Labubu, the quirky character created by artist Kasing Lung, has rapidly become a viral sensation across multiple industries — from toys and snacks to fashion and beauty products. Since its inception, Labubu has evolved from a simple collectible toy into a widespread cultural icon that brands are eagerly embracing to connect with modern consumers.
What is Labubu?
Originating in 2015 as part of an illustrated book series inspired by Scandinavian aesthetics, Labubu’s popularity skyrocketed after the toy company Pop Mart began licensing and producing figures in 2019. The toy’s distinctive features — sharp teeth, large eyes, and fuzzy ears — have captured the imagination of a global audience. Labubu’s appeal has been fueled by viral TikTok unboxing videos, blind-box sales, limited drops, and a booming resale market, leading Pop Mart to nearly $2 billion in revenue by 2024.
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Labubu’s Expanding Influence in Marketing
Labubu’s influence has extended well beyond toys. Brands across various sectors are integrating the character into their marketing campaigns. For example, beauty brands like E.l.f. Cosmetics have collaborated with TikTok creators to feature Labubu-themed products, including a blush designed specifically for the dolls. Similarly, BeautyStat Cosmetics has playfully encouraged followers to give their Labubu dolls a spa day with their skincare products — despite the dolls not actually having skin.
A man poses for pictures next to a life-sized Labubu figurine displayed before an auction in Beijing, China June 6, 2025. The figurine was later sold for 820,000 yuan at an auction by Yongle International Auction on Tuesday. REUTERS/Tingshu Wang
In the food industry, chains such as Olive Garden have used Labubu figures in social media campaigns to capture attention, while companies like Pillsbury and Ladurée have included the character in their online promotions. Fashion retailer Uniqlo has also joined the trend with officially licensed Labubu merchandise, developed in partnership with Pop Mart.
Why Are Brands Turning to Labubu?
This trend reflects a broader shift in marketing strategies where brands leverage internet culture and viral phenomena to stay relevant. Past viral marketing moments, such as Barbie’s pink wave in 2023 or the “Brat Summer” aesthetic, paved the way for Labubu’s rise. Industry experts note that incorporating Labubu offers brands a way to tap into a wide consumer base and create a sense of connection through cultural relevance.
A Labubu toy hangs from a bidder’s Hermes bag at an auction by Yongle International Auction in Beijing, China June 10, 2025. REUTERS/Tingshu Wang REFILE – QUALITY REPEAT
Celebrity Endorsements and Collaborations
Celebrities like Lisa from K-pop group Blackpink, Rihanna, and Lizzo have contributed to Labubu’s popularity by showcasing their own Labubu figures publicly. The character’s influence even extends to official partnerships with global brands: in early 2025, Labubu collaborated with Coca-Cola, featuring dolls holding miniature Coke bottles. In the United Arab Emirates, the luxury patisserie Ladurée has offered free Labubu figures with certain purchases.
@abby.isaac It was meant to be🤷🏼♀️ #rhianna #labubuthemonsters #labubu #fypシ #viral ♬ she cannot beat my outfit – ★
Marketing experts highlight that such collaborations often require minimal product testing and relatively low launch costs, making them an efficient way to generate buzz and consumer interest.
Labubu’s evolution into a lifestyle accessory — with fans using dolls as bag charms, keychains, or clothing decorations — underscores its cultural penetration.
