A new AI model replaces months of simulation with near-instant predictions, changing how spacecraft operations are prepared
Updated
April 24, 2026 10:53 AM
Northrop Grumman Stargaze serves as the mother ship for the Pegasus, an air-launched orbital rocket. PHOTO: UNSPLASH
Flexcompute, a startup that builds software to simulate real-world physics, is working with Northrop Grumman to change how space missions are prepared. Together, they have developed an AI-based system that can predict how spacecraft respond during critical manoeuvres such as docking—when one spacecraft moves in and connects with another in orbit. These steps have traditionally taken months of preparation.
At the centre of this work is a long-standing problem in space operations. When a spacecraft fires its thrusters, the exhaust plume interacts with nearby surfaces. These interactions can affect movement, temperature and stability. Because these effects are difficult to test in real conditions, engineers have relied on large volumes of computer simulations to estimate outcomes before a mission. That process is slow and resource-intensive.
The new system replaces much of that workflow with a trained AI model. Instead of running millions of simulations, the model learns patterns from physics-based data and can make predictions in seconds. It also provides a measure of uncertainty, which helps engineers understand how reliable those predictions are when making decisions.
"At Northrop Grumman, we're pioneering physics AI to accelerate design and solve complex simulation and modelling problems like plume impingement—critical for station keeping, rendezvous and space robotics. Simply put: we're pushing the boundaries of advanced space operations", said Fahad Khan, Director of AI Foundations at Northrop Grumman. "Partnering with Flexcompute and NVIDIA, we're accelerating innovation and mission timelines to deliver superior space capabilities for customers at the speed they need".
The system is built using technology from NVIDIA, which provides the computing framework behind the model. Flexcompute has adapted it to handle the specific challenges of spaceflight, including how gases expand and interact in a vacuum. The result is a tool that can simulate complex scenarios much faster while maintaining the level of accuracy needed for mission planning.
By shortening preparation time, the model changes how engineers approach spacecraft design and operations. Faster predictions mean teams can test more scenarios and adjust plans more quickly. It also helps improve fuel use and extend the lifespan of spacecraft.
"Northrop Grumman's confidence reflects what sets Flexcompute apart", said Vera Yang, President and Co-Founder of Flexcompute. "We are able to take the most accurate and scalable physics foundations and evolve them into highly trained, customized Physics AI solutions that engineers can rely on. This work shows how we are transforming the role of simulation, not just speeding it up, but expanding what engineers can confidently solve and how quickly they can act".
The collaboration points to a broader shift in how engineering problems are being handled. Instead of relying only on detailed simulations that take time to run, companies are beginning to use AI systems that can approximate those results quickly while still reflecting the underlying physics.
"The industry's most ambitious space missions now demand a level of speed and precision that traditional engineering cycles can no longer sustain", said Tim Costa, vice president and general manager of computational engineering at NVIDIA. "By integrating NVIDIA PhysicsNeMo, Northrop Grumman and Flexcompute are transforming complex simulations like plume impingement from days of compute into seconds of insight, drastically accelerating the path from mission concept to orbit".
What emerges from this work is a shift in how missions are prepared. When prediction cycles move from months to seconds, testing and decision-making can happen faster. For space operations, where timing and precision are closely linked, that change could reshape how systems are built and run.
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Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
January 8, 2026 6:35 PM
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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.