Labubu, a whimsical character with pointy ears, sharp teeth, and a mischievous grin, has become a cultural phenomenon in China and beyond. Created in 2015 by Hong Kong artist Kasing Lung, Labubu draws inspiration from European fairy tales and has captured the hearts of collectors and enthusiasts worldwide.
The Rise of Labubu Mania in China
Labubu’s popularity surged in 2024, notably after BLACKPINK’s Lisa featured the character on her Instagram Story, amplifying its appeal among fans and collectors.
This endorsement propelled Labubu into mainstream consciousness, leading to a significant increase in demand.
The character is a flagship figure for POP MART, a leading designer toy company in China. POP MART’s “The Monsters” series, which includes Labubu, generated approximately $87 million in sales in the first half of 2024.
The company’s strategy of releasing limited-edition figures has created a sense of urgency and exclusivity, with new releases often selling out within minutes.
Community and Cultural Impact
Labubu has fostered a vibrant community of enthusiasts who connect through social media platforms and fan events. Collectors share their latest acquisitions, display creative photography, and engage in discussions about upcoming releases. This active community has been instrumental in sustaining the character’s popularity and creating a shared cultural experience.
The character’s appeal extends beyond traditional toy collectors; it resonates with adults seeking comfort and nostalgia. In a fast-paced society, Labubu offers a whimsical escape, serving as a tangible reminder of simpler times. This emotional connection has broadened its fan base, making it a staple in both personal collections and as thoughtful gifts.
Marketing Strategies and Brand Engagement
Brands looking to capitalize on the Labubu trend in China can consider the following strategies:
- Collaborations: Partnering with POP MART to create co-branded Labubu merchandise can tap into the existing fan base and generate buzz.
- Limited-Edition Releases: Emulating the scarcity model by offering exclusive, time-limited products can drive urgency and demand.
- Community Engagement: Actively participating in fan communities, hosting events, and encouraging user-generated content can strengthen brand loyalty and visibility.
- Social Media Presence: Utilizing platforms like Weibo, WeChat, and Douyin (TikTok) to share engaging content and updates keeps the audience informed and connected.
By embracing these approaches, brands can authentically integrate into the Labubu phenomenon and resonate with Chinese consumers.
For more information and updates on Labubu, fans can follow the official Red account:
In summary, Labubu’s rise in China exemplifies the power of unique character design, strategic marketing, and community engagement in building a cultural icon. Brands aiming to enter this space should focus on authenticity, exclusivity, and active participation in the fan community to successfully connect with consumers.
How to Sell in China: Lessons from Labubu’s Success Story
Labubu, the mischievous designer toy from POP MART, has become a cultural phenomenon in China. But its rise isn’t just about a cute character—it’s a masterclass in marketing, branding, and consumer engagement. If you want to sell in China successfully, take notes from Labubu’s playbook.
🔥 5 Key Lessons from Labubu’s Success in China
1️⃣ Limited Editions & Scarcity Drive Demand
Labubu isn’t mass-produced—it’s released in waves, with limited stock. Fans rush to buy, knowing they might never get another chance.
✅ FOMO (Fear of Missing Out) creates urgency—every release is an event.
✅ Blind boxes (where customers don’t know what they’re getting) increase excitement.
✅ Exclusive drops & collaborations keep engagement high.
💡 How to Apply It:
- Offer limited-time or region-exclusive products.
- Create “mystery box” bundles for online promotions.
- Use VIP access & waiting lists to make customers feel special.
2️⃣ Build a Strong Collectors’ Community
Labubu has hardcore fans who treat collecting as an obsession. POP MART fuels the hype with community-building tactics.
✅ User-generated content (UGC) is everywhere—fans post unboxing videos & collection photos.
✅ Weibo, Douyin & RED (Xiaohongshu) communities keep engagement high.
✅ Offline pop-up events & expos strengthen loyalty.
💡 How to Apply It:
- Encourage UGC—run contests & repost fan content.
- Host pop-ups & offline events to deepen engagement.
- Create VIP groups where loyal customers get early access to new releases.
3️⃣ Master Chinese Social Media & Short Video
Labubu didn’t go mainstream through traditional ads—it exploded on Douyin (TikTok China), Weibo, and RED.
✅ Influencers (KOLs) & micro-influencers (KOCs) drive awareness.
✅ Short video storytelling makes products go viral.
✅ Livestreaming boosts sales & emotional engagement.
💡 How to Apply It:
- Invest in Douyin ads with engaging, fun, and emotional short videos.
- Work with KOLs & KOCs—authentic, niche influencers convert better than celebrities.
- Use WeChat & RED (Xiaohongshu) for deeper brand storytelling.
4️⃣ Emotional Connection & Storytelling Sell More Than Products
Labubu isn’t just a toy—it’s a character with a personality and a story. Fans feel emotionally attached to it.
✅ The brand story is rich & constantly evolving.
✅ Chinese consumers love nostalgia & fantasy—Labubu taps into childhood wonder.
✅ POP MART integrates storytelling into every product launch.
💡 How to Apply It:
- Tell a strong brand story—don’t just sell a product, sell a lifestyle.
- Use animations, comics, or digital storytelling to bring your product to life.
- Make products part of a bigger universe—think beyond just one-off sales.
5️⃣ Leverage the Power of Co-Branding & Collaborations
With Luckin
Labubu stays fresh by partnering with brands across fashion, beauty, and lifestyle.
✅ Cross-industry collaborations—Labubu x fashion brands, food brands, and tech.
✅ Limited-edition co-branded collections increase desirability.
✅ Strategic brand alignments introduce Labubu to new audiences.
💡 How to Apply It:
- Find local partners in China to co-brand exclusive editions.
- Use pop culture trends to create viral limited-edition products.
- Work with local designers or artists to localize appeal.
🚀 How to Market Your Brand in China (Inspired by Labubu)
✅ 1️⃣ Master Chinese Social Media Marketing
- Douyin (for short videos & virality)
- RED/Xiaohongshu (for lifestyle branding & community engagement)
- WeChat (for private traffic & customer loyalty)
- Weibo (for large-scale brand awareness)
✅ 2️⃣ Leverage Livestream Shopping
- Use KOL-hosted livestreams to build credibility & urgency.
- Host interactive Q&A sessions to drive engagement & sales.
- Offer exclusive discounts & product drops during streams.
✅ 3️⃣ Build a Collectors’ or VIP Community
- Create an exclusive WeChat group for loyal customers.
- Offer early access or VIP perks to repeat buyers.
- Encourage customers to share their experiences on social media.
✅ 4️⃣ Use Scarcity & FOMO to Increase Demand
- Limited-time drops & seasonal releases keep customers engaged.
- Surprise “mystery box” sales boost excitement.
- Encourage customers to act fast with countdown timers & waitlists.
✅ 5️⃣ Don’t Sell a Product—Sell an Experience
- Use storytelling in marketing campaigns.
- Tie your brand to Chinese culture & values.
- Make customers feel like they are part of an exclusive movement.
🔥 Final Thought: Labubu is a Business Blueprint, Not Just a Toy
Labubu isn’t just a cute character—it’s a case study in brand storytelling, social media mastery, and FOMO-driven marketing.
If you want to sell in China, stop thinking like a seller. Think like a storyteller, community builder, and trend creator.
🚀 The brands that understand this will dominate. Are you ready?