The Curious Case of Labubu: A Mischievous Master of Branding
Once upon a time in a world not too far from ours, lived a strange little creature named Labubu. With oversized eyes, a snaggle-toothed grin, and a wild shock of hair, Labubu wasn’t your traditional definition of “cute.” In fact, many who first saw him weren’t quite sure what to make of him at all.
He didn’t talk much. He wasn’t polished. He wasn’t part of a legacy brand or a famous franchise. But somehow, Labubu was everywhere.
From collector shelves in Tokyo to pop-up art galleries in Berlin, from trending hashtags on Instagram to viral TikTok dances, Labubu has become a global phenomenon. People queued for hours to buy figurines. Limited drops sold out in seconds. Fans traded stories of how they felt seen by this oddball creature. Labubu didn’t just have a following, he had a tribe.
So, how did this peculiar misfit go from obscurity to icon status?
So what can we learn from Labubu’s Success?
1. Authenticity Wins
Labubu never tried to be cute like Hello Kitty, or heroic like Marvel characters. He embraced his weirdness — and that made him stand out.
As marketers, we must stop trying to fit every brand into the same polished mould. Embrace the unique voice, quirks, and even flaws. That’s where the magic lies.
2. Exclusivity Creates Demand
Labubu merchandise isn’t mass-produced. Drops are rare, often unannounced, and sell out fast.
Scarcity can drive desire. Limited edition, behind-the-scenes, or VIP-only experiences tap into the psychology of value.
3. Community Over Campaigns
Labubu fans don’t just buy, they create. They illustrate him, dance like him, meme him.
A brand becomes powerful when people don’t just consume it, they co-create with it. Create opportunities for your audience to play with your brand.
4. Emotion Over Perfection
Labubu evokes an emotional reaction. Some find him ugly-cute, others feel he reflects their inner chaos, but few feel nothing.
In marketing, if you’re not evoking a feeling, you’re just adding to the noise. Great branding connects heart-first.
Labubu reminds us that in a world full of polished perfection, being real is the ultimate differentiator. As marketers, we should stop chasing what’s trending and start amplifying what’s true about our brand, our values, and the people we serve.
So the next time you brainstorm a brand story or campaign…
Think like Labubu — bold, odd, and unforgettable.