The Labubu Effect: How Mystery Marketing Is Driving Sales

The internet loves a mystery – and Labubus are the latest enigma.

These unusual monster plushies have proven how viral curiosity can shape consumer behavior, promote real-world hype, and turn products into cultural currency.

Let’s discover why Labubus blew up, the marketing behind the toys, and why the trend might be stalling. Plus, we’ll see how brands can mimic this phenomenon in their own marketing efforts.

Let’s get to it. 

The rise of Labubus

If you don’t know what a Labubu is – where have you been? These quirky vinyl toy figures have taken over the internet, racking up a mind-blowing 2.6 million online mentions over the last 3 months alone, according to Brandwatch Consumer Research. 

Mentions have been rising since late April, with conversations hitting a notable peak of over 80k daily mentions in recent weeks. Whether it’s posts sharing a new Labubu find, frustration about their scarcity, or confusion about their sudden popularity, one thing’s clear: everyone’s talking about them. 

Labubus got plenty of attention in July. On July 24, news came out that Pop Mart (the company behind the toys) is suing 7-Eleven for selling fakes. People also talked about how Pop Mart’s CEO, Wang Ning, just became the 10th richest person in China, adding intrigue. But behind it all was something simple: mounting curiosity about the toys. 

A lot of people don’t understand the craze – and that confusion helped drive the conversation. Many posts tried to make sense of the monsters’ sudden popularity, adding even more fuel to the trend.

Some users have questioned the toys’ unusual design and sudden popularity, and criticism is part of the conversation. The volume of discussion is high, but overall, sentiment skews positive. Emotion-categorized mentions show that joy is by far the most common emotion. 

From viral memes to unboxing videos from fans, Labubus are proving how design, scarcity, and hype can drive brand popularity. 

So, what’s behind the marketing power of these unusual little toys? Let's look deeper.

The power of blind boxes and in-person collection

Pop Mart used a tried-and-true tactic to fuel Labubu’s marketing: blind boxes. Shoppers didn’t know which character they were getting, sparking repeat purchases from fans eager to find their favorite plushie. This mystery added an extra layer of excitement to the purchasing process, making the hunt part of Labubu’s appeal.

Scarcity also played a major role. Labubus were hard to come by: they sold out quickly, had limited stock, and finding them in stores was difficult. And this all contributed to a sense of urgency with the purchase process. Whether this was a strategic decision or due to supply limitations, Pop Mart leaned into the scarcity by encouraging online orders with in-store pickup – and both channels saw overwhelming traffic. Online restocks sold out in seconds, and the busyness of physical stores turned shopping into an event.

This led to a boom in conversations on social, where hopeful fans traded tips, vented frustrations, and documented their latest finds. 

There are thousands of Reddit threads and TikTok videos asking for help finding Labubus. In fact, since March, there have been over 170k mentions discussing how to get your hands on said plushie.

This generated a self-sustaining cycle of FOMO (fear of missing out), as user-generated buzz kept interest in the product going.

And the cherry on the cake was influencer power: big names like Rhianna and Kim Kardashian have backed Labubus.

The combination of scarcity, mystery, and Labubus’ connection to social status all contributed to the trend’s rapid take over. 

Is the trend dying? And how can brands keep momentum going?

With any craze, popularity eventually drops off – and Labubus might be next. Online interest stalled in early August, possibly because Labubus have become much more accessible.They’re shipping faster, available on more platforms, and overall easier to find. 

It’s too soon to say what the future holds for Labubus, but online conversations offer insights into customer opinions – which includes some buyer’s remorse. 

Shoppers on Reddit debate whether the thrill of the Labubu chase was worth it. Some argue they’re pleased with their purchases, but some are sharing guilt for how they’ve spent their money. 

One user even joked that while they’re avoiding buying more Labubus for themselves, they’re fueling their ‘addiction’ by helping friends and family track down the monsters. 

It’s clear that much of Labubu’s success was driven by scarcity, hype, and the joy of the chase. And when that fades, so can the brand’s momentum. But that doesn't squash what brands can learn from this phenomenon. 

Creating buzz isn’t just about the product – it’s about the experience. Brands that build anticipation, encourage participation, and tap into the emotional side of trends can build real communities and lasting engagement. But remember, the key is knowing how to turn short-term hype into long-term strategy. 

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