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.
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A rare policy consensus emerges as AI’s impact moves beyond innovation into governance and societal risk
Updated
May 5, 2026 5:42 PM
A mechanical hand reaching for the hand of flesh. PHOTO: UNSPLASH
A new survey from Povaddo, a policy research firm, suggests that concern about artificial intelligence is no longer limited to industry or academia. It is now firmly present within the policy community.
The survey draws on responses from 301 public policy professionals across the United States and Europe, including lawmakers, staffers and analysts involved in shaping and evaluating public policy. A majority of respondents—61%—say governments are falling short in addressing the negative impacts of AI.
There is also broad agreement that regulation needs to increase. In the United States, 92% of respondents support stronger AI regulation, compared to 70% in Europe. At a time when consensus is often difficult, the findings point to a shared view across policy circles that current frameworks are not keeping pace with technological development.
Differences emerge when looking at how AI is affecting national contexts. In the U.S., 57% of policy experts believe AI is already harming the labor market. In Europe, 34% say the same. U.S. respondents are also more likely to see AI as a greater threat to jobs than immigration, with 63% holding that view compared to 47% in Europe.
On misinformation, responses are closely aligned. A large majority of policy experts in both regions expect an AI-driven misinformation crisis within the next one to two years—87% in the U.S. and 82% in Europe. Many also believe that AI-generated or AI-amplified misinformation could affect elections and public health information.
Some respondents frame the risks in more fundamental terms. In the United States, 41% of policy experts say AI poses an existential threat to humanity. In Europe, 29% share that view. U.S. respondents are also more likely to believe that advances in AI could harm global security and stability.
The findings come as policymakers begin to respond more actively. In the U.S., Senators Josh Hawley, Richard Blumenthal and Mark Warner have introduced bipartisan legislation focused on AI accountability, including measures aimed at protecting workers and children.
In Europe, the introduction of the EU AI Act marks a more advanced regulatory approach. The framework sets out rules based on levels of risk and is widely seen as the first comprehensive attempt to govern AI at scale.
William Stewart, President and Founder of Povaddo, said: "What makes these findings so significant is who is saying it. These are the practitioners who work inside the policy process every day, spanning every corner of the policy world from defense to healthcare to finance, not activists or everyday citizens. These findings foreshadow real action. The current path of governments accelerating AI deployment while falling short on governance is not sustainable, and the people who know that best are the ones in this survey. You cannot have nine-in-ten policy insiders demanding more regulation and four-in-ten calling AI an existential threat without that eventually moving the needle in Washington and Brussels in terms of legislative or regulatory action".
Taken together, the survey reflects a shift in how AI is being discussed within policymaking circles. Concern is no longer limited to future risks. It is increasingly tied to current gaps in governance and the pace of deployment.