How Did Labubu Dolls Become 2025’s Must‑Have Viral Collectible?

The year 2025 has witnessed an unprecedented phenomenon in the collectibles market: the meteoric rise of Labubu dolls. These mischievous, pointy-toothed plush figures, once a niche creation, have transformed into a global cultural sensation, spotted dangling from high-end handbags, adorning belt loops, and dominating social media feeds worldwide. Their journey from a character in a 2015 book by artist Kasing Lung to a collaboration with Chinese toy giant Pop Mart in 2019 laid the groundwork for their eventual explosion. While their story spans a decade, it was in 2024 that their popularity truly surged, cementing their place in the top echelons of the collectible toy market and leading to sky-high prices and intense demand throughout 2025.

This widespread fascination with Labubu dolls offers a compelling case study in modern brand building and viral marketing. It demonstrates that what appears to be an “overnight success” often has a long incubation period, building a robust foundation before achieving critical mass. The sustained creative development of the character, combined with an evolving market receptive to new trends, created the perfect conditions for this surge. It underscores the importance of consistent effort and adaptability for any brand aiming for significant market impact. Furthermore, the distinctive “ugly-cute” aesthetic of Labubu dolls, described as both “cute to some, creepy to others” and blending “cute and creepy”  or “weird, niche, and full of vibes”, represents a deliberate and effective differentiation. This unconventional appeal resonated deeply with a younger demographic, suggesting that authenticity and uniqueness, even if they challenge traditional notions of attractiveness, can forge a more powerful connection with a specific audience than broad, generic appeal.

The Digital Dynamo: Social Media and Celebrity Endorsements

From Niche to Global Sensation: The Social Media Frenzy

Social media platforms, particularly TikTok, have served as the primary engine for the Labubu dolls‘ viral spread. The phenomenon was significantly amplified by user-generated content, with “unboxing videos” becoming a pervasive trend. Content creators like Vanessa Conquest, who shares her extensive Labubu dolls collection with over 56,000 TikTok followers, have played a pivotal role in fostering a vibrant online community around the collectibles. This active participation transformed consumers into enthusiastic brand advocates, demonstrating that products inherently designed for shareability can achieve unparalleled reach and engagement.

Beyond mere unboxing, Labubu dolls swiftly evolved into a “status symbol and viral luxury flex,” with influencers showcasing them extensively. The “Labubu fit check” trend on TikTok, where users meticulously dress their miniature dolls in tiny, often designer-inspired, outfits, illustrates the profound level of engagement and creative expression the brand inspires. This pervasive presence on social media platforms underscores their role not just as marketing channels, but as cultural barometers where trends emerge, evolve, and spread at an astonishing pace. For brands, this means maintaining constant vigilance over digital conversations and possessing the agility to tap into and respond to emerging cultural currents, rather than relying solely on traditional advertising pushes.

The Power of Influence: Celebrity Endorsements

The impact of celebrity endorsements on the Labubu dolls’ trajectory has been profound, propelling them from a mere collectible to a street-style essential. High-profile figures such as Lisa of Blackpink, Rihanna, Dua Lipa, Kim Kardashian, Emma Roberts, David Beckham, Cher, Brad Pitt, and Lizzo have all been spotted with Labubu dolls, frequently as chic bag charms or keychains. This integration of the dolls into the high-end lifestyles of these public figures created a powerful aspirational demand, elevating the doll’s status and encouraging consumers to emulate the style and perceived status of their idols.

The blurring lines between collectible toys, art, and luxury goods became evident through high-profile collaborations and record-setting auction prices. A designer special edition Labubu doll, resulting from a collaboration involving Pharrell Williams, K-pop group Seventeen, and the Japanese fashion brand Sacai, sold for an astounding $31,250. Furthermore, a human-sized

The Labubu doll fetched over $200,000 at a Beijing auction in June 2025. These instances highlight how strategic associations with art and fashion icons can recontextualize a product, transforming it into an investment piece or a cultural artifact, thereby redefining what constitutes valuable collectible assets in the modern luxury landscape.

The Art of Desire: Blind Boxes and Limited Editions

The Thrill of the Unknown: Blind Box Marketing

At the core of Pop Mart’s remarkable success with Labubu dolls lies the “blind box” business model. This innovative approach involves buyers purchasing sealed packages without any knowledge of which specific Labubu figure they will receive. The psychological appeal of this model is multifaceted: it provides the thrill of surprise, fuels the intense hunt for highly coveted “secret” figures (which often have a low probability of appearance, such as 1.5%), and creates an addictive experience akin to arcade or gambling games.

This gamification of consumption transforms a simple purchase into an engaging adventure. The element of chance and the pursuit of rare items generate a powerful, self-reinforcing loop for collectors. The result is consistently immediate sell-outs, often within minutes, followed by a significant surge in resale prices on secondary markets, where dolls can fetch double, triple, or even five times their original retail price. This demonstrates the immense power of controlled scarcity and the psychological draw of discovery in driving both primary demand and secondary market value.

Cultivating Scarcity: The Limited Edition Strategy

Beyond the blind box, Pop Mart’s strategic deployment of limited drops, such as weekly releases and exclusive collaborations like the Art Basel edition (limited to just 100 pieces), further amplified the desirability and high resale values of Labubu dolls. This deliberate cultivation of scarcity created extreme demand, leading to customers waiting hours in line and even reports of “fights breaking out” in stores in the UK in May 2025 due to stock shortages. The financial impact of this fervent demand has been staggering, with Pop Mart’s valuation reaching an impressive $44.43 billion in June 2025, surpassing the combined value of toy industry giants Mattel, Hasbro, and Sanrio.

However, this scarcity-driven hype is not without its risks. The intense consumer frustration, exemplified by the in-store altercations, and the potential for regulatory backlash highlight a delicate balance. In June 2025, China’s state media issued a warning regarding “blind box” sales, advocating for stricter regulation and age limits, including banning sales to children under eight, due to concerns over potential addiction. This regulatory scrutiny led to a drop in Pop Mart’s shares and a decline in resale prices in China following a large restock. This situation underscores that while scarcity can generate immense excitement and drive initial market performance, unchecked hype can lead to negative consumer experiences and invite unwanted governmental intervention. For any business, particularly those in rapidly expanding sectors, understanding and anticipating regulatory risks is crucial for long-term viability and sustainable growth.

Beyond the Toy Box: Labubu as a Gen Z Cultural Icon

Labubu dolls have transcended their origin as mere toys, evolving into a significant “Gen Z accessory” and a potent symbol of a distinct cultural aesthetic. They are frequently seen as a “plush fashion accessory,” stylishly clipped to high-end bags like Prada and Hermès, or dangling from denim loops, effectively becoming a “badge of fashion fluency” among their demographic.

This transformation is rooted in the “ugly-cute” aesthetic of Labubu dolls, which resonates deeply with Gen Z’s preference for what is “weird, niche, and full of vibes” over traditional notions of perfection. This aligns with their “ironic consumerism,” a playful and often subversive approach to luxury and self-expression. The dolls are not just purchased; they become a canvas for personal style. A thriving “micro-industry” has emerged around creating miniature outfits for Labubu dolls, with fans dressing them in “couture” (even if counterfeit), showcasing a unique form of creative expression and engagement. This level of customization and interaction fosters deeper loyalty, as consumers actively participate in shaping the narrative and identity of their collectibles.

Furthermore, the surge in popularity of Labubu dolls can be connected to a deeper psychological need. Their rise during a period of global uncertainty suggests they function as “emotional comfort objects” for Gen Z. These “personality toys,” with their distinctive “fangs and feelings,” offer a form of whimsical escape and connection in an increasingly hyper-connected world. Products that tap into such fundamental human needs for comfort, self-expression, and community can build remarkably strong and resilient bonds with their audience.

Crafting Your Brand’s Viral Moment: How Jordie’s Creative Agency Can Help 

The journey of Labubu dolls from a niche character to a global phenomenon is a masterclass in modern marketing. It was not an accidental occurrence but rather the result of strategic social media engagement, powerful influence, clever scarcity tactics, and a profound understanding of audience psychology. At Jordie’s Creative Agency, we understand these intricate dynamics and apply them to help your brand achieve its own unstoppable growth.

Our Services for Your Brand’s Unstoppable Growth:

• Social Media Marketing: Just as Labubu dolls experienced a meteoric rise fueled by a social media frenzy and celebrity endorsements, we craft result-driven strategies to boost your brand awareness, drive engagement, and generate leads. Our comprehensive services include bespoke strategy development, high-quality content creation (visuals, videos, captions), active community management, highly targeted social media advertising, and impactful influencer marketing, all backed by robust analytics and reporting to ensure consistent growth. 
• Content Marketing: We recognize that compelling stories and engaging visuals are at the heart of any viral success. Our content marketing experts specialize in crafting high-quality visuals, dynamic videos, and captivating captions that make your brand stand out and connect deeply with your audience, much like the engaging unboxing videos that propelled Labubu dolls into the spotlight. 
• Branding: A strong, unique brand identity, akin to Labubu dolls‘ distinctive “ugly-cute” aesthetic, is foundational for market resonance. We help establish a powerful brand identity that truly connects with your target audience and differentiates you in a crowded marketplace. 
• Web Development & UI/UX Design: For products like Labubu dolls that rely on rapid online drops and seamless purchasing experiences, a modern, user-friendly, and accessible website is indispensable. We create intuitive and engaging user interfaces and experiences, ensuring your digital presence is as captivating and functional as your brand vision. 
• SEO & Paid Ads: While organic virality is powerful, sustained growth requires consistent visibility. We increase your online presence and traffic through ongoing Search Engine Optimization (SEO) efforts and run highly targeted ad campaigns on platforms like Meta and LinkedIn to boost brand awareness, generate leads, and drive conversions effectively.
• Video Marketing & AI Marketing: Video content reigns supreme in the age of TikTok. We specialize in creating and utilizing dynamic video content for compelling marketing purposes. Furthermore, we leverage the power of Artificial Intelligence (AI) in our marketing strategies to ensure data-driven decisions and optimized campaigns, keeping your brand ahead of the curve. 

The success of Labubu dolls demonstrates that viral impact is rarely a singular event; it is a synergistic combination of product design, social media engagement, influential marketing, and strategic distribution. This highlights the necessity of a holistic marketing approach, where various elements work in concert to create a powerful market presence. By explicitly linking each of our services to a component of the Labubu dolls success story, we provide a tangible blueprint for how other brands can achieve similar market impact. We understand the underlying mechanisms of virality and are equipped to translate them into actionable strategies for our clients.

Key Drivers of Labubu Dolls’ 2025 Viral Success

 

What Do You Think?

The world of digital marketing is dynamic and constantly evolving, yet the fundamental principles of connection, engagement, and strategic promotion remain timeless. If you’re ready to transform your brand from a hidden gem into a must-have sensation, just like the Labubu dolls, we are here to help. We invite you to explore Jordie’s Creative Agency‘s services further or get in touch for a personalized consultation tailored to your unique brand goals. Contact us!