Labubu: How a Mischievous Goblin Became a Marketing Icon
When a 12-centimetre vinyl creature can jump from a children’s storybook to Rihanna’s handbag in under a decade, it’s worth asking what forces—psychological, economic, algorithmic—are at play.
Labubu is no ordinary toy; it’s a miniature masterclass in how capitalism can play with nostalgia, scarcity, and social media successfully. Fans queue for hours or pay triple-digit resale prices just to get their hands on a Labubu. Below is a guided tour of the mechanics behind the craze.
The Celebrity Seal of Approval: Labubu Becomes a Status Symbol
Although a thing since 2015, it is not until this year that Labubu became so popular.
Labubu went viral not on toy shelves, but in the hands of Rihanna, Dua Lipa, and Huda Kattan, hanging from designer bags and styled like a fashion item.
In a world driven by trends, that was enough. Labubu stopped being just a toy and became a status symbol.
Unboxing LABUBU #labubu #labubuthemonsters #fyp♬ original sound – Huda – Huda
The Psychology of Surprise: Why Blind Boxes Sell
The brilliance of Labubu lies in its format: you don’t choose the figure, you reveal it.
Six figures sold in sealed blind boxes, the purchase becomes a miniature gamble, echoing the mechanics of a slot machine.
This strategy activates dopamine circuits in the brain, making the process less about ownership and more about anticipation. The thrill isn’t in the toy, it’s in the little surprise. Are you getting the HEHE, the SISI, or the DADA?
لابوبووووو♬ Labubu Labubu labu – tasan coelen
Labubu and the Rise of the “Little Treat” Economy
When big purchases feel out of reach, people turn to small joys. That’s the idea behind affordable indulgences that offer a quick hit of comfort, delight, or control.
Back in 1998, sociologist Juliet Schor coined the “lipstick effect”: in uncertain times, people tend to skip large luxuries and opt for small, visible ones, like choosing red lipstick over hand cream.
It’s not just self-care; it’s a subtle way to say, I’ve still got this. Later on, beauty brands noticed the same trend, lipstick sales tend to climb during economic recession.
Today, Labubu plays a similar role. It’s a high-feeling purchase that provides relief or a substitute for bigger financial choices.
Why Owning a Real Labubu Matters More Than Just Having One
Labubu isn’t just about having a figure; it’s about having the right figure. As the toy gained hype, fake versions, dubbed “Lafufu” by fans, began circulating online. Naturally, owning the verified gremlin is an entry ticket to an exclusive community, and a low-key flex that you know the difference.
Limited Drops and the Engineered Scarcity Model
Pop Mart’s strategy is classic scarcity economics: release new editions in limited quantities, discontinue them quickly, and let demand ferment online.
And the elusive “secret” Labubu figures, only found through sheer chance, add another layer of exclusivity.
LABUBU unboxing!!!😆🥰 @Regina khaled #fyp #labubu #labubuthemonsters #egypt #unboxingvideo #unbox #duoduo #dxb #dubai♬ original sound – sabrinakhaledb
Labubu Unboxing: Perfect for the Algorithm
Labubu unboxings are content gold: suspenseful, visual, emotionally reactive. It’s no surprise that they’ve flooded TikTok and Instagram, where the drama of not knowing, hoping, and reacting plays perfectly into short-form storytelling. Labubu has become a whole experience, not just a product. Marketing cost: zero; reach: viral.
Labubuuuus for BabyD🥹🥹🥹🌸🌸 @Mysterymart 🎁♬ APT. – ROSÉ & Bruno Mars
Chasing Completion in an Unfinishable Game
Odds are you won’t pull the figure you want on the first try, so the quest continues. This fuels trading like Pokémon cards and more purchases. The finish line moves just fast enough to stay out of reach, and the business blooms.
Cute, Creepy, and Kind of Familiar: Labubu’s Nostalgic Pull
Labubu’s design hits a spot between cute and creepy, like the OG troll dolls that any ’90s kid would remember. It feels familiar, but not in a direct way. That’s the magic of nostalgia done right: it’s childhood, just rebranded for adult tastes.
There’s a reason this hits home. In tough times, turning to soft, simple things can be some sort of coping and comfort.
What the Goblin Says
Labubu is neither villain nor hero; it’s a mirror. In its grin, we see the mechanics of modern consumption: celebrity validation, gamified shopping, micro-luxury therapy, nostalgia on demand, and algorithm-driven trends. Whether you admire the strategy or side-eye the frenzy, the Labubu trend says a lot.
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