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.
Keep Reading
As workplace knowledge spreads across chats, AI firms are building systems that can structure, retrieve and preserve it over time.
Updated
May 11, 2026 5:24 PM
A messaging app on a phone. PHOTO: ADOBE STOCK
Votee AI, an enterprise AI company headquartered in Hong Kong, has partnered with its Toronto-based research lab Beever AI to launch Beever Atlas. The new platform is designed to turn workplace chats into searchable knowledge that AI systems can retrieve and understand.
The release focuses on a growing issue inside organisations. Much of today’s workplace knowledge now exists inside chat platforms such as Slack, Microsoft Teams, Discord and Telegram. Important discussions, project decisions and technical information often disappear into long message histories that are difficult to search later.
Beever AI developed the platform to organise those conversations into a structured system for AI assistants. The software connects with Telegram, Discord, Mattermost, Microsoft Teams and Slack, then converts conversations into linked records of people, projects, files and decisions.
The collaboration combines Votee AI’s enterprise infrastructure work with Beever AI’s research around AI memory systems. The companies are releasing two versions of the product. The open-source edition is aimed at individual developers, researchers and creators. The enterprise edition is designed for banks, government agencies and larger organisations with stricter security requirements.
The release also reflects a broader shift happening across the AI industry. Companies are increasingly looking at how AI systems store and retrieve long-term knowledge, rather than relying solely on large context windows or search-based retrieval.
Earlier this year, OpenAI founding member and former director of AI at Tesla Andrej Karpathy discussed the growing need for what he described as “LLM Knowledge Bases.” He argued that AI systems need structured and evolving memory rather than depending only on context windows and vector search.
Beever Atlas approaches that problem through workplace communication. Instead of focusing mainly on uploaded files, the system is designed around conversations that happen daily across team chat platforms. It can also process images, PDFs, voice notes and video files within the same searchable system.
The companies say the software is designed to work directly with AI assistants and coding tools such as Cursor, AWS Kiro and Qwen Code. Integrations for OpenClaw and Hermes Agent are expected later in 2026.
Pak-Sun Ting, Co-Founder and CEO of Votee AI said: "Hong Kong has always been known for property and finance. Beever Atlas is proof that world-class AI infrastructure can emerge from an HK-headquartered company and be shared openly with the world. Every growing organization faces the same silent liability: conversational knowledge loss. Beever Atlas turns this perishable resource into a compounding organizational asset."
A large part of the enterprise version focuses on privacy and access control. The system mirrors permissions from Slack and Microsoft Teams so users can only retrieve information they are already authorised to access. Permission updates are reflected automatically when access changes inside company systems.
The enterprise edition also includes audit logs, encryption controls and data retention settings for organisations handling sensitive internal data. Companies can run the software entirely inside their own infrastructure using Docker and connect it to their preferred AI models through LiteLLM.
The companies argue that organising information is more useful than simply storing chat archives. Jacky Chan Co-Founder and CTO of Votee AI said: "The key technical decision was to treat agent memory as a knowledge engineering problem, not a retrieval problem. Structure beats similarity — a typed graph of who works on what is more useful to an AI than vector search over a Slack archive."
The software also includes protections against prompt injection attacks and systems designed to reduce hallucinated responses. According to the companies, the AI is designed to return “I don't know” with citations when confidence is low instead of generating unsupported answers.
As workplace communication becomes increasingly fragmented across chat platforms, companies are beginning to treat internal conversations as information that AI systems can organise, retrieve and build on. Beever Atlas reflects a broader push to turn everyday workplace communication into long-term organisational memory.