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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador.
Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
September 15, 2025 2:50 PM
Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador.
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.
Header image from Adobe Stock
Keep Reading
Can innovation truly deliver affordable housing to those who need it most?
Updated
August 29, 2025 4:18 PM
Close up of a 3D printer nozzle pouring concrete.
The affordable housing crisis has become one of the most pressing challenges of our time. Across the globe, millions of people are struggling to secure a roof over their heads. In cities like San Francisco, housing prices are so high that even middle-income families find themselves shut out of the market.
The root of this crisis lies in a persistent imbalance: the supply of housing has failed to keep pace with growing demand. Factors such as high construction costs, bureaucratic hurdles, and limited available land in urban areas have made it increasingly difficult to build enough homes quickly and affordably. The result is a market where housing remains inaccessible to millions, even as the need becomes more urgent.
Technology is now stepping in to address these challenges in ways that were unimaginable just a decade ago. From streamlining construction processes to introducing new financing models and data-driven tools, tech innovations are rethinking how homes are built, financed, and accessed. But while these advancements offer hope, they also raise important questions: can they truly address the root causes of the housing crisis, or are they simply patching up a fractured system?
The housing crisis begins with supply shortage: we simply aren’t building enough homes. Traditional construction methods are expensive, slow, and reliant on labor that is increasingly hard to find. This is where technology is making its most significant impact. Startups likeICON and Veev are leading the charge, using cutting-edge solutions to make housing more efficient and affordable.
ICON, for instance, uses 3D printing to build homes faster and at a lower cost. By printing the structure of a house directly on-site, ICON reduces waste, labor requirements, and construction time. Entire neighborhoods of 3D-printed homes are already being built, showcasing how this technology can scale.
Veev, on the other hand, focuses on prefabricated construction. By manufacturing high-quality components like walls and steel frames in a controlled factory environment, Veev eliminates inefficiencies associated with on-site building. These components are then assembled on location, drastically reducing construction time and costs. This approach mirrors the principles of mass production seen in industries like automotive manufacturing, where efficiency and scalability are key.
While building more homes is essential, access to housing often depend son financing. For many people, especially those with low or irregular incomes, the traditional mortgage system presents insurmountable barriers. Fintech innovations are stepping in to make housing financing more inclusive and flexible.
Access to affordable housing often hinges on financing, and innovative financial technology (fintech) solutions are beginning to change the landscape. Some platforms are offering new ways for individuals to transition from renting to owning, while others are introducing shared equity models that reduce the traditional barriers of large down payments and strict credit requirements. For example, companies like Point use shared-equity financing, where homeowners receive funds in exchange for a percentage of their home’s future value instead of taking on traditional debt. Meanwhile, startups are building tools that automate and simplify and revolutionizing the mortgage process, making it easier for underserved populations to access loans tailored to their needs.
Blockchain technology is also changing the game. By digitizing land titles and creating secure records of financial transactions, blockchain reduces the complexity and difficulty of accessing credit, especially for those with limited traditional credit. This is particularly impactful in regions where informal economies dominate and traditional proof of income is scarce. These tools create a pathway to homeownership for individuals who would otherwise be excluded from the system.
Beyond building and financing, technology is transforming how we understand and address housing needs. Artificial intelligence (AI) is revolutionizing risk assessment in the mortgage industry by analyzing a broader range of financial behaviors, such as rent and utility payments, to provide a more inclusive picture of creditworthiness.
At the same time, AI and big data are helping policymakers and developers make smarter decisions about where and how to build. By analyzing population trends, commuting patterns, and infrastructure needs, these tools ensure that new housing developments are built in the right places, reducing wasteful construction and improving urban planning.
For example, startups are using 3D scanning and machine learning to map informal settlements and identify buildings at risk of collapse. These insights not only improve safety but also guide investment toward areas where housing is most desperately needed.
The housing crisis is one of the most complex challenges of our time, and technology alone cannot solve it. But it can provide powerful tools to address specific pain points, from streamlining construction to expanding access to financing. Startups like ICON, Veev, and Landis are proving that innovation can lower costs, improve efficiency, and make housing more inclusive.
However, the ultimate solution lies in a combination of technology, policy reform, and community engagement. Governments must work alongside tech innovators to create urban environments that prioritize affordability, sustainability, and accessibility.
The future of housing isn’t just about building more homes; it’s about building smarter, greener, and fairer cities where everyone has a place to call home. By integrating cutting-edge technologies with forward-thinking policies, we can move closer to a world where affordable housing is not an aspiration but a reality.
The question is no longer whether technology can solve the housing crisis—it’s how we will use it wisely to create lasting change.
Header image from ICON