Labubu Pop Mart: The Viral Marketing Strategy

Labubu Pop Mart is proof that you do not need a pretty product to create a global craze. Labubu, the creature by Hong Kong illustrator Kasing Lung, looks like a snaggle-toothed gremlin. Pointy ears, wide grin, eyes that sit between creepy and confused. It is not the type of character you cuddle at night. Yet people line up for hours to buy it, and some pay thousands for a rare version.

This is not an accident. Pop Mart built a viral machine around Labubu, using a marketing strategy that combined hype, scarcity, and a dose of chaos. The story is as much about psychology as it is about toys.

Who is Kasing Lung and what is Labubu

Kasing Lung is known for creating characters that look imperfect and a little rough around the edges. Labubu became the breakout star of his Monster Tribe series because it did not look polished or cute. It looked weird. That weirdness gave it personality.

When Pop Mart Labubu hit stores, the company decided to sell it in blind boxes. Each box contained a random figure, and you could not tell which one you were getting. That turned the act of buying into a gamble. Collectors hated the uncertainty but kept buying. The model spread fast because each purchase was a small risk with the chance of a big reward.

Viral marketing in action

The Labubu marketing strategy shows how to spark viral behavior without pouring endless money into ads. Viral marketing works when people promote the product for you, usually by showing it off, reacting to it, or complaining about it in a way that creates more attention.

Labubu had three big drivers.

The look. Ugly but somehow charming. People argued over whether it was cute or disgusting. That debate alone kept it on feeds.

Celebrity moments. When celebrities like Lisa from BLACKPINK or Rihanna were seen with one, it moved from toy shelves into fashion culture. Beckham even posed with it. Those images made fans rush to the Labubu shop to find one.

Unboxings. Social media is full of people tearing into blind boxes on camera. The joy, the frustration, the scream when a rare one appears. That cycle made people want to try their luck, and each video pulled new buyers into the loop.

Scarcity and demand

The other half of the Labubu dolls marketing strategy was scarcity. Scarcity creates urgency. The harder something is to get, the more people value it. Pop Mart leaned into this idea with precision.

Blind boxes meant you rarely got the figure you wanted on the first try. You had to buy again and again. The company released limited editions in tiny numbers. A mint green life-sized Labubu went for over $150,000 on resale. Regional exclusives and timed drops pushed fear of missing out into overdrive.

This was not about making enough toys to meet demand. It was about making sure demand always stayed higher than supply. The result was a frenzy where collectors chased after the next release as if it was gold.

Lessons for decision makers in Canada

The Pop Mart Labubu story is not just about dolls. It is a case study in how marketing can transform perception and drive revenue.

• Strange can sell. Labubu proves that people respond to products that stand out, even if they look ugly.

• Sharing is marketing. Social media gave Pop Mart free promotion. Every unboxing video or celebrity post fueled the hype.

• Scarcity multiplies value. Limited drops and hard-to-find products push customers to act faster and spend more.

• Influence matters. A single celebrity sighting can send demand through the roof.

These are tactics that any brand in Canada can use. The category does not matter.

Scarcity and virality work on sneakers, tech, beauty products, even food.

What is your Labubu

The Labubu Pop Mart strategy worked because it combined viral loops with scarcity at just the right time. A doll that looks like a scrappy gremlin became a billion-dollar brand.

If a creature this odd can trigger a global craze, what could your product do with the right strategy? Maybe your version of Labubu is already on the shelf. Maybe it just needs the right push.

Signal and Grain helps brands build demand like this without leaving it up to chance. If you want to see what that could look like for you, reach out.