Fashion trends come and go, but some obsessions sneak up on us and never really let go. Enter: Labubu. A slightly spooky, sharp-toothed plush creature that’s somehow ended up on the arms of Rihanna, in the clutches of K-pop royalty Lisa from BLACKPINK, and across millions of TikTok feeds. But this isn't just another fad. Labubu has become a full-blown cultural phenomenon, and its rise offers marketers a masterclass in how to build hype, loyalty, and love.
So, what exactly is the Labubu effect? And why does it feel like everyone you know has one (or desperately wants one)?
The Psychology of Surprise & Scarcity
At the heart of Labubu’s appeal is psychology. These toys tick off several cognitive boxes that fuel consumer desire. First: the surprise. Sold in “blind boxes”, Labubus tap into the psychological principle of variable reward - the same mechanism that keeps us addicted to slot machines and Instagram likes. You don’t know which one you’ll get until you rip it open. That moment of anticipation? Gold dust for our brains.
Now combine that with scarcity marketing. Limited-edition Labubus and seasonal drops fuel FOMO. When supply is low, perceived value skyrockets. It’s basic behavioural economics, but boy does it work. Add in resale culture and collectors dropping serious cash for ultra-rare versions, and you’ve got a recipe for obsession.
Cute Chaos = Emotional Connection
The visual design of Labubu is another genius move. With its pointy ears, serrated grin and strangely sweet eyes, it toes the line between cute and creepy. This emotional contradiction makes it memorable. It’s comforting chaos, a tangible throwback to childhood, served with a wink of adult irony. In a hyper-digital world, that sense of nostalgic playfulness feels refreshing. It’s weirdly comforting, and incredibly shareable.
Then there’s the story. According to creators Pop Mart, Labubu is mischievous but kind-hearted, always trying to help but somehow making things worse. Honestly? Relatable. The brand has humanised a plush toy to the point where people project feelings, personalities, even aspirations onto it. That’s not just branding, it’s storytelling with soul.
From Street Style to TikTok Virality
Labubu’s mainstream moment didn’t happen in isolation. When Rihanna and Lisa casually clipped one to their designer bags, Labubu became fashion’s most unexpected ‘it’ accessory. That kind of endorsement doesn’t just increase visibility, it legitimises the obsession. It becomes aspirational.
UK social media icons have jumped on the trend, fueling this obsession across the globe. We can’t help but watch when the likes of Olivia Attwood-Dack and Cinzia Baylis-Zullo drop their latest unboxings to add to their collections.
TikTok unboxings, emotional reactions, collection reveals…each post feeding the algorithm, and in turn, the fandom. It’s the perfect storm: a product built for surprise, shared on platforms that reward it.
What Marketers Can Take Away
The Labubu effect isn’t just about a cute toy, it’s a blueprint. Create emotional resonance. Tap into nostalgia. Design surprise. Fuel scarcity. Tell a story. Make it human. Then, let the community take over.
This is a masterclass in how well Pop Mart knows its audience. Every element, from the blind box thrill, to the nostalgic aesthetic, to the influencer placements, feels like it’s been engineered with their buyer persona in mind. They’ve tapped into what makes their audience tick: surprise, sentimentality, scarcity, and social proof.
If you want to build a brand that resonates this deeply, you’ve got to get under the skin of your own customers. That’s where our Buyer Persona Toolkit comes in. It’s designed to help you uncover the emotional drivers, behaviours and values of your audience, so you can create campaigns, products and experiences that actually stick.
Because when you understand your customers as well as Pop Mart understands theirs? That’s when the magic really happens.
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