In the fast-paced world of e-commerce, only a few products manage to transcend their niche and become full-blown viral phenomena. One of the most surprising examples in recent years? Labubu—a quirky, mischievous-looking collectible figure that has sparked massive attention across social media platforms like TikTok, Instagram, Xiaohongshu, and YouTube.
From mystery box unboxings to skyrocketing resale prices, Labubu has become a cultural talking point. But what fueled this explosion in popularity? And what can e-commerce sellers learn from its meteoric rise?
Let’s break down the 5 detailed marketing lessons behind Labubu’s success—and how you can apply them to your online store or DTC brand.
1.Create Emotional Reactions with Unconventional Product Design
Unlike traditional “cute” collectibles, Labubu stands out with its weirdly charming and somewhat creepy look. That uniqueness triggers emotional responses—curiosity, surprise, amusement—which makes people want to share it online.
✅ Actionable Tips for E-Commerce Sellers:
- Design with intent. If you’re launching a new product, prioritize uniqueness in form, color, or packaging.
- Embrace imperfection. Quirky and “offbeat” can win over “polished” if it’s authentic.
- Gather feedback from your community to find what emotionally resonates.
2.Engineer Scarcity to Stimulate Urgency and Value Perception
Labubu toys are sold in limited-edition blind boxes, often with secret “chase” versions that are ultra-rare. This scarcity fuels demand, heightens excitement, and feeds the resale economy.
✅Actionable Tips for E-Commerce Sellers:
- Use countdown timers for product launches or flash sales.
- Limit quantities for special editions or early access drops.
- Highlight “only X left in stock” dynamically on product pages.
3.Make Packaging Part of the Product Experience
Labubu is often sold in blind boxes, meaning the customer doesn’t know which version they’ll get. This mystery transforms the unboxing into an event—and fans love sharing the thrill of “the reveal” online.
✅ Actionable Tips for E-Commerce Sellers:
- Design photogenic packaging that people want to film or photograph.
- Add surprise elements like thank-you notes, stickers, or secret messages.
- Encourage sharing by adding a call-to-action inside the box.
4.Build a Story-Driven Brand Universe
Labubu is not just a product—it belongs to the Monster Family, a fictional universe created by Pop Mart and artist Kasing Lung. Each character has a backstory, personality, and traits, which deepens fan engagement.
✅ Actionable Tips for E-Commerce Sellers:
- Create a brand story that goes beyond specs and features.
- Introduce your product as part of a lifestyle or belief system.
- Use email sequences or social posts to tell chapters of that story over time.
5. Prioritize Platform-Native, Shareable Content
Labubu’s popularity didn’t start with a paid ad—it grew through short-form, user-created videos that felt authentic. Whether it was an unboxing on Xiaohongshu or a haul video on TikTok, the content was native to the platform’s culture.
✅ Actionable Tips for E-Commerce Sellers:
- Partner with micro-influencers who match your target audience.
- Focus on native video formats (e.g., vertical videos for Reels/TikTok).
- Don’t chase perfection—raw, real moments resonate more than studio production.
Conclusion
Labubu’s viral success is no accident—it’s the result of deliberate design, smart scarcity tactics, emotional storytelling, and social-first strategy. For e-commerce sellers, it offers a clear blueprint.
