What Marketing Tools and Strategies Did Pop Mart Use to Make Labubu Go Viral?
The world of collectible toys has witnessed a new wave of obsession with the rise of Labubu, a character from Pop Mart's "The Monsters" series. Labubu's virality wasn't accidental; it's the result of a clever and integrated marketing strategy executed by Pop Mart, leveraging a mix of consumer psychology, community engagement, and cultural influence.
Let's dive into the tools and strategies that made Labubu a global phenomenon:
1. The Blind Box and the Element of Surprise & Scarcity:
At the heart of the Labubu craze lies the blind box model. Customers don't know which version of Labubu they'll get until they open the box. This taps into the psychological principle of "variable reward," the same mechanism that makes us addicted to slot machines and Instagram likes.
- Variable Reward: The element of surprise provides immense excitement at the point of purchase, driving repeat buys to complete a collection or get the rare "secret figure" (which can be as low as 1 in 144 chances in some series).
- Scarcity and FOMO: Pop Mart releases limited editions of Labubu and special seasonal sets, fueling the Fear Of Missing Out (FOMO) phenomenon. When supply is low, the perceived value of the product skyrockets. This creates a thriving secondary market where collectors pay exorbitant amounts for ultra-rare editions.
2. "Ugly-Cute" Design and Emotional Contradiction:
Labubu's visual design is another stroke of genius. With its pointy ears, toothed grin, and adorably eerie eyes, it straddles the line between cute and spooky. This emotional contradiction makes it memorable. It's a comforting chaos, a tangible reminder of childhood, with an edgy, grown-up wink. This unique blend resonates particularly well with Gen Z, who often favor unconventional and unpolished aesthetics.
3. Humanized Storytelling and IP Personalization:
Labubu isn't just a toy; it's a character with charm, personality, and a touch of mischief. According to Pop Mart, Labubu is naughty but kind-hearted, always trying to help but somehow making things worse. This narrative humanizes the toy, prompting people to project emotions, personalities, and even aspirations onto it. This isn't just brand marketing; it's storytelling with soul.
4. The Power of Celebrity and Influencer Endorsement:
Celebrity and influencer endorsement have been crucial to Labubu's global spread:
- Lisa from Blackpink: In April 2024, Lisa, a member of the global K-pop sensation Blackpink, posted photos of herself hugging a giant Labubu plushie and another wearing a Labubu bag charm. These posts led to an exponential surge in the toy's visibility and global demand, especially among K-pop fans.
- Other Celebrities: Rihanna and others have been spotted sporting Labubu as a bag accessory, solidifying its status as an unexpected "fashion" item.
- TikTok and Unboxing Content Explosion: Labubu unboxing videos on TikTok became a phenomenon. Users share their genuine moments of surprise and delight as they reveal rare figures. Hashtags like #LabubuUnboxing and #LabubuTheMonsters garnered millions of views, turning Labubu into "content gold" that feeds the algorithm and fosters loyalty.
5. Digital and Offline Community Building:
Pop Mart didn't just sell; they focused on building strong communities:
- Social Media Platforms: Pop Mart encourages user-generated content (UGC) through challenges like "#Labubu fit check" where users dress their Labubu dolls in miniature outfits mirroring the latest fashion trends.
- Physical Stores & Customer Experience: Pop Mart's physical stores are designed to be an experience in themselves, with each one styled after one of its characters, driving customers to plan trips to visit different Pop Mart outlets. They also utilize "roboshops" (vending machines) to make purchasing blind boxes more accessible.
- Events and Exhibitions: Pop Mart hosts international art toy fairs that bring together designers and fans, creating a cultural hub around the brand.
6. Strategic Partnerships and IP Expansion:
- Artist Collaboration: Labubu is part of "The Monsters" series designed by artist Kasing Lung, and Pop Mart's partnership with him since 2019 has been instrumental in expanding the character's reach and appealing to a broader fanbase.
- Major Brand Collaborations: Pop Mart has partnered with global brands like Disney, Sanrio, Coca-Cola, and even fashion brands like Vans. This extends Labubu's reach to new audiences and places it in diverse cultural contexts.
- Diverse Product Development: Labubu wasn't confined to vinyl figures; it expanded into plush dolls, pendants (which became ultra-trendy as bag charms), and even jewelry.
7. Tapping into Nostalgia and the "Kidult" Trend:
Labubu taps into the "kidult" trend where adults seek items that remind them of their carefree childhood. The surprise element of the blind box echoes the excitement of opening packs of Pokémon cards or other childhood toys.
Labubu's success isn't just about being a cute toy; it's a testament to Pop Mart's profound understanding of its audience. Every element, from the thrill of the blind box, to the nostalgic aesthetic, to the influencer placement, feels tailor-made to fulfill a consumer's desires. It's a masterclass in how to build hype, loyalty, and genuine brand love.