What Businesses Can Learn from the Labubu Trend
If you have spent any time on social media recently you have probably come across something called a Labubu. Adorable but mischievous looking, they were originally created in 2015 by the artist Kasing Lung and appeared in 3 books inspired by Nordic mythology. In 2019 Lung struck a deal with Pop Mart to sell Labubu figures but it wasn’t until Pop Mart started selling the plush toys on key rings 4 years later in 2023 that their toothy grins suddenly seemed to be seen everywhere and in the hands of celebrities such as Kim Kardashian and Rihanna. Now, in 2025 they are sustaining a viral moment globally, but why?
The Power of Organic Influence:
This Labubu story is a textbook example of what can happen when organic influencer engagement goes to plan. The love for Labubu from celebrities - in particular Lisa from BLACKPINK who announced her love for the small characters to her 100 million followers - has been authentic and completely aligned with their personality and followers.
When she posted about her love for them her followers didn’t see a brand ad. They saw their idol sharing something she genuinely loved. The results?
Search interest in Labubu skyrockets
Pop Mart’s products sold out globally
Secondary markets for Labubu toys boomed
Pop Mart’s global brand awareness shot up overnight - without a traditional ad campaign
This combined with the Labubu target market (adults, not children), the blind boxes Labubu are sold in adding to the appeal and the limited numbers available for sale has driven the brand’s viral moment into a sustained demand and business growth very quickly.
What Can Small Businesses Learn from This Global Trend?
: Organic Endorsements Are More Valuable Than Paid Ones
Paid endorsements absolutely have their place - and always will so these should be part of your plan when appropriate, but be open to discussing organic content with media and influencers. Set up a partnership where there is no obligation to post or include anything - unless it is really loved. This lack of restrictions will work in your favour and translate to any coverage that you get. It also shows media and influencers that you are serious about wanting to build brand loyalty based on credibility alone, not because it has been paid for.
- 💡TIP: Focus on getting your product into the hands of people who will genuinely love it.
: Don’t Underestimate Niche Culture
Labubu started as an underground collectible appealing to a small but passionate fanbase. That niche culture was the grounding before the viral explosion.
- 💡TIP: You don’t have to go ‘mainstream’ to go big. Nurturing a niche audience can lead to powerful word-of-mouth and if the right person discovers your brand it can scale fast.
: Authenticity > Reach
Lisa didn’t share her love for Labubu because she was chasing a brand deal, she simply wanted to share her love with her audience and it is that authenticity that resonated more than a polished paid ad campaign.
- 💡TIP: Instead of chasing influencers with the biggest following, look for those whose values, interests and communities align with your brand.
: Be Prepared
In this day and age of fast news, virality and online presence, anything can change in a heartbeat. Pop Mart had no indication of the Labubu trend hitting hard and fast, but they were ready for it with their strong visuals, distribution and product storytelling to ensure they capitalised on the attention when it arrived.
- 💡 TIP: Have your assets in place - a good website, shareable content, clear branding and storytelling so you can make the most of any opportunities that land your way.
❤️ Final Thought
The Labubu trend is a powerful reminder that visibility doesn’t always have to be bought. Sometimes it can be earned through genuine connections, great product design, and community-building. When someone truly loves what you do, their support can unlock levels of exposure and growth that can take you by surprise.
So whether you’re running a small business or building a global brand, remember: relationships matter. Focus on creating something worth talking about — and then let the right people find you.