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Forbes
2 days ago
- Business
- Forbes
What Labubu Teaches Businesses About Viral Marketing
Labubu, the quirky plush toy sensation from parent company Pop Mart, is a masterclass in viral marketing. It is truly Labubu mayhem - they sell out quickly, create brawls amongst hopeful collectors, and get resold for thousands of dollars. But how did Pop Mart turn such an obscure, monster-life 'ugly-cute' doll into a sought-after collectible wanted by teens, adults, and celebrities worldwide? While many factors come into play here, three crucial tactics can be learned from this success story: scarcity, storytelling, and social media. The good news is that many businesses can implement these tactics into their own marketing strategy to help reach and engage new customers. Let's break them down. In a world of fast-paced consumerism, trends, and convenience at our fingertips, it's no secret that humans are afraid of FOMO - the fear of missing out. POP Mart taps into this psychological phenomenon by creating limited drops of its Labubu products. You won't find these toys lining retail shelves 365 days a year. These limited runs help to build obsession and urgency to purchase. For Labubu, this results in lines of collectors outside of stores around the world, waiting to get their hands on one of the little creatures. Scarcity is a powerful marketing tactic for businesses. Scarcity creates exclusivity and a sense of belonging to a community. Being one of the few lucky people to get their hands on a Labubu, they belong to an elite group, and they're not missing out on what their friends are enjoying and experiencing. Businesses can incorporate scarcity into their own marketing by creating limited-time offers or product drops, and creating an exclusive community around the brand. We humans love stories, and research has shown that stories may even help us feel more empathy and trust. Kasing Lung, the creator of Labubu, is known for his affinity for storytelling. The character of Labubu first debuted back in 2015 in a series of picture books inspired by Nordic mythology. Lung also utilizes storytelling with his Labubu plush toy creations. Every release has its own unique backstory, which infuses personality into the characters and helps collectors connect and engage with them on a deeper level. Storytelling is essential to effective marketing. Businesses should look beyond just trying to sell their products and focus on building connection, trust, and loyalty to their brand through storytelling techniques, just like Labubu. Last but not least, social media has played a pivotal role in Labubu's viral marketing success. If you're lucky enough to get your hands on a Labubu, it comes in a 'blind box'. You don't know what character you have until you open it up. Because of this, Pop Mart encourages collectors to share their unboxings on social media. The unboxing of these Labubu dolls has become an event that must be captured and shared with friends and family, resulting in countless pieces of user-generated content for Labubu across social media, particularly on TikTok. This brings us back to our storytelling tactic - the unboxing event satisfies a narrative arc, starting with mystery, excitement, the big reveal, and, finally, joy at their discovery of which Labubu they've received. It's an emotional experience that draws people in and leaves collectors wanting more. So how can you translate this to your own business? While your products may not be in a blind box, consider how to create an experience for your customers that makes capturing and sharing it on social media irresistible. How can you encourage your customers to produce authentic, user-generated content that you can repurpose and share on your own channels? While Labubu has reached viral heights that many can only dream of, its marketing masterclass teaches powerful lessons that businesses of any size can tap into to connect with their customers.
The Independent
3 days ago
- Business
- The Independent
Labubu is the this year's big trend – but its origin might surprise you
Labubu, a plush toy from China 's Pop Mart, has gained social media popularity after being around for a decade, with sales boosted when celebrities like Rihanna and Lisa of Blackpink were seen with the toy. Designed by artist and illustrator Kasing Lung, the Labubu character, known for its pointed ears and teeth, initially appeared in three picture books inspired by Nordic mythology in 2015. In 2019, Lung partnered with Pop Mart, a company catering to toy enthusiasts and influencers, to market Labubu figurines. However, it was not until Pop Mart began selling Labubu plush toys on key rings in 2023 that the distinctive character gained widespread recognition. Labubu's appeal lies in its blend of play and fashion, its blind box sales model, and a wide price range (20−20−300), attracting both toy aficionados and adult collectors. Pop Mart's revenue more than doubled in 2024 to $1.81 billion, with plush toy revenue soaring over 1,200%, accounting for nearly 22% of overall revenue, driven by the Labubu craze.
CTV News
23-05-2025
- Entertainment
- CTV News
Sales of viral plush toy Labubu halted in U.K. stores after reports of brawls
Labubu toys at a Pop Mart pop-up store in Siam Center shopping mall in Bangkok, seen on May 6, 2025. (Lillian Suwanrumpha/AFP/Getty Images via CNN Newsource) Labubu, a palm-sized plush toy with sharp teeth and a cult following, has become a toy too popular to sell. After chaotic scenes of queueing, crowd surges and reported fights, distributor Pop Mart has suspended all in-store sales of the collectible across the United Kingdom. 'Due to the increasing demand for our beloved Labubus, we've seen a significant rise in customer turnout on restock days — with long queues forming outside our stores and Roboshops (self-service stores),' the Chinese-based toy company wrote in an Instagram post Tuesday. 'To ensure the safety and comfort of everyone, we will temporarily pause all in-store and roboshop sales of THE MONSTERS plush toys until further notice.' Online sales, however, will continue as usual, it added. Labubu is the brainchild of Hong Kong-born illustrator Kasing Lung, and it has quietly built a loyal following since its 2015 debut. But in recent months, the bunny-bodied, elf-faced creature — equal parts grotesque and adorable — has soared in popularity. Stars including Rihanna, Dua Lipa, and Lisa from Blackpink have worn the toys like charms, and they were were even spotted at Paris Fashion Week this year. The effect is evident in the numbers, as Pop Mart is enjoying meteoric growth both at home in China and overseas. In 2024, Pop Mart's revenue outside China skyrocketed 375.2% to 5.07 billion yuan (US$700 million). Labubus alone generated 3 billion yuan (US$420 million) of the company's 13.04 billion yuan (US$1.8 billion) total revenue last year. Across TikTok, content featuring Labubus ranges from euphoric unboxings to clips of brawls outside stores. The hashtag 'Labubu' now carries more than 1.4 million posts, and on resale platforms such as StockX the plushies are fetching hundreds of dollars, compared with a standard retail price of up to $85. For some, the frenzy has tipped into absurdity. 'Don't risk your life for a Labubu,' read the caption on one TikTok video from Victoria Calvert. The video — now viewed more than 100,000 times — captured the escalating chaos at a Pop Mart location in London. 'There's people in balaclavas running to the front,' she said in the video, warning others to stay away. Calvert told CNN that she 'left pretty quickly' when people 'started to shout names to each other and fight.' 'That's when I realized it was a dangerous situation,' she added. While some describe such scenes of chaos with a hint of disbelief, others see an upside for Pop Mart in the mayhem. Sarah Johnson, founder and director of U.K.-based retail consultancy Flourish Retail, told CNN the suspension of in-store sales may be about more than just crowd control. 'Pop Mart pulling Labubus from U.K. stores seems like a precautionary move to de-escalate the in-store frenzy and protect both their brand and customers,' she told CNN. 'At the same time, this kind of decision keeps the product in the spotlight and adds to the sense of scarcity, which only drives further interest and attention online.' And nowhere is that more visible than on TikTok, Johnson added, where 'a single video showing a long queue, an unboxing or someone finding a 'rare' item can go viral in minutes and suddenly everyone wants it.' In today's market, she said, 'TikTok has essentially become the new high street window — except it's open 24/7 and has global reach.' A contestant from the ITV reality show 'Love Island' revealed Tuesday that she had ended up 'in a fight' with a woman in a shop over the sought-after plushies. Mal Nicol said she had queued up at a London branch of Pop Mart to bag a Labubu for her 11-year-old cousin's birthday. But Nicol, who has two of the toys herself, was left enraged by a customer nearby. 'This b*tch, she bought five, she bought five. It's actually ridiculous,' Nicol said on TikTok. 'Did I really just get in a fight with someone at Pop Mart? Yes, I did. Yes, I did,' she said.
CNN
23-05-2025
- Entertainment
- CNN
Sales of viral plush toy Labubu halted in UK stores after reports of brawls
Labubu, a palm-sized plush toy with sharp teeth and a cult following, has become a toy too popular to sell. After chaotic scenes of queueing, crowd surges and reported fights, distributor Pop Mart has suspended all in-store sales of the collectible across the United Kingdom. 'Due to the increasing demand for our beloved Labubus, we've seen a significant rise in customer turnout on restock days — with long queues forming outside our stores and Roboshops (self-service stores),' the Chinese-based toy company wrote in an Instagram post Tuesday. 'To ensure the safety and comfort of everyone, we will temporarily pause all in-store and roboshop sales of THE MONSTERS plush toys until further notice.' Online sales, however, will continue as usual, it added. Labubu is the brainchild of Hong Kong-born illustrator Kasing Lung, and it has quietly built a loyal following since its 2015 debut. But in recent months, the bunny-bodied, elf-faced creature — equal parts grotesque and adorable — has soared in popularity. Stars including Rihanna, Dua Lipa, and Lisa from Blackpink have worn the toys like charms, and they were were even spotted at Paris Fashion Week this year. The effect is evident in the numbers, as Pop Mart is enjoying meteoric growth both at home in China and overseas. In 2024, Pop Mart's revenue outside China skyrocketed 375.2% to 5.07 billion yuan ($700 million). Labubus alone generated 3 billion yuan ($420 million) of the company's 13.04 billion yuan ($1.8 billion) total revenue last year. Across TikTok, content featuring Labubus ranges from euphoric unboxings to clips of brawls outside stores. The hashtag 'Labubu' now carries more than 1.4 million posts, and on resale platforms such as StockX the plushies are fetching hundreds of dollars, compared with a standard retail price of up to $85. For some, the frenzy has tipped into absurdity. 'Don't risk your life for a Labubu,' read the caption on one TikTok video from Victoria Calvert. The video — now viewed more than 100,000 times — captured the escalating chaos at a Pop Mart location in London. 'There's people in balaclavas running to the front,' she said in the video, warning others to stay away. Calvert told CNN that she 'left pretty quickly' when people 'started to shout names to each other and fight.' 'That's when I realized it was a dangerous situation,' she added. While some describe such scenes of chaos with a hint of disbelief, others see an upside for Pop Mart in the mayhem. Sarah Johnson, founder and director of UK-based retail consultancy Flourish Retail, told CNN the suspension of in-store sales may be about more than just crowd control. 'Pop Mart pulling Labubus from UK stores seems like a precautionary move to de-escalate the in-store frenzy and protect both their brand and customers,' she told CNN. 'At the same time, this kind of decision keeps the product in the spotlight and adds to the sense of scarcity, which only drives further interest and attention online.' And nowhere is that more visible than on TikTok, Johnson added, where 'a single video showing a long queue, an unboxing or someone finding a 'rare' item can go viral in minutes and suddenly everyone wants it.' In today's market, she said, 'TikTok has essentially become the new high street window — except it's open 24/7 and has global reach.' A contestant from the ITV reality show 'Love Island' revealed Tuesday that she had ended up 'in a fight' with a woman in a shop over the sought-after plushies. Mal Nicol said she had queued up at a London branch of Pop Mart to bag a Labubu for her 11-year-old cousin's birthday. But Nicol, who has two of the toys herself, was left enraged by a customer nearby. 'This b*tch, she bought five, she bought five. It's actually ridiculous,' Nicol said on TikTok. 'Did I really just get in a fight with someone at Pop Mart? Yes, I did. Yes, I did,' she said. CNN's Ramishah Maruf contributed to this report.
Al Bawaba
23-05-2025
- Entertainment
- Al Bawaba
What is behind the Labubu obsession in the Middle East?
Published May 23rd, 2025 - 11:28 GMT ALBAWABA – Labubu, a brand of plush toy elves created by Hong Kong designer Kasing Lung and sold exclusively through Pop Mart, has recently surged in popularity. It has become so sought-after that it is nearly sold out in multiple stores across the United Arab Emirates (UAE), the Middle East, and even globally. Also Read Matcha's rise: from niche trend to $3.2B market Labubu recebt obsession Celebrities in the United Arab Emirates (UAE) and across the Middle East recently sparked the Labubu craze. The toy went viral in a tremendous way over the past few weeks, with many stores selling out completely and others seeing lines of people waiting outside to get their hands on are using Labubu dolls as charms for their bags, and many are even buying clothes and accessories for the little cheeky, creepy, laughing figures. Labubu was first created in 2019 by Kasing Lung, a Hong Kong-based artist, and is produced by Pop Mart. The toys are part of a series called The Monsters. They are often sold in blind boxes and feature elf-like creatures with pointy ears, mischievous grins, and distinctive jagged teeth. Prices vary, starting from AED 79 to AED 300 per doll, with a set of six blind boxes priced at AED 1,250. (Shutterstock) Over the past few weeks, Labubu has become increasingly familiar thanks to its unique design, the buzz created by celebrities and influencers, and the excitement of the blind box concept that adds an element of surprise for the famous influencers who have shown an obsession with Labubu globally are Rihanna, Huda Kattan, and Paris Hilton. Additionally, the #Labubu hashtag has gone viral across multiple social media platforms. In Dubai specifically, fans are purchasing Labubu dolls through Pop Mart's official website and Amazon. Physical stores like The Little Things, the Pop Mart store, and Mad Kicks also carry them. Prices vary, starting from AED 79 to AED 300 per doll, with a set of six blind boxes priced at AED 1,250. Also Read Dubai chocolate trend causes global pistachio shortage © 2000 - 2025 Al Bawaba (
