Why did Bubble Mart's Labubu become a hit?

Written by: Yue Xiaoyu

Why did Labubu from Pop Mart become so popular?

First of all, Labubu's design is very unique.

Unlike the sweet image of traditional trendy toys, Labubu's style can be simply described as personality and rebellion, which actually satisfies the emotional value of young people.

Consumers regard it as an "emotional container" that provides a sense of belonging and personal expression through collection, modification, and sharing.

Emotional value is fundamental; the starting point of a rising trend is emotion.

Secondly, the blind box mechanism of Pop Mart and its hunger marketing can stimulate consumers' dopamine-driven purchasing impulse.

Strict control of production capacity has led to "one doll being hard to find," with secondary market premiums reaching dozens of times (for example, the Vans collaboration has a premium of 1284%). In fact, there are rumors that Bubble Mart even has manipulators in the secondary market.

I don't know if this is true, but Pop Mart's official stance does seem to tacitly allow or indirectly support scalpers hoarding goods, contributing to the illusion of scarcity.

Thirdly, there is the celebrity effect.

Thai female star Lisa has repeatedly showcased Labubu on Instagram, sparking a global craze. Subsequently, Western celebrities such as Rihanna and Beckham joined in, greatly enhancing Labubu's exposure.

Pop Mart has created a light luxury brand image with its overseas strategy of "first Southeast Asia, then Europe and America," combined with localized operations to precisely reach various regions, along with high-end location selection and celebrity endorsements, making Labubu a global trend.

This is exactly the same as the way the previous NFT (referred to as digital collectibles domestically) craze developed.

marketing amplification

Level 1: Emotional Ignition

Through unique design and cultural resonance, Labubu ignites consumers' demand for personal expression and emotional attachment, laying the foundation for a trend.

Level Two: Mechanism Acceleration

Blind boxes, limited releases, and hunger marketing serve as "propellers" that amplify market demand through scarcity and speculative psychology, driving up the excitement in the secondary market.

Level Three: Social Explosion

The celebrity effect and social media dissemination act as "detonators," transforming Labubu into a global social currency and driving viral spread.

This model has been verified multiple times by Pop Mart. As early as 2016, Pop Mart launched the first popular Molly series, followed by the Dimoo series in 2018, and now the Labubu series has emerged.

This model is indeed effective and can be reused repeatedly.