Born in 2015 from the imagination of Hong Kong artist Kasing Lung, Labubu was initially just an illustrated character, inspired by Nordic folklore and its aesthetics of bizarre, fairy-tale creatures. With its pointed ears and sharp teeth, it embodied the “ugly-cute” formula, able to generate both repulsion and affection at the same time. In 2019 came the turning point: Chinese giant Pop Mart signed an agreement with Lung and introduced the character into its famous blind boxes, surprise packages that turn a simple purchase into an exciting ritual, a game of anticipation and discovery that fuels curiosity and collecting.
From niche to global virality
The phenomenon, at first limited to the Asian market, exploded globally in 2024, when a photo of Blackpink’s Lisa with a Labubu keychain went viral worldwide. From that moment on, the little monster became a symbol of style and “social currency”: no longer just a collectible toy, but an object that conveys belonging, taste, and identity. Images multiplied on social networks, while celebrities like Rihanna, Kim Kardashian, Dua Lipa, and even Madonna showed it off as an accessory, feeding the myth around the character. TikTok and Instagram filled with unboxings, trades, auctions, and creative videos that reinforced the sense of community among fans and collectors, turning the act of purchase into a truly participatory experience.
Communication and marketing levers
Labubu’s success rests on a winning combination of aesthetics, communication strategy, and psychological dynamics. The narrative universe created by Kasing Lung offers endless variants and special editions, with more than 300 different models pushing fans to chase the rare piece. The suspense tied to opening blind boxes creates a game-like mechanism that triggers emotions and desire. Added to this is the power of celebrities, who turned a niche character into a global phenomenon, and the amplification of social media, which shares and magnifies every gesture, from unboxing to fashion accessory posts.
Economic and cultural impact
The numbers confirm the scale of this success. In the first half of 2025, Pop Mart reported profits multiplied fivefold and revenues tripled, with expansion not only in Asia but also in the United States and Europe. Some limited-edition Labubus have been auctioned for hundreds of thousands of dollars, giving the character an almost artistic value. It is no longer just a toy, but a cultural phenomenon intertwining fashion, nostalgia, and the desire for distinction, an object reflecting today’s need to own something both intimate and shareable.
Is Labubu a lesson for communicators?
Beyond its challenges, Labubu remains a unique case study for those working in communication and marketing. In just a few years, it went from a simple niche illustration to a global pop icon, showing how the combination of distinctive aesthetics, engaging storytelling, and the power of social media can generate a billion-dollar brand. Its story teaches that today the value of a product lies not only in its material features but also in its ability to evoke emotions, create community, and embed itself in the cultural codes of the present.
