How a weird little toy became a $1.8B marketing masterclass
You’ve probably seen it by now: the slightly unsettling, oddly adorable plush figure with huge eyes and a toothy grin. Maybe you saw it getting unboxed by a squealing creator on TikTok. Maybe it was hanging off the designer bag of your favorite celebrity. Or maybe you scrolled past one of the 1.3 million videos tagged #labubu and thought, “Wait, what is this thing?”
At first glance, Labubu looks like the kind of toy you’d give to your pet to chew. But then you see it again. And again. Suddenly, it’s everywhere. Celebrities have them. Creators are filming skits, unboxings, and dressing theirs up to take to the mall. Curiosity kicks in. You start searching where to get one and find out that the one you want sold out in five minutes. Now you’re surfing resale sites, watching prices climb. And somehow, a $12 toy has turned into a $300 obsession.
So how did this plush goblin turn into a billion-dollar brand? Let’s break down the mechanics and how Pop Mart used a system of touchpoints, triggers, and tactics to propel Labubu’s rise to cult status.
The Journey: From “What is this?” to “I need one.”
Originally released in 2015 by artist Kasing Lung, Labubu started as a niche trend in small art toy circles. It wasn’t until after 2019 that Pop Mart started laying the groundwork for international success. The real explosion hit in April 2024 when BLACKPINK’s Lisa posted an Instagram Story of her Labubu from the Monsters’ Fall in Wild series. That clip alone drove a 30% spike in Pop Mart’s Southeast Asia sales that week. This, compounded by subsequent waves of influencer content and limited edition drops, contributed to the ultra-viral Labubu craze on TikTok.
Let’s break down the Labubu digital funnel:
- Top of Funnel: You see a Labubu video. A celebrity’s wearing one. Someone’s screaming over an unboxing. You think it’s weird, but it's memorable for its weirdness.
- Mid-Funnel Curiosity: You start seeing it more. Now you're intrigued. Maybe you even start to want one just to see what all the fuss is about.
- Bottom Funnel Conversion: You try to buy one from Pop Mart but the drop sells out in minutes. Now you’re invested. Videos start popping up on your For You Page showing creators giving tips on how to place a Labubu in your cart before they sell out. You search resale sites. You start following Pop Mart’s release calendar. You’re engaged and ready to convert.
How Pop Mart Engineered Obsession
1. Scarcity Marketing That Feels Like a Game
Labubu drops are limited. You never know when the next one will sell out, and that drives urgency like nothing else. The thrill is real. This isn’t “buy before midnight.” This is “get in line now or pay triple on StockX.”
The resale market backs it up: ultra-rare Labubus have sold for as much as $170,000 at auction. When scarcity meets status, obsession follows.
In your next campaign? Think about how to add that same scarcity mechanic in an interactive ad. Limited-time rewards. Countdown unlocks. Exclusive creatives that disappear. If you can turn attention into action fast, you're playing the Labubu game.
2. The Blind Box as Interactive Format
Pop Mart’s “blind box” model means you buy a Labubu without knowing which one you’ll get. That surprise has become the hook of the product.
Even online, the mystery is interactive. On Pop Mart’s app, users can virtually “shake” their box or tap to reveal what they got. It’s tactile, suspenseful, and drives anticipation before the product even arrives.
For advertisers, this is a masterclass in interactive design. How can your ad feel like an unboxing? Could your playable ad have a surprise element? A randomized reward? Something that invites the user to participate, not just watch?
3. UGC That Feeds the Algorithm
Much of Labubu’s viral content has not been posted or sponsored by Pop Mart. In fact, most of it has been produced by the people. Fans film spa days for their Labubu. They dress them up. They make skits, stop-motion shorts, and memes. All Pop Mart had to do was give them a memorable product and enough scarcity to give them a reason to share.
Interactive ads can do the same. When brands build ads that encourage personalization, they create content loops that generate their own reach. Whether it’s customizing an avatar, unlocking a collectible, or spinning a branded roulette, use interactivity to fuel shareability.
4. Influencer Activation That Feels Organic
It started with Lisa from BLACKPINK. Then Rihanna. Then TikTok creators with millions of followers. Suddenly, Labubu wasn’t just a toy, it was a flex.
The key? None of this content felt #sponsored, but instead, like a shared obsession of the digital masses.
What can marketers learn from this? When working with influencers, consider turning your campaign into a game. Challenge them to “shake the box” live. Let them try to “win” the rare variant. The more fun they have, the more fun their audience has and the more interactive your brand becomes, without ever needing a traditional CTA.
(PHOTO: @lalalalisa_m's Instagram)
5. The Labubu Song and the Power of Audio Loops
Yes, there’s a Labubu song. People use it in edits, unboxings, and dances. It’s catchy, kind of annoying, and iconic. It also turns every UGC post into a branded sound bite.
What can we learn? Don’t underestimate audio in interactive ads. Whether it’s a sound cue, musical reward, or branded jingle, audio is part of how memory works. People don’t just see a Labubu, they hear it. This can enhance recall and emotional engagement.
6. Micro-Moments Become Macro-Culture
Labubu’s rise wasn’t about one big launch. It was hundreds of tiny moments that added up.
Every unboxing. Every reaction video. Every time someone said “I don’t even know why I love this, but I do.”
That confusion and curiosity is powerful. Pop Mart leaned into the “this makes no sense but I can’t stop watching” effect. That’s a strategy that invites engagement, conversation, and participation.
What would it look like for your brand to build curiosity loops into your ads? Teasers. Glitches. Tap-to-reveal. Copy that admits “this is weird… but just try it.” A little weirdness can be disarming, and enticing.
The Takeaway: Turn Attention Into Interaction
Labubu isn’t just a viral toy, it’s proof that when digital experiences feel like play, people show up. Not only that, they spend money and stick around. According to Electro IQ:
- Pop Mart’s 2024 revenue more than doubled to USD 1.8 billion, driven by plush toys and Labubu’s viral surge.
- Labubu figurine sales reached USD 956 million by mid-2025. Plush toys brought in another USD 390 million.
- Labubu content dominates digital: over 1.3 million videos on TikTok, with creators filming skits, styling outfits, and staging dramatic reveals.
- The “Monsters” series (featuring Labubu) now accounts for 23–25% of Pop Mart’s total revenue.
So what’s the lesson? Scarcity creates stakes and interactivity creates stickiness. And when you pair the two, you can drive attention and even obsession.
Whether you’re launching a new product or refreshing your ad strategy, think about how to build in that sense of a chase to your growth strategy. Give users a reason to tap, to try, to come back. If you can make your audience feel like they’re part of a game, you won’t have to ask them to engage. They’ll do it on their own.
Ready to build something your customers can’t stop thinking about?