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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
November 27, 2025 3:26 PM
Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.
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From AI love affairs to cosmic survival, 2026 has it all.
Updated
December 23, 2025 1:21 PM
A man in a space suit looking upon a ringed marble. PHOTO: UNSPLASH
Grab your popcorn—the 2026 sci-fi movie slate is stacked. We’re getting everything from post-apocalyptic survival films to AI thrillers, plus a big-space adventure and a fresh DC superhero story. Some films launch new worlds, others expand familiar ones, but all of them aim to leave an impression, but all of them look like the kind of movies you’ll want to talk about after the credits.
Here are five upcoming sci-fi movies to mark on your calendar.
Release Date: January 9, 2026
Director: Kate Dolan
Stars: Lily Sullivan, David Rysdahl and Claudia Doumit
If you like your sci-fi with a creepy edge, Soulm8te is very much in that lane. A spin-off from the M3GAN universe, the film follows a man grieving the loss of his wife who turns to an AI android to ease the pain. At first, it seems to help. The connection feels real, even comforting. But before long, it becomes a little too real and slips into something far more dangerous. What makes Soulm8te unsettling is how close it feels to the present. AI companions are no longer science fiction, and the film plays with that reality in a way that feels intimate rather than futuristic. Directed by Kate Dolan, the story stays on quiet unease instead of spectacle, allowing tension to build as affection turns possessive and attachment becomes dangerous. The film is produced by Allison Williams and James Wan, both closely involved in the hit horror franchise M3GAN, and their experience with technology-driven horror is clearly felt here. Fans of grounded, psychological sci-fi should keep this one on their radar.
Release Date: January 9, 2026
Director: Ric Roman Waugh
Stars: Gerard Butler, Morena Baccarin, Amber Rose Revah, Sophie Thompson, Trond Fausa Aurvåg
Back in 2020, Greenland introduced audiences to John Garrity (Gerard Butler), a father racing against time to save his family as comet fragments threatened to wipe out life on Earth. The film ended with survivors heading into bunkers deep in Greenland, hanging on to the last thin thread of hope. This sequel follows the Garrity family as they leave the safety of underground shelters and face a world that no longer resembles home. The setting moves across a battered Europe, where every decision carries weight and every journey feels uncertain. Rather than repeating the ticking-clock chaos of the original, Migration leans into endurance, exhaustion and the question of whether rebuilding is even possible. It’s a post-apocalyptic movie about movement, loss and the cost of starting over.
Release Date: March 20, 2026
Director: Phil Lord & Chris Miller
Stars: Ryan Gosling, Milana Vayntrub, Sandra Hüller
Based on Andy Weir’s best-selling novel, Project Hail Mary is shaping up to be one of the most talked-about space survival films of 2026. Ryan Gosling stars as Ryland Grace, an unlikely astronaut whose journey into space begins with confusion rather than heroics. Grace, a former junior high science teacher, wakes up alone on a spacecraft, cut off from Earth and missing key memories about how he got there. As pieces slowly fall into place, so does the scale of the problem he’s been sent to solve. The film blends real science with high-stakes isolation, balancing quiet moments with the pressure of a mission that affects the entire planet. Directed by Phil Lord and Chris Miller, Project Hail Mary promises tension, curiosity and a heavy dose of human vulnerability set against the vastness of space.
Release Date: March 27, 2026
Director: Ridley Scott
Stars: Jacob Elordi, Josh Brolin
The Dog Stars strips the apocalypse down to its bare essentials. Based on Peter Heller’s novel of the same name, the film features a screenplay by Mark L. Smith and Christopher Wilkinson, known for The Revenant and Ali. The setup of The Dog Stars is simple and bleak: a virus has erased most of humanity. What’s left is silence, abandoned airfields and roaming scavengers known as the “Reapers” who prey on the few survivors left behind.
Jacob Elordi plays Hig, a pilot living in isolation with his dog and a heavily armed companion. His days follow a strict routine, broken only by short flights in his aging Cessna. That fragile balance shatters when a distant radio signal breaks through the quiet. It’s the first real sign of life he has heard in years, and it draws him toward a journey that could change everything. Directed by Ridley Scott, the film focuses less on large-scale destruction and more on loneliness, hope and the risk of reaching out in a broken world. The result is a post-apocalyptic thriller that feels intimate, reflective and quietly tense.
Release Date: June 26, 2026
Director: Craig Gillespie
Stars: Milly Alcock, Jason Momoa, Matthias Schoenaerts
Supergirl: Woman of Tomorrow offers a very different take on the DC universe. This is a cosmic sci-fi story first, superhero film second. Kara Zor-El is older, tougher and shaped by memories of a world she lost. Unlike her cousin Superman, she remembers the destruction of Krypton clearly, and that history weighs heavily on her. The film follows Kara as she crosses paths with a young alien seeking justice, pulling her into a dangerous journey across distant worlds. Rather than focusing on Earth-saving spectacle, the story explores identity, grief and what heroism looks like far from home. With Milly Alcock stepping into the role, Supergirl 2026 aims to expand DC’s sci-fi side while giving the character emotional depth rarely seen on screen.
One reason science fiction movies stick with us is that they ask big questions in a way that feels personal. What happens when tech starts filling emotional gaps? What does survival look like when the world doesn’t bounce back? And how far would you go to save everyone you’ve ever known? If you’re looking for 2026 sci-fi movies that range from gritty to hopeful to unsettling, this lineup has you covered.