utility
Let’s be honest — no one needs a Labubu. But people feel deeply connected to it. Why?
Because it’s weird. It’s different. It sparks emotion. Whether it’s nostalgia, chaos, or joy, it feels like something.
Brand takeaway:
Your product doesn’t have to be useful to be unforgettable — it has to make people feel.
Lean into your quirk.
Give your brand a personality that’s more than polished perfection.
Emotional resonance > over-polished value props.
3. Influencer Validation Still Hits — When It’s Organic
Labubu’s popularity exploded when micro-creators and niche influencers began posting about it obsessively — not because they were paid to, but because they were actually obsessed.
The result? Authentic content that fueled the frenzy.
Brand takeaway:
Not all influencer marketing needs a contract.
Tap into niche fandoms, not just big audiences.
Make your brand shareable — from packaging to unboxings to inside jokes.
Let your fans be your influencers.
4. Community > Audience
Labubu stans don’t just collect — they organize. They trade. They host meetups. They create memes and inside jokes. It's fandom meets friendship.
It’s not about Pop Mart anymore — it’s about belonging.
Brand takeaway:
Your brand should create space for people to show up and connect.
Encourage community-generated content.
Celebrate your fans.
Turn customers into characters in your story.
5. Make Room for Storytelling + Play
Every Labubu drop has a storyline, a theme, a little world it lives in.
Whether it's "Monster Fair," “Jungle Fantasy,” or “Sweet Dream Series,” the packaging, names, and design create a narrative experience.
Brand takeaway:
Story > specs. Play > polish.
Let your product exist in a universe.
Build story arcs across your content, launches, and offers.
Invite your audience to play along.
TL;DR?
Labubu isn’t just a toy — he’s a masterclass in brand building.
Scarcity. Emotion. Community. Story. Authenticity.
If a wild little goblin can build a movement, so can you.
Need help turning your brand into a cult obsession (minus the chaos)?
Lottie Social House helps brands find their voice, fuel connection, and build the kind of hype you can’t buy.
Let’s build something weirdly irresistible.
> Fill out the form. We’ll do the rest!