🧸 Why Labubu Doll is branding genius

What’s behind the Labubu Doll phenomenon? — That odd-looking little creature that maybe your kids, nieces, nephews — or even you, like me — already have one.

hashtag#Labubu isn’t just a toy — it’s a cultural symbol that’s teaching marketers and brand leaders a whole new way of building brands.

Behind those intense eyes and that “ugly-cute” aesthetic, there’s a brilliant strategy: IP + storytelling + community + controlled scarcity = endless desire.

Labubu was born from an illustrated storybook, but today it’s a world-class intellectual property. A big part of that success comes from POP MART, the Chinese company that went from manufacturing toys to building emotional, collectible brand worlds.

What can marketers and brand leaders learn from this?

- Emotional storytelling: every figure comes with its own story.

- Gamification + FOMO: the blind box model turns every purchase into an emotional event.

- Organic virality: TikTok loves it, Instagram amplifies it, and celebrities like Lisa from hashtag#BLACKPINK, hashtag#Rihanna, and hashtag#KimKardashian are showing it off.

- Generational identity: Gen Z sees themselves in Labubu — not perfect, but real. Its success also aligns perfectly with the kidulting trend — adults reconnecting with the joy and wonder of their childhood.

In a world where people lose interest fast and real connection is rare, Labubu proves that the future of branding isn’t just about the product — it’s about the emotional universe you build around it.

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.